Over the past five months I’ve literally talked to thousands of golfers. You read that right–thousands. Irrespective of whether it’s been interacting with golfers in person, chatting with golf fans on twitter (“are you twittering again, Honey?”), engaging with consumers on the various online communities (no, they don’t live in their mom’s basement. At least the ones I’ve actually met in person don’t), or meeting with many of our retailers, the renaissance of the Callaway brand has obviously been the common theme of every conversation.
It’s been fascinating for all of us associated with it on so many different levels because the reemergence of the brand touches so many areas of interest: the golf business, sports, technology, innovation, branding, marketing/business strategy and tactics, cultural change, supply chain reengineering, financial restructuring, and so on, just to name a few!
The one specific question everyone always asks is “What is like to be at a company like Callaway at such an exciting time?” That question has in essence become a focal point to many of our marketing and communications decisions and creations over the last several months. And it will be in the future in that we want to give people a first hand, unfiltered, unedited, and in some cases unrestricted front seat view of the action. We want golfers to feel like Callaway is their company and that they are a part of it, not just a customer or a target of our marketing. We want you to feel like an integral part of #teamcallaway.
And so that’s the intent behind my participation here on the callawaygolf.com digital log. I want to share with you a first person account of the things we are thinking about and executing everyday at Callaway as we continue on our journey to get to the top of the golf industry. I’ll kind of be your beat writer covering the action.
I want to share with you the decisions we are making and why we are making them. I hope to give you a real insider view of the dynamic environment that produces new innovations and will be trying new approaches to making the best golf equipment and bringing that equipment to market. I’ll tell you about :
- Our new marketing methodology and why we are calling ourselves the “Marketing Zoo Crew.”
- The “Three Concentric Circles” we focus on every day and the “Four Point Plan.”
- The XHOT Bomb and how it was created.
- The #fiveyearwar and why we’re calling it that.
And more. A lot more.
I hope you’ll find it informative and entertaining. As always, if you do like it, let me know. And if you don’t, let me know that too! Because even though I at least amuse myself, this is meant for you!
Harry Arnett, SVP of Marketing for Callaway Golf and Odyssey Golf