Integrated Brand Partnership & PR in Golf Management

Marketing for Golf Management Chapter 5: Integrated Brand Partnership, PR, and Sponsorship Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) Unless otherwise noted, this work is licensed under a Creative Commons Attribution-NonCommercial- ShareAlike 4.0 International (CC BY-NC-SA 4.0) license. Feel free to use, modify, reuse or redistribute any portion of this presentation.

5.0 Learning Objectives In this chapter, we will: Contrast the different marketing strategies to understand relationship opportunities. Describe the concept of public relations and why organizations allocate part of their promotional budgets to it. Outline how sponsorship is the backbone of success for events in golf. Explore the strategy of cause-related marketing. Explain how corporate sales can enhance customer loyalty.

5.1 Industry Partnerships in the Golf Industry Partner marketing is a strategic approach to advertising and promotion, wherein two entities, whether two companies or a company and an individual, join forces to promote their respective products, services, or brands The essence of successful partner marketing lies in ensuring mutual benefits for both collaborating parties Benefits of partner marketing: Building Mutually-Beneficial Relationships Expanding Reach to New Customers Achieving Spend Efficiency Leveraging Strengths and Resources Enhancing Brand Reputation and Perception

5.1 Partner Marketing Tactics Listing on Tee Time Marketplaces Golf Equipment Demo Days and Fittings Embracing Influencer Marketing Community Partner Marketing Opportunities

5.2 Public Relations Activities and Tools Good public relations efforts can help a firm create rapport with its customers, promote what it offers, and supplement its sales efforts Public relations materials include press releases, publicity, and news conferences Companies also use PR to promote products and to supplement their sales efforts Some of the most commonly used PR tools include: Press Releases Sponsorships Product Placements Is a news story written by an organization to promote a product, organization, or person. Involves paying a fee to have your name associated with different things Is getting a company s product included as part of a television show, movie, video game, special event, or book

5.3 Corporate Sales and Merchandising Corporate sales at a club is a revenue generation tool with unlimited potential and growth opportunities By offering access to personalized products, large quantity orders, discounts, and unrepresented brands, members and customers can purchase corporate sales for their business through the club Products and Services for Corporate Sales: Apparel Golf Balls Golf Clubs Golf Bags Golf Gloves Headwear Travel Accessories Sunglasses Footwear Gift Ware And more

5.3 Merchandising Merchandising is everything you do to promote and sell your products once the potential customer is in your store When we talk about merchandise, we talk about products available for sale, typically in retail Some of the most popular ways to entice buyers to purchase include: Grouping related products together In-store ads featuring the merchandise Window and in- store displays Shelf signage Spotlighting promotional items Samples and giveaways In-store demonstrations Well-stocked shelves