Day Two - Liz Valicenti of Titleist

Good Thursday to All!

Today, the PGA Championship began at Hazeltine National Golf Club in Minnesota and we are blogging Day Two of my interview with Liz Valicenti, Senior Manager, Interactive Marketing for Titleist/Acushnet Golf.  Yesterday Liz talked about how she started at Titleist and how little golf she gets to play.  Here is the conclusion of my interview:

dwo34:  "I know the fans are chomping at the bit to hear about any new products that are going to be hitting the market.  I know I may need to upgrade my Driver soon.  What's coming up?"

Liz: "We haven’t officially launched our new products, but word has gotten out about the new Titleist irons.  We’ve been testing on tour and many of our players have put the new irons in their bags immediately.  Four models:  new Titleist AP1 Irons, new Titleist AP2 Irons, New Titleist CB (cavity back) Irons and New Titleist MB (muscle back) irons.  You can read more on the Titleist Tour blog ( HYPERLINK "http://www.titleisttourblog.com" www.titleisttourblog.com)  We will also have a new Scotty Cameron putter series as well as new Vokey wedges.  In January, we’ll announce even more new products at the PGA Merchandise Show in Orlando.  While it’s not a rule, in general we see a two year life cycle for most of our products."

dwo34 "Liz, I know we chatted about this personally, but talk about Social Media and how it effects Titleist.  I find it amazing that we can now call each other friends and yet, we have yet to meet face to face."

Liz: " One of the things I’m so excited about with social media and Titleist is that because of these new tools, we are able to really communicate with our consumers.  Though it’s new technology, we’re really going back to grass roots or 1-1 marketing. If there’s one thing I know for sure it’s that our Titleist fans and loyal, passionate and they want us to know that and they want to know that we hear them.  In the past we really haven’t had the ability to open the dialog that is now available with web. 2.0 technology.  It’s allowing us to remove the filter between the consumer and the brand and really get a dialog going.  This helps the consumer because they feel empowered to tell us how they feel about the brand – what they like and what they dislike and we as a brand get the critical information we need about our products in order to continue to make the best performing, highest quality golf equipment available.

What’s also exciting to me about social media is that we now have the opportunity to connect with a younger consumer.. Facebook for example brings us a completely different pool of consumers at a significantly younger age.  We now have a direct line to talk to that younger group.  Ironically, a recent survey that we did among our Facebook group and our website database resulted in almost identical results.  Pleasantly surprising for me because it tells me that a Titleist fan is a Titleist fan – no matter what age."

dwo34: "Liz, you know I am a Twitter fan, and I favor this media over Facebook and MySpace. I think it would be great to talk about Twitter and it's power.  Some of my friend's are a little skeptical of Twitter.

Liz: "I don’t have to sell Twitter to you David, but Twitter is not only a place to communicate it’s a place to meet new contacts.  In the last year, 99% of all my new business contacts have been made on Twitter or Facebook.  . If it weren’t for Twitter, you and I would not in a million years know each other , but you are an avid Titleist fan and Titleist SHOULD know you, and if you are willing to share information, we should know what Titleist equipment you own, where you play, and we should be able to get products that will help improve your game, into your hands.  My hope for the Titleist brand is that somehow Titleist will have a connection, a communication or some kind of relationship through Social Media with all the David Ohara’s out there. I believe that It’s really all about TRUST.  Our fans need to trust that we are going to provide the highest quality, best performing golf equipment that’s made for their game."  

dwo34:  "Liz, the first round is in the books.  Tiger is on top of the leader board. What are your thoughts on the first round?"

Liz: "There is a lot more golf to play, and if you check the Titleist Leader Board, you will notice that the majority of the leaders are playing Titleist.  We have an outstanding chance to win the PGA. Should be fun."

dwo34: "Liz, thank you so much for your time and your insight. I have received so many emails with positive comments on Day One."

Liz "You're welcome David. Thank you."

My interview with Liz Valicenti was so much fun.  You see her excitement the minute you converse with Liz.  I get a clue why Titleist is one of the top brands in golf, it's great people like Liz who are compassionate and care about what they do.  I, myself am I loyal Titleist "Sunday" golfer.  My friend gave me a staff bag for a gift with my name embroidered on it (see photo), I play the Titleist Pro V1x ball, and I hit their clubs.  Titleist stands for quality in my opinion and you will not find a better quality person than Liz Valicenti.  Thank you again Liz and good luck this week at the PGA!

As a side note, leave your comments (about golf or Titleist) here or via email(dwo34@aol.com) and I will give away a couple of nice Titleist things.  I have some items that will make you a true Titleist fan, so respond and I will select the best comments.

It's August 13, 2009 and I am bullish on Sacramento

David Ohara

@dwo34

dwo34@aol.com