Taylor Made's budget of a "whopping" $18M on marketing the
launch of its new "Burner Bubble" metalwood club is examined in
BRANDWEEK. Chuck Stogal reports that Taylor Made's approach is
new to golf manufacturers, who have traditionally relied on "pro
shops or clubhouse word of mouth." The budget is a 50% hike over
Taylor Made's total '94 marketing budget and relies heavily on
broadcast spots. The campaign also includes print spots in
Forbes, Business Week, Newsweek and Worth, along with POPs in pro
shops and retail outlets. Taylor Made also joined Golf Digest's
"Tour de Golf," a travelling exhibition making stops in malls in
20 cities nationwide. Taylor Made VP/Marketing George Montgomery
said the media campaign has "exceeded goals." Sales through
August hit an estimated $75M-$100M, with a "97% rate" of approval
from customers. Montgomery said the non-traditional campaign has
worked so well, he will recommend a $30M budget next year
(BRANDWEEK, 10/16 issue).
FROM THE GREENS TO THE STREETS: Look for golf apparel to
"still appeal to the MTV generation" this coming season, with
lines that cross "from the links to the streets" according to
this month's SPORTING GOODS BUSINESS. Hollee Actman reports that
"the once-conservative golf apparel industry is undergoing a
serious transformation." Spring '96 lines will emphasize
"bolder, brighter colors and hip crossover silhouettes that are
made to travel from the greens to the streets," according to PGA
Dir of Expositions John Zurek. $1.5B was spent on golf apparel
in '94, with a recent study of demographics explaining the trendy
non-conservative golfwear. Actman reports a majority of the
11.4% in the U.S. that considers themselves "avid golfers" are
18-35 year-old males with household incomes of $50,000 or higher
(SPORTING GOODS BUSINESS, 10/95 issue).
SENIOR TOUR GETS NEW EVENT, NAME: Business Week will be the
title sponsor of a new Senior PGA Tour event at the TPC in
Prestancia in Sarasota, FL. The "Senior Golf Classic presented
by Business Week" will feature a Pro-Am that will benefit the
Baseball Assistance Team and feature baseball greats playing with
Senior Tour stars. The tournament will premier February 19, 1996
(GOLFWEEK, 10/16 issue).
