Big companies thinking small

Every so often, you see estimates of the size of spending in the golf course maintenance market. The numbers are awesome … anywhere from $8 to $10 billion is spent annually to provide playing surfaces for America’s more than 20 million hackers.

Pat Jones

But, when you dig down in this enormous business enterprise dominated by huge companies, you find the small things tend to make big differences.

Relationships between suppliers and superintendents are the biggest “small” factor. And, in an era when the national and regional megatrade shows are stagnant, if not eroding, more and more companies are trying to build relationships with you – the customer – in smaller, more intimate settings. Here are a couple of examples.

Last week, I hung out with about a dozen superintendents at a low-key event at the Chagrin Valley Country Club in the Cleveland area. The local Bayer rep, Sam Snyder, invited a few folks to check out the test plots and research conducted in cooperation with Chagrin Valley superintendent Joe Volk. It was great because it was a chance to talk among friends and quietly ask questions. More and more companies such as Bayer are doing more of these small face-to-face events because it represents an opportunity to bond with customers in a comfortable setting. It doesn’t feel like a sales pitch – it feels like lunch and a course tour.

Another example is the FarmLinks concept. The folks at Pursell Technologies, Syngenta, Toro and Club Car (among other partners) are literally trying to capture the market eight customers at a time. The Southern hospitality and showcase course and facility are all designed to get closer to you, the person who makes the buying decision. It’s a fabulous way to create a climate of comfort in a market that’s driven by relationships.

You’ll see more and more of this kind of small-group marketing during the next few years as companies seek new ways to reach you. Frankly, you benefit from the individualized attention and customized information. My question to you is: Do you like this approach? Is this the best way to reach you, the person who controls the purse strings? Click here to give us your thoughts on the new trend of “small” marketing.

Talk with you soon…
PJ