Report Details ‘What Women Want’
What Women Want—from Golf offers advice for teaching women golfers as well as selling equipment and apparel to this growing golfer demographic. Released last fall by Women in the Golf Industry, a Florida-based organization that promotes women in the golf business, the report is a compilation of successful grassroots activities WIGI’s members have used to encourage more play such as mother/daughter clinics, ladies’ night out leagues and newsletters. The report can be downloaded from www.golf2020.com/industryreports.asp.


Sporting Goods Sales Looking Up
Wholesale sales of sporting goods equipment, sports apparel and athletic footwear were slightly stronger in 2005, according to the Sporting Goods Manufacturers Association. Sales last year rose to $55.7 billion from $52.5 billion in 2004-a 6.8 percent jump. A 7 percent gain is expected for 2006, with projected sales reaching $59.5 billion.
The renewed popularity in sports brands for both fashion and performance were largely responsible for the surge in sales last year, noted SGMA President Tom Cove, who announced the results in January during the Super Show, the sporting goods industry's annual trade show.
In 2005, wholesale shipments of sports apparel rose by 9 percent to $26.1 billion. What's significant is that consumers purchased more units of sports apparel and paid more for them. The leading activities for sports apparel usage are walking, running, basketball, golf and baseball/softball.
Athletic footwear shipments were also up by nearly 9 percent to $10.9 billion.
Golf equipment sales rose slightly to $2.6 billion from $2.5 billion, and two smaller categories within equipment, tennis and soccer, continued their upward trend in sales. Both grew by more than 10 percent in 2005.
These increases follow several years of flat sales, resulting from the weak economy, stalled participation rates in many sports and an increased interest in sedentary attractions. Cove said that except for fitness and exercise, participation in most sports and outdoor activities has been stable or in decline for at least 10 years.

Do You Have a Plan B?
Nothing ever goes according to plan. That's especially true with marketing plans. The strategy you set before the golfing season began likely isn't going, well, according to plan.
So instead of following Plan A to the letter, you have to move to Plan B. Do you even have a Plan B?
Most failed marketing plans are the result of poor preparation. If you don't put enough time and effort into the process, you place greater reliance on good luck rather than on good business. However, sometimes even with solid planning you can't know what will happen in three or six months. Let's face it: A plan is really just an educated guess with no guarantees.
Take the basic, yet critical, assumptions you make each year about media costs. Usually these costs are based on historical data (i.e., what you spent last year). But what do you do if the cost of your primary advertising medium jumps 30 percent? Instead of spending $15,000 to execute your plan, it will cost closer to $20,000. What are your options?
1. Stick to the budget. That means a reduced marketing impact. Bad idea.
2. Spend more money. That's fine, but where's the extra money going to come from? You'll have to cut something else to fund the higher marketing budget. You may need to delay an improvement that you were planning to make this year.
3. Look for alternatives. Another option is to reallocate dollars away from the higher-priced media vehicles. For example, if TV costs went through the roof, maybe try radio spots or newspaper advertisements. You may be able to get the results you planned for without blowing up the budget.
Certainly the least preferred option is to lessen your marketing impact. Before you make that call, first exhaust all other options.
When faced with hard marketing decisions, focus on the priorities and objectives of this year's plan and find a way to achieve those results. Hopefully, you've already tested a few marketing alternatives. That way, if everything isn't going according to plan, you won't be starting from scratch and guessing which options will be most effective.

Upcoming Events:
• Golf Inc. Conference, April 10-12
• Women's Golf Week, June 3-10

For a complete list of upcoming events in the golf industry, check out the
Industry Calendar on Golf Range Times' home page.

New Finds
The 2006 PGA Merchandise Show & Convention offered 500,000 net square feet of exhibit space, and Golf Range Times staff covered every inch in search of the latest products, equipment and services for range owners. Read all about this year's hottest finds in the March/April issue.

Sell Used Equipment Fast
Got pickers, washers, balls, mats or tee dividers taking up space? Convert them to cash with a classified ad in Golf Range Times.
Special low rate for range owners: $50. Plus, we’ll help you extend your reach by posting your ad online—for free! Contact Sally Schall, advertising representative, to place your ad in the March/April 2006 issue. Classifieds are sold on prepaid basis only.

Missing an Issue?
Missing an earlier issue of Golf Range Times? Or looking for reference articles on adding amenities, insuring your facility or hiring qualified and committed staff? Click through all back issues of the magazine to find these topics and more here.

The Only Directory You’ll Ever Need
The annual Golf Range Times Buyers’ Guide and Directory is the only directory published exclusively for the golf range industry, and the one resource you’ll refer to all year long as you make purchasing decisions. Alphabetical company listings cross-referenced by product category make it easy to find the equipment and services you need. Order your copy online here.

About the Golf Range Times e-Newsletter
The Golf Range Times e-Newsletter is a free bimonthly publication sent to range owners and developers who have provided e-mail addresses. You can subscribe online here.

Don't hesitate to forward a copy of this newsletter to friends and associates or to let them know that they can subscribe at www.golfrangetimes.com.

Have a tip or idea?
Contact Marshall Norton Jr., Golf Range Times managing editor, at 804-272-9100, ext. 112, or by e-mail at marshall.norton@douglasmurphy.com.

© Copyright 2006 Golf Range Times