Do Media “Hot Lists” Affect Your Purchases?
January 31, 2010 by Ian Hutchinson
TAMPA, Fla. – The PGA Merchandise Show ended Saturday in Orlando, offering me the opportunity to drive over to Tampa to see a buddy of mine and chill out for a couple of days. I fly home on Tuesday.
The mid-winter tradition that the Orlando show has become for me is one that I hope won’t end anytime soon because it’s always good to see friends and associates from both Canada and the United States, as well as taking in the new products etc. at the show, which one writer I know calls his Super Bowl.
One thing I won’t miss both at the show and in the weeks leading up to it are these so-called hot lists, editor’s picks and awards that some writers proudly name after themselves. It’s an annoying New Year/January tradition, I guess because it’s a perceived downtime in golf, if there is such a thing anymore.
What summer is to golf course rankings – another vile media tradition – January is to these hot lists and picks that are apparently used to identify the hottest products out there at any given time. With the way products are introduced these days, I would imagine these lists go out of date pretty fast.
However, that’s giving these lists too much credit. Personally, I don’t put any stock in them even on the first day they’re out.
Like golf courses, products that you like are a personal thing. In the case of golf clubs, somebody may be brand loyal, hit one club better than the other or just like the feel of one particular product. In the case of apparel, an individual is going to go with something that feels and looks best on him or her.
Consumers may take a look at these product lists, but in the end, I doubt that they really influence the buying decisions of golfers.
How about you?
Do hot lists or editor’s picks have any influence on your purchases for your shop?
Wander over to the new GNN Poll that’s up on the home page and be sure to register your vote. The invitation is also open to start a new discussion on this or any other subject in the GNN Forum.
Ian Hutchinson is a veteran Canadian golf writer, whose history in the game includes an extensive background with Canadian golf trade publications. A golf columnist with Sun Media, Hutch is also a regular contributor to publications and websites in Canada and the United States.
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I love the hot lists. Not because I am struck on anybody’s opinion, but it is a chance to see the new equipment. If there is something notable in the testing that might help me with my game, it might get me to try and demo a certain club or piece of equipment. At the end of the day it is trying the stuff for yourself to really determine if the new equipment is on your own personal “hot list”.
Ian:
I work at a golf course on the west coast of Vancouver Island. We are a small outlet, and can only carry a limited amount of inventory. We try to stay competitive with the big box retailers, but this can be difficult at times, especially when some of the major club manufacturers (i.e. Taylor Made) release new models half-way through the season and discount existng models. These discounts are, naturally, offered to the big box retailers. As a result, their retail is far below our cost, and so we take a loss…
I faithfully buy the new issues of Golf Digest and Golf magazines, especially the new equipment reviews, because it is an excellent selling tool. Without the stock in the shop, these magazines offer something credible to our customers and seem to carry more authority than the manufacturer catalogues.
Naturally we would rather sell the equipment that we have in store, and we prefer that we look at the client’s swing and play ability and goals before we let him order something that may be completely wrong for him.
But, for the most part, the golfer ignores the club reviews and buys the club that appeals to him. A lot of the time there is significant brand loyalty: a Titleist player, for example, wouldn’t think about using Callaway.
I am always annoyed that the major magazines are so exclusive in their choices. Their picks are always from Callaway, Titleist, Nike, TaylorMade, Ping, with a bit of Adams, Mizuno, Wilson and Cleveland thrown in for good measure. It seems as though the advertising budget of the mfr’s determines their prominence in the golf reviews. There is no mention of the smaller club makers and the custom club makers and the (sometimes) quirky new ideas that emerge from the basement and garages of the next Karsten Solheims. And that is a shame.
And it is also a shame that the magazines don’t devote at least some space for the golfer who is beginning, or hasn’t the means to afford high end equipment. I know that we sell more entry level equipment that we do for the accomplished or wannabee’s.
So, I take the reviews with a grain of salt. It’s nice to look at the different offerings side by side with their competition, and it is nice to read the reviews, even though I know that they mean very little. Nothing will replace the pleasure of a well designed club, whose shape and overall appearance somehow resonates with you. Of picking it up and feeling its authority and heft and its promise. And swinging it and watching the ball take off on your intended trajectory and feeling a sensation that is akin to love.
If anyone believes for a minute that the rating systems of these ‘independent’ tests is not in direct correlation to advertising spend with that particular publication then perhaps we all require a few extra grains of salt. And magazines wonder why they are losing subscribers?
All I want to know is when does the “Hutchy” Award come out????? I can only imagine what it might be for….
KG
Now Kyle, this is a family website!