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February 1, 2006
Nickent Golf : What are they thinking?
Based on what I've seen, Nickent Golf is heading in the right direction. Great looking clubs (although the jury is still out on the Pipe Putter) backed by some serious engineering and technology. Good design in regards to logos, brochures, website, retail displays, and trade show booths.
Nickent Golf has every ingredient needed to get golfers excited about their products save for one very important detail. The big name endorser.
An endorser. A real, honest to goodness face of the company that says, "this gear is ready for the big time!" Sure they can put out all the press releases they want about Darrell survey results and being the #1 hybrid on the Nationwide tour or #3 on the PGA Tour. That's all great and a testament to their "Cinderella" story, but when you've got a chance to get to the next level, you gotta grab it, and having a hockey player (Jeremy Roenick) as your lead endorser does nothing for "Joe Golfer" who looks to pro golfer validation to feel good about club selection.
Regardless of how stupid it is to buy clubs based on what some guy (or gal) gets paid to associate their name to, it is an important detail, particularly for a new (and relatively unknown company).
Somewhere there is a Nickent marketing executive telling his bosses that they don't need to follow what everyone else has done in order to be successful... I beg to differ.
Here are some quotes from Nickent's website regarding their association with Roenick. Read them and tell me how any of this would help persuade you to play these clubs. He's not a golf pro, and his not your common weekend hacker, so I don't see where he fits in connecting with your typical golf consumer.
I really hope this isn't the case of someone at Nickent being a hockey fan smitten with the idea of a Roenick association... It would be a shame for a company that is so close to the top of the mountain.
"Jeremy represents the kind of customer that is buying our golf clubs,” said Lee. “He’s been playing a lot more golf lately due to the NHL lockout and he was looking for clubs that provide feel, forgiveness and power all in one."
"Not that Roenick needs any help with distance. He hits his driver well over 300 yards on average. He stated that he needed clubs that could handle his 135 mph swing speed, but that also kept him in the fairway."
"This success on Tour led to numerous celebrities playing their clubs, and the Nickent Marketing Department stated they thought they could get more mileage from a celebrity than by following the industry norm and signing a Tour player."
More info: Nickent Golf [official website]
Filed under MERCHANDISE SHOW | Authored by BogeyMan | Comments (2)
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They need to lose the picture of that dude for sure.
Posted by: mediaguru at February 1, 2006 3:00 PM
We have had great success with Nickent. First their hybrids hit the market hard, followed by some of the best wedges for the higher handicapper. As for the Pipe putter, the jury is running in with a verdict of GREAT. The COG is unbelievable and if you can get over the looks, you'll send them straight every time.
Check this putter out at www.ewinnergolf.com and call them at 877-GOLF-391 for the absolute best price.
Posted by: Ethan Winner at February 5, 2006 1:19 AM
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