Targeting Audiences In The Golf Industry

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Targeting Audiences in the Golf Industry


For most hobbies there are major equipment suppliers that target audiences and

compete with other companies for better sales. Like football, basketball and other sports,

the golf industry is no different. Taylor Made, Cobra, Nike, Titleist, Precept and

Callaway are just a few of the name brand suppliers of golf equipment in the world of

golf. These companies focus on advertising towards a targeted audience as an efficient

way to increase their sales and consumer demands for their products.

With the amount of newer golf equipment on the shelves of your local pro-shops,

these large companies have formed new advertising campaigns in hopes of higher sales.

Taylor Made, the leader in the golf industry since the late 70’s recently introduced the R7

Quad Driver in the early summer of 2004 and according to Brandweek Magazine the

retail price is around $600 for the regular model and $1,000 for the tour version. This

club is being advertised to the male golfer between the ages of 24 and 35 with high hopes

of improving his golf game. In a commercial featuring Sergio Garcia, one of the best

professional golfers on the tour, the company suggests that the club “Scientifically adapts

to your swing,” and you will experience “Your longest drives ever(“Taylor…”).”

Cobra golf, has also introduced a new series of drivers called the “SZ Driver.”

The company is pricing the club at around $450, and advertising it to male golfers

between the ages of 18 and 25. Brandweek Magazine says that the company hilariously

advertises this driver as, “An entirely different way of opening a can of whoop-ass.”

Many of Cobra’s other advertisements introduce the SZ Driver as, “Golf’s answer to the

corked bat. Only it’s legal,” and say that it has “a sweet spot the size of a badger and a

club face hotte...