By Octavio Jacobo^*

A Case for an Industry-wide Long-term Hispanic Golf Development Initiative

Second heading http://bit.ly/yEenFS

(Extract from the white paper: Bringing the Ñ into Golf 2.0’s Player Development GamePlan (PDGP/G2.0) By Octavio Jacobo http://bit.ly/xk8RQ7)

Completely recognizing and supporting that Golf 2.0 is the most important, influential, complete, better designed and implemented golf development initiative in place, -one that is urgently needed and long overdue- it seems to me that it is understandably somewhat biased and narrowly aimed around the direct needs of the PGA Golf Professionals, while some of the needs and opportunities for the rest of the industry are not fully addressed.

As the urgent need and the alluring opportunity for a comprehensive, long-term and national initiative aimed at the research, target, and development of the Hispanic golf market is required; one that would benefit not only the PGA golf professionals and their employers, but every single member of the golf industry; maybe a more ample US Hispanic Golf Development Alliance would be the more effective route to follow. Such alliance, aligned with Golf 2.0, should certainly include the PGA of America and its golf professionals membership; while also including golf course operators, designers, tours, golf media, equipment manufacturers, retailers, etc., who should financially support it and have input in the definition of its goals and the implementation of the outcomes of the research and strategic guidance.

As this alliance should be managed by highly skilled professionals in Hispanic Marketing and Business development, with a clear understanding of the golf industry and their challenges while still bringing a fresh unbiased perspective and creativity to the table, would the National Golf Foundation, or Golf 20/20 be the best organization already in place to take on such initiative, or should such alliance be independent of any other organization in place?

The first tasks required is a broad and thorough a commissioned national market research to identify, quantify, qualify and understand in depth relevant detail the current active and potential Hispanic golf market. Following Golf 2.0’s first “Know your Customer”element - which I would personally take to: Italic text_know an extremely important, unknown and ignored customer better than its own mother_Italic text - comprehensive research must identify the cultural aspects, perception, incentives and insights, matched to a detailed in-depth demographic profiling, that would allow to device a model under which it will be possible to craft targeted campaigns, messages, offers, education, player development, retention and marketing programs that more effectively connect, engage attracts and retain Hispanics to golf.

The insights discovered by the market research would then be applied into a broad and long term marketing awareness, attraction and introduction campaign that effectively incites a wider spectrum of the Hispanic population to explore and take on the practice and following of golf.

The results of the comprehensive market research and the strategic insights obtained from it -presented in an easily understandable and actionable fashion- should be provided in a form conductive to a Golf specific Geo-Demographic analysis tool that facilitates a combination of a 30,000 ft national, regional and metropolitan view, down to a specific zip code, 5, 10 and 15 miles area of influence.

Taking on Bill Spiller Jr.“ You have to find sponsors (industry manufactures and associations) who are willing to support the cause. ” “ Italic text_This may be a herculean task, but one fraught with positive possibilities never the less._Italic text ” (Bill Spiller Jr.PGA Magazine, Reaching Out to Minorities. February 2012. P89)

This Alliance, its membership and supporters can establish agreements with specialized research and Geo Demographic firms like Geoscape® to extend the benefits of these national agreements and actionable access to the research for the local implementation, based on the specific demographic profile and the corresponding implantation of research-based insights and programs.

In the specific case of the PGA of America, sectional expertise would be put in place with the appropriate knowledge of the insights and the programs to develop its corresponding Hispanic market, generate demand and support its membership in applying the resources, learning and programs to grow its Hispanic player clientele within its geographic area of influence. (80% of the Latent demand is in 5 miles radious of the golf courses)

The longer this common effort takes, the harder and most expensive it will be for the industry to succeed and compete with other sports and recreational activities that are actively developing the Hispanic Market.

______________________________________________________________________________________________________________ Octavio Jacobo is Principal and Founder of JaMer Hispa Marketing, a Hispanic Business Strategy and Marketing consultancy practice. He is a writer and speaker around the topic of Hispanic Business Development His seasoned career in the U.S. General and Hispanic Markets, Spain, and throughout Latin America including his native México, combined with his bicultural background, have equipped him with a true global perspective and valuable insights in the Latino culture.

His own experience as an immigrant, relative recent -and avid- golfer in heavily Hispanic South Florida, provide him with first-hand innovative approaches in fostering strategies and programs for the development of the next generation of diverse oriented, inclusive, and sustainable growing golf businesses.

He runs the Facebook page: http://facebook.co/JaMer.Hispa.Golf.USA with followers from across the US, Latin America and other countries, the LinkedIn Group: Hispa Golf USA and Twits on http:twitter.com/@HispaMktGolfUSA

(954) 665-4624 ojacobo@bellsouth.net

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Credits

Originally posted by OctavioJacobo on 30 Apr 2012.
All contributors: OctavioJacobo,

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