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Taylormade Marketing Strikes again. Directly at the Heart.

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While watching the Euros play last week I noticed a few hats with hearts on

them. Since I was watching in on Valentine's Day I assumed it was

associated with that. I record all the golf tournaments every week, and

watch them, well have it on in the back ground while I work. I do not pay

a lot of attention to it but it beats the quiet. Any way, this week I am

watching the PGA Tour and see the heart on a cap. I then realize it is

Sergio, And it is a Taylormade cap to signify "Driver Love". And

I thought Brilliant!!!

 

He could have Taylormade R11s written on his

forehead and I would not have paid it the slightest bit of attention but he has

a plain white hat with a red heart on it and I wonder what the heck is the

deal. They distracted me with the RocketBallz commercials and then slipped

the "Driver Love" Ad in the mix. Brilliant move by Taylormade again.

 

 

Next thing you know they will talk some idiot into shaving their logo on his

head and paint it green. :D


 

Driver:      :mizuno-small:  ST190G on Fujikura ATMOS Black

Fairway:   :mizuno-small:  ST190TS 15° on Fujikura ATMOS Black

Hybrids     :mizuno-small:  CLK 22 & 25 (set to 20° & 23°) on Fujikura SPEEDER

Irons:     :mizuno-small:  MP5 5-P on True Temper Dynamic Gold

Wedges: :mizuno-small: MP-T5 52*, 56* & 60* on True Temper Dynamic Gold Wedge

Putter:    :cameron-small: 2018 Select Newport 2

Balls:      :titelist-small: Pro V1X

Shoes:     :footjoy-small:

Range Finder: Precision Pro  NX7 Pro

All grips are BestGrips Micro-Perforated

 

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Next thing you know they will talk some idiot into shaving their logo on his

head and paint it green. :D

Bwahahahahahahahahahahahahaha.

 

Some people in their marketing department should be getting a hell of a bonus this year. Shear genius.

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Bwahahahahahahahahahahahahaha.

 

Some people in their marketing department should be getting a hell of a bonus this year. Shear genius.

 

Oh ho ho, very punny. <_>

 

Definitely agree about the hats, they stand out and make you ask, "What's up with that?" Once again, TM marketing is #1.


Follow me on Twitter: @MattSaternus

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Saw a segment on this weeks tournament where Sergio was talking about what changes he made this year in his bag. Saw one yesterday about someone else. but Sergio told about his new R11s. He showed his hat, but the head cover also has a heart on it. And his golf ball has a heart on it. You got to hand it to TM they will hammer a slogun like no one else.

 

I can not wait until the actual numbers come out, of the RBZ, vs Razrhawk vs Adams Speedline 3 woods. I have found that there is not a nickles worth of difference in them yet they have generated an incredible amount of interest in fairway woods. I rarely use my 3 wood off of the tee. I hit my driver straight, and if I need to hit the fairway, my hybrid or iron is much better. I only hit my 3 wood usually twice per round, I played the same 3 wood since 2002. I replace it last week because of Adams and Taylormade commercials. I went with a looks new 909F because I got it for less than $50 and not more than $200. It was a couple of yards shorter but at $75 to $150 per yard I can live with it.

 

But the thing is they created the desire in me to get a new 3 wood, I played golf yesterday with two other guys that went this week and demoed the RBZ because of TM creating the demand. Like me however, the performance did not live up to the hype and they did not get one.


 

Driver:      :mizuno-small:  ST190G on Fujikura ATMOS Black

Fairway:   :mizuno-small:  ST190TS 15° on Fujikura ATMOS Black

Hybrids     :mizuno-small:  CLK 22 & 25 (set to 20° & 23°) on Fujikura SPEEDER

Irons:     :mizuno-small:  MP5 5-P on True Temper Dynamic Gold

Wedges: :mizuno-small: MP-T5 52*, 56* & 60* on True Temper Dynamic Gold Wedge

Putter:    :cameron-small: 2018 Select Newport 2

Balls:      :titelist-small: Pro V1X

Shoes:     :footjoy-small:

Range Finder: Precision Pro  NX7 Pro

All grips are BestGrips Micro-Perforated

 

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I just watched the Tommy 2 Gloves Callaway commercial. Callaway is trying to fight Taylormade, thanks to Justin Timberlake. They are having driver demo's in Vegas at the Bellagio and others that have not been released. I usually fast forward through these but 2 Gloves his hitting irons from one roof top to the next, great commercial but if you pause it and read the fine print it says, Fictionalization, nobody can or did actually do this. Taylormade does seem to be as troubled by facts as Callaway.


 

Driver:      :mizuno-small:  ST190G on Fujikura ATMOS Black

Fairway:   :mizuno-small:  ST190TS 15° on Fujikura ATMOS Black

Hybrids     :mizuno-small:  CLK 22 & 25 (set to 20° & 23°) on Fujikura SPEEDER

Irons:     :mizuno-small:  MP5 5-P on True Temper Dynamic Gold

Wedges: :mizuno-small: MP-T5 52*, 56* & 60* on True Temper Dynamic Gold Wedge

Putter:    :cameron-small: 2018 Select Newport 2

Balls:      :titelist-small: Pro V1X

Shoes:     :footjoy-small:

Range Finder: Precision Pro  NX7 Pro

All grips are BestGrips Micro-Perforated

 

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Bwahahahahahahahahahahahahaha.

 

Some people in their marketing department should be getting a hell of a bonus this year. Shear genius.

Their marketing department should get a huge bonus every year. They release three or four drivers a year and keep managing to convince people that the new ones are 400 bucks better than the model it is replacing.


In the Bag for 2020

PXG 0811XF Gen 2 10.5* (set at 9*) AD VR 6x

PXG 0341X Gen 2 15* AD TP 7x

PXG 0317X Gen 2 19* KBS Proto 95x

PXG 0311T Gen 3 4-6 KBS $ Taper 130

PXG 0311 ST 7 - PW KBS $ Taper 130

PXG 0311 Sugar Daddy 50/10 KBS $ Taper 130

PXG 0311 Sugar Daddy 54/10 & 58/07 TTDG TI S400

:rife-putters-1: Two Bar Blade Long 47"

 

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There is a big contrast in marketing strategies between the different club manufacturers. TM is constantly releasing new products and has to run new ads to promote the new releases. They have a lot of contests and giveaways to get new clubs in play and generate demand. Their ads create a lot of interest but I sometimes wonder how many clubs they sell at full markup before they discount them. Big price discounts a short time after a new release suggests that the old club is of lesser quality (than their new product).

 

Titleist, in contrast, only releases clubs with significant changes every 2 years or longer. You never see a Titleist club at a discount price until the new model is released, and then the old model is only discounted a small amount. The quality of that older club is still perceived as excellent. Most of the Titleist ads are for golf balls. I wouldn't be surprised if Titleist makes more money on balls than TM does on clubs. Titleist is a very strong brand and they keep it strong using a different strategy than TM.

 

All the companies benefit from having a big name pro on their staff. Phil Mickelson, Ernie Els, Annika Sorenstam, Arnold Palmer for Callaway, Donald for Mizuno, Couples for Bridgestone, etc. A lot of clubs (and balls) are sold simply because the golfer is a fan of one of the top players. Lots of different ways to market golf.

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Based on talking to "Joe Golfer" every day, I would disagree with the idea that Titleist is perceived as higher quality. It's hard to find someone who doesn't think TMAG is the best club on earth.

 

As for selling clubs at a discounted price, TMAG is very aware of what they're doing. A high ranking TM person said to me last year (paraphrasing, obvioulsy), "Yeah, we sell 2 at $400, 5 at 300, and then 20 at $199, that's just the game."


Follow me on Twitter: @MattSaternus

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I do not want to put words in Will Par's mouth but perhaps it is more of a value difference than quality difference. Although TM seems to be getting by and paying the bills with this strategy, when you come out with something new and improved, you devalue whatever you were making before it. Let's say that the R9 and the 909D came out at the same time. Taylormade has since had at least half a dozen drivers that in their words were better. And you could argue that since they have improved it 6 times maybe I should not have spent my money on it until the get it right. Titleist has had one driver to come out. Does that mean the 909 was better than the R9? Keeping in mind that the 909D has won on the PGA Tour this year and I do not think that anyone plays the R9 still.

 

The other side of that is look at this an R11 for $99 I got to have it.

 

Friday before the round two guys had 5 different TM drivers between them both of them trying to decide which better fit them that day. Two ways to look at it. One way, I had 1 Titleist Driver that did it all for me. The other was was , TM sold these two guys at least $1000 worth of drivers. Probaby twice that because these were not wait and get the diiscount type of guys.

 

 

 

 

 

 


 

Driver:      :mizuno-small:  ST190G on Fujikura ATMOS Black

Fairway:   :mizuno-small:  ST190TS 15° on Fujikura ATMOS Black

Hybrids     :mizuno-small:  CLK 22 & 25 (set to 20° & 23°) on Fujikura SPEEDER

Irons:     :mizuno-small:  MP5 5-P on True Temper Dynamic Gold

Wedges: :mizuno-small: MP-T5 52*, 56* & 60* on True Temper Dynamic Gold Wedge

Putter:    :cameron-small: 2018 Select Newport 2

Balls:      :titelist-small: Pro V1X

Shoes:     :footjoy-small:

Range Finder: Precision Pro  NX7 Pro

All grips are BestGrips Micro-Perforated

 

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My point is not that one company makes clubs of better quality than the other. It's a perception that TM itself creates. TM implies in their ads that their new products are better than the previous version. Just watch the new R11S ad that is running now. How would you feel if you just purchased a new R11 driver a few months ago and now have to watch an ad that says the new R11S is much longer and better?

 

I think we all know there is not likely to be much difference between the two clubs (R11 vs. R11S), but the ad creates a level of uncertainty in our minds. It's the marketing strategy that implies the older version doesn't have the full functionality and quality (meaning distance) of the new model. And since we all want more distance, we have a tendency to want to believe that the new R11S may indeed really be longer. It's TM's way of creating demand for their new version.

 

I think TM's current marketing strategy is to position TM as the "distance leader" among club manufacturers. All the Rocketballz hype leading into the new R11S that supposedly is also longer. It's a continuing campaign by TM to create the perception that their clubs hit the ball longer than competitors clubs. It doesn't matter if TM's new clubs are really longer or not. If they can create the perception that their clubs are longer, then "perception becomes reality" for a lot of the golfing public.

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I guess T is not going to comment on the orginal post. Perhaps I used the wrong term, strike "idiot" and insert "sucker".


 

Driver:      :mizuno-small:  ST190G on Fujikura ATMOS Black

Fairway:   :mizuno-small:  ST190TS 15° on Fujikura ATMOS Black

Hybrids     :mizuno-small:  CLK 22 & 25 (set to 20° & 23°) on Fujikura SPEEDER

Irons:     :mizuno-small:  MP5 5-P on True Temper Dynamic Gold

Wedges: :mizuno-small: MP-T5 52*, 56* & 60* on True Temper Dynamic Gold Wedge

Putter:    :cameron-small: 2018 Select Newport 2

Balls:      :titelist-small: Pro V1X

Shoes:     :footjoy-small:

Range Finder: Precision Pro  NX7 Pro

All grips are BestGrips Micro-Perforated

 

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Based on talking to "Joe Golfer" every day, I would disagree with the idea that Titleist is perceived as higher quality. It's hard to find someone who doesn't think TMAG is the best club on earth.

 

As for selling clubs at a discounted price, TMAG is very aware of what they're doing. A high ranking TM person said to me last year (paraphrasing, obvioulsy), "Yeah, we sell 2 at $400, 5 at 300, and then 20 at $199, that's just the game."

That is because the average "Joe Golfer" could not hit a club Titleist makes. Most of the golfers around here think all Titelist balls are over rated anyhow. Thats ok with me that leaves more Pro V's for me to hit


Driver Homna  G1- X Stock Homna Regular shaft

4 wood Adams Tight Lies 

20* Hybrid Adams Boxer Ozik Matrix R shaft

24* Hybrid Adams A 10-OS Pro Launch Red R

Irons 5 thru PW 1980 Macgregor VIP Hogan Apex #2 shafts

SW- Macgregor LRA 56* S-400

Putter 1997 Santa Fe rusty as heck

 

 

 

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This week Sergio is wearing a plain white hat with 17on it. I wonder what that is all about, :rolleyes:

 

 

 

TMag at it again.


 

Driver:      :mizuno-small:  ST190G on Fujikura ATMOS Black

Fairway:   :mizuno-small:  ST190TS 15° on Fujikura ATMOS Black

Hybrids     :mizuno-small:  CLK 22 & 25 (set to 20° & 23°) on Fujikura SPEEDER

Irons:     :mizuno-small:  MP5 5-P on True Temper Dynamic Gold

Wedges: :mizuno-small: MP-T5 52*, 56* & 60* on True Temper Dynamic Gold Wedge

Putter:    :cameron-small: 2018 Select Newport 2

Balls:      :titelist-small: Pro V1X

Shoes:     :footjoy-small:

Range Finder: Precision Pro  NX7 Pro

All grips are BestGrips Micro-Perforated

 

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They're running another txt messaging giveaway (although the txt message component is just a pre-cursor to grabbing your email address), and they're running a giveaway on twitter as we speak.

 

This kind of stuff isn't hard...at least it's not rocket science, and yet TM is doing it, and nobody else is.

 

The really simple lesson here is; if you want to sell a lot of gear...give a little bit away in a very public way.


MyGolfSpy is only major golf site that refuses advertising from large golf companies. With your support we can keep it that way. Donate Today
 


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Like I said 6 out of 10 golfers in my group have been driven the 80 miles to the golf store to check out TMag merchandise, 2 have made purchases. Another three of the 10 have not been to a golf store in years, but two are talking about going. And the last member of my group has new TMag gear from last year and has not said anything yet about going. While TMag equipment is certainly among the best, their marketing simply is the best. This is probably the forth time in two months they have come up with something to make me, a non-TMag player, stop and take notice.


 

Driver:      :mizuno-small:  ST190G on Fujikura ATMOS Black

Fairway:   :mizuno-small:  ST190TS 15° on Fujikura ATMOS Black

Hybrids     :mizuno-small:  CLK 22 & 25 (set to 20° & 23°) on Fujikura SPEEDER

Irons:     :mizuno-small:  MP5 5-P on True Temper Dynamic Gold

Wedges: :mizuno-small: MP-T5 52*, 56* & 60* on True Temper Dynamic Gold Wedge

Putter:    :cameron-small: 2018 Select Newport 2

Balls:      :titelist-small: Pro V1X

Shoes:     :footjoy-small:

Range Finder: Precision Pro  NX7 Pro

All grips are BestGrips Micro-Perforated

 

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I sold the RBZ I had this morning. Like the fairway but that head is waaaaay too square for me. Have an R11s fairway on the way and am looking forward to the 20cc less volume and the adjustability so I can open it up.


In The Bag
Driver: TaylorMade M2 (2017) w/ Project X T1100 HZRDUS Handcrafted 65x 
Strong 3 wood: Taylormade M1 15* w/ ProjectX T1100 HZRDUS handcrafted 75x
3 Hybrid: Adams PRO 18* w/ KBS Tour Hybrid S flex tipped 1/2"
4 Hybrid: Adams PRO 20* (bent to 21*) w/ KBS Tour Hybrid S flex tipped 1/2"
4-AW: TaylorMade P770 w/ Dynamic Gold Tour Issue Black Onyx S400

SW: 56* Scratch Tour Dept(CC grooves) w/ Dynamic Gold Spinner
LW: 60* Scratch Tour Department (CC grooves) w/ Dynamic Gold Spinner
XW: 64* Cally XForged Vintage w/ DG X100 8 iron tiger stepped
Putter: Nike Method Prototype 006 at 34"

Have a ton of back-ups in all categories, but there are always 14 clubs in the bag that differ depending on the course and set-up. Bomb and gouge. Yes, I'm a club gigolo.

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This one *might* be pushing the limits, but I have a feeling it's going to go over just fine.

 

Apparently the TMAG Staffers will be wearing jerseys (my word: uniforms) on Sunday.

photo..jpg


MyGolfSpy is only major golf site that refuses advertising from large golf companies. With your support we can keep it that way. Donate Today
 


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I think it will go over like all of TM's ads: some will lampoon it, some will love it, but that big middle section of the population will say, "What's that about?" and go to the TM website. And at that point, it's been a success.

 

Personally, the only thing I see in that picture is Johnson Wagner's mustache. They should dye it lime green. That would be ROCKETBALLZ!!!


Follow me on Twitter: @MattSaternus

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