Segmentation of Current, Lapsed and Latent Golfers England Golf Annual Conference and Awards Segmentation Workshop

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1 Segmentation of, Lapsed and Latent Golfers England Golf Annual Conference and Awards Segmentation Workshop Hazel Fletcher April 2015

2 Contents Why undertake a segmentation? What will the outputs be? How can England Golf use the segmentation to increase participation?

3 Why undertake a segmentation

4 Why undertake a segmentation? Identify customer segments with most potential for growth Develop goods/services to meet needs of different segments Tailor sales/marketing/communications activity to different segments Apply segmentation to customer base (e.g. club members) to determine which segments are most prevalent 4.

5 Why undertake a segmentation? Context for the England Golf Segmentation England Golf Partnership is seeking to put in place strategies to halt the current decline in golf participation and encourage increased participation in golf amongst three core audiences: players; how can current players be encouraged to play more and specifically, how can independent players be converted to club players? Lapsed players; how can people who used to play but have stopped be encouraged back into the game? Latent players; how can people who have never (or at least not recently) played golf but who are interested in playing be encouraged to act upon their interest and begin playing The England Golf segmentation is covering all three audiences 5.

6 Definitions for current, lapsed and latent players Universe profile Played last 12 months Played last 2yrs 5yrs Ever played Never played Adult population 9% 3%5% 11% 72% Involvement in golf Players Lapsed Players 17% 7% 22% 54% Interest in golf Very/quite interested in golf Not at all interested in playing golf Nothing could persuade me to play golf Latent players Base: All respondents 1978 adults 6.

7 The potential universe for golf participation represents 24% of adult population Universe profile Not played in last 5 years or never AND are interested/open to playing golf in next 5 years (7% of population) 76% Out of Scope Those who have played in last 5 years but not last 12 months (8% of population) Latent Players Lapsed Players Players 7% 8% 9% Total Population Those who have played in last 12 months (9% of population) Base: All respondents

8 Women make up a much greater proportion of the latent golfer group than they do the current or lapsed groups Demographic profile Male Female 79% 21% Gender Lapsed 89% 11% Latent 55% 45% % 23% 16% 13% 12% 16% Age Lapsed 20% 25% 19% 14% 11% 11% Latent 13% 25% 23% 19% 12% 9% AB C1 C2 DE 37% 27% 25% 12% SEG Lapsed 26% 31% 25% 19% Latent 31% 38% 15% 16% Base: All respondents

9 What will the outputs be?

10 What will the outputs be? Pen Portrait of each Segment A summary of the key features of each segment and what makes it different to the other segments Detailed and in-depth description of each Segment (plus short film) 1. Profile; age, gender, life-stage 2. Behaviours around golf, how often play, when, with whom, what type of game, club vs independent, etc. 3. Attitudes towards golf 4. Motivations to play golf 5. Barriers to playing more golf 6. Interest in different forms of golf Short set of questions plus algorithm This enables Golf England to easily allocate people to correct segment in future surveys 11.

11 Friends and family key source of inspiration to start playing golf Motivations to start playing To have fun with family/friends 51% 52% -1 Encouraged to play by friends who played 32% 41% 10 Wanted to keep fit and active 18% 27% 9 Inspired to play after watching golf on TV 16% 20% 4 Encouraged to play by my parents 14% 19% 5 Started playing on holiday 13% 16% 4 Wanted to join the local golf club 7% 15% 9 Wanted to play with spouse/partner 8% 12% Lapsed 4 Wanted to network/socialise with work contacts 9% 11% 2 Started playing at school/university 7% 10% 4 Gap C3. Below you will see a list of reasons people have given for why they start playing golf. Please select all the reasons that apply to why you started. Base: All and Lapsed players (n=1001/502) 12.

12 players feel more passionately about golf Overall enthusiasm for the game Golf is an important part of my life I love playing golf Agree strongly 16% 2% 13% 3% 8% 18% Agree slightly 33% 31% 28% I love playing golf 52% Neither/nor 29% 20% 30% I enjoy playing but I don't feel passionate about it 44% 60% Disagree slightly Disagree strongly 12% 10% 33% Lapsed 30% Latent (ever played) I don't mind playing, but don't especially enjoy it I don't like golf very much 1% 4% 17% 5% Lapsed D2. Please say how much you agree or disagree with each of the following statements about golf. D3. Which of the following best describes how you feel about golf? Base: All and Lapsed players, and Latents who have ever played (n=1001/502/230) 13.

13 Fun, friends, fitness and fresh air are key motivators motivations to play golf players: Very important NET Important NET Important To be outside/ in the fresh air 35% 79% 65% 79% To have fun 38% 78% 70% 78% To socialise with friends 28% 72% 58% 72% To keep fit and active 25% 63% 44% 63% To relax and de-stress 24% 62% 52% 62% 67% To take time out, take time for myself 22% 60% 47% 60% 63% The personal challenge 20% 59% 43% 59% To enjoy the occasional Eureka! Moments 21% 56% 38% 48% 56% To practise and improve my skills/technique 18% 53% 35% 46% 53% The mental/ psychological challenge 14% 46% 31% 46% To have an activity to share with partner/family To socialise with colleagues/clients/suppliers 20% 13% 45% 39% 28% 36% 45% 39% Lapsed To compete against others 10% 39% 26% 39% Latent To lower my handicap 10% 33% 17% 33% To encourage my children to play 7% 17% 11% 17% E1. Thinking about why you play/played golf, how important are the following factors to you personally? Base: All, Lapsed and Latent players (n=1001/502/503) 14.

14 The expense of playing golf, and the English weather, are the main barriers to play; the expense is a bigger factor for lapsed and latent players Barriers to playing players: Agree strongly NET Agree NET Agree Golf equipment is expensive 24% 71% 71% 81% 86% Golf is an expensive game to play 19% 66% 66% 79% 81% Bad weather stops me playing as often as I d like 12% 54% 42% 54% Dress codes are overly strict sometimes 13% 51% 51% 56% If more of my friends played I would play more 11% 50% 50% 56% 61% I struggle to find time to play 8% 42% 42% 51% Playing a full round takes too long 9% 37% 37% 43% 50% I find other golfers too stuffy/snooty 7% 31% 31% 41% I m out of the habit of playing 5% 29% 29% 58% It s difficult to get a convenient tee-off time 5% 28% 28% 31% Organising a round takes too much effort Golf is too difficult/technical I don t have easy access to a golf course Golf has a poor image/reputation 3% 4% 4% 3% 22% 21% 18% 18% 22% 21% 18% 32% 15% 18% 22% 32% 31% 35% Lapsed Latent Golf isn t really for people like me 3% 13% 13% 23% I d like to join a club, but they're too expensive 66% I ve never thought seriously about playing golf 48% I wouldn t know how to start if I did want to play 46% E2. Below are a number of problems or barriers people can encounter when playing or thinking about playing golf. Please say how much you agree or disagree that each one is a problem or barrier for you. Base: All, Lapsed and Latent players (n=1001/502/503) 15.

15 47% of current players and 11% of lapsed players are members of a private club Playing venue Most often Ever Public course 43% 58% 73% 77% Private club 21% 46% 37% 60% Driving range 10% 16% 47% 55% Somewhere else 2% 5% Lapsed A7a. In which of the following places do/did you ever play golf? A7b. And of the following, where do/did you play golf most often? Base: All and Lapsed players (n=1001/502) A8. Do you need to have a handicap to play at the private club where you play most often? Base: players playing at a private club most often (n=462) 16.

Wanting the freedom to play different course a key barrier to joining a club Non-Club members interest in joining Would you be interested in joining a golf club?

16 Wanting the freedom to play different course a key barrier to joining a club Non-Club members interest in joining Would you be interested in joining a golf club? Reasons for not joining a golf club Lapsed Yes 38% Not sure 41% Yes 20% Not sure 44% Too expensive I don't play enough to justify the cost I'm not a good enough player I can play on courses I want without joining I don't want to be restricted to just one club They are too serious and stuffy They aren't very welcoming to people like me Dress codes are too strict It feels too self-indulgent I don't have much in common with members I don't like the general image of golf clubs There aren't any that are convenient to me 21% 22% 10% 17% 13% 11% 9% 11% 9% 10% 7% 9% 10% 8% 7% 6% 7% 58% 54% 54% 61% 34% 43% 34% Lapsed B9a. Would you be interested in joining a golf club? B9b. Why have you not joined a golf club? Base: All Non-Club members - and Lapsed players (n=528/445) 17.

17 How can England Golf use the segmentation to increase participation?

18 How other organisations have used segmentation within their organisations LTA Sector Audience How segmentation used Sports Tennis players Desktop summaries of segments being prepared for distribution throughout LTA Events being developed and targeted at specific segments Money Advice Service Sector Audience How segmentation used Financial Advice Adults who had made poor provision for their financial future Segment books created combining TGI and Experian data with the segmentation research to provide rounded picture of each segment; these widely disseminated throughout MAS and used to inform communications and product design 19.

19 How other organisations have used segmentation within their organisations Bank Sector Audience How segmentation used Financial Services Target market Applied the segmentation to their own customer base to determine which segments dominate Merged segmentation with TGI data so could use it in media buying strategy Used in all market research surveys so that the results can be analysed by segment and any resulting initiatives take account of segment differences Manufacturing Sector Audience How segmentation used Healthcare research and new product development Buyers/users of sophisticated research equipment To help salesforce tailor their sales approach depending upon the needs and attitudes of the segment they were targetting 20.

20 Bringing the segments to life SEGMENT LAUNCH EVENTS The segments are introduced at a special launch event using a variety of media; presentations, videos, posters, Q&A sessions, etc. to bring the segments to life. Supporting materials such as desktop summaries and segment books can be distributed. SEGMENT IMMERSION ROOMS Creating a room (or rooms) within the organisation where each of the segments are presented / displayed using a combination of data / visuals. Rather than a formal presentation of the segments, attendees are guided through the room having the segments explained. The way in which this is done could involve anything from mood boards or videos through to creating a whole room dedicated to a segment 21.

Easy Reference Guides DESKTOP SUMMARIES Taking the pen portraits as a lead, we could develop physical stimulus materials that could be used within the organisation these would be shorthand segment

21 Easy Reference Guides DESKTOP SUMMARIES Taking the pen portraits as a lead, we could develop physical stimulus materials that could be used within the organisation these would be shorthand segment descriptions that would be produced in a handy format (e.g. A5, spiral bound, one page per segment) and users of the segments could keep them to hand as a quick reference tool on their desks or to use in internal meetings. SEGMENT BOOKS The segment books are a more extensive guide to the segments giving an in-depth understanding of each, drawing from the primary research and additional secondary sources. 22.

22 How can England Golf use the segments to drive participation? Discuss? National versus Local (club) level? Short term versus medium to long term initiatives? Marketing campaigns? Developing the game; formats/events/competitions? Club facilities? Media strategy? What sorts of collateral might be useful? At national level? At local level? 23.

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FINAL REPORT December 2015

ALTERNATIVE GOLF EXPERIENCES FINAL REPORT December 2015 BACKGROUND There are a wide variety of golf-related experiences that are off-shoots of the traditional game. Their one common thread is that their