Page 12 - GBC spring 2016

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Golf Business Canada
Those may not seem that disruptive and you’ve certainly heard those words before but combining low cost of production with massive distribution creates something that is changing every aspect of your business: A desire to create and consume niche content.
On one hand, it’s great. Golf freaks can spend all day on the couch ingesting golf related content before they even hit the course. On the other hand, it sucks.
Hear me out. Let’s say someone likes golf but LOVES knitting. Before, they knit a few times a week, read a monthly knitting magazine, and discussed knitting with friends. That left plenty of time to pursue their second favourite activity, golf. They could go to a driving range, read your print ads, take lessons, or even celebrate with friends in your clubhouse.
Then boom. Once that person acquired the ability to create and a desire to consume niche content, their habits changed. Now, they can geek out on the thing they love 24/7. They can follow 500 knitters on Twitter. They can sell their knitted scarves on Etsy. They can watch instructional knitting videos on YouTube. They can download PDFs of the best patterns. If they have something that they love more than golf, that passion can consume every minute of their day.
They have those distractions and you’re going to try and connect with them through a direct mail piece? You’re going to try and sell ideas internally with a PowerPoint presentation? You’re going to try and get younger people interested in the sport with a brochure and a $10 off coupon? Good luck with that.
People used to vote with their wallets. Now they vote with their time. It doesn’t matter if it’s colleagues, customers, partners, or pros- pects. If you can’t win the battle for time, you’ll be ignored. And that’s never good for business. It’s the Expression Economy and whether you like it or not, you’re in the middle of it. You’re not competing with other golf courses. You’re competing against the Internet. May the most interesting and compelling brand win. Here’s how you can do it.
“People used to vote with their wallets. Now they vote with their time. It doesn’t matter
if it’s colleagues, customers, partners, or prospects. If you can’t win the battle for time, you’ll be ignored. And that’s never good for business. It’s the Expression Economy and whether you like it or not, you’re in the middle of it.“
BE A REBEL WITH A CAUSE
People are exhausted and it’s not from binge-watching “Making a Murderer” on Netflix. They’re sim- ply tired of being “pitch slapped”. Everyone has a pitch. Everyone has an offer. Everyone has a deal. Everyone thinks their product and their promotion and their course is the BEST. THING. EVER. “People love us! Voted top course! It’s amazing! Look at this!!”
Worse, to cut through the clut- ter, brands have dialed up the ur- gency around the pitches. “Hurry! Act now! Limited time only! While quantities last!! Final sale!! There’s never been a better time to join!”
Even internally, it’s non-stop pitching. “Can I just have 2 minutes of your time? Can I pick your brain? Would you mind popping into this meeting? I know you’re busy but...” I can smell the desperation from here. So can your customers.