Don't look now, but Americans have lost 25% or more of their wealth!

That's enough to make anyone change their spending habits, and there are few businesses that aren't  feeling effect. Yet, when I consider America's current economic train wreck, I can't help, but feel optimistic about the golf industry.

So what? Am I crazy? 

I don't think so...

You see, I think the golf retailing industry has skated for years on the principle that their core competency was to distribute golf clubs, golf clothing and golf balls. Well, for years the margins in those categories have been eroding, and merchandising clothing can be "hit or miss." 

While we all trudge through this through this horrific economic monsoon, we are being forced to re-examine our business philosophies and practices.  To continue "doing business as usual" is not a sensible option. We all need to identify the value proposition we provide to the industry and to our customers. Through this initiative that we can discover "fresh" ideas that will replace lost revenue and find new profits.

I'm making my industry contribution by promoting golf greeting cards as a necessity in the merchandising mix of golf retailers - "every golf gift needs a golf greeting card." Moreover, a greeting card is the perfect packaging for a gift certificate, and all golf retailers sell many gift certificates. Fundamentally, there are thousands of opportunities to sell a golf greeting card to a golf store shopper.

My inspiration is drawn from overwhelming positive feedback of golfers when they read my cards and by my capability to publish a card of equal or better quality of Hallmark and it's brethren. Yet, in many cases, the Golf Pro, the centralized golf store Buyer, and/or the Store Manager have a modest disdain to merchandise greeting cards. Why? I'm still trying to figure it out. I suppose that merchandising traditional golf products is familiar and comfortable, and working with products not traditionally sold at golf stores seems like an unnecessary effort.

Well, recently I heard a couple of wise, old business sayings, which will be the evangelistic theme of my marketing effort in 2009.

Orignal Saying: "I'll take a fast nickel over a slow dime any day." 

My message: "Bankroll fast nickels (soft goods) while you wait on your slow dimes (hard goods)."

Original Saying: "Stop stepping over pennies to get to dollars."

My Message: None, the original saying speaks for itself!