By Scot Small
What is the goal?
“If you aim at nothing you hit it every time” unknown. This is a drum that you will hear me beat consistently over and over. There is nothing more important than knowing your goals. How will you measure success if you do not have something to measure against? Set your goals and be as specific as possible. Example: Schedule lunch with two new potential customers and learn more about how they want us to do business with them.
Do the pre-marketing!
Marketing is all about making a connection. Making a connection depends on repeated exposure. The kind of relationship you are trying to build, friendship, marriage, business or any other you can think of, does not matter. The more times you meet, the more comfortable you become and trust begins to build. It is inevitable.
Pre-marketing is a way to begin building familiarity with your future clients. It is a way to get some space in their mind. If you have done a good job with marketing the events you are sponsoring, you will multiply the effects of the sponsorship.
How can I add value to the tournament?
One key to connecting at events is by adding value to the event such that an emotional connection between you and the target market is created. Maybe you have heard it said an emotion will change logic, but logic will never change emotion.
Emotion is a very powerful weapon in marketing. It can anchor your message deep in the hearts and minds of those you’re trying to reach.
- Host a driving Clinic on the driving Range
- Host a putting clinic on the putting green
- Take pictures of the golfers at your hole with digital camera and send them a framed copy to remember the day. (Of course make sure your company marks are on the picture)
- Host a putting contest – insurance is available for large payouts.
- Bring a high profile person to your hole
- Run a special contest at your hole and offer a nice prize
- Straightest drive
- Shortest drive
- Best slice
- Best hook
- Funniest swing
- Best outfit
Bottom line – golf sponsorship can be a powerful marketing tool for you and your company if used correctly. Setting realistic goals, and finding out how to connect on an emotional level are the keys to your success.
See you on the golf course.