Don't Underestimate Golf Rangefinders!

Given the considerable amount of advertising dollars that are spent to encourage golfers to put new clubs into their bags every year, I always wonder why more corporate dollars are not spent to encourage golfers to actually buy the one device that will actually help them post lower scores: golf range finders. Golf rangefinders are typically priced between $200 and $400, about the same price range as new drivers made by Titleist, Cleveland, and TaylorMade. Is there less revenue to be made by merchandisers for selling one Bushnell Rangefinder versus one TaylorMade Driver? Probably. But good marketing campaigns can effectively change what we as consumers feel is and isn’t important. Avid golfers are always competing with their friends to stay ahead of the curve by purchasing the latest golf equipment. How many times have members of regular foursomes used another member’s new driver and then after just three or four swings went out and bought the same exact club? It happens all the time. The entire Golf industry counts on this kind of viral marketing to sell more and more clubs. However, why don’t rangefinder manufacturers like Bushnell and Leupold employ a similar philosophy or strategy? This week, we will spend time comparing a golf rangefinders’ impact on a golfer’s scoring average (USGA handi-cap) to the scoring impact that more popular golfing equipment has. Stay tuned.