New Podcast and More!

Do you use insights to inform marketing decisions?

What do you consider when expanding into new markets?

How do you quantify markets?

Learn the answers to these questions (and more) in just 30 minutes from Cassandra Bausch. She is our guest on Gather Global Podcast Ep#24: How to underpin your marketing with insights.

Also, a warm welcome to our newest Gather Collective Founding Member, The Transformation Tour. 

Gather Collective Founding Membership is limited and selling fast. Contact adam@gather.golf if you or your business would like to learn how Gather empowers decision-makers with actionable insights that drive business growth. Enjoy.

GATHER GLOBAL PODCAST #24 WITH CASSANDRA BAUSCH: HOW TO UNDERPIN YOUR MARKETING WITH INSIGHTS

Cassandra is the Director of Marketing at Club Champion.

Club Champion delivers tour-quality golf club fittings to high performing, and recreational golfers. Each store has more than 50,000 clubhead, shaft, and grip combinations for golfers to test. Because the company’s approach is agnostic – the fitters don’t favour one brand over another – players find the best combination of components. 

After opening 100 new Club Champion brick and mortar stores in the last five years, the company is expanding internationally.

“When we do market analysis, we’re always trying to pick a segment that is underserved, or isn’t thought about in the grand scheme of club fitting. Women make up about 35% of the golf industry in general, but if you look at club fittings they are maybe 10-15%. So that’s an underserved market. What we’re looking to do is learn how to speak to that segment.” (Cassandra Bausch, Club Champion)

Key discussion areas to listen out for:

• 1:08 mins. The similarities of marketing to bowling fans vs. golfers. How helpful is it for golf marketeers to be the target market?
• 7:27 mins. 100 new Club Champion brick and mortar stores have opened in the last five years. What’s the advantages and disadvantages of growing this fast?
• 9:37 mins. How did Club Champion quantify the market opportunity five years ago? Would they assess new growth opportunities using different insights and metrics now?
• 11:49 mins. Personalised club fitting has been available for a long time with club professionals. Why are more golfers getting fitted for clubs, and how is Club Champion capitalizing on this?
• 14:40 mins. What difference is Club Champion seeing with international markets? And how do you change your marketing tactics to succeed in these markets?
• 17:17 mins. When setting customer acquisition goals for a new market, does Club Champion use the same goal setting approach as in a new US state, or different?
• 18:39 mins. Gather’s Sue Shapcott conducted research for Club Champion that specifically looked at the club fitting experience for women and higher handicap golfers. How did Cassandra and the team use insights from this research to inform marketing decisions?
• 20:57 mins. How do you track brand perception and awareness?
• 24:25 mins. What is Cassandra’s framework for taking a brand like Club Champion forward in the future?

LISTEN TO THE PODCAST

NEW GATHER COLLECTIVE FOUNDING MEMBER: THE TRANSFORMATION TOUR

With over 15 years of experience in business transformation, innovation, and sustainability, Dr Mark Bloomfield (Fellow at Cambridge Judge Business School) is passionate about helping organisations and individuals transform.

“The Transformation Tour delivers leadership and business development programmes that catalyse business transformation through an immersive golf-based approach. Our programmes are designed to challenge and shift your thinking. We provide you with the skills, strategies and insights necessary to ignite a transformation, both personally and professionally. Go disrupt yourself.”

We are also collaborating with The Transformation Tour on the Gather Water Summit with Toro. This event will take place at Cambridge University's Judge Business School in September. More details to follow soon!

The Transformation Tour—Welcome aboard!

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