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Q& A with Jon Gidney

Jon Gidney pictured at Reech Media Group in Shrewsbury, a full service marketing agency
Based in Shrewsbury in England, Jon works as a Marketing & Sponsorship Consultant

1. EXPLAIN A TYPICAL WEEK IN YOUR WORKING LIFE:

My work is split three ways. I work as part of the team at The Shrewsbury Club, Reech Media Group and 2D Law, as their marketing manager. I assist other individuals and businesses behind the scenes as a marketing & sponsorship consultant, and I have some appearances throughout the year as a pro golfer.

2. HOW DO YOU FIT IT ALL IN?

I still have plenty of spare time to be honest. My current marketing manager commitments take up 32 hours of my time each week across seven days, and I fit my consultancy work and golf commitments around that.

3. WHEN YOU’RE AT NETWORKING EVENTS, HOW DO YOU DECIDE WHICH HAT TO WEAR? (The Shrewsbury Club, Reech Media Group or 2D Law):

I don’t wear hats - they mess my hair up! Part of what I do revolves around generating business opportunities for the businesses I am representing, and I do this 24/7 through various ways. The businesses I work with don’t compete with each other, so it works really well.

4. WHAT IS ONE OF THE BIGGEST CHALLENGES IN MARKETING RIGHT NOW?

To make sure that you are thinking ahead of the game in this forever changing digital world. Sales and marketing strategies and experiences from years ago are often irrelevant. What matters is what will be effective for your business right now and in the future.

5. AND WHAT ABOUT IN GOLF?

One of the biggest challenges for clubs is the need to embrace the changing requirements of their existing and potential customers, to subsequently adjust their products, facilities and services to suit the modern day golfer.

Some clubs talk about not having many junior members coming through because they’re not interested in the game, but I don’t think that’s accurate. The challenge is that many clubs are not set up to attract juniors. Strict dress codes, old fashioned facilities and formal membership joining procedures don’t help in attracting younger players.

6. WHAT ARE THE BIG MARKETING OPPORTUNITIES FOR BUSINESSES?

One is for brands to be more creative and brave with their campaigns and communication. The majority of businesses are playing it too safe and not showcasing their brand in an effective way.

The rewards for being creative can be tremendous when you get it right, especially on social media with such an enormous potential audience. I really like some of the campaigns that Innocent, Nike, Specsavers and Mastercard have launched. They are creative, with humour at times, which makes an impact and helps to make them memorable.

7. WHAT IS YOUR BACKGROUND IN GOLF AND MARKETING?

After leaving school, I played golf as an amateur full time. I progressed to play for England, a huge honour, with a handicap of +3.5 and then turned pro at 24.

When I was travelling around the world playing in tournaments, I was working with leading sports management companies, marketing agencies, sponsors and various business owners. My career in marketing has naturally developed from the initial knowledge I gained from these exciting experiences.

8. WHAT WAS YOUR LAST MEETING ABOUT, HOW LONG DID IT LAST, AND WAS IT PRODUCTIVE?

It was about business and marketing. It lasted about 45 minutes with some lunch and it was very useful. I work with various successful individuals to share knowledge and ideas, and they help me to make better decisions more often.

9. DO YOU ANSWER WORK CALLS OR EMAILS AT HOME? WHAT’S THE RIGHT WORK-LIFE BALANCE?

Yes, if I’m awake, then I’m ready to work. I have access to my emails and social media accounts on my phone. I tend to switch on and off throughout most days as I believe it’s important to find the right work/life balance.

10. HOW DO YOU HOPE YOUR COLLEAGUES WOULD DESCRIBE YOU?

Hopefully fun to work with and a great member of the team! I like to try and have a laugh whilst doing great work and supporting colleagues.

11. HIGHLIGHTS OR LOWLIGHTS OF YOUR CAREER SO FAR?

I enjoyed some highlights through playing golf. It’s given me some amazing experiences, including playing in 16 countries, winning tournaments and captaining teams for both Shropshire and England. Lowlights are when the golf ball isn’t flying in the intended direction, which happens a lot more often now unfortunately!

12. WHO ARE THE BEST GOLFERS THAT YOU’VE PLAYED WITH?

I’ve been fortunate to play with some fantastic golfers, the likes of Ryder Cup players Danny Willett, Tommy Fleetwood and Tyrrell Hatton. I’ve also enjoyed playing in the same tournaments as Rory McIlroy, Jose Maria Olazabal and Matthew Fitzpatrick - all fantastic players and much better than me!

13. WHAT'S YOUR LOWEST ROUND OF GOLF?

My lowest to par was -11 (60), which was at The Astbury in a Steve Bull Foundation Golf Day. My lowest actual score is 57 (-9) at Church Stretton Golf Club. Those were fun days!

14. IF YOU COULD GO BACK AND GIVE YOUR YOUNGER SELF SOME WISE ADVICE, WHAT WOULD IT BE?

To plan ahead in more detail from an earlier age. To think about what I enjoyed doing, what I was good at, the lifestyle I wanted in the future, and then to figure out a journey to get there as soon as possible. I’m happy with where I'm at, but feel I could have been at this stage sooner with more thought at a younger age.

15. WHAT DO YOU BELIEVE IS SPECIAL ABOUT THE SHROPSHIRE BUSINESS COMMUNITY?

I think there’s plenty of trust and loyalty between businesses in the county, which is a real positive. I’m a big fan of Shropshire and, in particular Shrewsbury, and can see myself living here for a long time.

16. TELL US SOMETHING ABOUT YOU THAT MOST PEOPLE PROBABLY WOULDN’T KNOW:

I have two roast dinners cooked for me most Sundays - one at 1pm, the other at around 6pm. It’s my favourite day of the week! If you follow my instagram stories though you'll already know this!

17. IF YOU COULD ONLY HAVE ONE MORE DINNER WHAT WOULD YOU HAVE?

Only one more dinner? I’d probably have a tantrum! For a starter, I would go for dough balls with garlic dip at Pizza Express, followed by a flight to Spain for a mixed paella at La Cala, La Manga. Then I would fly home for a sticky toffee pudding at my parents house for dessert.

18. WHO DO YOU ADMIRE THE MOST?

People that are totally dedicated and committed to what they do. I’ve played golf with professionals that practice for hours on end every day to be as good as they can possibly be and I have seen the sacrifices that they have made to try and play the game for a living. It's so impressive to see. I like to work a lot, but I also enjoy plenty of time with family, friends, and playing hobbies.


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