The Perfect Golf SWING
Along the same lines, Gibas thinks distributors should, “Just sit down and think in terms of advertising dollars being spent. Is it spent in terms of long-lasting advertising? We need to think ... how well you spend your customer’s dollar.” That’s not to say distributors should just choose the cheapest item, but rather, weigh value against quality. When choosing brands, go with the item more likely to stay in the golfer’s bag or weekend wardrobe longer. “Most popular right now are Titleist, Callaway and Nike,” said Mitchell. Gibas cites two items from his own product line to demonstrate this value/quality dynamic. His low-priced golf Swing-a-Weight allows golfers to get the equivalent of a batting donut in baseball. “The days of swinging three and four clubs to warm-up are over,” Gibas assured. Instead, he stressed how the Swing-a-Weight can help a golfer get a feel for his stroke because the shaft actually flexes during the practice swing. For distributors with a slightly higher budget, Gibas talked about his Assist Swing Trainer Club as an example of a giveaway with a mid-level price point. It won’t break the bank, but it’s a training aid that can help a golfer put up a double, not triple-digit round by letting him start to feel the rhythm of his swing. And, as Bobby Jones (the immortal one) put it, “Rhythm and timing are the two things which we all must have, yet no one knows how to teach either.” By providing practice tools as well as other products, distributors are providing more than the ordinary. They are giving an end-user a way to improve, enjoy the game more, and probably most importantly, remember the event and sponsors longer.