Moments of Clarity

Daytona Thoughts: A Tame but Emotional 500

NASCAR time.  Click here for my Des Moines Register Juice Blog commentary if you're into racing.  If not, please disavow any knowledge of this post.

NASCAR - Sprint Cup 2008

I'm a blogger for the Des Moines register's JUICE BLOGS. Here are some thoughts I posted over there on the beginning of the 2008 racing season.

Triathlon Training Update and another "Mystery Shop"

With about 6 months left until the HyVee Triathlon, training has kicked into high gear.  We're up to 3000 meters per workout, 3x per week (that's about 1.5 hours and nearly 2 miles in the pool each time).  Additionally, each time we do that, we're doing 4 miles on treadmill and/or elliptical. 

I've trying to get down to my "fighting weight" but have been struggling.  I'm down to 222 but really need to be at 200 to make life easier on my knees.  When I restrict carbs a bit to encourage weight loss...by day 3 I'm cold all day and have no energy.  Essentially I feel like I have the flu.  Bad move.  I spend the next 2 days eating everything I can find in the house and ultimately, I feel better. 

Obviously I'm depleting my energy stores and not supporting my fuel needs on the carb end of things.  So you ask...how can you loose weight, build or maintain muscle mass, stay energized, and be at peak performance?

Well...the answer is well beyond me other the normal research I've done through the years (don't eat bad carbs...eat lean protein...no refined sugars, etc).  So, like I do with many things these days where I lack, I've "insourced" my nutritional guidance to Ryan at Nutri-Sport.  The store is located just off Swanson and 100th just south of Hickman.  Ryan was recommended by triathlon trainer Chad Marchant.

Ryan welcomed me into the store...spent 30 minutes with me running through my situation and guiding my optimum nutrition for my workout days.  We're not talking meal plan stuff although I'm pretty certain he can do that for you.   Ryan is a competitive body builder so he lives and breaths his business.  Nutri-Sport offers personal training also.

Ryan didn't try to load me up with the junk that the kids at GNC typically try to pimp and I really appreciate that.  I spent about $30 on stuff today so at 30 minutes...Ryan hasn't made a dime off me yet.  But what he did today was inspire me to write this post and recommend that you use him for any nutritional needs you may have.  He had no idea (like most people :) that I write this blog or connect with quite a few people in the Iowa metro.

So without hesitation, I'd recommend Ryan at Nutri-Sport for your sports (or couch potato) needs.   Tell him "Doug Mitchell" sent you.  Only 158 days remaining until I test my metal.  See you at Gray's Lake.

The Wii has landed...don't follow the crowd

My wife scored the Wii today!  She got it at Walmart of all places.  She asked when they receive shipments and she simply showed up during that time, asked, and behold.....they had ONE LEFT.  Earlier today she was number 6 in a line at GameStop, and yes, they had 5. 

Getting in the line at stores that aren't open yet is a recipe for disaster that I lived this weekend.  Hang out at your local Walmart, make nice with the electronics clerk...and just hover.  There are no lines there...only stealthy wives that GET WII's WHEN EVERYONE ELSE CAN'T!!!!

Yes!

Jimmie Johnson Wins His Second Championship In A Row

I posted on this over at my JUICE blog for the Des Moines Register.    I just can't wait for February 2008 and Daytona!

I know an Iron Man (and it isn't Ozzy)

My good friend, German 101 classmate, and CA golfing buddy Derek sent me a link today.  It appears that his son Trevor has just completed an Iron Man Triathlon event.  First congratulations to Trevor...this is at the top of the list in physical accomplishments that I can think of.  I appreciate it even more now that I'm into my 6th week of triathlon training.  Now make no mistake, an Iron Man is ridiculously long and it makes my little Hy-Vee Triathlon seem easy.  Everything is relative I guess. 

Trevor's step by step tale of how he felt seems to follow the typical pattern of feeling great, going into a zone, questioning everything and wanting to die...followed by euphoria. 

For those that don't know, an Iron Man consists of the following...and yes they're all one right after the other:

1. 3.8k swim (2.4 miles)
2. 180k bike (112 miles)
3. 42.195km run (26.2 miles, i.e. a marathon)

Good work Trevor.

Embarking on a New Physical Quest Today: The Hy-Vee Triathlon

I'm not sure what the driving force is behind my quest to be challenged physically over the last couple years.  I've never been ultra competitive in sports...and I haven't been under 200lbs since about 1995.  It began with cycling when we moved here to Iowa...then RAGBRAI entered the picture.  My "oh my God I'm going to die soon" moments on RAGBRAI 2006 made me go for 2007 with a vengeance...training solidly for a full 3 months to attain a modicum of fitness.  Now it seems, I've got it in my head that I should do a triathlon.  Why?  There's a prep class starting now that take one all the way to the Hy-Vee Triathlon in June here in Des Moines.  It starts tonight with swimming. 

I called the guy running the classes and asked if this was meant for elite athletes, etc...and he simply asked, "Can you swim 50 meters and live?"  I chuckled but realized that I had no idea.  He went on to explain that like me, he loved cycling...deplored running...and that swimming is just the hardest part that one must get through.  This Sunday I headed over to Aspen on the south side and found that I could swim the 50 meters but it was taxing.  I definitely need some technique, some goggles, etc. (Don't worry, no speedos in the required equipment list).  He told me that half the people that started out last time, couldn't get 50 meters in and had to exit the pool.  So far so good.  I did about 300 meters with rest in between some 50 meter sprints and some 50 meter back strokes.

Thus, today I officially declare the beginning of my triathlon training. I will appreciate it greatly if you could plan on being downtown on June 22, 2008 to watch me SPRINT across the finish line...anywhere but LAST in my age group (35-39).  The beer and brats are on me afterwards. 

If all goes well, I'll be in the best shape of my life by next summer.  3-2-1...launch.

Central Iowa Golf Is Hurting: Here's Why & What To Do

Background
There was a sports front page article in the Des Moines Register yesterday highlighting the current tenuous state of Central Iowa golf courses.  Courses are experiencing flat or declining revenues, declining attendance, and price pressure. The piece provides a few reasons for the tough times.

1. Fixed costs have increased including wages and petroleum based fertilizers, etc.
2. High property taxes hurt courses because they're taxed as commercial property vs. recreational.
3. Municipal courses (owned by cities, i.e. subsidized by having less tax burden) green fees are low and getting lower to keep the crowds coming.  Private courses don't have the luxury of operating this way.  Sound familiar?
4. The high cost of gas to get to the course in the first place.
5. The war in Iraq.
6. More parents are "Dedicating themselves to their kids," by spending a day at the soccer or softball field.
7. Legalized gambling.
8. Too much supply.  Too many courses.  Aggressive overbuilding of "hole inventory".  Courses and developers have been using the 1990's website rule for business decision making, "Build it and they will come". 

Analysis
I believe that numbers 1-7 are somewhat true but not enough to make the measurable impact the industry is feeling. 

Number 8 is a BIG factor. The bottom line is that there are virtually limitless choices for golfers at all typical golf price points within typical driving distance around the metro.  In fact, the number of available holes for golfers within a 20-mile radius of Des Moines grew by 30% in the last decade.

The factor that is not mentioned, discussed, nor implied is the purple elephant in the room.  It's the largest single factor that impedes growth and repeat business. 

Golf courses make almost no effort whatsoever to market themselves, create brand identity, or create an experience for golfers that is ANY different than other courses in their competitive landscape.  Golf courses leave the entire branding function to the courses beauty and layout itself.

I have only golfed at about 10 courses since I've moved to Iowa.   One has asked for my email address.  None have created any experience or purveyed a brand.  If I asked you to name a brand of coffee that has created an experience and maintained a premium price for something that costs almost nothing to make...you could name at least one immediately. I should be able to do the same for Iowa golf courses...without having to resort to the $300+ per round facilities.

Recommendations
Golf courses need to get past the helpless, brand-less, malaise they're in now.  They need an injection of creative marketing (beyond the logo golf ball) and branding so their courses are synonymous with the kind of experience that creates raving evangelists that want to grow your business for you.  This is especially true when there is NO stand out, no leader, and a "that's just the way it is" attitude out there.   

1. Engage in meaningful email marketing.  Segment your audience and target them with offers that make sense.
2. Host customer appreciation days at the club house.
3. Leverage "course greeter liaisons" a la Walmart to welcome players and build the experience. 
4. Invite families to play together and space tee times to allow for slower play. Think Disney.
5. Blog.  I would absolutely subscribe to a blog written by a golf course that gave me offers, course condition updates, and opinions.  Extend the conversation beyond the 19th hole. 
6. Leverage SMS marketing (text message).  Would I choose a course that used my exact marketing preferences and sent me offers at key times just for me?  Yes.  I know many others that agree with me.
7. Develop unique factors that separate you from the competition.  I'm still looking for "self serve honor system for non-alcoholic beverages" at key points around the course.  I'm also looking for the "buy drinks from the cart on a tab that I can settle after the round".  This speeds up play and frees people up to spend more.  I promise it works.  Just about every course out there believes that price is the key in the buying decision.  Honestly, I've never asked once how much the round would cost in advance of stepping up to pay in Iowa.  Generally, we know that it's going to be between $30-$50 to ride for 18 during prime time.  A few bucks does not the decision make.

There are plenty more options for courses to engage in that would separate themselves from the crowd. But like many businesses, golf courses don't hire marketing/branding employees or leverage agencies or consultancies...rather they put these responsibilities on the course manager or owner.  While this man or woman may be excellent at running a golf course, they probably don't have the time or inclination to move beyond "coupons in the paper".

Courses must shift their mindsets and become competitive and agile.  They must develop a road map to uniquely separate themselves from the over supply in the market.  Remember, there are plenty of places to get coffee...but only a few that create an experience.  It's up to you.

Are you ready for help golf course owner/manager?



   

Want Cheaper Golf...just ASK FOR IT!

Self-Promotion warning (rare)
Hi folks.  I have a couple of questions to ask you:

1. Have you ever been asked to come back to a golf course by someone after your round?
2. Have you had a customer service experience that blew your socks off at a golf course?
3. Has a golf course ever asked you for permission to be marketed to?  (email, SMS, etc.)

I realize there's sporadic coupons here and there...but by and large, golf courses seem to be operating on outdated marketing plans.  "We built the course, it's good, and we put coupons out every two weeks, what more can we do?"...seems common place.

Out in CA, there was a company that got you the golfer to sign up for email coupons. (purely viral /word of mouth)  These email coupons contained discounts on rounds including free hot dogs and drinks, etc.  Guess where I played?  Exactly.  You know what, I always bought more food and beverages there too. (Raising the average ticket)

I'm sure that the golf courses either paid a flat fee to the golf marketing company...or they were paid based on the number of rounds that came in as a result of the coupon.  Either way...it's LOW cost and low RISK.

Well, since I reached my breaking point on this topic and since Iowa has so many wonderful golf courses around, I thought I'd replicate that business from CA and created Heartland Golf Marketing.  Here's the deal:

1. There are no courses signed up yet.  My partner is out doing all of the face to face sales/leg work. (I'm officially the techno-nerd behind the scenes).  I'd encourage you to mention Heartland Golf Marketing to your local course to spread the love.  I spent 4 hours creating the blog/wiki/database structure on a Saturday so I'm getting the good end of this deal :)
2. We are in that lovely place where we have a couple of people signed up and cannot say, "Look, there are 1000 golfers just waiting for you to market to them".  I know, "chicken or egg".  Well I love omelets and fried chicken so we'll just have to build these things together and let results speak for themselves.  People will sign up to give it a chance and course will begin to see results when there's critical mass.  Please! If you know a golf course owner or manager, can you grease the skids for us and let them know that we're probably worth talking to!
3. The plan is to create a network that builds value for ALL courses around...not just "Course A".  Many courses will want custom plans just for them with the idea of hoarding the email addresses so only THEY can target the golfers.  While we will work with courses on plans that are specific to their needs, we believe that the greater golfing public will return to YOUR course if you WOW them with value, service, and a "feeling" that is woefully lacking at most places currently.
4. We really don't know what the revenue model will look like.  We're guessing it's $ for each golfer that shows up with the coupon.  This will likely NEVER set the world on fire...but it might pay for a few rounds of golf through the year.  We're in this for a win-win not a rich-rich.
5. Please visit the site, and if you golf, click SIGN UP NOW in the upper right corner.  If something breaks, please let me know.  I realize the site could use some work but this is alpha version.  The right hand nav has some links (thank you typepad pages) to more "why" information.

Thanks very much and I'd appreciate whatever virulent strains of promotion you can throw my way.

Have a great weekend!

I can't believe I'm watching the Tour de Surrender DAILY

Sorry, that title made it through the editor.
I find myself glued to the TV watching the VS (Versus channel???) and their coverage of the Tour de France.  I never realized the strategy involved in cycling...nor did I appreciate the team work and team orders to get "the man" to the front and protect him. 

The crashes are nasty and at one point yesterday they were doing 50MPH on a relatively flat section.  Do you realize there's only a thin layer of man made materials between skin and pavement at that point? 

There was a nasty crash or two of course that probably ruined one dude's Tour chances. 

I'm beside myself that the "breakaway group" from the Peloton..(the big gaggle of spandex laden thin guys)...gets out in front...then the "big machine" cranks on, invariably catches the breakaway, then leaves the "superheroes" crying off to the side of Le Road.  I guess it's all about group think (we can do it), group drafting (cycling and NASCAR have ONLY this in common), and trading spots as the "lead swan cutting the air for the others on their flight from their posts while waving white flags as....(sorry again...editor out for coffee). 

I'd invite you to watch as well.  If nothing else, you'll see the crazy fans and camera men on motorcycles nearly colliding at every corner and that's worth a franc or two.  So cozy up with a Pernod, some Brie, and perhaps a carton or two of Marlboro Reds...and join the fun!

I'm starting to appreciate yet another sport that I will never participate in at a competitive level.