American Golf: Finding the sweet spot

The challenge for american golf, the golf equipment retailer, was to achieve a step change in its business performance in the UK, without increasing its advertising budget.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands