The ABCs of golf marketing...

The marketing industry is inundated with acronyms. Every year we hatch even more hair-brained letter combinations... way too many to keep straight.

But there's one that I coined, way back in 2009, that has stood the test of time. It's the acronym of all marketing acronyms. The ABCs of golf marketing:

• RELEVANCE • CREDIBILITY •DIFFERENTIATION

Those three marketing fundamentals are as important as Grip, Aim and Stance in golf.

Brand relevance is closely related to specialization and niche marketing. Because you can't be relevant to everyone.

I wonder how many people believe that "torque-free putters" is a thing worth thinking about? There are several new brands of putters on the market that are promoting that idea, hoping it catches on long enough to sustain them to the inevitable "exit".

Maybe, maybe not.

When Barney Adams launched his version of a hybrid, named Tight Lies, there was no precedent for it. His successful launch paved the way for an entirely new category.

What made that possible was a highly relevant and universally true problem that resonated with almost every golfer on earth: Long irons are hard to hit.

The problem has to be relevant, at least to a clearly defined target market. I'm not sure that torque is a relevant issue for any group, when it comes to making a 10-foot putt.

And that goes to the second marketing fundamental: credibility.

Gotta be careful about what you hang your hat on, message-wise. If you're not, you can ruin your credibility even if you have a great product.

At the recent PGA Show Callaway had a giant sign in front of their expansive booth that read "8 Yards Longer." I really wish their marketing team would come up with something a little more original than that.

It even included a weasel that I didn't see at first... The words "up to" were tacked on to that uninspired claim. "Up to 8 Yards Longer!"

Wow. What a waste of breath!

It's not a credible claim. It does nothing to differentiate Callaway, because every one of their competitors makes the same dumb distance claim every year.

And it's not a relevant message to the audience of industry insiders who attend the show. They know it's just more golf industry marketing nonsense.

True differentiation can produce some dramatic business gains, and it comes in many forms.

Product Differentiation

The best marketing programs begin with products designed to be different from the get-go. They have a credible story built in. And it's demonstrable.

Operational Differentiation

If you have me-too products you can still differentiate yourself through operational innovation. Be more efficient, more employee-friendly, more environmentally conscious, whatever.

Business Model Differentiation

This is a good option that applies mostly to start-ups. If you can find a better business model, and prove that it works, investors will notice. But keep in mind, that's an element of differentiation that consumers might not know see, so you still have to do other things well.

Marketing  Differentiation

In crowded markets with many similar products like putters, it's often the advertising and marketing programs that push one brand to the front of the pack. And don't forget, price is one of the 4 Ps of marketing. Low price, or high price, can be an effective differentiator.

Three letters: RCD. Relevance. Credibility. Differentiation. Most companies are lucky to get one or two out of three. The greatest brands are three for three.