April 2021 Industry Report

America’s economy currently has 146.1 million employed, generating $8.4 trillion in wages.

How does the golf industry contribute?

There are approximately 307,000 employed in the golf industry (including everyone from seasonal caddies to general managers) who generate $60 billion in wages.

Maintaining growth

The National Golf Foundation (NGF) is studying how best to retain new golfers who have taken up the sport during the pandemic. I think their early findings are relevant for all of us in marketing. Their research focuses on two points of human needs: esteem and belongingness.

Esteem centers on achievement, respect, and status.

Belongingness is the primal need to feel accepted by (and safe within) social groups.

During your next management meeting, have an open discussion on how you can enhance esteem and belonginess.

Still photo versus video

I thought I would highlight a couple of statistics about the value of sponsored video…

– Facebook generates 8 billion video views on average per day.

– YouTube has more than 1 billion users with 1 billion hours watched daily.

– 54% of people want to see more video content from marketers.

– Social video generates 1,200% more shares than text and images combined.

– Mobile video consumption rises 100% every year.

– 64% of consumers purchase after watching branded social videos.