Jim Koppenhaver: Market Research Guru

The world's leading golf market research guru offers the following products and services. Service Description Outside the Rope Newsletter A bi-weekly opinion paper on the latest trends within golf and research completed. This controversial tome creates diverse opinion stimulating the industry conscience. Golf Consumer Franchise Health Analysis The golf consumer franchise is at the core of the macro golf economy, smart stakeholders start here to separate fact from fiction. A condensed annual summary of the size, composition and changes in the consumer franchise for the current vs. prior year. Key facts presented: Participation Rate, # of Golfers, Frequency (Rds/Yr) and Play Rate (Rds/Capita) Non-golfer Groups (formers, nevers) Golfer Lifestage Groups (Jrs, Career & Family, Finding Balance, Self & Spouse) Golfer Income Groups (Making Ends Meet, Tradeoffs, Conspicuous Consumers) Gender Groups (male/female) Play Involvement Level Groups (Committed, Involved, Casual)   Golf Industry Trends Understanding the history and cyclical trends of golf from the 1980s to the present provides clues for educated future projections. A summary and interpretation of trends in key industry drivers with key trends presented including: Number of golfers and participation rates. Supply levels: new courses by type & price. Demand as reported by facility. Demographics: overall growth, age and income distributions. Geographic Market Local Analysis Need a fast, efficient initial screening of the golf fundamentals for any location in the US? Size and projected growth of the consumer base? The GLMA is the first step in determining whether an existing or proposed location has a "headwind" or a "tailwind" for golf facilities or retail locations. Report provides a 6-dimensional view of any location in the US by: Population and demographic trends Golfer base (# of participants, average frequency and rounds-per-capita Play Rate) Consumer rounds projections Current supply and demand balance Facility listing by pricing, classification, distance from location) Mapping of supply level and mix against Income distribution.   Weather impact analysis How much of the positive or negative variance in your rounds was caused by weather? What is the long-term "norm" for weather you should be using as the baseline for your annual budget? The WIA provides the industry's first tool for quantifying weather-adjusted rounds performance for facility owner/operators, retailers or equipment manufacturers to identify which declines can't be blamed on "bad weather". Customer franchise analysis The CFA unlocks facts and answers buried in your point-of-sale system which are critical to winning the intensifying battle for share-of-golfer such as how large is your facility customer base, is it growing or shrinking, how far does your "draw area" extend and how much did defectors cost you. Details presented include: # of Unique Customers (1x/yr visits or more) % Retention Rate (what % of last period's customers returned to play again?) Attraction/Attrition Analysis (what was the net effect of new & lost golfers in revenue?) Defector Analysis (how many and which lost guests are worth "chasing"?) Customer Spending Quintiles (how many/which customers contribute top 20% of revenue?) Contact Information Quantity & Quality (how many customers could we efficiently contact?)   Sharper Edge Marketing   How do you build a foundation for your annual marketing plan based on analysis vs. guesswork? Even if you knew how to do the analysis, what good is it if you have no time to write a summary plan let alone execute it? SEMS offers both integrated analysis products (GLMA, CFA, WIA) all the way up to completely outsourced affordable marketing solutions based on facility owner/operators' needs and budgets. Synopsis A Pellucid-Johnson Design Golf Marketing alliance, SEM combines our unique tools and skills to offer modular or end-to-end outsourced marketing solutions at varying price points: Step 1) Facility/market analysis (Pellucid GLMA, CFA, WIA reports) Step 2) Write a plan (evaluate current spending/ vehicles, refine against specific goals/budget) Step 3) Purchase tools and update current capabilities (i.e., make web site work harder for customer information collection, online tee times, broadcast e-mail program, etc.) Step 4) Execute the plan (create and send offers on schedule, launch incentive/customer info collection programs, etc.) Step 5) Track monthly progress, make mid-course corrections