Dear Friends,

Here’s to a happy and healthy 2017!

Now onto business:  If you can’t stand the heat, get out of the kitchen.

In modern marketing parlance, that’s a mandate to employ a holistic, adaptive methodology that connects brands with real customers and drives sales.  Blending data-driven strategy, creative, technology and analysis is the ticket.

Jot that on a Post-it, affix it to the wall beside your desk and reference it frequently.  If you’re not following that rule, kindly contact us.  It’s the foundation of Buffalo’s integrated-marketing work for golf, sport and lifestyle clients.

News and notes to get us thinking:

Mobile Dependence

Americans look at their smartphones more than nine billion times daily, up 13% from 2015, per a Deloitte survey.  As the central hub for everyday lives, smartphone multi-tasking is the norm at work, home and while engaged in other activities.   Nearly 50% wake up in the middle of the night to check their phones with 40% glancing at social media; 75% of this group is millennials.  Outside of work, 93% of consumers use their phones to shop with 38% doing so at least once a week, making it the No. 1 leisure activity performed on mobile.

Need for Speed

Buffalo has been selected to direct an integrated-marketing program for Tagmarshal, the new pace-of-play system used globally by golf courses, country clubs and resorts.  Focused on branding, sales strategy and public relations, we will also introduce Tagmarshal to decision-makers in our deep golf network.  Erin Hills and Whistling Straits, host of the 2017 U.S. Open and 2020 Ryder Cup, respectively, continue to benefit from the system.  Tagmarshal’s groundbreaking algorithm segments more than 50 playing zones along golfers’ journeys, generating real-time alerts to clubhouse staff and marshals when groups are off pace and there are bottlenecks.  The signal callers are in the form of clipping a small Tagmarshal GPS device to walkers’ bags and riders’ carts.

Shoe Fits

With more than 19,000 employees worldwide, ECCO is among the largest footwear manufacturers and its brand is synonymous with ultimate style, comfort and construction.  Shoes are sold in 87 countries, at 3,300 ECCO shops and shop-in-shops, and at more than 14,000 sales points.  This is Buffalo’s 15th year managing PR and marketing for ECCO golf shoes, having helped it rise from an upstart brand to No. 1 in the luxury category.  Our team’s PR impact on sales of ECCO credible outdoor and sport shoes is also strong.  Stay tuned for a 2017 program that includes impressive presence at Outdoor Retailer winter and summer trade shows, New York City media meetings and other powerful editorial-generating activities.

Play to Personas

Countless factors go into attention getting, wooing, convincing and stimulating action.  The more marketers know about consumers and their purchasing funnel status, the more they “nail” preferred messages, tone, delivery mechanisms and communication cadence.  Four tips to properly connect with buyers’ personas:

  • Enlist emotions by associating with popular brands, reputable ambassadors and thoughtful causes to increase the overall perceived value of offerings for sale.
  • Inspire action by delving into different levels of detail for those needing greater brand education and others already favorably predisposed.
  • Instill loyalty by assessing buyers’ satisfaction levels with immediate follow up to reinforce TLC and guard against defections.
  • Connect people by prompting meaningful interaction whereby “brand love” leads to them passing messages to others.

Best in Class

It’s been a busy few years for The Sea Pines Resort – Hilton Head Island’s most celebrated golf and leisure retreat – and Buffalo continues to be an integral extension of its marketing department.  Its new championship golf course, Atlantic Dunes by Davis Love III, opened to rave reviews in October.  Last year, the 44,000-square-foot Harbour Town Clubhouse was unveiled and in 2014 the Beach Club and Plantation Golf Club underwent extensive re-development.  Golf package bookings are brisk as are “heads in beds,” golf rounds, dining and activities like tennis, water sports, “beaching,” biking, horseback riding and bird watching.  Buffalo has managed PR and paid media for Sea Pines since 2011.

Dirt & Builds

Buffalo develops impactful lead-generation programs for residential real estate developers big and small.  We blend data analysis and segmentation with SEM, SEO, PR, and content marketing to accelerate sales.  Our real estate clients within destination resorts report that recreation and social amenities, while not loss leaders, pale in comparison to accumulating wealth through home sales and builds.  We have case studies in hand.  Part and parcel, our integrated-marketing approach aligns with trend data:

  • 80% of all home buyers search online
  • Gen Y accounts for 68% of all first-time homebuyers
  • 83% of all homebuyers want to see pictures of properties online
  • 52% of all home buyers used an iPhone in their home search
  • Only 9% of realtors use social media to market their listings
  • It will be 35% cheaper to buy than rent in 2017 in America

Symbolic Fresh Start

Check out these New Year’s resolutions stats among Americans:

  • 62% make them
  • 8% achieve success
  • 49% have infrequent success
  • 24% never succeed and fail
  • Those who explicitly make resolutions are 10X more likely to attain goals
  • 75% maintain resolutions through the first week
  • 71% through two weeks
  • 64% one month
  • 46% six months

Buffalo is here to help you guard against being “that guy.”

Rich Katz