Just last week, as a Christmas present, I was given a new set of golf clubs for me to choose. Now, to be honest, I really want to be a great golfer, but my experience to date is limited to a quarterly hit down at the local golf club, or the odd hit at the golf range in Sanctuary Cove when I am in the Gold Coast.
I like a lot of things about Golf and I spend a lot of time listening to others tell tales of their experiences or purchases. It seems, everyone has Pings, Callaway or Tailor-Made clubs – and I too want to be just like the pros.
In fairness, Tiger Woods is NIKE sponsored, but NIKE to me means sportswear and runners – not golf.
Putting NIKE with golf diminishes the NIKE brand’s value in other areas. I am a strong believer that you cannot be everything to everyone.
However, I did read in a girly magazine the other day that a celebrity preferred Callaways and so I started my research.
Callaways are well recognised as being one of the best set of golf clubs you can buy.
So I head down to the local golf shops and the first person who serves me asks what I would like to look at. I say Callaway golf clubs for women. He looks at me like there is no chance I am about to buy a set of Callaway golf clubs from him, so the amount of effort he puts into serving me is limited. In fairness to him, I am dressed down, have my dog in one hand and mobile phone in the other.
I leave feeling like a total loser that has no ability to communicate what I need to start my new passion of golf.
I walk 2 doors up to another shop and this lovely young man is quick to help me out. He shows me a variety of Callaways and suggests that a certain type is the most forgiving (now, he is talking my language) and they look pretty smart too.
Within minutes, he is watching my swing… tells me it’s not too bad… and has sold me. A few thousand dollars later, I am now the new owner of a set of Callaway Clubs.
Now there were cheaper and some were big name brands, but it was Callaway that stood out amongst my peers and those of whom I talked to.
I not only want to look the part, but I want to be the part – so buying Callaway did fit into this image I had in my mind of me playing off the first tee.
I am a slave to a good brand name and unashamedly I am confident enough to admit it. I don’t want to own a brand that people don’t think is good, or doesn’t stand for quality. Who does?
Well, many are hindered by budget – and I get that.
Some are hindered by not wanting to spend money even though they have it.
Others, like me, just want the best.
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Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.
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