Motivational Marketing: Making Sure Customers Don’t Swing At You.

6 Oct

Golftec makes you the star of your own movie. How cool is that?

When I left my corporate marketing job I received a terrific going away gift; golf lessons from  Golftec Hawaii.

Golftec is a nationally franchised golf school and their unique selling proposition (USP) is that they video tape your indoor golf lessons and publish it on the web via your personal password.

One can view their sessions as often as they want to compare the progress of their swing with how they improved thanks to the choreographed video produced by their golf pro.

Their technology enamored me. They wired me up with sensors and recorded and analyzed my swing.  I could see how many degrees off certain parts of my body were compared to such greats as Tiger Woods, which they edited into my video.

It’s amusing to watch yourself swing from the comfort of your lazy boy recliner via your password protected Golftec website, even when comparing one’s own swing to that of the Tiger’s.

I had a good time during my first lesson.  It was worth it…especially since I was on a gift certificate.

A well-timed message is very influential.

Eager to see results, I packed my bag (with golf balls) and went out to play.

Like many golfers who change their swing after years of play, however, I did not improve.  In fact, I got worse and lost my patience, not that I ever had any.

I went out to the links two more times, then twice to the driving range.

I sucked…and I was discouraged.  I’m not planning on playing in the ProAm, I thought, so why put myself through all this trauma?

Then something remarkable happened. When I was at my lowest low, lost in despair and unwilling to put forth any more effort in improving my skills in this foolish game, I received an e-mail from Golftec.

A perfectly timed message landed in my in-box and it seemed directed only to me.  It gave me hope and reason to live. Well, at least a reason to keep playing the game.

Communicate with customers and do not always try to sell something.

Testimonials from frustrated golfers filled the Golftec e-mail.  Like me, they admitted it was not worth putting out all this effort and would learn to be happy without breaking 100.

Finding a like-minded group was a relief. It was therapy.  I felt OK because there were other people like me.

As I read through the testimonials from these suffering souls, however, I discovered there was a difference between them and me. They wanted to give up but did not.

They kept on going, pushing through their pain and ultimately achieving success.  Suddenly I had hope. If they could do it, so could I.

Fast forward several weeks: I’m still playing and took another lesson.

Golftec knew when to send that message to me and what to say. They weren’t selling anything. They were providing  me useful information. They seemed to know me. They seem to know their customers.

People with similar interests often have similar needs.

Like-minded people relate to one another and Golftec was talking to me, not at me. They understood my needs and addressed it.

They saved a customer…and it only cost them an e-mail.

Effective marketing is about effective communications.   Provide customers relevant information that relates to them and they will come back for more.

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3 Responses to “Motivational Marketing: Making Sure Customers Don’t Swing At You.”

  1. Ron Martin October 6, 2011 at 5:20 pm #

    The information about golf education is meaningful to me as I do plan to take up the game when old enough.
    The message about customer communication is valid and valuable to me today.
    Mahalo Alan, and keep swinging.

  2. Maria Petralba October 14, 2011 at 8:11 pm #

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