GMA Conference Wrap
PRESENTATIONS: DAY 1
EMBRACING THE FUTURE
– HOW IS THE WORLD
CHANGING AND WHAT ARE
THE POSSIBILITIES?
First cab off the rank to present
on the Tuesday morning was Tim
Longhurst, a futurist at strategic
consultancy, Key Message.
Tim offered insight into what is
happening in the increasing socialising world
around us.
During the session, three topics were explored
in depth: the empowerment of people, our
changing world, and finding better ways.
The session explained
how the human cyborg
was born. With mobile
phones attached
to everyone’s hand
nowadays technology
plays an increasing
role in our everyday lives.
Three cyborg megatrends where life is
transforming were identified: search, social,
and mobile. The immediacy, information and
learning from strangers and getting support
on the go all provides a “physiological hit”
which is creating emotional connections. Or
as Tim put it - “amazing experiences with
your pocket”.
In closing, Tim encouraged self-care,
designed to ensure inner balance is retained
following these five ideas:
1. Journaling – get your thoughts on paper
2. Meditation – inner balance is healthy
3. Practice gratitude – consider 3 things a
day you are grateful for
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4. Exercise – physical health feeds mental
health
5. Perform random acts of kindness
BRIDGING THE STARTER
GAP – HOW TO CONNECT
WITH THE STARTER
GOLFER AND INCREASE
YOUR REVENUE
Nienke Bloem, independent
entrepreneur in Customer
Experience, followed Tim’s
presentation with sharing her
starter golf experience with the
delegates, proposing a fun, easy way to
present the game to beginners, making it
about the golfer – the person, not about golf
– the game.
Nienke went on to
map out five key
phases of how to
successfully direct
the new golfer’s
journey:
1. Awareness – be aware that they see
everything differently
2. Become familiar – ask what do they
want from this?
3. Consideration – what is the physical
process, are you making it hard or easy?
Effective, Easy, Enjoyable = Loyalty
4. Decision – How do you execute?
Consider the timing of start, appropriate
benefits, and the form of communication.
Invoice shouldn’t be first!
5. Engagement – How do you engage?
Would you call and ask when are we
playing?
The Golf Marketing Professionals I www.golfindustrycentral.com.au