Golf is one of the oldest sports in the world, with origins tracing back to medieval football. Despite its age, it is still a major pastime in the US, with about 2 million beginners a year on the greens. Compared to the rest of the world, golf is relatively inexpensive, with golf courses in the US costing less than $20 a round. Fortunately for marketers, the sport has no shortage of players, and the number is growing by the year.
In the business world, a savvy marketing executive will do their best to take advantage of this fact, by creating a strategic advertising plan that is both cost-effective and effective. One way to do this is to use social media to your advantage. Aside from driving traffic to your website, you can also leverage your existing social network of friends and colleagues to get your message out there. You may also wish to consider sponsored posts, wherein you allow other individuals or organizations to talk about your course, in exchange for a round or two. This is a great way to expand your sphere of influence and create some buzz.
Of course, you don’t want to end up with a cheap, poorly produced advertisement. Aside from using your marketing budget wisely, you need to consider your audience and the content you intend to publish. The key to success is to find out what your target customers are looking for before you hit publish. If you’re unsure of your audience, you can even go a step further and ask your existing fans for their input. It’s the social proof that will keep them coming back for more.
Similarly, you should also be aware of the competition. For example, you might find it more profitable to invest in a paid ad on Google, where you can bet your bottom dollar that you’ll get a higher click-through rate than you would on your own site. Likewise, you can take a more aggressive approach and reach out to golf bloggers, who are likely to be more open to such deals.
The golf ad industry also entails many more subtleties. Among the more sophisticated, you can use a combination of ad technology and your existing social networks to target your ad to a niche group. With a little research and thought, you should be able to create a winning campaign that will drive results. Among the most important elements are your message, your brand and the people in it. So, how can you be sure that you’re putting your best foot forward? Just be sure to be clear and transparent when it comes to your ads and posts. From the banner to the microsite, there are myriad ways to get the word out about your course. Hopefully, these strategies will help you find and keep the discerning golfers in your orbit. Lastly, the golf ad medium is a great way to get to know your customers.