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Golf: From Tee-Off to Putting the Hole

A sport in which an individual or a team of individuals hit a small white ball into holes with the help of different clubs is known as golf and is one of the few ball games that do not require a fixed playing area. The definition of golf under the Rules of Golf can be summarized as being the playing of a ball with the help of a club from a teeing off point into a hole by one or more successive strokes in conformance with the rules of the game.

Scotland is often thought of as being the home of golf and has been known to the British Isles for centuries. The game is avidly played there and the oldest golf course in the world is situated at Musselburgh and is known as The Old Links. The Old Links has hosted golf as we have come to know it today since 1672 though earlier versions had also been played and known of in the British Isles as well as other countries of Northern Europe many centuries earlier. It is primarily an upper-class sport but has increased in popularity and become accessible to almost everyone today.

Playing the Game

There are a number of holes that must be played in a given order and a round of golf usually consists of eighteen holes that have to be played in an order as determined by the layout of the course. A nine-hole course would mean playing two successive nine-hole rounds. By playing the ball from a teeing box the player needs to put the ball into a hole in the green that is an area of finely cut grass. Stroking the ball into the hole is known as putting with the ball being hit along the ground. The idea is to rest the ball into the hole in as few strokes as possible in order to win the hole and there are many hazards along the way to contend with such as bunkers and water hazards.

The players usually walk the course though there are motorized carts to take them as well and a caddie who holds the golf bag for the player and also gives advice will accompany the player throughout the duration of the game. The player needs to tee-off or take the first shot from the tee-off point of the hole and when all the players of a particular round have completed bringing the ball into play, the player with the longest shot is next to play. Whoever wins the hole is given the honor of teeing off the next round.

There are certain terms used in golf such as albatross or double-eagle, eagle, birdie, par, bogey, double bogey, and triple and quadruple bogies. There are also two forms of playing golf and these are known as match play and stroke play and the former alludes to every player playing each hole as a separate contest with another player while the latter alludes to every player counting the number of strokes taken for the entire round or tournament to arrive at a total score with the lowest scorer being the winner.

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April 30, 2007

Case Study: The Golf Industry in Japan - A Well-Kept Secret to Successful Marketing

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While working on developing the world’s first global launch of a 100% biodegradable/compostable corn-based polymer fiber sock in 2005 I came across some very interesting information about the golf industry.

For those of you not in this industry you may not be aware but apparently Japan is the most brutally competitive market in the world, for golf. Korea is a close second. Every company is constantly innovating, developing, refining, looking for that edge, attempting to eke out a little bit extra to gain the competitive advantage in order to take a greater part of market share.

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My client is a high-end golf club manufacturer. He is extremely innovative and always looking to develop new hot products to provide his customers. He does not hesitate to place a one-shot $30,000 1/3 page ad in the leading business newspaper that all of the CEOs, CFOs, COOs, etc. read every single day to learn about business and truly leading-edge product development. What he confided in me regarding a Japanese-marketing tactic is truly inspiring.

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I found out that there is a ranking system in the USA where every golf tournament statistics are presented showing the percent of golfers (in that tournament) using every single product in use at the tournament. A grand survey is prepared and distributed among the players, marketers, companies. They collect data and publish it like thus: “X% of golfers wear/use Brand Y products”.

This information is culled by the Japanese golf-goods manufacturers and used as an amazing marketing tool in Japan. Here is how it works.

“Shaft Co., Ltd” (an imaginary company) makes a new shaft, let’s call it “Shafted” and gives it out for free to all of the golfers at a tournament. As an example out of the 180 golfers on the tournament, 160 use the shaft and the other super pros (like Tiger Woods who have other contracts) don’t. They try it out. The statistics for that tournament are published. In there we would see that 89% of US Golfers use “Shafted Brand shafts”.

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“Shaft Co., Ltd”., takes those statistics back to Japan and turns them into a marketing bonanza. They take out a 1/3 page ad in the Japan Economics Newspaper (Nihon Keizai Shimbun) that is read by all of the company executives in Japan. The ad claims that 88.9% of US pro course golfers use “Shafted Brand” shafts.

The ad runs and it hits the market.

When the Japanese market sees this information, they assume that 88.9% of all golfers in Japan use this shaft. Since the USA is the “hotspot” for golf, where only the best products are used by the pros, the market here in Japan makes the leap to the assumption, “if it is good for about 90% of US golfers, it HAS to be good for us!”.

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Here you need to understand that Japan emulates the USA in golf. Even the pro golfers here look to the trends in the USA and try to follow them religiously.

Once this happens, everyone goes out and buys “Shafted Brand” clubs and this shaft goes from an unknown to Number One in the industry, overnight.

My client is designing a special sock to give golfers an edge over the others. This is how my introduction to the biodegradable sock ties into this story. In addition to the high-tech design of the socks he also plans to use this marketing technique to dramatically improve the sales of his socks in Japan and strategically place his product ahead of the pack.

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Because Japanese uses a lot of “fuzzy language” it is possible to create a marketing plan in such a way to capitalize on this cultural aspect and target the mass market.

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When you want to conduct successful business in Japan, you need to understand more than just the language to get over the many hidden hurdles.

Good luck!

Cameron Switzer
Intrmarket Solutions
Kamishii-mura, Fukui, Japan

Cameron has lived and worked in Japan for over 15 years. Originally a researcher and educator he has a penchant for details and a natural born flair for communication “soul to soul”. His extensive experience in the culture, coupled with language fluency and a deep understanding of Japanese ethics, morals and thought processes has allowed him to develop a special niche market in the business world.

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While working to develop a global presence for a titanium material, parts & accessories distributor for the global eyeglass industry for 5 years, Cam saw the difficulties small/medium sized companies were having trying to expand their businesses outside of Japan. He decided they needed help.

Currently Cameron owns and operates a one-man (one dog) SOHO business designed to help foreign and Japanese companies in a variety of industries come together in business in a very efficient, effective, and cost-effective successful manner.

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Reach Cameron @: http://www.intrmarketsolutions.com
Visit his blog @: http://360.yahoo.com/intrmarket

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April 29, 2007

Powerful Ways of Marketing Your Business Through Golf

Tip! The Golf course should be of international standard, so that one can quickly train him/herself to participate in good tournaments.

Not only is the game of golf big business, but it’s big IN business too. Millions of business transactions happen on the golf courses of the world nearly every day of the year. From sales negotiations to legal settlements, the golf club is as mighty as the pen when it comes to getting business done.

It’s hard to separate the social from the business aspects of a workday spent on the links, and perhaps its better that way. You see, conducting business on the golf course is just as complicated as conducting business in the boardroom. Only the environment and clothing are different.

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While nearly everyone can grasp the obvious benefits of playing golf in business sales and negotiation situations, fewer people understand how to find other ways to use golf in business to drum up new customers.

While anyone who plays can invite a colleague, vendor, or co-worker for a round of 18 holes, how can the lone golfer benefit from the magic powers of golf in business?

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It seems that Portsmouth, N.H business woman Dianne Durkin has found a unique approach. According to Durkin, she has snared a number of new clients for her business consulting firm by simply approaching the first tee alone and then getting matched up with others players who need to round out a foursome. Sometime during the game the talk always turns to business, and Durkin gets a chance to make her low-key sales pitch. Now that’s one smart golfer!

There are other ways to ride the golf in business success train even if you’ve never touched a set of clubs yourself. One Long Island business executive, who had no interest in the game himself, hires salespeople who play and lets them entertain prospective clients on the area’s courses. The end result is more sales, with a higher average dollar amount per sale, and another example of a clever way to make money from playing golf in business.

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No matter what size community your business is located in, there are advertising, marketing and sponsoring opportunities tied to golf in business as well. You can sponsor local golf tournaments, or even start a tournament yourself that carries your company’s name. If your business is oriented towards school-age children, donating golf shirts to the high school golf club is a great way to reach prospective customers and grab some golf in business publicity at the same time.

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Custom-printed golf towels, golf balls, golf hats, and other golf accessories make fine golf in business gifts as well. There are plenty of advertising speciality companies that can print these golf in business items up in any quantity that you need.

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The key to leveraging golf in business is to think outside the box. You don’t have to be a player to reap the benefits. You just need a golf in business strategy that’s capable of getting your name on to the links even if your body remains in the office.

Richard Myers is a keen golfer and his web site http://www.thinkandreachpar.com and http://www.golfforleftys.com contains many free tips and great golfing advice plus training videos and DVDs to help you to improve your swing and lower your score using some very simple exercises.

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