Topgolf is on a mission to make the sport of golf a lot more accessible. Traditional barriers to entry—a country club membership, a set of clubs, a rigid dress code—are crumbling fast, and the sport’s gamified version is front and center in that effort.

“If you think about entering golf through the traditional lens, it can be a very intimidating introduction to the game,” said Topgolf CMO Geoff Cottrill. “And if you're not good at golf, you have to really invest.” But the sport is in the midst of a major shift, he says. It’s becoming more accessible and diverse, and the way people are entering and experiencing the game is changing.

Topgolf itself is expanding rapidly, with plans to open 11 new venues a year for the next five years. That amounts to three to four million new Topgolf players per year, Cottrill estimates. “We're trying to make the game of golf more accessible by removing the barriers, making it more fun, with music, food and just a good time," he said.

We spoke with Cottrill about how the game of golf is changing; Topgolf's new brand campaign and zany animated spot; the company’s plans for growth; his approach to influencer marketing; and more.

With back-to-school season in full swing, retail brands face a daunting challenge: standing out amongst competitors, who are also courting customers in major ecommerce marketplaces, retailer apps and in-store promotions. Providing a consistent customer experience across each channel where your brand shows up can be a game changer. We look at key elements of a robust omnichannel retail strategy, from product bundling to predictive analysis to product availability monitoring.

Lastly, here’s how restaurant reservation platform Resy uses search intent to curate editorial content, segment users based on interests and onboard new restaurants to the service.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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