This week marks the kickoff of the 2017 golf season with golf’s most-watched event—The Masters. If you’re not marketing the Masters with your brand, you’re missing out. Here, we’re bringing you insight into how other golf companies are leveraging the Masters brand in their marketing efforts.
The passion event community
This type of community forms because your golf customers want to engage with others about things that are important to them—in this case, GOLF. Your customers are passionate about the sport or have an idea or opinion they’d like to share, and seek out these communities on social channels. They want the new and most current information about The Masters, or golf in general. A great way to build this type of community is with a # hashtag campaign. For The Masters, a campaign has been built using #themasters. Golf businesses, individuals, and the media utilize this hashtag when sharing their information about the event, and here, all this knowledge and commentary “lives”. If you were to do a search of “#themasters” you would see what people are talking about in reference to the event. If your golf business posts about The Masters on your social media channels, include the # hashtag in your posts to improve visibility, and don’t forget to retweet.
Stories are a hot commodity for marketers leveraging this years’ Masters, and should be a part of your marketing strategy now and always. Consider this—according to AdWeek (January 2016) every time a product description included a story it pulled more money than the same product without a story.
Check out ESPN’s Masters commercials that focus on the experience—the roars, the anticipation—one might feel while at The Masters. It brings viewers right to Augusta with a multi-sensory approach.
Or, watch: “My first time at the Masters” by Sponsored by Bridgestone Golf:
Here, you can find personal descriptions of The Masters experience, down to the cherry blossoms. “It’s a living breathing painting…The smell…a fragrance that’s amazing. Magnificent.”
You don’t need to be a major sponsor of The Masters to run Masters marketing. Leverage the popular brand to promote your golf business and share your love of golf. These brands are utilizing daily deals related to Masters holes or players scores, contests, quizzes, and social sharing giveaways.
Let’s face it. The likelihood that your golf customers (or you!) will ever make it to Augusta is, well, low. While they’re sitting at home tuning in on the couch or on the go, make them feel like they’re right there and a part of the experience with questions and interactive activities. You don’t have to be an expert on The Masters, you just need to look like it.
The winner of this year’s Masters marketing, hand down, goes to Adidas and their pimento cheese shoes. Nothing says “we celebrate all that is Masters golf” like a fresh cheese sandwich, I mean, shoe. We’re not saying you need to redesign your product after the time-honored tradition, but include elements like this that make up The Masters experience into your marketing efforts to be relevant to engage your golf customers and show them you’re part of the conversation.
(Photo from Adidas)
What is your favorite Masters marketing that you’ve seen?