tag:blogger.com,1999:blog-56266875084528966162024-03-14T07:23:33.147-04:00The Insider's Guide to the Golf Course MarketEverything you need to know to sell more successfully in the best business in the world!Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.comBlogger44125tag:blogger.com,1999:blog-5626687508452896616.post-22267880210239861302012-01-23T08:56:00.002-05:002012-01-23T08:56:42.629-05:00Okay, we mean it this time...After six months of darkness, we're about to light up our blogging again. Look for the new blog in a lovely (and hopefully functional) WordPress format before the GIS!Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-25399949565104525072011-04-29T09:30:00.000-04:002011-04-29T09:30:18.180-04:00For Those of You Interested in QR Codes in Ads and Collateral...Here's a great piece from Ad Age on <a href="http://adage.com/article/mediaworks/glamour-2d-barcodes-readers-brands-facebook/227280/">the uses of QR codes and what works best</a>.<br />
<br />
Also, you may have noted that we did a QR code experiment in our March issue. We placed a code in my column and encouraged readers to scan it with an incentive and a promise we wouldn't spam them or otherwise abuse the privilege. The result was 156 successful scans...and many e-mails from readers who couldn't figure it out.<br />
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Bottom line...still an emerging technology for our market.Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-34209465566009441502011-03-28T11:26:00.000-04:002011-03-28T11:26:18.819-04:00Jonesy's World: Coming Soon: New "Jonesy's World" Blog Format<a href="http://gcimagazine.blogspot.com/2011/03/coming-soon-new-jonesys-world-blog.html?spref=bl">Jonesy's World: Coming Soon: New "Jonesy's World" Blog Format</a>: "Change is coming to Jonesy's World. Be advised that sometime in coming weeks we will be migrating this blog over to the GCI site to be hoste..."Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-62900749573916747092011-03-20T10:25:00.000-04:002011-03-20T10:25:49.455-04:00Jonesy's World: Check out the digital edition<a href="http://gcimagazine.blogspot.com/2011/03/check-out-digital-edition.html?spref=bl">Jonesy's World: Check out the digital edition</a>: "Hope you are among the thousands who like to look at the digital edition. Same great layout, same great content...fewer dead trees. Here's ..."Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-64278510476630069992011-03-16T11:40:00.000-04:002011-03-16T11:40:00.115-04:00Jonesy's World: More New Stuff from GCI<a href="http://gcimagazine.blogspot.com/2011/03/more-new-stuff-from-gci.html?spref=bl">Jonesy's World: More New Stuff from GCI</a>: "By now, you should have seen the newest e-newsletter from our team: Disease Digest. If you didn't, check it out here: Disease Digest: The B..."Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-20949251363725772292011-03-11T06:56:00.000-05:002011-03-11T06:56:21.929-05:00Fire at FarmLinksA major fire gutted the maintenance facility at FarmLinks GC yesterday, apparently destroying the building and it's contents. More to come...Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-82669594611305109932011-03-10T13:41:00.000-05:002011-03-10T13:41:52.271-05:00More on Twitter and B2B SalesFor those of you dancing with Twitter, here's a short, common-sense article from one of my favorite social media gurus on how to use it effectively in B2B sales environments:<br />
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<a href="http://socialmediab2b.com/2010/08/b2b-engagement-twitter/">5 Ways for B2B Companies to Engage on Twitter</a>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-65756065824083097282011-03-09T10:20:00.000-05:002011-03-09T10:20:16.733-05:00Jonesy's World: Attack of the Killer Team of Columnists!<a href="http://gcimagazine.blogspot.com/2011/03/attack-of-killer-team-of-columnists.html?spref=bl">Jonesy's World: Attack of the Killer Team of Columnists!</a>: "Feedback is a wonderful thing...and we get lots of it. It's not unusual to get a pile of e-mails whenever we run an interesting piece about ..."Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-31005781914814108032011-02-15T10:03:00.000-05:002011-02-15T10:03:47.916-05:00Using the iPad at Trade ShowsWe're in the midst of turf trade show season and more folks are getting iPads. Here's a very good article from the folks at <a href="http://www.admavericks.com/">Lessing-Flynn</a> (who handle Standard Golf's marketing) about using iPads at trade shows.<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUjs-Yl2xSb4XewaTBndaQfjOgOKTZ-XEggnvAzWqlxeHXOcmxe-3T83-YcwLQl5-HI86sjR1aw3a-kzEA-NJiIU4vidoh57gIhHiJqMajHxNfWbQbQrrROmFcQhXCZzvF8dxQiodUioM8/s1600/ipad.jpg" imageanchor="1" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" h5="true" height="132" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUjs-Yl2xSb4XewaTBndaQfjOgOKTZ-XEggnvAzWqlxeHXOcmxe-3T83-YcwLQl5-HI86sjR1aw3a-kzEA-NJiIU4vidoh57gIhHiJqMajHxNfWbQbQrrROmFcQhXCZzvF8dxQiodUioM8/s200/ipad.jpg" width="200" /></a></div><a href="http://www.admavericks.com/2011/02/15/how-the-apple-ipad-can-transform-your-tradeshow/">How the Apple iPad Can Transform Your Tradeshow</a><br />
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BTW, this is a good <a href="http://www.admavericks.com/">blog</a> to follow for all of us in the marketing business.Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-24542343581523784692011-02-04T14:34:00.000-05:002011-02-04T14:34:35.341-05:00Jonesy's World: Trade Show Survival Tip of the Day<a href="http://gcimagazine.blogspot.com/2011/02/trade-show-survival-tip-of-day.html?spref=bl">Jonesy's World: Trade Show Survival Tip of the Day</a>: "Our good friend and colleague Kevin Gilbride suggested this to me a few years back and I've become a big proponent of it: When your feet ar..."Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-837213469535600342011-02-01T11:27:00.000-05:002011-02-01T11:27:39.837-05:00The Trade Show Blues<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-Qto9fvo8Se54ktexVxMZWxauS1wfmDFfK5SqAXp3xzuy1kRxWkbAueF_epBbYvfchDCRJOhv0p6qIvM3xOPId5NNM5_URTX6bc84utl-YBb4-9oUh1VRfE7QV29eaYFCYk7JLtEa6bGb/s1600/cashcow.jpg" imageanchor="1" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="156" s5="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-Qto9fvo8Se54ktexVxMZWxauS1wfmDFfK5SqAXp3xzuy1kRxWkbAueF_epBbYvfchDCRJOhv0p6qIvM3xOPId5NNM5_URTX6bc84utl-YBb4-9oUh1VRfE7QV29eaYFCYk7JLtEa6bGb/s200/cashcow.jpg" width="200" /></a></div>A number of suppliers have asked about my recent column on why golf/turf trade shows are hurting. Here's the column: <a href="http://www.golfcourseindustry.com/gci-111-parting-shots.aspx">The Cash Cow -- R.I.P.?</a><br />
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Discuss amongst yourselves!Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-36511920029687662372011-01-31T12:27:00.000-05:002011-01-31T12:27:25.720-05:00Blogging for Fun & Profit <table cellpadding="0" cellspacing="0" class="tr-caption-container" style="clear: right; cssfloat: right; float: right; margin-bottom: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjif3vWWmFzqc2tfIaLN3EWxxRv48T9UUnL14weJxtJrCUg4JkECtOWEdI3f-ZrU93_7592C4SXP6PiJQshUtQRbzKhJKFilO5OgdD0HHXam4NubDUS5jJHlJb3T3nMP_HcH8R87yFzpcBo/s1600/oct+cover_Page_2.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" s5="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjif3vWWmFzqc2tfIaLN3EWxxRv48T9UUnL14weJxtJrCUg4JkECtOWEdI3f-ZrU93_7592C4SXP6PiJQshUtQRbzKhJKFilO5OgdD0HHXam4NubDUS5jJHlJb3T3nMP_HcH8R87yFzpcBo/s320/oct+cover_Page_2.jpg" width="241" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">The super-rare alternate version of the GCI Kaminski cover!</td></tr>
</tbody></table> <div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;">I know many industry companies are blogging or considering blogging as a way to reach and build relationships with customers. Here's a good resource to keep your corporate blog focused:</div><div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;"><br />
</div> <a href="http://writingontheweb.com/2011/01/31/tips-for-better-blog-writing/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+coachezines+%28Writing+on+the+Web+from+Patsi+Krakoff%29">WRITING ON THE WEB</a><br />
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As for the specifics of blogging for superintendents, a few thoughts:<br />
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1. Don't expect them to "follow" you. Find a way to push the blog posts out to them through customer e-mail lists or other means.<br />
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2. Be short and specific.<br />
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3. Post things they can repost on their blogs or otherwise use to communicate with their staff and customers.<br />
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Blogging is catching fire among savvy superintendents who recognize that it is quite simply the best way ever invented to communicate with golfers. Be savvy with your social media and you can ride that trend to success.<br />
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<div class="separator" style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; clear: both; text-align: center;"></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-562829545100272702011-01-25T16:31:00.000-05:002011-01-25T16:31:32.446-05:00Reason #975 No One Believes Readership Studies Any More<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEI65RabpRtVTZOg5ZtxZK6jnhU8GB9L0KQBquwKJNDtL0uDuiWc6dB2R6RgafggQDOn04yI4rAT_7_xPvQcO0czrO8_8u7is9zIoPHRqoIT_Tgoz1LRO4ej2w8pfNmcCe9xaUYkR1cKWN/s1600/wizard-of-oz-man-behind-the-curtain1.jpg" imageanchor="1" style="clear: right; cssfloat: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="212" s5="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEI65RabpRtVTZOg5ZtxZK6jnhU8GB9L0KQBquwKJNDtL0uDuiWc6dB2R6RgafggQDOn04yI4rAT_7_xPvQcO0czrO8_8u7is9zIoPHRqoIT_Tgoz1LRO4ej2w8pfNmcCe9xaUYkR1cKWN/s320/wizard-of-oz-man-behind-the-curtain1.jpg" width="320" /></a></div>A friend forwarded this lovely golf/turf magazine online readership study (below) fielded by what appears to be an "independent" research concern. Curiously, the domain name for IECSC Research takes you to the home page for the International Esthetics, Cosmetics and Spa Conference group. Why, you ask, would a group devoted to facial creams, mud baths and eyeliners be interested in the magazines in our happy little industry? <a href="http://iecsc.com/fl/contact/">Because the IECSC is owned by Questex Media which owns Golfdom.</a><br />
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Seriously? As the Wizard of Oz said, "Pay no attention to that man behind the curtain!"<br />
<br />
Look, I've seen all the <strong><em>real </em></strong>independent research on readership, editorial quality, editorial leadership, etc., among golf magazines. Here's the bottom line: GCM is still the "most useful" and "best read" magazine because superintendents view it as their official publication. But, GCI is clearly number two with a bullet and we beat GCM in "readability" and "best editorial mix" and several other categories every time. Beyond that, there's a large -- and growing -- chasm between the top two magazines in the industry and the rest. That, friends, is the plain truth.<br />
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So, while we're growing our ad base dramatically, producing a killer print product, investing in quality circulation, expanding our editorial staff, giving voice to amazing columnists, launching a world-class website, airing cool videos and providing social media coverage on Facebook and Twitter every day, they are fielding a faux readership study. Hope that works out for them... <br />
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<br />
<span style="background-color: white; color: #0c343d;"><em>From: IECSC Research <petrasurvey@iecsc.com></em></span><br />
<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<br />
<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<span style="background-color: white; color: #0c343d;"><em>To: <span style="background-color: black;">XXXXXXXX</span></em></span><br />
<br />
<span style="background-color: white; color: #0c343d;"><em></em></span><span style="background-color: white; color: #0c343d;"><em>Sent: Tue, January 25, 2011 12:15:23 PM</em></span><br />
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<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<span style="background-color: white; color: #0c343d;"><em>Subject: We Need Your Help with a Golf and Turf Magazine Survey</em></span><br />
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<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<span style="background-color: white; color: #0c343d;"><em>Hello:</em></span><br />
<br />
<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<span style="background-color: white; color: #0c343d;"><em>We'd like to learn what you think about the golf and turf magazines you receive. Which ones do you really like? What other types of information do you use to help you do your job? If you'll take a few minutes to click on the link below and give us your thoughts, we'll enter you into a drawing for the chance to win one of three $100 gift cards. You can use it for yourself or to buy lunch for your crew.</em></span><br />
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<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<br />
<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<br />
<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<span style="background-color: white; color: #0c343d;"><em>Click on the link below to begin. Thanks in advance for your participation.</em></span><br />
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<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<span style="background-color: white; color: #0c343d;"><em>Bobbi Ware</em></span><br />
<br />
<span style="background-color: white; color: #0c343d;"><em></em></span><br />
<span style="background-color: white; color: #0c343d;"><em>IECSC Research Department</em></span><br />
<br />
<span style="color: #0c343d;"><span style="background-color: white;"><strong>http://www.zoomerang.com/Survey/U2HGL2E2JUDD</strong> </span></span><br />
<span style="color: #0c343d;"><br />
<span style="background-color: black;"></span></span>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-91461213337891629322011-01-24T12:51:00.001-05:002011-01-24T12:52:42.644-05:00More on the GCI iPhone/iPad App<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc5bTJVYVQru8_mEie9X-4ExjLLTIclf-Gtskd2k4cWsZxPUgD9TIgxFT4T3IRMAwqsyrLeYJoqkdzT4xTYWhhTnEug6avCBvdo62FHK08xNa8-xR-t7-MnAjj7wTtLixKK9jP3mp1j1Xc/s1600/new-product-wifi.jpg" imageanchor="1" style="clear: right; cssfloat: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="200" s5="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc5bTJVYVQru8_mEie9X-4ExjLLTIclf-Gtskd2k4cWsZxPUgD9TIgxFT4T3IRMAwqsyrLeYJoqkdzT4xTYWhhTnEug6avCBvdo62FHK08xNa8-xR-t7-MnAjj7wTtLixKK9jP3mp1j1Xc/s200/new-product-wifi.jpg" width="192" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Best toy ever!</td></tr>
</tbody></table>I just checked and, thus far, 2,689 of your customers have downloaded the <a href="http://itunes.apple.com/us/app/golf-course-industry-magazine/id377756133?mt=8">GCI app</a> since we introduced it last year. <br />
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That's damn good considering that represents about 10 percent of our total circulation of 28,500 superintendents and other industry folks. But, only about 4 percent of Americans own an iPhone and/or iPad, so that suggests we have a higher-than-average share of iGeeks in this market. So much for the "grass monkey" myth, huh?<br />
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By the way, you can also get the app for our sister publication, Lawn & Landscape, and keep up with your non-golf turf and ornamental information needs as well. Download that one <a href="http://itunes.apple.com/us/app/lawn-landscape-magazine/id373966866?mt=8">here</a>.Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-67920351822187144642011-01-18T01:04:00.001-05:002011-01-18T01:07:57.463-05:00A Lovely Tweet We Almost Missed...<div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguN5H3vFxVc7IIQZEbA43XyScKT-fwFikTOsLD25MLlpoMhn8QilV2KasYkSqH7I_AX2ulkk-Qo9g8Uh5edq5gJe7ghShJ5vLmgjI0sPYJeduM0FRZGNZzeuIMy9eiJs1KqbxNNXhes5Wv/s1600/trevor.jpg" imageanchor="1" style="clear: right; cssfloat: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" n4="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguN5H3vFxVc7IIQZEbA43XyScKT-fwFikTOsLD25MLlpoMhn8QilV2KasYkSqH7I_AX2ulkk-Qo9g8Uh5edq5gJe7ghShJ5vLmgjI0sPYJeduM0FRZGNZzeuIMy9eiJs1KqbxNNXhes5Wv/s200/trevor.jpg" width="200" /></a><span style="font-family: "Trebuchet MS", sans-serif;">Still figuring out Twitter, so I nearly missed this message sent to me by an Irish superintendent (Trevor Dargan, right) who subscribes to our <a href="http://golfcourseindustry.texterity.com/golfcourseindustry/201012#pg1">digital edition</a> and <a href="http://www.golfcourseindustry.com/Newsletters/Creative.aspx?name=GCI_FastFirm_1101-11">e-newsletters</a>...</span></div><div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;"><span style="font-family: "Trebuchet MS", sans-serif;"><br />
</span></div><div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;"><strong><span style="color: red; font-family: Arial, Helvetica, sans-serif;"><span style="color: blue;">tjdargs</span> Love your mag. Info without the bullshit </span></strong></div><div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;"><strong><span style="color: blue; font-family: Arial, Helvetica, sans-serif;">10 Jan at 17:49</span></strong><br />
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</div><div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;"><strong><span style="color: blue; font-family: Arial, Helvetica, sans-serif;"> </span></strong><span style="color: black; font-family: "Trebuchet MS", sans-serif;">It's kind of nice when a reader sums up your brand in seven words...</span></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-11954451222661555202011-01-16T21:28:00.001-05:002011-01-16T22:24:13.165-05:00Take a Little Visit to Jonesy's World<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhU544o6nBYpPlJfsz2CNq0r4WIAJQo3a4y6DYUpaA14uYIBTzHPFxRVuQc2b0lEuCwkaabUzQhL9T2sjUVT1ngpo53WVYmkXbEMcQsve8KUOMpRAWlXjfZLO-2MFa3i5yNn2CD-KRQpyWh/s1600/16780.jpg" imageanchor="1" style="clear: right; cssfloat: right; float: right; height: 248px; margin-bottom: 1em; margin-left: 1em; width: 172px;"><img border="0" height="200" n4="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhU544o6nBYpPlJfsz2CNq0r4WIAJQo3a4y6DYUpaA14uYIBTzHPFxRVuQc2b0lEuCwkaabUzQhL9T2sjUVT1ngpo53WVYmkXbEMcQsve8KUOMpRAWlXjfZLO-2MFa3i5yNn2CD-KRQpyWh/s200/16780.jpg" width="171" /></a></div><span style="font-family: "Trebuchet MS", sans-serif;">Since I'm starved for ways to express myself, I launched a blog for all readers last week. I figure I can put some perspective on the market news of the day, comment on trends and offer my usual random thoughts. Frankly, it's part of our commitment to being excellent on EVERY platform out there. I take that commitment seriously so I'll damn sure take this blog seriously.</span><br />
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<span style="font-family: "Trebuchet MS", sans-serif;">So, welcome to </span><a href="http://gcimagazine.blogspot.com/"><span style="font-family: "Trebuchet MS", sans-serif;">Jonesy's World</span></a><br />
<br />
<span style="font-family: "Trebuchet MS", sans-serif;">Y'all sign up now, ya hear! </span>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-36600890693147665262011-01-12T11:04:00.000-05:002011-01-12T11:04:43.992-05:00The New GCI Site is Live!The awesome new <a href="http://www.golfcourseindustry.com/">GCI site redesign</a> is complete and is now live. I am extremely lucky to be surrounded by talented geeks who can redo an entire site without making my brain explode in the process! Check it out <a href="http://www.golfcourseindustry.com/">NOW!</a>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-38914639256893520092011-01-04T10:31:00.005-05:002011-01-04T10:47:55.989-05:00Coming soon to a laptop or smartphone near you...<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ9bP8qI75WHWOt4BnfiTHpiKDSpjV3Nk3MeW7esY6xGMK7CtoPTl8o8gaGiE5jnvlSqghCL2e_UGc3thxdrh0DbjQLrdt5K7-snzB2pyBU2iPTf6cVyUDJrS3gjF1VI5ahbcddNlRzawc/s1600/GCI+Fast+and+Firm_1.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 176px; FLOAT: right; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5558357710046748866" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ9bP8qI75WHWOt4BnfiTHpiKDSpjV3Nk3MeW7esY6xGMK7CtoPTl8o8gaGiE5jnvlSqghCL2e_UGc3thxdrh0DbjQLrdt5K7-snzB2pyBU2iPTf6cVyUDJrS3gjF1VI5ahbcddNlRzawc/s320/GCI+Fast+and+Firm_1.jpg" /></a><br /><div><span style="font-family:trebuchet ms;"></span><div><span style="font-family:trebuchet ms;">Santa's elves were busy over the holidays here at GCI. They brought us lots of nice stuff, including a brand spanking new design for our website and a vastly improved look and feel for our e-newsletter. A sneak peek at the mock-up is </span></div><div><span style="font-family:trebuchet ms;"></span></div><br /><div><span style="font-family:trebuchet ms;">Assuming the elves keep their stubby little fingers busy, the new site should be live on Monday, Jan. 10. That's the same day you'll see our new e-newsletter, now called "Fast & Firm," for the very first time.</span></div><div><span style="font-family:trebuchet ms;"></span></div><br /><div><span style="font-family:trebuchet ms;">The new site and e-news will feature a cleaner look, better navigation, enhanced video capabilities and completely integrated social media (blogs, Facebook, Twitter, etc.).</span></div><div><span style="font-family:trebuchet ms;"></span></div><br /><div><span style="font-family:trebuchet ms;">So, why are we doing all this? Because you don't win by going backwards or standing still. You win by getting better. So that's what we're doing, every damn day.</span></div><div><span style="font-family:trebuchet ms;"></span></div><br /><div><span style="font-family:trebuchet ms;">Looking forward to hearing your thoughts on the new stuff. In the meantime, enjoy the New Year! </span></div></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-55792200565901541222010-12-16T13:36:00.002-05:002010-12-16T13:39:05.542-05:00Turning the Tables<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg06EzGO41Glk_a0gjiQLrmknV80B9yvbBHUFM-2WUFkqPiy58DxqQv5t9jwll_BYwEq7DE_mTQm98FIOLCyxsfYzKpH35s-fG6qAunJLQtge35NqMpknNaGey-yGAFFJdCqW6mb_RQcHSa/s1600/Turfhugg%2527n+Hippies.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 320px; FLOAT: right; HEIGHT: 45px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5551351271025526658" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg06EzGO41Glk_a0gjiQLrmknV80B9yvbBHUFM-2WUFkqPiy58DxqQv5t9jwll_BYwEq7DE_mTQm98FIOLCyxsfYzKpH35s-fG6qAunJLQtge35NqMpknNaGey-yGAFFJdCqW6mb_RQcHSa/s320/Turfhugg%2527n+Hippies.jpg" /></a><br /><div>Okay, here's something different. A reader who turned the tables by interviewing me for his blog. Here's a link to Scott Morrison's excellent blog, Turfhugger.com...<br /><br /><a href="http://turfhugger.blogspot.com/2010/12/last-ten-next-ten-interview-with-pat.html">Past Ten, Next Ten: Interview with Pat Jones</a></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-78536541211533866272010-11-29T12:00:00.001-05:002010-11-29T12:04:38.513-05:00Gratitude<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJc9j6nOimB1r4XLmv9eVG0lFMLEKUdcpnv3Z61enHNitg_YrsGGPKBBdUjiLDn069I0Iv1q19rQXdOxmaXrO-QRK1TAijnAnXYyGndcG3NefeRocUYjvG0yEcOzxwmUwcZuXV1TSDn8CD/s1600/Picture+080.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 197px; FLOAT: right; HEIGHT: 224px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5545018402968691474" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJc9j6nOimB1r4XLmv9eVG0lFMLEKUdcpnv3Z61enHNitg_YrsGGPKBBdUjiLDn069I0Iv1q19rQXdOxmaXrO-QRK1TAijnAnXYyGndcG3NefeRocUYjvG0yEcOzxwmUwcZuXV1TSDn8CD/s320/Picture+080.jpg" /></a><br /><div>Hey Everybody...</div><br /><div></div><br /><div>Hope you had a wonderful Thanksgiving. I know I did. Here's a special column I wrote (click link below) because I wanted to share my sense of gratitude for our readers, our clients and all the wonderful things that have happened in my life since coming to GCI full time earlier this year. Enjoy...and thanks!</div><div></div><div></div><br /><div><a href="https://docs.google.com/document/pub?id=10W0KgxLwwGrFoUcJWg0or9lbi5OzYoqXdS9NPYb58ww">https://docs.google.com/document/pub?id=10W0KgxLwwGrFoUcJWg0or9lbi5OzYoqXdS9NPYb58ww</a></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-28630918960562866752010-11-09T08:56:00.004-05:002010-11-09T09:38:26.400-05:00Does Your Ad Really Work?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmAZoIidiMlY6I2JAPDMQHsyESuk87EGaOsYJcvy7efwJ_UBxS9Hlz9rgOwUz5pb_cZtgj3EUBFwNlxB8snIPd1WAJmqC6XjAMtAFfTEBOhxtfvPkx1ySIXVoylep0jW_6ZK51vuwfQ8sp/s1600/areadex.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 175px; FLOAT: right; HEIGHT: 175px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5537550465716445330" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmAZoIidiMlY6I2JAPDMQHsyESuk87EGaOsYJcvy7efwJ_UBxS9Hlz9rgOwUz5pb_cZtgj3EUBFwNlxB8snIPd1WAJmqC6XjAMtAFfTEBOhxtfvPkx1ySIXVoylep0jW_6ZK51vuwfQ8sp/s320/areadex.jpg" /></a> <span style="font-family:verdana;">That's a worrisome question for any marketing manager who invests significantly in print advertising. You can have the best program in the world and make the best media buys (like, for example, Golf Course Industry!) and still not achieve your goals if your creative is off target.</span><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">Well, your nice friends at GIE Media are about to help you stop worrying and stay ON TARGET. We've gone old-school and hired Readex Market Research to conduct an independent "On Target" study of the effectiveness of all full-page and spread ads in our January issue.</span></div><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">And it's FREE.</span></div><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">All you have to do is place an ad at your regular rate in the January issue and you'll get an amazing report back detailing how customers (superintendents in particular) felt about your ad's visual appeal, ability to deliver information, clarity, etc. You'll also see the basics of how other advertisers' ads performed and get dozens of verbatim comments from customers regarding your ad.</span></div><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">Did I mention you get this for FREE?</span></div><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">We're also doing this type of study in Lawn & Landscape and several of our other magazines in different markets, so you can get feedback on all of your creative targeted at different segments.</span></div><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">And, by the way, it's FREE.</span></div><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">Got a question about the Readex On Target study in the January issue of GCI. Call me or your rep right now. Don't miss a chance to find out what customers really think of your ads.</span></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-88344066349380174242010-11-02T08:46:00.002-04:002010-11-02T09:18:33.355-04:00Planning and Integration<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGIRsm4n2fcch8X8SR3nnaeQUo6utox3Tv2nf2-nUgm_RWxMBXIjobJytMn3XYcIXEbBovjD3z1xwiuaE_Qa8YVviHdXkZ4WU2VlehyphenhyphenFu-m6BOH5q8jRXljRVRDCX3GJ72Hiwe7rDP8xG1/s1600/itoda.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 170px; FLOAT: right; HEIGHT: 88px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5534941059209696706" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGIRsm4n2fcch8X8SR3nnaeQUo6utox3Tv2nf2-nUgm_RWxMBXIjobJytMn3XYcIXEbBovjD3z1xwiuaE_Qa8YVviHdXkZ4WU2VlehyphenhyphenFu-m6BOH5q8jRXljRVRDCX3GJ72Hiwe7rDP8xG1/s320/itoda.jpg" /></a><br /><div>I recently spoke at the ITODA meeting in Santa Fe, N.M., to a group consisting of of key suppliers and independent distributors from around North America. My presentation covered a wide range of marketing topics, notably using social media (like this here blog!), e-newsletters, YouTube-style videos and other newfangled stuff.</div><br /><div></div><br /><div>Yet, the concept that commanded the most post-presentation questions and comments was an old-fashioned one: integrating your marketing plan.</div><br /><div></div><br /><div>I think that too many marketing managers were shoved into the digital corner too fast by owners and CEOs who said, "Hey, we can check our marketing plan off the to-do list for 20% of what we used to spend by going digital. Besides, all the cool companies are doing it."</div><br /><div></div><br /><div>A lot of those marketing managers have since felt a little air escaping from their brand balloons as they've noticed that their non-print programs, while often targeted and interesting, don't have the same "bigness" as their old print-centric programs. In short, they pushed the pendulum too far to the digital side.</div><br /><div></div><br /><div>The solution -- as with most problems -- is to find a happy medium. The solution is to build an integrated program that starts with the branding presence that ONLY print can give you and then achieves specific marketing goals that leverage the strengths of digital: targeting, differentiation and technology platforms that allow you to bring your story to life through video, animation and other e-media.</div><br /><div></div><br /><div>One senior product manager for a supplier approached me after the event and said, "For the love of God, please send me your presentation so I can convince my boss that we can't abandon print." I was, of course, happy to oblige him and I'll do the same for you. Just e-mail me at <a href="mailto:pjones@gie.net">pjones@gie.net</a> and I'll send it your way. </div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-12185871852451005292010-10-03T15:20:00.003-04:002010-10-04T20:32:37.055-04:00Check Out the 2011 Media Kit!<p align="left"><a href="http://mediakit.golfcourseindustry.com/gci/magazine.html"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 320px; FLOAT: right; HEIGHT: 55px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5524352970564500530" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqqidHFhLSnPwDjhxfH1r32_ePW7B_84VkYKqvABYFThwWA98fbltEepC3zkjV_EnPUxJuyyduw7nlrF39uHKti_zBDP3_yDKowFiJTuH9e3Ge79VDxvqHGc_RWgDs12gUwl2f7uJJdY2r/s320/gci-header.jpg" /></a></p><br /><br />Here's the fabulous new 2011 GCI Digital Media Kit.<br /><br /><a href="http://mediakit.golfcourseindustry.com/gci/magazine.html">http://mediakit.golfcourseindustry.com/gci/magazine.html</a><br /><br />It contains everything you need to know to create a complete, integrated marketing plan to sell more effectively and efficiently next year.Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-51635654299684597062010-08-31T08:22:00.002-04:002010-08-31T08:45:27.977-04:00Start the Presses!<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpz4xmcBhYdzI6QuiyxHu91qRUsBHNHZGUh6tGcNc2tiw3LKgvk-EWreKFR6PdljkVPn5c7ivtgAkseko_P81BwUpcytaVW0mBYSiOG4J0QHFLHGovcarg1FMVXF3iL3tOhMO031LSaYDu/s1600/news-printing-press.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 280px; FLOAT: right; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5511553909730015122" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpz4xmcBhYdzI6QuiyxHu91qRUsBHNHZGUh6tGcNc2tiw3LKgvk-EWreKFR6PdljkVPn5c7ivtgAkseko_P81BwUpcytaVW0mBYSiOG4J0QHFLHGovcarg1FMVXF3iL3tOhMO031LSaYDu/s320/news-printing-press.jpg" /></a><br /><div><span style="font-family:verdana;">Many marketing pundits and bloggers have written obituaries for printed newspapers and magazines the past few years, but too few have stopped to think about the value of good old-fashioned dead-tree-and-ink communications.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">Fortunately, our pal Joe Pulizzi stepped in to do exactly that in the latest Folio magazine. Here's the entire article (</span><a href="http://www.foliomag.com/2010/seven-reasons-print-will-make-comeback-2011"><span style="font-family:verdana;">http://www.foliomag.com/2010/seven-reasons-print-will-make-comeback-2011</span></a><span style="font-family:verdana;">) but let me summarize Joe's key points:</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">1. People are actually starting to pay attention to print things they receive in the mail. In a world where our banking, our communications with family and friends and our access to news is largely digital, that beautiful printed magazine in your mailbox is....different. And different is good when you're trying to get noticed.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">2. Magazines like ours still do the best job of identifying and capturing data about customers. It's EXPENSIVE -- as you might know -- to track down and get information about customers. We do it for you and, when you advertise, you take advantage of that work.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">3. Print still excites people. Let me ask you this question: If a reporter called you and wanted to interview you for a story, would you be more interested and more proud to be a source if it was in the printed publication vs. an online source. Print has gravitas.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">There's one final reason that print MUST be a part of a good marketing mix that Joe doesn't mention: the concept of BIGNESS. A print presence in GCI or other good industry magazines reinforces the strength of your brand or, if you're still a growth company, puts you shoulder to shoulder with established brands. </span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">Superintendents consistently say that the main thing they value from print advertisements is a sense that the advertiser is a sound, stable company that supports their profession. Isn't that pretty much the baseline message you want to send to all of your customers?</span></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0tag:blogger.com,1999:blog-5626687508452896616.post-65035478278925663712010-08-30T08:18:00.002-04:002010-08-30T08:45:53.226-04:00Season in Review<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiI4MG0cB0TYF2f7fdncjVFoSN2imrQcrPEmSmXPN5GsZ6vFoQusPDQ48-DxeJa6cKkt3CnJZclMZzoLpnigd-AcZ9msgvM7YbcSSjpH3LX1Q-JlYB9F_RinYWpzyscUJXIjCJc8BaoHvSh/s1600/damage.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 320px; FLOAT: right; HEIGHT: 206px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5511183140408495970" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiI4MG0cB0TYF2f7fdncjVFoSN2imrQcrPEmSmXPN5GsZ6vFoQusPDQ48-DxeJa6cKkt3CnJZclMZzoLpnigd-AcZ9msgvM7YbcSSjpH3LX1Q-JlYB9F_RinYWpzyscUJXIjCJc8BaoHvSh/s320/damage.jpg" /></a><br /><div><span style="font-family:verdana;">What a weird an wonderful (depending on who you are and where you are) season in the world of golf. A few observations...</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">- This was the first "crisis" year in the new recession/downturn paradigm for golf. The do-more-with-less chickens came home to roost for many facilities where budgets had been cut and experienced superintendents were let go to save a few bucks. That short-term thinking led to major turf loss, "closed for the season" signs and general disgruntlement among golfers who actually wanted to play and enjoy the hot sunny days.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">- Many Northern and Transition zone facilities felt the pain of early warmth/humidity -- perfect disease conditions -- then extreme heat and heavy rains. As a result, the Poa annua just checked out. Patchy fairways became the norm around the country -- even at higher-end facilities -- and golfers were scratching their heads and looking for a patch of grass to roll their ball onto.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">- Chemical manufacturers, who had been licking their collective chops early on, quickly noticed something strange about this "great" disease year: they weren't selling all that much more product than in the past few good weather years. Why? A lot of clubs in hard-hit areas simply let their fairways go after the initial damage was done. Yes they treated greens to keep them alive, but many decided not to try to save the larger fairway acreage out of sheer frustration or tighter budgets.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">- For basic manufacturers and larger formulators, generic pressure obviously made margins thinner.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">- For the first time in many years, guys who lost turf also lost jobs. In some cases, the agronomic problems could have been the straw that broke the camel's back (other factors may have already put them at risk). But in a few cases we've heard about, superintendents who had performed extremely well over the long term just got canned because members didn't like what happened this summer. Patience does not appear to be a hallmark of clubs in a tighter, more competitive market.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">I think we're seeing the beginnings of the "new sense of normal" in the golf market. Combine what happened this year agronomically and economically with the "brown is beautiful" rhetoric being espoused by USGA and it seems like we'll begin to see a new segment of facilities who are placing less emphasis on tee-to-green lushness. Others (high-end private clubs) however, are still sticking to the Augusta National look and not putting up with any diminishment of quality because they think they can always find a better superintendent if they're not happy with what they have.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">Basically, the market continues to segment itself and you should too. Think about the demographics created by this new paradigm and how your product line fits. Do you appeal to that new segment of facilities who are willing to roll back quality a bit for economic or environmental reasons? Or, should you hone in on the money-is-no-object, quality-at-any-cost clubs? Think about that as you make your marketing plan for 2011.</span></div><br /><div><span style="font-family:verdana;"></span></div><br /><div><span style="font-family:verdana;">Speaking of which, our Media Kits are done and will be distributed beginning this week. It's time to plan for 2011...and it's time to make GCI the centerpiece of your new program.</span></div>Pat Joneshttp://www.blogger.com/profile/09258663876496515054noreply@blogger.com0