A few years back Titleist was known as a very traditional company. They certainly weren’t clamoring to embrace the digital culture ahead of everyone else but that seemed to shift greatly over the last year and a half.
At the PGA Merchandise Show in 2010 the term “engaging customers” started to become more common in statements from the company’s executives and soon after Team Titleist was born. What followed was the creation of popular Tour Blog and content on the company website that brought customers deeper into the brand’s culture than they had ever been. It has exploded as a communication tool for the company with exclusive videos, slideshows, and a whole lot more.
Today, a whole new incarnation of that digital community is being unveiled with a very Canadian accent.
Titleist Canada has had their Team Titleist project in the works for some time and as of March 16th it is open for business.
Found through the companies website at Titleist.ca, the Canadian version of Team Titleist will build on the American project that came before it, but in a way that clearly gives full focus on those who live north of the 49th parallel.
The Team Titleist project is among a number being operated by major golf manufacturers. To date there have also been online communities created by Cleveland/Srixon Golf, Callaway Golf, Nike Golf, and TaylorMade Golf but Acushnet Canada’s Mitch Dawson says this one will stand out for the Canadian content and the amount of interaction with users.
As Dawson puts it in an early post in the Discussions section of the Team Titleist site, “Having full control of the site in Canada allows us to cater the content to Canadians from coast to coast. Get ready to interact with your fellow Canadian Titleist Brand Enthusiasts and Titleist Associates.”
Dawson, the Advertising & Communications Manager for Titleist/FootJoy (under the Acushnet umbrella) in Canada, knows they have passionate fans in Canada and says he hopes this will allow them to engage those customers in ways they have never done before. “It’s pretty exciting,” he told Flagstick in a conversation about the initiative last month. ”We have a lot of Canadians already participating in the U.S. based Team Titleist but this will allow us to have content that is as relevant as possible to the Canadian golfer.”
Dawson says the users already registered with the U.S. Team Titleist can use their same log-in credentials at the Titleist.ca based site and will still get access to all the content they have been used to seeing up until now. Sections like the Tour Blog have been targeted to soon include Canadian-specific content along with the usual inside-the-ropes tour news. The Titleist PGA Tour professional staff includes Canadians Graham Delaet and Matt McQuillan and the company will likely develop some content for the community related to these staff players.
Users can create a custom profile within Team Titleist, participate in discussions with both Titleist employees and fellow members, follow Tweets from various company streams in one place, and can also participate in various Titleist special surveys and contests on occasion. Members can also register their golf clubs and sign up for various newsletter offerings.
For Canadian Titleist users they will likely feel that they’ve finally found their digital home.
To find Team Titleist online head to Titleist.ca and click on the Team Titleist link on the bottom left of the page.