Marketing Plan
Marketing Strategy
The World Wide Web is perhaps our most important marketing tool. Everyday, thousands of new consumers come online and start surfing for the first time. We will leverage for strategic placement in all of the major search engines and create strategic alliances with Web sites that contain complimentary golfing content. The very nature of the Web allows us to obtain national and international exposure at an extremely low cost. We will participate in a banner exchange program, whereby we will trade ad space on our Web site with other sites of complimentary content (Such as GolfOnline.com and golf.com).
Direct Sales to retailers and Manufacturers for ‘enhanced’ listings and product placement. Unnamed CEO and Founder will make up sales force.
We will concentrate on creating a unique ‘user experience’ to solidify brand awareness. Golfing Gopher will focus on easy, no-frills navigation that makes our site a pleasure to use. E-commerce has increased expectation in consumers...and because of the increased expectations, consumers now demands a higher level of service. Companies who don’t keep up when consumers raise the bar are out of the race and we intend on becoming winners. Our strategy is to treat our customers as assets.
We will market Golfing Gopher’s free content to the 2000 ‘amateur’ golf site instead of focusing on major web players. We intend on getting the “real” golfing community behind us.
We will execute a direct mail campaign directed to over 16,000 local Pro Shops all over the world. This will also be sent to general media outlets and other Web sites in the form of a press kit.
Advertising and Promotion
Golfing Gopher will execute a targeted national advertising campaign. We will create a print campaign for trade magazines and the leading popular consumer magazines (such as GolfWeek, GolfDigest, and Athlon Sports Golf)
Free promotions to golf course ‘Pro Shops’ to get local course Pro’s talking with real golfers on the green about Golfing Gopher. We’ll send free golf balls and caps to local Pro Shops with our character logo and URL on them. Perhaps advertising the Golfing Gopher character and URL on ‘deodorant’ thing-a-ma-bobs on the bottom of men’s Urinal at golf courses...we’ll make it fun...we won’t take ourselves too seriously.
A Superbowl television ad will feature a huge defensive lineman from current team in knickers on the greens being very civilized and sophisticated talking about the great deal he found through using Golfing Gopher. But When he misses the putt the ‘linebacker’ in him emerges and he wraps the putter around a tree (which, incidentally, has 6 different putter models already wrapped around it!) Good thing he knows where to get the best price for golf equipment! Exit to our snickering Gopher who disappeared down the gopher hole.
Pricing
Pricing structure similar to other shopping comparison engines but our audience is dramatically targeted and focused to golfers. Banner ads and product placements pricing also online with other Web sites.
