American Golf: Finding the sweet spot
Principal author: Charlie Varley, Carat ManchesterContributing author: Jon Loutit, Optaumum
This is the story of how advertising – specifically TV advertising – helped a business find its 'sweet spot', and more broadly, changed the whole dynamics of marketing within its sector.
It's an extraordinary story in many ways:
- 17% like-for-like sales growth (FY ending January 2012). This was higher than any other major UK retailer in any category, an achievement made even more remarkable after double digit growth in the previous 2 years. (See Figure 1)
- 68% growth in total...