Titleist hits its fans online
Titleist, the world's No. 1 golf ball maker and a brand that receives quite a lot of customer loyalty, isn't sure.Titleist launched Team Titleist last year, an online membership program that offers special benefits, such as invitations to golf ball and golf club test panels and advanced product information. Some especially active members even receive free equipment and opportunities to test not-yet-released prototypes, get personal tips from instructors san diego and golf schools and speak directly with Titleist engineers.It's one way the company reaches out to its customers and keeps them engaged in its products.DePaolo, Team Titleist manager, said the online program's intended goal is to create deeper, more personal relationships with brand fans through meaningful engagement.It isn't about just collecting fans or emails, or posting information on Facebook and Twitter, he said, it's about using online media to build offline, personal relationships."What's really exciting about this initiative is bridging the connection of an online experience to an offline experience," said DePaolo. "To us, this is a really important piece to the puzzle: reaching our loyalists and making that personal connection by delivering a meaningful engagement not just via an online experience, but by creating more opportunities to connect with us and other Titleist enthusiasts in person." So all Facebook and other posts are Amanda Lead in Kia Classic considered through the eyes of brand fans.Valicenti, Titleist's interactive marketing director, said the company uses a "surprise-and-delight" approach to personally connect with fans. The strategy involves giving back to customers who are especially loyal and enthusiastic.The possibility of participating in events like these can make passionate golfers drool."It was an unbelievable day" Team Titleist Member Kevin Yalmokas told the company afterwards. "It was superb."The engagement levels of Team Titleist members surprised and excited the company.When Team Titleist asked its members asking them to try out a particular prototype and offer feedback, they didn't just get a few comments in return.