Getting on the Green
3. Brand Matters
Learn the brands that matter to your clients and the ones that are valued by the sport. "Brand recognition is an important aspect of the golf industry," said Thacher. "The name carries a sense of tradition and/or quality."
4. Fundraisers Are Your Friend
"We are seeing more and more fundraising groups get involved with golf," explained Thacher. "Club soccer teams, schools and churches are using golf as a one-stop, one-day fundraiser." He suggested starting the day off with a lunch, followed by a tournament with on-course games and raffles, then closing with an auction and dinner.
5. Beat Tight Budgets with Quality Over Quantity
"There's a big difference between being willing to spend $5 to get a nice gift versus spending $3 and getting something the person will never use again," said Kennedy. "We position it that way, saying we can't send the wrong message regardless of the economy, and that's resonated quite well with people," he explained. "So you may not give as many items, but the items that you give, try to give good quality ones."
6. Interactivity is a Plus
Like trade shows, concerts and other live events, marketing that requires end-user participation can prove very effective. As an example, Kennedy described a promotion where if tournament participants were seen using a specific club cover by spotters at the event, they could win a prize. "It's a great way from an advertiser's standpoint to ensure that its product gets used," he said.
7. Provide Gifts, Not Tools
"I've always believed the best sort of golf gift is something they would want, but not necessarily buy for themselves," said Kennedy. He elaborated, explaining that sometimes the best way to make an impression on an end-user is to provide an item that is not only practical, but perceived as a luxury. Kennedy stated that purely utilitarian products, like golf balls or tees, are too disposable and uninteresting to make much of an impact on end-users.