women: a major contributor to growth pam swensen vice president, sales and marketing ewga

WOMEN: A MAJOR WOMEN: A MAJOR CONTRIBUTOR TO GROWTHCONTRIBUTOR TO GROWTHPam SwensenPam SwensenVice President, Sales and MarketingVice President, Sales and MarketingEWGAEWGA

OBJECTIVESOBJECTIVES

• RetentionRetention– Develop strategies to reach and maintain the attention, Develop strategies to reach and maintain the attention,

dollars and interest of the six million women who currently dollars and interest of the six million women who currently consider themselves “golfers”consider themselves “golfers”

• AttractionAttraction– Develop concepts for new programs, research and Develop concepts for new programs, research and

marketing to assist the industry to reach and capture the marketing to assist the industry to reach and capture the attention of women who would like to become part of the attention of women who would like to become part of the gamegame

• ActionAction– Generate three or four specific action items for the Generate three or four specific action items for the

Executive Board to considerExecutive Board to consider

WOMEN IN GOLFWOMEN IN GOLFNancy BerkleyNancy Berkley

Review of ResearchReview of Research

PRESENTATION OUTLINEPRESENTATION OUTLINEPRESENTATION OUTLINEPRESENTATION OUTLINE

• Current ResearchCurrent Research– Golf 20/20Golf 20/20– NGF: Research and PublicationsNGF: Research and Publications– LU2GLU2G– Golf Digest - 2003 ReleasesGolf Digest - 2003 Releases– Women’s Golf AssociationsWomen’s Golf Associations

• What We Know AboutWhat We Know About– Part I: The CustomerPart I: The Customer– Part 2: Providers of Products and ServicesPart 2: Providers of Products and Services

PART I: WHO IS THE PART I: WHO IS THE CUSTOMER?CUSTOMER?

THE BIG PICTURETHE BIG PICTURE

• Women represent 24% of golf “participants”Women represent 24% of golf “participants”

• Women represent 24% of “golfers”Women represent 24% of “golfers”

• Women account for 21% of total golf spendingWomen account for 21% of total golf spending

• Women spend average $750/yearWomen spend average $750/yearMen spend average $874/yearMen spend average $874/year

• Women account for 18% of golf roundsWomen account for 18% of golf rounds

Source: Golf 20/20 2001 Segmentation StudySource: Golf 20/20 2001 Segmentation Study

THE BIG PICTURETHE BIG PICTUREAgesAges

12%

15%

23%

25% 25%

10%

22%

28%

17%

23%

0%

5%

10%

15%

20%

25%

30%Women

Men

• Women golfers Women golfers come to golf older come to golf older and laterand later

• 51% of women 51% of women golfers are golfers are between 40 and between 40 and 6464

• 63% of women 63% of women golfers are 40 or golfers are 40 or olderolder

Ages Ages 18-2918-29




Ages Ages 65+65+

Source: Golf 20/20 2001 Source: Golf 20/20 2001 Segmentation StudySegmentation Study

EMPLOYMENT & FAMILY EMPLOYMENT & FAMILY ISSUES FOR WOMENISSUES FOR WOMEN

• 56% work full-time56% work full-time

• 16% work part-time16% work part-time

• 14% retired14% retired

• 12% unemployed12% unemployed

• 28% have kids at home28% have kids at home


RETENTION RESEARCHRETENTION RESEARCH

A. 52% of former women golfers say they A. 52% of former women golfers say they quit because they “didn’t have time”quit because they “didn’t have time”

B. 37% of former women golfers say they B. 37% of former women golfers say they quit because of “family obligations”quit because of “family obligations”

C. 25% say “had trouble finding someone C. 25% say “had trouble finding someone to play with”to play with”

D. Should we be asking why they stay D. Should we be asking why they stay rather than why they quit?rather than why they quit?

HOW MANY?HOW MANY?

110.2 Million U.S. Women = Total Possible 110.2 Million U.S. Women = Total Possible MarketMarket

Sizing the Market - Women Golfers - 18 and olderSizing the Market - Women Golfers - 18 and older

72%72%20%*20%*2%2%6%6%

* Estmate based on ESPN surveys - 32.5% women 12+ are golf fans* Estmate based on ESPN surveys - 32.5% women 12+ are golf fans


GolfersGolfers

Only Use Range orOnly Use Range orAlternate FacilityAlternate Facility

Fans (non-participantsFans (non-participants

Non-participants;Non-participants;Non-fansNon-fans

• Choices: Where should we put Choices: Where should we put marketing efforts?marketing efforts?

• Understanding segments may drive Understanding segments may drive decisionsdecisions

• Lack of gender research on convertingLack of gender research on convertingfans and range users to “golfers”fans and range users to “golfers”

• More research needed on womenMore research needed on women“golfers” segments“golfers” segments

HOW MANY?HOW MANY?Sizing the Market - Women Golfers 18+Sizing the Market - Women Golfers 18+

• Segmented marketing delivers Segmented marketing delivers products and services to the most products and services to the most profitable customersprofitable customers

• ““Segment” = Set of Segment” = Set of potentialpotential customers that are customers that are alikealike in the way in the way they they perceive and valueperceive and value the product, the product, in their in their patterns of buyingpatterns of buying and in the and in the way they way they useuse the product the product

GOLF 20/20 SEGMENTATION GOLF 20/20 SEGMENTATION STUDYSTUDY

• Guidelines for Segmentation:Guidelines for Segmentation:Segment must beSegment must be

– Measurable and profitableMeasurable and profitable

– Reachable thru existing Reachable thru existing communication/mediacommunication/media

– Large enough to be profitableLarge enough to be profitable

– Willing and able to purchaseWilling and able to purchase

– StableStable

GOLF 20/20 SEGMENTATION GOLF 20/20 SEGMENTATION STUDYSTUDY

SEGMENTING BY USAGESEGMENTING BY USAGEWomen Golfers 18+Women Golfers 18+

54%54%22%22%

24%24%

Average Rounds Played by ALL Women Golfers = 18 Average Rounds Played by ALL Women Golfers = 18 Rounds/YearRounds/Year


Occasional 1-7Occasional 1-7Rounds/Year 3.3MRounds/Year 3.3M

Core 8-24Core 8-24Rounds/Year 1.5MRounds/Year 1.5M

Avid 25+Avid 25+Rounds/Year 1.4MRounds/Year 1.4M

BUT, Medians by Segment Show Different ProfileBUT, Medians by Segment Show Different Profile


• More than half of occasional women golfers play only one or two rounds a yearMore than half of occasional women golfers play only one or two rounds a year• No research on movements between segments orNo research on movements between segments or• Cost to acquire customer vs. retain customer?Cost to acquire customer vs. retain customer?

Female % Median

Male Median

Occasional 1-7 2 (54%) 3 (45%)

Core 8-24 12 (24%) 12 (26.7%)

Avid 25+ 45 (22%) 50 (26.3%)

OCCASIONAL PROFILE - 3.3MOCCASIONAL PROFILE - 3.3M• Young AgeYoung Age

– 50% below age 4050% below age 40

• WorkingWorking– 79% working full-time or part-time79% working full-time or part-time

• Poorly SkilledPoorly Skilled– 35% score 120+35% score 120+

• Weak CommitmentWeak Commitment– Only 6% say “very committed”Only 6% say “very committed”– 35% say “somewhat committed”35% say “somewhat committed”– 27% introduced to golf earlier than other segments27% introduced to golf earlier than other segments

(by age 17)(by age 17)



CORE PROFILE - 1.5MCORE PROFILE - 1.5M• AgeAge

– 57% between 40 and 6457% between 40 and 64

• WorkingWorking– 74% working full-time or part-time74% working full-time or part-time

• Average SkillAverage Skill– 46% score 100-12046% score 100-120

• Stronger CommitmentStronger Commitment– 20% say “very committed”20% say “very committed”– 51% say “somewhat committed” 51% say “somewhat committed”



AVID PROFILE - 1.4MAVID PROFILE - 1.4M• Older AgeOlder Age

– 67% over age 5067% over age 50

• Working LessWorking Less– 54% working full-time or part-time54% working full-time or part-time– 34% retired34% retired

• More SkilledMore Skilled– Similar to Core, but less score over 120 and more under 90Similar to Core, but less score over 120 and more under 90

• CommitmentCommitment– 43% say “very committed”43% say “very committed”– 46% say “somewhat committed”46% say “somewhat committed”Source: Golf 20/20 2001 Segmentation StudySource: Golf 20/20 2001 Segmentation Study

SEGMENTING BY USAGESEGMENTING BY USAGEWomen Golfers Ages 18+Women Golfers Ages 18+

• NGF 1994 Study “High Interest NGF 1994 Study “High Interest Women Golfers”Women Golfers”

• Profile similar to core and avid Profile similar to core and avid golfersgolfers

• Measured “Needs”, i.e. Value of Measured “Needs”, i.e. Value of leisure activity and perception of leisure activity and perception of golf to meet those needs.golf to meet those needs.

PERCEPTION AND VALUEPERCEPTION AND VALUE

High Need and High PerceptionHigh Need and High Perception• Lets me get outside in the fresh airLets me get outside in the fresh air• Enables me to compete against myselfEnables me to compete against myself• Is always a challenge to keep up my concentrationIs always a challenge to keep up my concentration• Puts me in touch with naturePuts me in touch with nature• Rewards my practice and hard workRewards my practice and hard work• Allows me to play just for funAllows me to play just for fun• Has very specific, well-thought-out rulesHas very specific, well-thought-out rules

BUT, #1 Need “Helps Me to Relax” had low perceptionBUT, #1 Need “Helps Me to Relax” had low perception

• Study asked: Can we get these women, who are keen on Study asked: Can we get these women, who are keen on the competition and challenge of the game, to relax the competition and challenge of the game, to relax while on a golf course?while on a golf course?

PERCEPTION AND VALUEPERCEPTION AND VALUE

WHAT DOES SHE WANT?WHAT DOES SHE WANT?

Two Two Golf DigestGolf Digest Research Studies to be Research Studies to be Released at 2003 PGA ExpoReleased at 2003 PGA Expo

1. Comprehensive Women and Golf Study1. Comprehensive Women and Golf StudyObjectiveObjective: To segment women’s market into : To segment women’s market into distinct “clusters” based on combination of distinct “clusters” based on combination of consumer attitudes, lifestyle, habits and consumer attitudes, lifestyle, habits and demographicsdemographics

2. Study of Women’s Process of Buying2. Study of Women’s Process of BuyingGolf EquipmentGolf Equipment

SUMMARY - PART ISUMMARY - PART I

• Complex marketComplex market

• Role of teacher and retailer important Role of teacher and retailer important but lack of quantitative researchbut lack of quantitative research

• Choices: To market the consumer Choices: To market the consumer AND/ORAND/ORbuild and incent the delivery systembuild and incent the delivery system

PART II: WHO PROVIDES PART II: WHO PROVIDES PRODUCTS AND SERVICES TO PRODUCTS AND SERVICES TO WOMEN GOLFERS?WOMEN GOLFERS?

WHAT DO WE KNOW ABOUT WHAT DO WE KNOW ABOUT PROVIDERS?PROVIDERS?

• Best Practices of Professionals “Women’s Golf Best Practices of Professionals “Women’s Golf Programs That Work” NGF 1999Programs That Work” NGF 1999

RESEARCH HIGHLIGHTSRESEARCH HIGHLIGHTS• Build a relationship with customersBuild a relationship with customers• Make golf funMake golf fun• Group lessons - even on courseGroup lessons - even on course• Graduated lessonsGraduated lessons• Novice tournament formatsNovice tournament formats• Provide socialization opportunitiesProvide socialization opportunities• Commitment needed from providersCommitment needed from providers::

– Takes three years to build relationships and golfersTakes three years to build relationships and golfers

Qualitative ResearchQualitative Research

WHAT DO WE KNOW ABOUT WHAT DO WE KNOW ABOUT PROVIDERS?PROVIDERS?

• LU2G ResearchLU2G Research– 67% of LU2G participants are women67% of LU2G participants are women

• EWGA ResearchEWGA Research• Manufacturers’ ResearchManufacturers’ Research

Other Qualitative ResearchOther Qualitative Research

RESEARCH FROM WOMEN’S RESEARCH FROM WOMEN’S ASSOCIATIONASSOCIATION

Highlights from 1997, 1999, 2001Highlights from 1997, 1999, 2001• Top management at a facility must be Top management at a facility must be

committed to growing women’s golfcommitted to growing women’s golf• Teaching must be fun and graduatedTeaching must be fun and graduated• Broader programs needed to raise golf Broader programs needed to raise golf

awarenessawareness– Legitimizing nine-hole programsLegitimizing nine-hole programs– Nationwide women’s golf participation programNationwide women’s golf participation program– National brand image campaign National brand image campaign

Research from Sunriver ForumResearch from Sunriver Forum

RESEARCH FROM WOMEN’S RESEARCH FROM WOMEN’S ASSOCIATIONASSOCIATION

– More “social” interaction programs More “social” interaction programs such as women’s day/night at rangesuch as women’s day/night at range

– New national forum needed to New national forum needed to coordinate women’s golf resources coordinate women’s golf resources and programsand programs

Research from Sunriver Forum (cont.)Research from Sunriver Forum (cont.)

OTHER RESEARCH OTHER RESEARCH OPPORTUNITIESOPPORTUNITIES• USGA “member’s organization” - USGA “member’s organization” -

GHIN systemGHIN system• Rally for a Cure - over 130,000 Rally for a Cure - over 130,000

participantsparticipants• Association of Golf Merchandisers - 700 Association of Golf Merchandisers - 700

buyers (mostly women)buyers (mostly women)• EWGA - 16,000+ membersEWGA - 16,000+ members• PGA/LPGA ProfessionalsPGA/LPGA Professionals

MICRO-VIEWMICRO-VIEW

• Number of courses 2001= 15,709Number of courses 2001= 15,709• Number of women golfers/course = 394Number of women golfers/course = 394• Segment by usageSegment by usage

– Occasional = 211Occasional = 211– Core = 95Core = 95– Avid = 88Avid = 88– Area range users = ?Area range users = ?– Area non-participants = ?Area non-participants = ?

GROWTH SCENARIOSGROWTH SCENARIOS

• If we wanted 10 million womenIf we wanted 10 million womengolfers in 2010golfers in 2010

• Requires 241 more women golfers per Requires 241 more women golfers per course and/or more rounds and course and/or more rounds and spending per golferspending per golfer

• Next steps?Next steps?

women: a major contributor to growth pam swensen vice president, sales and marketing ewga

Documents

golf participants women

golfers women account

market women golfers

attention of women

total golf spending

year women account

big picture ages women

golf participantswomen