Growing a client in a declining industry.
Challenge
Since 2003, golf has experienced a 22% decline in participation. The economic meltdown in 2008 and aging consumers accelerated the downward spiral. GOLFTEC, the world’s largest provider of golf lessons and leader in club fittings, realized that they needed to combat the declining industry trends by sharpening their marketing.
Approach
Our analysis of their existing marketing strategies identified an opportunity. The majority of resources supported national advertising with little left to drive golfers to their training centers in local markets. Inline used a market analysis model to identify local GOLFTEC markets that were best suited to leverage local media to drive ROI. We then restructured their media buys, putting more emphasis on a local strategy to support their 200+ Training Centers.
REsult
This shift in strategies impacted revenue across the entire company. Same-store sales increased each year by 33%. The ROI for television has exceeded 400%. And their business keeps growing despite the challenges of their industry.