In Seth Godin’s ground-breaking marketing book, Purple Cow, he espouses that all businesses should aspire to be ‘remarkable’… as a way to stand out from the crowd and build their brand.
On a recent trip to Dallas to visit my son, Alex, I got to experience something truly remarkable – something Godin, himself, would be proud of! My son took me to a place called Top Golf… ostensibly a driving range – but it was s-o-o-o-o much more! Top Golf combines the skill and sport of golf (they even provide the clubs) with the food and beverages of a fun sports bar (delivered to your ‘driving bay’) with the scorekeeping and competition of bowling (yup – it’s on the overhead screens here, too). It’s all very hi-tech/hi-touch… and it’s only $20/hour for all the balls you can hit, regardless of the number of people you’re with!
It not only redefines what a driving range is… it has created an entirely new category and made it a new kind of destination… ideal for fathers & sons, small groups, corporate outings and dates. A wait of more than 2 hours is not uncommon.
Top Golf is a great reminder that ‘remarkable’ is achievable…. that something truly different will capture people’s attention… and that a unique customer experience will create loyalists who come back again and again.