Golfsmith International, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Golfsmith International operates more than 70 stores across the United States, selling apparel, accessories and equipment for golf and tennis players. The company also sells via its Web site and through a range of catalogs.
|Main Telephone||(512) 837-8810|
|Main Fax||(512) 837-1245|
Golfsmith International, Inc. ContactsContacts (5/7)
|Jerry C.||Board Member||TX|
Sample of Associated Brands
|David R.||Chief Executive Officer||TX|
|Dan S.||Regional Director, Sales||TX|
|Matt H.||Director, eCommerce||TX|
|Cassandra S.||Director, Marketing||TX|
|Golfsmith International, Inc.||*|
|MacGregor Golf Company||*|
Who is the Board Member of Golfsmith International, Inc.?
Who is the marketing contact for specialty retailers in TX
What is the email of the Chief Executive Officer of Golfsmith International, Inc.?
What is direct phone of the Regional Director, Sales of Golfsmith International, Inc.?
Who is the Creative agency of Golfsmith International, Inc.?
Your personal LinkedIn™ network connections
Score 51 – Close Watch: Golfsmith drops AOR after promoting loyalty marketer to CMO
Subject: Digital, online, TV, radio, print, sponsorship
Company: Winmo profile) the largest specialty golf retailer in the world. The Austin, Texas-based company, which also operates Golf Town in Canada, operates than 180 stores.
Opportunity: We’ve learned that company veteran Kim Lewis, VP of omnichannel marketing, is now functioning as CMO after the departure of marketing head Lisa Zoellner last fall (research Preacher was recently hired to handle an assignment. Therefore, continue to make introductions so you’ll be top-of-mind when work comes up.
Also, we hear a lot more money is going to CRM partner Experian as part of Golfsmith’s ongoing omnichannel expansion efforts, further evidence that money isn’t going to a larger AOR retainer style relationship.
However, golf endemic digital and sports TV sellers hould be all over Golfsmith. Display spending already skyrocketed last year, a trend that should continue given the plans above and Lewis’s CRM/digital roots. National TV outlays are also up (more below). Q2 has been the retailer’s top advertising period since at least 2013, so reach out immediately. Center your initial introduction on Father’s Day ads. Broadcast planning and buying is still at Dallas-based Camelot.
Experience: Lewis has been with Golfsmith since summer 2013. She’s served in various CRM related roles and was promoted to omnichannel marketing VP in October, succeeding Jamey Maki.
Media Spend: $13.8 million went to measured media through Q3 last year, more than $11 million spent annually in 2014 and 2013, according to Kantar Media. Last year, about half supported broadcast ads. Display comprised most of the remainder, followed by network radio and magazine buys.
Note that display spending reached almost $4 million last year, up from only $243,000 and $447,000 in 2014 and 2013, respectively., Kantar reports.
TV Breakdown: During the last 12 months, $4.1 million has gone to national TV ads (see targeting right), all of which was allocated between April and July, according to iSpot.tv. This is up from $2 million spent during the prior year period, when ads also ran April-July.
Digital Breakdown: During the last year, banners, high impact and video ads have appeared on about 250 publishers (30% mobile), 95% of which were placed site direct versus programmatically. Golf publishers make up the majority if this activity, led by golfchannel.com, golf.com and golfdigest.com.
However, news sites were a big part of the mix too. Other top sites included espn.com, sfgate.com, yahoo.com, weather.com nd univision.com.
For comparison, over the same period a year earlier, banners and high impact only ran on three publishers: golf.com, powerball.com and ktbs.com.
11000 North IH-35
Austin, TX 78753
Vice President, Omnichannel Marketing (CMO function)