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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
Primary Address
11000 North IH-35
Austin, TX 78753-3195
USA

Golfsmith International, Inc. Contacts

Contacts (5/7)
Name Title State
Jerry C. Board Member TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (512) 837-8810
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 11000 North IH-35
Austin, TX
78753-3195
USA

David R. Chief Executive Officer TX
Dan S. Regional Director, Sales TX
Matt H. Director, eCommerce TX
Cassandra S. Director, Marketing TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Golfsmith ********
Clubmakers Catalog *
Golfsmith International, Inc. *
MacGregor Golf Company *
Killer Bee *

Agency Relationships


Brand Agency Service From To
********* ******** Creative 2016 present
********* *************, ***. ********** ********* ********* public relations 2008 present
********* *************, ***. ******* **************, ***. AOR - media buying & planning unknown present

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Who is the Board Member of Golfsmith International, Inc.?

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DailyVista

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. 

Close-Watch

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.

Additional Insight

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. 

Winmo profile
11000 North IH-35
Austin, TX 78753
(512) 837-8810

Kim Lewis
Vice President, Omnichannel Marketing (CMO function)
(512) 837-8810
kim.lewis@golfsmith.com

Cassandra Stoklosa
Director, Marketing
(512) 837-8810
cassandra.stoklosa@golfsmith.com