Riley Sherwood, AGM, is the Golf Shop Manager and Merchandiser at Wichita Country Club in Wichita, Kansas.
Riley Sherwood on the importance of creating a new logo to increase demand for product and engagement:
We love our traditional Wichita Country Club logo, but felt like it was time to spice it up. We took apart one of our old logos which consists of a crest with a cow, oil derrick, wheat, and a plane, and made them their own design. This way, it still relates back to Wichita Country Club, but in an updated way! There were many trials and errors during this process – it’s crazy the amount of feedback you get from members – those you see every day and those you don’t – during processes like these. All of us wanted to get it just right! We played around with different designs using Canva, an online design software, until we got it just right. It’s one thing seeing logos on a computer screen, but it’s another when the product shows up with the new and improved logos, creating demand for our products in the shop.
Riley Sherwood on the business impact of creating a new logo to increase demand for product and engagement:
Sometimes, we take a “limited edition” approach where once they’re gone, they’re gone. We’ve used that here and it’s worked well for us with these logos, whether it be hats, shirts, etc. Especially with the combination of it being something new and exciting while creating the demand, members want to get them while they’re “hot.” Overall, our sales have gone up as a result of updating our logos because it shows our members that we are “with the times” and are constantly trying to improve and update our shop and apparel. In fact, we have tripled our sales in headcovers and hats alone, not to mention the accompanying boost from getting people interested to the shop, which ultimately increased sales. Additionally, we reached a larger audience with the updated logos and “specialized” logos for non-golf items, like WCC Pickleball and WCC Tennis gear. We are constantly trying to reach our non-golf members and make sure they know we are not just a Golf Shop, despite the name and this helped engage them and bring them into the shop more. As you look at your club, if you need a spark to increase demand, think about if your logo needs a refresh.
If you would like to email the author of this Best Practice directly, please email riley@wichitacountryclub.org.
