[isogeople]

I see what you're saying Spankster. But Callaway doesn't have a groundbreaking ball fitting. They have some sick technology in their clubs.

I don't see a bigger centerpiece than Phil Mickelson, even with the new guys. Phil still can sell.

I agree with a younger guy and I like the Matteo idea. He'd be perfect for them.

I just think Callaway needs to start from a single point and branch out. Get Phil in those iron commercials, he has the personality and even then length to make some people notice.

I see a lot of Callaway gear in AZ. Usually though its not always the latest line, people seem to buy Callaway and stick with it. I think a trade up program like Cleveland had would be huge with Callaway.

I like that. Or like a playability / workability guarantee. That's another piece of the puzzle.

That's a good name right there.

They used Appleby as a centerpiece with that Lamborghini ad. It's all backfired, people are bored, they need something more exciting to drive them to the stores and trust in Callaway again.

What they should have done is sign Mannasero and stick him doing ads with the Lamborghini. Maybe even a viral video of him taking his driving test in a Countach or something. Appleby doesn't exactly scream sexy and sleek to me. Heck I would've stuck Justin Timberlake in one of those cars to pimp the Octane line.

I think Freddie is the franchise player -so to speak- at bridgestone. the roundtable commercial of their's has kuchar as the feature guy, but Freddie is usually their go to guy, or at least it seems that way.

...as for callaway, i don't know. These things go in cycles. Making Quiros the new face is an interesting idea, but it's a big gamble. Americans don't warm to easily to guys who aren't from here and don't play here; even if he hits it a mile and wins on the euro tour, unless Quiros comes over here and wins a major or two as well as a couple of pga tour events, I don't think you'll be able to market him to americans as the face of your company and be overly successful in doing so.

Who is Jhonny Vegas with? nike? I think if you're looking for a charismatic young gun for callaway to gamble on, that'd be a solid choice.

He is with Nike. Good choice though as he taps into a market that's a little devoid of a star since Trevino and that's the Hispanic market. Nike would be stupid to let him go though. Callaway has one already in their stable in Quiros and they should press that button, early and often.

[MFSSCW2c]

I think this is huge for Phil. I also think Callaway could probably work around that for him. I think they have a huge opportunity with the left handed group. In fact I think it's something they could target without being obvious.

They just need to pick a spot to start and go to work. Like you said the equipment is there, they just need to pick their spot. The possibilities are endless.

Do you think it has anything to do with the fact that Phil is left-handed or perhaps he just doesn't have an interest to take away from his family to shoot commercials all the time?

Callaway has a good line of equipment (except for the ball IMO), that's packed with outstanding technology, they just need to market it better.

[isogeople]

They have the centerpiece in Phil, just need to build a prescence around him. Heck use Phil to steal DJ away from TMaG. I hate to say it but Phil isn't going to be around forever, it's time to start getting some youth in the stables.

Start copying Bstone with the ball fitting, Callaway makes some great balls and has one to fit just about every golfer.

Put Phil on commercials with the irons and wedges. Embrace social media. Give it everything you've got. I can't see the current path leading to growth.

+1000

Maybe it starts at the top where they hire someone who is energetic and brazen to head the guys at marketing. They have to take chances (which right now doesn't seem to be part of their MO) and distinguish themselves from the rest.

I don't know but to me it all seems very old and stale right now and they need a breath of fresh air to restart the engines so to speak.

[Nosmas]

I said it in the other thread but use Quiros more and go out and throw a crap load of money at McIlroy.

Every company is going to have relative unknowns who don't move equipment, so I wouldn't dump anyone. Just don't use Els to try and move clubs, it's clearly not working.

As Biggsy said, they really need to try and sign one of the big names like Mcilroy or Kaymer if they want to really boost their sales

They need to pick up an American who is popular with the younger crowd. Fowler and Watson are at the top at that list. Watson sells drivers and Fowler would be a very unique piece for Callaway.

Its a great idea to say get this guy or get that guy, but unfortunately it does not work that way. They have contracts. But lets be honest here, outside of TaylorMade with some popular guys and Tiger Woods, is anybody "moving the needle" equipment wise?

Rory & Rickie? Kaymer? Seriously? Maybe in time, but neither (R&R) guy is out there making people buy clubs in my opinion. Heck, I would say half of Rickie's fans dont even realize he plays Titleist and would assume PUMA/Cobra. Kaymer in the US is not selling a thing. He has been the highest ranking TM staffer for hte better part of 2 years, and most in the US have no idea who he is.

They have the staple with Phil. They have the young bomber in Quiros. They have a large stable of guys and their putter roster is obscene right now.

The ironic part is that the most visible guy on tour is no doubt Tiger Woods, but that has never translated to equipment sales. Quantity makes sales in most cases, and like Cleveland and a few others, Callaway is built on a decent tour presence, but not large enough to get the "count" like Taylormade can with drivers and Titleist can with wedges and putters.

I know people would like to say they need to get that young big star, but lets face it, outside of Dustin Johnson (speaking of doing nothing), what has TM got in their stable that makes US consumers excited?

[Phoneemer]

I also have to say, I'm not a giant fan of the Forged Composite adds that talks about how it's longer than the R11. Yes, you're trying to talk about your product being better but your putting the focus on the other company's club. If I see that ad and then a TM ad, I've just heard about the R11 twice and the Razr once and Callaway has paid for half of that exposure. Seems like a bad dollars to exposure ratio to me.

Then there's the fact that about 3 years TM looked at Callaway's marketing share and went after it hardcore. TM's also the kind of company that once they have their foot on your throat, they don't let up. Yoccos is spot on, if Callaway want's that back, they’re going to have to go after it long term.

Finally, I think they need to bring back the Big Bertha name and the X series. They spent ages building these names and they're the first things I think about when someone says Callaway to me. Before I knew squat about golf if someone said Callaway, I would immediately think Big Bertha and quality. The Diablo name as neat as it is, doesn't seem to be resonating with the consumer nor are the graphics.

[Jimambol]

Its a great idea to say get this guy or get that guy, but unfortunately it does not work that way. They have contracts. But lets be honest here, outside of TaylorMade with some popular guys and Tiger Woods, is anybody "moving the needle" equipment wise?

Rory & Rickie? Kaymer? Seriously? Maybe in time, but neither guy is out there making people buy clubs in my opinion. Heck, I would say half of Rickie's fans dont even realize he plays Titleist and would assume PUMA/Cobra. Kaymer in the US is not selling a thing. He has been the highest ranking TM staffer for hte better part of 2 years, and most in the US have no idea who he is.

They have the staple with Phil. They have the young bomber in Quiros. They have a large stable of guys and their putter roster is obscene right now.

The ironic part is that the most visible guy on tour is no doubt Tiger Woods, but that has never translated to equipment sales. Quantity makes sales in most cases, and like Cleveland and a few others, Callaway is built on a decent tour presence, but not large enough to get the "count" like Taylormade can with drivers and Titleist can with wedges and putters.

I know people would like to say they need to get that young big star, but lets face it, outside of Dustin Johnson (speaking of doing nothing), what has TM got in their stable that makes US consumers excited?

Wade, the tour van guy?

Perhaps it's not the people but their marketing is what's driving people to the stores to buy the eggs.

I think Callaway should overhaul the marketing, maybe a fresh face is the answer, maybe it isn't, but do some better marketing to consumers overall is my general tone in all of this. What they have isn't working, so take a chance, it can't hurt...what's the worse that could happen, end up where they started?

[Nosmas]

Perhaps it's not the people but their marketing is what's driving people to the stores to buy the eggs.

I think Callaway should overhaul the marketing, maybe a fresh face is the answer, maybe it isn't, but do some better marketing to consumers overall is my general tone in all of this. What they have isn't working, so take a chance, it can't hurt...what's the worse that could happen, end up where they started?

I agree to an extent, but lets look at the flip side of it.
Callaway does an ad showing making fun of the white driver and it is considered a bad idea.
Taylormade does an ad saying its longer than the RAZR Hawk and different than other drivers and its annoying but popular.

It is about marketing. It is about cool. The Callaway brand is just not "cool" with the younger generation right now, and in this economy, they are the ones spending money on equipment.

[trowUrillioth]

I would go after a guy like Nick Watney, I dont really know why. I just like him for some reason

[trowUrillioth]

Its a great idea to say get this guy or get that guy, but unfortunately it does not work that way. They have contracts. But lets be honest here, outside of TaylorMade with some popular guys and Tiger Woods, is anybody "moving the needle" equipment wise?
Rory & Rickie? Kaymer? Seriously? Maybe in time, but neither (R&R) guy is out there making people buy clubs in my opinion. Heck, I would say half of Rickie's fans dont even realize he plays Titleist and would assume PUMA/Cobra. Kaymer in the US is not selling a thing. He has been the highest ranking TM staffer for hte better part of 2 years, and most in the US have no idea who he is.

They have the staple with Phil. They have the young bomber in Quiros. They have a large stable of guys and their putter roster is obscene right now.

The ironic part is that the most visible guy on tour is no doubt Tiger Woods, but that has never translated to equipment sales. Quantity makes sales in most cases, and like Cleveland and a few others, Callaway is built on a decent tour presence, but not large enough to get the "count" like Taylormade can with drivers and Titleist can with wedges and putters.

I know people would like to say they need to get that young big star, but lets face it, outside of Dustin Johnson (speaking of doing nothing), what has TM got in their stable that makes US consumers excited?

I would have to agree with this sentence so much!!

Other than Ernie Els commercial. That made me want Razr X irons just for the orgasm affect

[MFSSCW2c]

Great post (even from a Hackers fan haha, you know I'm kidding!). I loved the performance over paint but I can see where it just gives TM more exposure.

Patience and persistance will get them their share if thats what they want. They have one of the more iconic names in the Bertha line and had a good thing going with the X irons. I wasn't a fan of the Razr X name at first but I completely understand it after reading up on it. How many people are going to do that though? Tough spot though, I mean at some point you'd be at X-32 and that would be ridiculous.

I loved the X-24's but couldnt understand why they put Hot on the name. Things like that make me scratch my head.

At my old course, I saw more people carrying around older Callaway gear I'd love to see them leverage an upgrade program. Reward loyalty.

I also have to say, I'm not a giant fan of the Forged Composite adds that talks about how it's longer than the R11. Yes, you're trying to talk about your product being better but your putting the focus on the other company's club. If I see that ad and then a TM ad, I've just heard about the R11 twice and the Razr once and Callaway has paid for half of that exposure. Seems like a bad dollars to exposure ratio to me.

Then there's the fact that about 3 years TM looked at Callaway's marketing share and went after it hardcore. TM's also the kind of company that once they have their foot on your throat, they don't let up. Yoccos is spot on, if Callaway want's that back, they’re going to have to go after it long term.

Finally, I think they need to bring back the Big Bertha name and the X series. They spent ages building these names and they're the first things I think about when someone says Callaway to me. Before I knew squat about golf if someone said Callaway, I would immediately think Big Bertha and quality. The Diablo name as neat as it is, doesn't seem to be resonating with the consumer nor are the graphics.