The Pellucid Perspective - May 2011 - (Page 6)

SURVEY SAYS When is a survey not a survey? By Harvey Silverman I am a member of the NCGA (recently re-branded from I cannot fault Stevinson Ranch or Legendary Marketing for “Northern California Golf Association”). I renew each year taking advantage of an opportunity to put a promotional directso I can keep a USGA handicap index (currently 15.8, but mail piece in front of 165,000 NCGA members. I do, however, with no recent posts), although I do not play competitive golf. vehemently object to NCGA directly affiliating itself with a I enjoy supporting NCGA’s Youth on Course program, a tre- misleading (fraudulent?) attempt to allow both the golf course mendously successful entry gate for young golfers. And on rare and Legendary Marketing to obtain my personal data under the occasion I take advantage of one of the many “member bene- guise of “please take this survey.” Here’s the really scary part. On the very bottom of the form fits,” which include sizable discounts at the two NCGA-owned is this line, displayed in a lighter and much smaller font: *By golf facilities. As a member I have agreed to receive NCGAgenerated promotional emails and postal mailings that might submitting this form, you are agreeing to receive future inforinclude offers from places like Pasatiempo ($165-that’s a deal), mation from this organization and our partners. That’s a 7-point font, folks. There is no way to submit and Pebble Beach ($395-also a deal). I have not taken advanand redeem the offer without allowing this, as opposed to an tage of either. Recently I received a direct-mail envelope from NCGA. actual survey that might ask one to provide contact informaI’m sure they chose to do a direct-mail piece rather than email tion voluntarily, and enable respondents to opt-in or opt-out because they have many more postal addresses of members for receiving more information. Which organization might I receive more information from: NCGA, than email addresses. Out from the enveRanch, or Legendary Marketlope fell a member benefit summary update What I found on the Stevinson these the “partners” who will ing? Are and a $10 coupon for both Poppy Hills and web page shocked Poppy Ridge, the two association-owned fashare my information, or are there (likely) cilities. The last piece in the envelope was an can’t accept and upset me. There more? WhyreceiveIthe offerthe invitation “Amazing Offer for You and 3 Friends”, an in order to but not optwas no survey, but offer that looked to be co-oped by NCGA out from having my information sold to and Stevinson Ranch, a wonderful course in the next Nigerian Viagra salesman? Most rather a thinly the Central Valley of California. In order to intelligent Internet users understand the disguised contact take advantage of the offer I was asked to dangers here. “go to the link provided below to complete a collect a profile form used to feeWhat the NCGA has donetoismembers, quick survey and to download the redeemfor this piece to be mailed able golf certificate.” The link was www. collect personal data. and knowingly or tacitly enabled the client ncga.stevinsonranch.com, but the site has to collect valuable contact information using since been removed. “take a quick survey” as the crooked hook. I was not at all hesitant to go there and This despite the statement on its own webanswer questions if I found them to be compelling. I should site that they are “committed to protecting member privacy,” note that we did a local golfer survey for NCGA in July 2008, and that they “will not sell this information to outside agencies so I had more than a passing interest in what they may be re- or third parties.” searching now. And since Pellucid offers a professional survey NCGA did not sell my information to an outside agency or product and service to the golf industry, I wanted to see how third party, but they did sell me out by producing a direct mail this survey was constructed and who might have created it. piece that implied a reward for participating in what was clearly What I found on the web page shocked and upset me. There presented as an NCGA survey. Building a sizeable, relevant was no survey, but rather a thinly disguised contact profile form database of customers and prospective customers is a process used to collect personal data. I immediately recognized it as the requiring sound strategies and consistent methodology. I don’t form developed and used by Legendary Marketing, having seen know if it was Legendary Marketing or Stevinson Ranch who it used by other Legendary clients and branded as “Golf Mar- conceived this idea, but it clearly was NCGA who provided the keting Commander.” Andrew Wood likes to use, in his words, opportunity, access to the member database, and the delivery “web tricks and social media tactics” to build databases. I’d cat- system. They willingly placed their brand on the promotion as egorize this as the former. It was blatantly clear that the promo- well as the web landing page URL. It was done for money, and tion was designed to attract and gather the personal contact it’s a sad commentary on the state of today’s golf business that information of NCGA members in return for four people play- business methods and ethics are being compromised in pursuit n ing golf for $25 each. of cold cash. May 2011 6 The Pellucid PersPecTive http://ncga.stevinsonranch.com http://ncga.stevinsonranch.com

Table of Contents for the Digital Edition of The Pellucid Perspective - May 2011

The Pellucid Perspective - May 2011
Contents
Golf 20/11: A House With No Information Foundation?
Sharp Tools for Cutting Maintenance Costs
When Is a Survey Not a Survey?
Short Courses Disappearing, but Some Find Success
Apr 2011 YtD Weather Impact, Mar 2011 YtD Utilization
A Weather Word to the Wise
New York, NY Core Business Statistical Area (CBSA)
Environmentalists Seeking Closure of Revered SF Muni
Comings & Goings
The Bad, the Good and the Ugly

The Pellucid Perspective - May 2011