Measure

• Market acceptance for the Honor the Game message has exceeded all expectations. Club Car increased their market share leadership by 2% to a record share of 47% from 45%. In a leading indicator of purchase intent in 2007 and beyond, Club Car inclusion in the consideration set rose to an all time high of 59%, which as compared to the next closest competitor at 44% considered purchase
• The campaign has received numerous creative awards and was even cited by the President of the PGA in his keynote address at the company’s annual meeting as a “leading example of how the industry can overcome the challenging market conditions that exist in the U.S. golf market, by promoting and growing the game”

Execute

Honor the Game™ was launched with five print ads in all major trade publications, as well as product brochures. These same ads were also used in tradeshow booth graphics for the two largest industry tradeshows. In addition, video e-mails were sent with a message from Club Car’s CEO to the 28,000+ membership list of the Play Golf America association, again defining the Honor the Game message and how Club Car is dedicated to growing that game.

Formulate

A branding platform was developed that exemplified the personality and culture of Club Car as an organization as opposed to a manufacturer of golf products. This platform demonstrated Club Car’s core values of passion, commitment and excellence. By elevating Club Car to a personality versus a product, Club Car was able to speak to the end user about their devotion to the game and how it drives everything they do. This platform reduced competitors’ abilities to use product parity and price as their key selling strategies.

Discover

Market intelligence indicated two “me too” golf car product introductions in 2006 by E-Z-GO and Yamaha in response to Club Car’s launch of the totally re-engineered and revolutionary Precedent line in 2004. Additionally, the golf industry was, and continues to be, on a downward spiral with more golf courses closing than opening in 2006, fewer rounds played and golf cars were becoming commoditized due to price selling versus relationship and value selling. Club Car, to maintain their leadership status and continue to grow share, needed to find a way to stand above the “just another golf car company” stigma.

Nelson Schmidt’s “Honor the Game” integrated branding campaign for Club Car helped capture 2% market share to a company-record 47%.