Case Studies, Golf Industry

Now on the tee box.

Full disclosure: I love to play golf!

I didn’t know the marketing director at Yamaha Golf Cars, but we did have a mutual friend through a competitor. As a golfer, you can imagine how excited I was when I got the call from him for the chance to work once again in a category that I love. Skip ahead six years, and we still pinch ourselves with every new YGC project we work on.

One of those projects was recreating their website. Luckily, our staff and Kevin (their marketing director) had more than just our love of golf in common. We were able to leverage our mutual desire to create visually stunning marketing that was strategically smart. And, we were working with some pretty great competitive edges. The Yamaha Golf Car is a superior product when compared to its competitors. And, in my opinion, a more handsome car. In short, it is a better ride and more comfortable. This is important to fleet buyers as their investment will last much longer.

YGC markets to both the fleet buyer as well as the personal vehicle buyer. Both audiences needed to be taken into consideration while we built the website. One of the most valuable components to the website is the ability to build your own car. This allows personal vehicle consumers to preselect their models, accessories and color before talking to their local retailer. Fleet buyers, however, are more interested in colors and then can discuss with their personal sales representative about the other details. Either way, we worked closely with their internal team to make this feature possible by syncing up thousands of parts into an easy-to-locate bank with prices.

We also used IP/Geo-Location technology to automatically locate a website visitor’s nearest dealer and/or sales representative. So, whether a customer was shopping for fleet or personal vehicles, the website was designed to work efficiently for both.

Now, Yamaha Golf Cars has a website that represents what the brand truly is — the best drive in the industry.

Leveraged Creative:
• Strategic planning
• Executive creative direction
• Account supervision
• Art direction
• Copywriting
• Graphic design
• Photography
• Videography
• Programming
• 3D Rendering

The Yamaha Golf-Car Company builds from the 60-plus-year legacy of the Yamaha brand to manufacture the most innovatively engineered and highest quality golf, utility, and specialty vehicles in the golf industry. Yamaha Golf-Car Company is headquartered in Kennesaw, Georgia with assembly and production of all cars taking place at our Newnan, Georgia production facility. Yamaha was the first to develop Electronic Fuel Injection technology in a golf car (producing the best gas mileage and smallest carbon footprint); the first golf car with fully independent, four-wheel suspension (producing the smoothest ride in the game); and the first gas-powered car that is almost as quiet as an electric one.

Todd Kinley

J. Todd Kinley

Founder | Executive Creative Director: Crobar Creative Leverage. Husband, Father, and Moose owner. Lover of art, photography, golf, and strategy. Follow me: