Font Size: Increase | Decrease

Implementation Planning

• Identifying Appropriate Athlete Endorsers
• Expecting Proper Levels of Sponsorship Service
• Implementing Effective Hospitality Strategies
• Integrating Community Relations into Sponsorship
• Planning And Scheduling Around A Sponsorship
• Rethinking The Effectiveness Of Promotional Giveaways
• Using Intangible Assets
• Using Sponsorship to Market Luxury Brands
• Activating Sponsorship through the Web
• Falling For Price Escalators
• Generating Direct Revenue From Sponsorships
• Activating Golf Sponsorship Successfully

Home > Sponsorship Resources > Implementation Planning

Activating Golf Sponsorship Successfully

Golf sponsors represent a diverse group of companies, including a handful of financial institutions, a door manufacturer and a lumber company. And while all of these companies should activate their golf sponsorships according to their marketing objectives, there are some common tactics that any company holding entitlement may want to consider implementing.

For most title sponsors of golf events, customer entertainment and relationship building remain a focal point of their golf sponsorship investments. In this day of pushing the creativity envelope in sponsorship, there are still marketers who consider fancy dinners and a spot in the pro-am an imaginative, comprehensive customer experience. Well, it really isn't. As a golf title sponsor, you must fill six days (Tuesday-Sunday) with customer events, and although most of those customers only stay a day or two, you cannot repeat the same events and experiences from day to day. So what kind of unique customer experiences should marketers consider?

Local Experiences: Not all of your customers want to play in the Pro-Am event, and many will be looking for additional activities when the Pro-Am is over. The area hosting the Tour stop will likely hold a bounty of unique features that can provide memorable customer experiences. If the event is held in a coastal city, secure a luxury boat and plan a deep-sea fishing trip that also involves Tour pros. Is there a racing oval in the area? If so, offer the speed enthusiasts an opportunity to squeeze into a car and put the pedal to metal.

Event Overlaps: The Tour stop might not be the only special event in town during the week. Perhaps there's a two-week music festival going on. Then you should consider hiring one of the acts that appeals to a broad range of your customers to play an intimate set after dinner one evening - just for your guests. Maybe a few well-known actors are perfecting a new play in town before it hits Broadway or they're on location in the area filming a movie. Extend invitations to the celebs to join your guests and the pro golfers at your cocktail parties.

Don't Forget Spouses: Since you'll invite your customers to bring spouses on the trip, you must plan special events that will occupy their time. For women, spa experiences and shopping trips make for good choices. Museum tours and tickets to other local events are also options. How about cooking demonstrations from celebrity local chefs or discussions with local authors?

Eat and Drink Creatively: If possible, move your dinners and cocktail parties out of the restaurants and into impressive locations such as aquariums, museums, monuments, points of interest and well-known locations with great views.