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/

Speaking Up on Social Media - Good or Bad for Golf?

Probably the most notable of Twitter golfers to rhapsody on the social media channel, Ian Poulter, recently stung back about his decision to stay out of this year's BMW PGA Championship based on a less-than-stellar track record at the event.

Stewart Cink, well-known for his use of Twitter, posts daily, most recently dishing about his bum rap at not playing in The Masters with a positive spin of vacationing in the Riviera Maya with his wife Lisa and returning home to watch the tournament on his brand, new 4K TV.

Do you think that player social media chat helps, or hurts golf? Do fans appreciate the openness and connectivity of their heroes, of reporters and golf's most outspoken characters or would they prefer a bit more ...detachment.

Fans must love the connectivity because guys like Cink pull in huge audiences. Cink currently has 1.12 million followers while Poulter has a whopping 1.87 million devotees but, is the intimacy good for the sport or is it better to just see the facade put on for the viewing audience?

Yes, pro golfers are active on Twitter and reporters and large business concerns are also quick to criticize, and make public, the sports' highs...and low. Golf Digest recently pointed out that ESPN Sports Business reporter Darren Rovell's comments about the state of the game might not be a "complete picture", noting that "the true picture is larger than 140 characters."

Before the influx of social connectivity, there was an air of mystique about the game, players, their lives, their thoughts of tournaments and of other tour players (unless a writer was told some juicy off-the-cuff tidbits). Fast forward to our technological society complete with smartphones dangling from almost everyone's pocket and the sky's the limit for many of these players as well as for their fans to see and to comment upon.

In the case of fallen number-one world golfer Tiger Woods. fans got to see Woods' personal debacle unfold ...the clean crispy hero turned into failure before our eyes, thanks, in part, to media and social media.

If not for his public outing, Tiger might have broken all records by now.

The media helped take the untouchable Tiger out of his winning rhythm...but, never fear! The PGA Tour announced on their website that Woods told Nicklaus he would be playing in the Memorial...websites add even more social fodder to the social world.

Tiger to Nicklaus: "See you in May. I'll be at the Memorial." http://t.co/QJr5EqWdw4 pic.twitter.com/Fm6ByJk3Mx
— PGA TOUR (@PGATOUR) April 23, 2015

For Poulter, Dufner and others, the social connection gives them a chance to vent, helps their sponsors...and advertises to the public where to buy their books, clothing and more, further turning the machine.

Twitter seems to be the avenue of choice for celebrities, pro-sports stars including golfers, PGA Tour and LPGA to connect with audiences because of its quick and easy platform, which is why I have used this avenue in my examples.

Where does it all go from here? We as a people are moving forward and it looks as if social connectivity is here to stay, at least until the next big thing comes along. What is your opinion? Do you follow and interact with your favorite golfers on social media? Do you think we are living in an age of too much information?

Comment on Twitter @Golf4Beginners and at the bottom of this golf blog!


photo: golf.com

Five tactics to put oomph into your social media strategy

Large corporations have social media strategies with dedicated executives in place pumping out daily emails, tweets, Facebook status updates and the like in order to keep their company name in front of the public. With smaller businesses, owner/operators busily function in many roles during the day and although they may consider the need for an internet strategy, struggle with how to start and, once begun, how to continue their marketing and social media efforts.

In this digital age, every business should have an online presence. Although many companies say “hey, I have a website”, without a plan of action to increase visibility for that website, the chance of your site being seen by potential clients, let alone anyone on the internet, is like trying to be found in the middle of the desert.

With the approach of a new season at 1:14am EST tomorrow morning, now is a good time to spring into action. Where it is easy to get caught up in the throes of spring fever, delegating your responibilites for the day to enjoy a round of golf, it is also essential and equally easy to ramp up your social media efforts and increase engagement. Taking only a few minutes daily to set up and establish yourself and your business in the social sphere should yield solid returns. The key is to maintain DAILY engagement: no matter how little time you actually spend...like exercise, even a little bit on a frequent schedule yields results. Take "small steps" as mentioned in the movie "Contact".

As a social media and SEO consultant, I receive many phone calls, emails and daily tweets to help companies with their marketing efforts. I would like to share five ideas which will assist even the smallest firm to get more people talk about your brand and to communicate with you on a social level.

1.      If you do not have a blog, create one…now. Add fresh content at least once per week and don’t be afraid to quote sources that you find help relay your ideas. Show that you are an authority and have an opinion. This is the most important part of your strategy to increase engagement. This blog should also tie into your social networks; Twitter, Facebook and LinkedIn.

2.      Speaking of social networks, make sure your company has a presence on Twitter, Facebook, LinkedIn, Pinterest and even Google Plus. Not everyone wants to engage on Facebook so you have to make sure that, once your blog is posted, it is read on all the social networks.

3.      ENGAGE! Not necessarily like Jean-Luc Picard of the Starship Enterprise but his term, Engage, means just that; get out onto those social networks and make sure that you communicate with others. Add yourself to Facebook groups that shre your business and even personal passions and share your thoughts about what you know. If you make golf equipment, talk about it and how it relates to the game.

4.      Ask for feedback. Ask QUESTIONS! Although this is all part of engagement, it serves a very different purpose. Asking questions gives people pause for thought and a way to interact with you. People also love to help you with your problems. A back-and-forth discussion of your market, your brand and even just questions that are interesting to the group attracts engagement.

5.     Use photos and videos to engage your audience. Did you ever notice on the bottom of your Facebook mobile app that pictures run long the bottom of the screen? Why? Because the old saying that a picture says a thousand words is true! Pinterest, one of the newest websites, is all about sharing pictures. If you have a golf product to sell and you happen to be on the golf course, show pictures of its usefulness, how it works and how great it looks. People also tend to share good photos and that increases the possibility of your picture or video going viral.

Businesses taking even the smallest steps will benefit from social media interaction and the increased visibility they will receive on the internet. Make sure to link back to your website and have your blog comments turned on for even more interaction within your site.

Voice your opinions on Twitter @Golf4Beginners, friend on Facebook and contact me directly for internet marketing consultation.

photo credit

Posted via email from stacysolomon's posterous

#Golf Tournament puts Social Media to Good Use

The March of Dimes will be the beneficiary of social media good will. The Farmers Insurance Open golf tournament in association with the PGA Tour will be donating $10 for every like they receive on Facebook.

All you have to do is click on the link below, "LIKE"  the golf tournament and Farmers Insurance will help give preemies a chance at life. You don't have to reach into your pocket, just reach into your heart. Another great cause helped through social media.

As of today, 7,124 people have clicked the "Like" button.

Read the note I received below and make sure to donate with a simple click of your mouse!!
www.facebook.com/farmersinsuranceopen

Be a fan. Support babies!

Stacy,

Exciting golf and a rare social media charity partnership will greatly benefit
premature babies - with the public's help only!  We'd appreciate your support in spreading the word on this....

Make your "like" count for something today. Farmers Insurance and the PGA TOUR are kicking off the upcoming Farmers Insurance Open with a generous pledge that will give babies born prematurely a fighting chance at life.

For every "like" on Facebook of the Farmers Insurance Open until January 29th Farmers will donate $10 - up to $50,000! - to the March of Dimes.

Already hundreds of thousands have been raised.  With a simple click of a button, you can help a wonderful cause at www.facebook.com/farmersinsuranceopen.

The 2012 Farmers Insurance Open is taking place at Torrey Pines in San Diego from January 23-29.


Voice your opinion on Twitter @Golf4Beginners and friend on Facebook

Posted via email from stacysolomon's posterous

Will the Golf Channel Social Media Twitter Experiment be a success?

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Golf Channel will go "non-traditional" in it's Nationwide Tour coverage this Saturday; light on the announcers and heavy on the social media interaction.

“If it works, it could be to golf announcers what reality TV was to actors," according to Golf Channel announcer Stephanie Sparks.


Sparks and Kay Cockerill will be on the 13th and 15th tees doing player interviews and Jerry Foltz and Curt Byrum will limit their comments on air but will interact with viewers "via social media channels such as Twitter," according to a network release.

You will also hear commentary directly from the caddies and players as the final four pairings will be equipped with a boom microphone.

Will this Twitter, Facebook social media experience have golf fans frantically typing away on their smart phones interacting with announcers or will the experiment prove to be a flop? Television commentary has been known to be dry at times so why not spice it up, chatting back-and-forth with an extended audience? And, isn't it better to experiment at the Albertsons Boise Open than open up all social media communications right before the Masters?

In comparison to John Daly whose Twitter following is about 71,000 (31,400 Facebook) and Stewart Cink who has amassed over a million Twitter followers, Golf Channel currently has about 19,000 followers on Twitter and about 28,000 Facebook fans. With this interactive take on golf, it will be interesting to see by how much Golf Channel's followers increase.

Foltz mentioned that his bosses claim that this isn't a long-term plan but, if Golf Channel's social media 'announcer-lite' pure golf experiment improves numbers on Twitter and Facebook, I'll bet the broadcasting team will be cracking their knuckles for another event in the near future.

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