An enhanced focus on digital marketing helped to increase brand awareness and product trial among a larger audience. As a result, Bridgestone saw a significant increase in web traffic and quadrupled the previous year’s advertising reach.
"Our success in 2017 came from trial; we know that once someone tries Bridgestone balls the superior performance and results are clear," says Corey Consuegra, Senior Director of Marketing for Bridgestone Golf. "A greater emphasis on digital marketing has allowed us to share our targeted message in an effective way that gives players the confidence to try Bridgestone and ultimately convert to the better ball."
Among the most important product introductions of the year, was the new TOUR B Series of golf balls, which represents the brand’s most technologically advanced offerings to date. Each of the four models – X, XS, RX and RXS – was developed for a specific player type using data from more than 3 million in-person and online ball fittings, combined with insights from leading third-party industry sources.
The use of data mining and third-party validation is an unprecedented approach to R&D and helped not only bring the TOUR B Series to fruition, but also informed Bridgestone on how to better position its entire golf ball portfolio to fit different player buckets. Low-to-mid handicap golfers will benefit from one of the TOUR B models, while the e6 SPEED and e6 SOFT help mid handicap players hit more fairways thanks to lower side spin from a more forgiving gradational compression core. Lastly, the Extra Soft and Lady are for mid-to-high handicap players and provide best-in-class distance and accuracy as a result of increased ball speed and lower side spin.
"One of the driving forces behind our record setting number of golf balls shipped in 2017 is the wide range of superior product options we offer," says Elliot Mellow, Marketing Manager for Bridgestone Golf. "While our competitors try to shoe-horn golfers into their most expensive offering, we have proven that fitting customers into the best ball for their game delivers on-course results and creates brand loyalty."
The company’s commitment to fitting players to the ball that best suits their game remains the highest priority. In March, the company introduced the BFIT golf ball fitting launch monitor app designed to help players quickly identify the Bridgestone ball best suited to their game. This real-world understanding of players’ needs has informed numerous technological breakthroughs. More information about the company’s ball, club and accessories offerings is at www.bridgestonegolf.com.
Bridgestone Golf’s trajectory has not gone unnoticed by the industry, as the NGF recently released its inaugural list of the Top 100 Businesses in Golf and included the company. This biennial list recognizes the successful companies, organizations and associations that are of fundamental importance to both consumers and facilities involved in the game of golf.
Bridgestone Golf’s professional staff includes 14-time major championship winner Tiger Woods, FedExCup champion Brandt Snedeker, Olympics bronze medalist Matt Kuchar, Masters winner Fred Couples, rising star Bryson DeChambeau and more.
About Bridgestone Golf
Bridgestone Golf USA is based in Covington, GA and manufactures premium golf balls, clubs and accessories under Bridgestone and Precept brands. The company started making golf balls in 1935 and, as the world’s largest tire manufacturer, leverages its 900 rubber polymer science engineers worldwide to produce high-performing products. Customer swing and related data, captured through its popular, nationwide ball-fitting program, advises continuous advancement of ball technology. Bridgestone Golf USA is a wholly-owned subsidiary of Bridgestone Sports Co. Ltd., headquartered in Tokyo.