How Golf Is Seeking to Target a New Buying Audience

Which is your favorite golf commercial? Not always is an ad a television spot; nowadays, golf advertising agencies are specializing in utilizing social channels and even The Olympics in order to make you laugh, cry and buy with an eye on going viral.

Are you a Taylor-Made fan...perhaps you are a Ping player like me?

Whichever set of irons or woods you eventually select for your golf bag, your final choice to give one set of clubs the nod over another could very well have been a subliminal one.

Golf club placement within an ad has played a partnering role with Tour "YouTube celebrities" like the funny ads featuring Bubba Watson, Hunter Mahan and Lee Westwood. Golf brands have also slipped into poignant supporting roles like this spot from LA Ad Agency Zambezi which features the average golfer practicing indoors with their Taylor Made clubs while waiting the arrival of spring (shot at Hazeltine-home of the 2016 Ryder Cup).

Let's also not forget to mention one of the most viral videos in sports which reached beyond the sport of golf to tug on the heartstrings of the public; Dad, Earl, is "talking" to Tiger Woods about what he has learned in life. Did you hang on every word? Bet you can also name which brand pulled off that creative moment?

Yep, gotcha!

Nike was one of the first companies to make the decision to move away from traditional brand advertising and towards social marketing, pairing with the number one golfer of his day...and with tremendous results.

So, now that Woods is vying with other young celebrity golfers for a place in social cyberspace, what is the next step for golf?

Are Golf Ads Going Completely Social?

With a wealth of brands, faces and places, golf has the potential to reach a very large online audience through modern formats in order to go viral.

As long as golf tournaments remain televised, so will there be a need to keep brands in front of viewers...but going after golfers means adding a social media strategy whether it be via shorter ads to keep viewer attention or shorter tweets and pins to get conversation rolling like a putt on a smooth green. How many brands today have their own successful YouTube Channel?

Ad Age points out that a new generation of "social" TV commercials are "really, really short shows" as opposed to what used to be considered "typical" spots. If one ad becomes a fan favorite, expect several "feature" follow-ups so you can get to know the characters even better...as well as the brand. Heck, you may even want to get out onto a golf course and learn how to play the game!

Callaway still utilizes conventional TV ads but is actively extending their reach to Twitter where they can make sure that there is continuous chat about their brand; their YouTube Channel sports thirty-thousand dedicated subscribers; Nike has over five hundred thousand with their latest video from one month ago scoring more than 36 million views.

"Social" selling is here to stay.

Traditional Faces Introducing New Concepts

When The King speaks, golfers listen and, when golf was heralded as a new entrant into the Olympic Games, the sport obtained access to an entirely new group of spectators who love athletics.

Arnold Palmer trumpeted The Olympics to a global audience as "compelling performances from high-profile veterans as well as previously unheralded young players who have taken up the game in developing countries."

Although Olympic golf made its debut on basic cable to a wide audience and was active on social channels and blogs, thanks to top players pulling out due to the Zika Virus, social virality did take effect but, unfortunately, not in a positive way. Also, the "boring" format didn't help provide the sense of national pride and team spirit which is the foundation of The Games.

Will golf stay in the Olympics? We can only hope so for the sake of the sport. The 2010 Olympics in Vancouver was the first ever to be covered online. It broke all records when it broke into a cyber world and onto mobile devices, attracting approximately 1.8 billion viewers worldwide.

The Entertainment Business of Golf

"A lot of people say that we're in the golf business, Yes, we're in the golf business but I say we're also in the content business and we're in the entertainment business." said European Tour CEO Keith Pelley during a meeting on the state of the game in 2016. "If we're in the entertainment business, then our players are stars."

Perhaps turning tour players into celebrity faces that are reachable will break that barrier that keeps golf segregated from the mainstream? Twitter helps connect the masses with the stars of the game.

The sport should be open to changing it's traditional ways to bring in a new generation. "Golf needs to be more welcoming; it needs to take itself less seriously," states Paul Hawkins, Founder of Hawk Eye Innovations.

And so, the European Tour has recently approved a new golf tournament set for 2017, the World Super 6 Perth, with an eye on changing the way people view golf and because, as CEO of Euro Tour Keith Pelley states, "we believe that golf needs to look at new and innovative formats." Along with this new focus, I am sure the powers that be will also concentrate on how best to reach out to a new generation of millennials.

A shift in focus from branding to a more inviting social nature of golf can help invigorate the game and open it up to a wider audience.


What are your thoughts? Follow and tweet us @Golf4Beginners on Twitter and feel free to comment below in this golf blog.

Photo Credit: http://zambezi-la.com/

Was age a factor in David Toms defeat at The Players?

While watching the final round of The Players Championship, I heard an announcer question whether or not David Toms could go the distance this particular Sunday, a long, tiring day in which both third and final rounds were being decided. Because of his age, would Toms tire as he progressed through the back nine?

I reacted by posting a similar question to Twitter but without the age variant, wondering if Toms could hold on for the nine remaining holes to win The Players. Responses ranged from simple yet effective "yes" to "yes, he is cagey"  @BobFriend_golf. No one mentioned that age may play a factor in his defeat.
And why should it? Forty-four year old Toms is certainly not old yet he has had his share of career-limiting physical ailments. Even so, age was not the reason why David missed a three-footer on the first playoff hole at TPC Sawgrass, handing over a well-deserved win to K.J. Choi.
 

His wife Sonya's telltale thought, "You get to this stage in your career..." coupled with remarks from his caddie Scott Gneiser, "He got to the point where he was maybe kind of going through the motions," spoke volumes about what might have been rummaging through Toms' conscience. David even added that he was basically in the event to show his son how its done, not necessarily for himself.

Age limitations do play a factor in every professional golfers career but not necessarily in a physical sense. The lingering question as to "how much good golf is left?" may creep thoughts into the mental game in a sport where the median age on the PGA Tour is 30-35 years-old. Mistakes also come easier as older golfers choose the wrong shot, thinking they can still "go for it" realizing afterwards that a safer approach may have yielded far better results.

The right attitude can help diffuse the signs of aging. After forty-six-year-old Paul Goydos' third-place finish at The Players, he made reference to his age but also that this finish is something that he "can build on," adding "I'm getting to that age where I need to find something to hang onto. I don't feel old"

"No, that's a lie. I feel old." Goydos continued, "But I didn't feel old until this year. Playing bad does that to you. I've got a great job, and I'm going to keep trying to do it."

Goydos hit the nail on the head...playing bad and squandering chances make you feel old!


Media plays up the angle of age versus youth as in the battle between 47-year old Miguel Angel Jimenez - Lee Westwood on the European Tour at the Ballantine's Championship. The strut and swagger of Jimenez forced naysayers to comment on the "coolness" of Jimenez not believing that age was a factor; Westwood merely performed better that week.

That being said, with a fan base in golf getting younger all of the time, forty-something players like Toms are paving the way for a new generation of golfers like McIlroy, Fowler and Manassero. Kids identify with the coolness of the clothes, the connection on Twitter and the fact that their parents don't necessarily like the change. Hopefully, this infusion of youth will take the game to the next level.

Winner of The Players, forty-year-old KJ Choi, when asked after his win about the ability to compete and win, had advice for the younger generation of professional golfers:

"You have to be very regimented in order to have a long career out here on the TOUR.
I was able to focus, I was able to maintain physically and mentally my body very well. And I felt like I still had the confidence that I could play well out there. I train hard, I practice hard, and I think all the young players need to do that.
And I think you need to live your life to the fullest. And when I say that, I don't mean partying all the time. Live a systematic, regimented life, always be humble. That's my motto."

As for David Toms' performance this week at The Players Championship, he was the 36-hole leader and could hardly be considered "old". "No excuses, no spike marks, no ball marks, no nothing," Toms said of his three-putt bogey on the first sudden-death playoff hole. "Maybe a lot of pressure. But other than that, there was no excuse."

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