Global Edition

Foremost EMP Professionals continue to buck the Economic Trend

8.18am 25th June 2012 - Management Topics

Matthew Barr Gerrards Cross GC

The success of Foremost Golf’s recent PING Complete Equipment Solution promotion has provided a graphic illustration of how membership of the group’s Elite Marketing Programme can help Foremost professionals to boost their income at a time when many of their competitors are struggling to cope with the current economic climate.

A total of over 100 Foremost EMP members took part in the promotion, which ran during the month of May, and, with the help of marketing and promotional back-up provided by Foremost’s business support team, they were rewarded with a 19.1% year-on-year increase in sales across the country.

That figure is particularly impressive because it comes on the back of a 38% increase achieved during a similar promotion at the same time the previous year.

It also mirrors similarly impressive results achieved in the recent Shoe Trade-In promotion with Adidas, FootJoy and Nike, the ball promotions with Titleist and Srixon, a wedge fitting promotion with Cleveland, and other apparel offers, new product launch promotions and the recent Jubilee Weekend specials.

“I don’t think it possible to exaggerate how successful many of our recent promotions have been,” said Foremost Golf Company Director, Andy Martin. “The PING Complete Equipment Solution promotion is merely the latest example of how Foremost professionals can buck the current harsh economic conditions by taking an active part in the group’s EMP promotions.”

“I have no doubt joining Foremost’s EMP programme offers exceptional value for money for all of Foremost’s considerable number of members and genuinely believe that those who don’t play an active part in the programme are likely to lose out,” he added.

The success of the EMP promotions is based on providing Foremost customers with a series of attractive offers and then backing them up by providing EMP members with the support they need to promote the offers successfully.

The PING Complete Equipment Solution promotion was just the latest example of how successful such promotions can be even in difficult economic conditions.

Foremost worked in tandem with PING to provide every customer who bought with a set of irons a FREE FITTING and a FREE LESSON and then helped participating EMP members to advertise the offer by providing two paid local database special mail-outs, double page spreads in National Club Golfer and Golf Monthly magazines complete with links to Foremost’s ‘FindaPro’ Store Locator, digital banners, high quality in-store signage, a two minute on-line video produced in conjunction with PING to help explain the benefits of the promotion, plus other on-line features and product articles.

The end result was that EMP members across the country enjoyed a significant boost in their sales for a second year-in-a-row. One EMP member in Lancashire saw his sales jump from £395 to £5,000, another experienced an increase from £1,900 to £5,200 while many others saw the value of their sales increase three times to well over £3,000.

On the back of selling 13 sets through the month long promotion, Head Professional at Gerrards Cross GC, Matthew Barr said, “I can’t begin to tell you how successful the recent promotions have been. There was a time when I wasn’t sure whether taking out EMP membership would represent good value for money but any doubts I had were quickly dispelled by the success I have had with the recent Hardware and Shoe Trade-in promotions. I have no hesitation in recommending the programme to all Foremost members.”

Foremost EMP members are given the opportunity to take part in a wide range of promotions with leading manufacturers, all of which are backed up with extensive marketing and promotional support. This year further promotions will be run in tandem with Callaway, TaylorMade, Titliest, Wilson, Motocaddy, Sunderland, Tour Edge and other leading manufacturers.


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