How Kings Are Made: The Next Big Little Thing On Tour April 09, 2014 10:16
If you are a frequent visitor of GolfWRX, you are probably a golfer on the constant search for an edge on the course. You peruse the different forums anxiously hoping to find that some little thing that you’ve convinced yourself will make the difference in your game. I know this because I’m wired the same way.
I’ve spent countless nights huddled up in the dark corners of this website reading, rereading and reading again some fresh insight on Ben Hogan’s “Five Lessons” that has me convinced by morning that I’ve figured out “the secret.” I’ve dedicated as much time to analyzing what Oakley lens is best for my sunglasses (G30 non-polarized by the way) as I did preparing for the SAT.
I’ve read reviews on golf bags, balls, clubs, shoes, shirts, pants, hats, belts, instructors, practice facilities and even sunblock (Banana Boat Sport Performance UltraMist seems to be a popular choice). The point is that I, and presumably most of you, partake in this excessively analytical and borderline obsessive-compulsive behavior for a very basic reason: As long as it’s within the rules, I will take advantage of every edge, no matter how small, if it helps me on the course.
With that context in mind, I would like to introduce you to a new product that could soon become the primary return when we inevitably search for “Best on-course snack:” KingMade Jerky. Now I’m guessing some of you may have already heard about this product either by reading through the GolfWRX thread on it, or Alan Shipnuck’s in-depth look at the company’s founder and backstory on Golf.com: http://www.golf.com/tour-and-news/tour-caddie-jeff-king-turns-pro-beef-jerky-business.
Rather than rehashing the content that is already out there (the thread is a great source for reviews and the column serves as an excellent primer on the company), I instead want to focus on the marketing hype surrounding KingMade Jerky and how it has the potential to turn into a hugely profitable operation.
When I think about the psychology behind marketing products to golfers, there are generally two very distinct strategies that have both proven to be effective in their own unique way, and I believe KingMade Jerky is in the rare position to capitalize on both of them. For lack of a better phrase I’ll call the first strategy “Play what the pros play,” which is based on the very basic principle that we, the consumer, will want to use the same product as people who are better than us, thinking “if it’s good enough for them then it’s certainly good enough for me.” This strategy is the very basis of sports marketing. It’s the reason why Jordan brand is so successful, the rationale that children use when they beg their parents to spend $200 on a pair of Lebron’s. To be perfectly honest, it’s also 100 percent the reason I own the same irons Tiger Woods players, a set of Nike blades.