The Pellucid Perspective - April 2018 - 7
months after Apple started selling its initial wrist-based offering. At the $1,500 entry price, no one was going to confuse it
with the Apple Watch (~$400 target price at the time but now
you can buy the Hermes version for $1,300 if you're so inclined),
but it mimicked the basic extended functionality of emails, apps
and step counting. The leap from mechanical watches to smart
watches was huge for the company and happened very quickly,
which also no doubt contributed to their initial success. One
thing mentioned in the Journal article that I found interesting
was that they also ran a "trade up" offer on the connected watches
for an additional $1,500 (trade in your smart watch and get a
"traditional" mechanical prestige piece) but Mr. Biver reports that
their conversion rate has been <10% on that offer ongoing. In
other words, it's very hard to retrofit the younger generation back
into the traditional product by using a more relevant product as
a "gateway."
So what the heck does this have to do with golf? Here are
the parallels I immediately thought of even before I finished the
article:
* We're not going to win Millennials or Gen Y or the majority of Gen X by continuing to extol the virtues of tradition, integrity, honor and masochism (i.e. the hardest
game you ever loved). Golf will likely not be the center
www.PellucidCorp.com
*
*
of their universe, it's going to have to fit their lifestyle (social, easy proficiency, bite-sized time commitments) and
will compete against many other activities in their more
ADD world. Accept it and adapt.
We can steal a page from his book in testing increased
relevancy by "drafting" off existing figures which influence their decisions and pursuits. This could be either
via star-power (a little tougher to do the celeb game like
Jay Z but it's possible) or via other people who influence
them (their social network). Figuring out who the social
connectors are among the current Gen Next golfers is a
challenge but, in this hyper-connected world, once found
and enlisted, they reach a lot more folks than the "popular
people" did back in my day and age. Some of the find-agame mobile applications and local social networks (like
the one Mike Dickoff is building in Minneapolis from
his connects and the GroupLooper app, (unfortunately
Mike doesn't qualify as a Millennial, ha, ha) will make
figuring out who the digital connectors are easier.
The final lesson learned here, building on Mr. Biver's willingness to completely overhaul the product, is that simply
re-packaging the existing product or a more clever marketing campaign isn't going to change the fundamental
The Pellucid PersPecTive
7
https://www.ezlinksgolf.com/embrace-new-with-ezlinks-technology
http://www.PellucidcorP.com
Table of Contents for the Digital Edition of The Pellucid Perspective - April 2018
TOC
Digital technology a boon for instructors
The age of discrimination
What do Swiss watches and golf have in common?
March golf weather impact: Forgettable month, dismal quarter
Cincinnati operators holding their own
Masters missed a chance to attract new golfers
The Pellucid Perspective - April 2018 - TOC
The Pellucid Perspective - April 2018 - Digital technology a boon for instructors
The Pellucid Perspective - April 2018 - 3
The Pellucid Perspective - April 2018 - 4
The Pellucid Perspective - April 2018 - The age of discrimination
The Pellucid Perspective - April 2018 - What do Swiss watches and golf have in common?
The Pellucid Perspective - April 2018 - 7
The Pellucid Perspective - April 2018 - 8
The Pellucid Perspective - April 2018 - March golf weather impact: Forgettable month, dismal quarter
The Pellucid Perspective - April 2018 - 10
The Pellucid Perspective - April 2018 - 11
The Pellucid Perspective - April 2018 - Cincinnati operators holding their own
The Pellucid Perspective - April 2018 - 13
The Pellucid Perspective - April 2018 - 14
The Pellucid Perspective - April 2018 - Masters missed a chance to attract new golfers
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