Professional Golf Association (PGA) Case Study
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Transcript of Professional Golf Association (PGA) Case Study
Why is Golf Unique? Golf is unique in the sporting world Golf fans play the sport on a regular
basis The majority of PGA fans are over the
age of 55 More than 27% of fans have incomes
over $ 100,000 Audience is very appealing to marketers
due to affluence.
Growth In Golf Participation 1980’s to 2000 Golfer participation grew
by 50%. Big Golf Course boom in the 60’s and
90’s Difference in types of courses built
60’s: More courses were built/ affordable public courses.
90’s: Expensive private courses
Growth In Golf Participation Continued The 1960’s
3,803 courses added 7 million golfers added
1990’s 2,641 courses added 4.4 million player added
The State of Golf This past summer saw a big decline in
fans 2014 Masters Tournament had lowest
ratings since 1957 This summer was not the first time golf
has seen a big decline Interest has been declining since 2005 Many reasons for this decline
Factors Influencing the Decline Number of golfers plateaued in 2000
Been slowly declining since 1.7 million golfers lost in the 2000’s
492 courses built in the 2000’s
Factors Influencing the DeclineContinued Cost to play golf has increased
significantly since 2005
Loss of a big percentage of fans in the lower half of the fan base
Response to the Decline Two initiatives in the 2000’s were started
Link Up 2 Golf
Play Golf America
They didn’t work very well
Get Golf Ready in 5 Days was started in
response
Get Golf Ready in 5 Days
Initiative to get more adults involved
Industry-wide adult development
program
Two main goals
Bring new golfers into the game
Bring former golfers back into the game
Elements of the Get Golf Ready in 5 Days Program
During the five lessons different elements of the game will be taught
Golf Skills: Setup, grip, swing, playing the situations,
etc. Instruction:
Etiquette, basic rules, safety, keeping score, etc.
Marketing Get Golf Ready Reaching the the general public On-Site marketing
Posters, brochures, and materials displayed at the participating golf clubs
Off-site Marketing: Promote through PGA Tour events Commentators talk about it on television Commercials on television and radio https://www.youtube.com/watch?v=rqCQX4G3g_M
Marketing Get Golf Ready Golf lessons have been made financially
feasible. Five lessons for 99 dollars. This program is accessible to people all
over the country. Cooperation and commitment of local
golf clubs have allowed this program to be easily accessible.
Marketing Through Television Marketing through the golf channel
Target specific audience
Perfect marketing opportunity
Consumer is unique presenting valuable opportunity
Marketing Through Television Continued … Golf channel markets to their viewers in
two ways Using specific brands (Taylor made,
Callaway, etc.) Through their programming
Marketing Through Luxury Brands With the unique “High Class” audience
of golf marketers have partnered with Luxury brands Easy to reach the target market through
these brands Consumers commonly associate these
brands with golf Grey Goose, Mercedes, and Ralph Lauren
sponsored this years U.S. Open
Marketing Through Corporate Hospitality Tents The PGA is partnered with many
corporate sponsors Most have hospitality tents at big
tournaments through MSG promotions Great way to give many fans a great
experience Example: Bank of America hospitality
tent at the 2014 U.S. Open in Pinehurst
Answer: Cost to play golf has increased significantly since
2005 Loss of a big percentage of fans in the lower half of
the fan base Number of golfers plateaued in 2000
Been slowly declining since 1.7 million golfers lost in the 2000’s
492 courses built in the 2000’s
Sources Cited Birkner, C. (n.d.). Golf and Tennis Still Offer Valuable Niche Marketing Plays, Experts Say. Retrieved November 3, 2014.
Sales & Marketing (PGA Tour). (n.d.). Retrieved November 5, 2014.
Grow the Game of Golf. (n.d.). Retrieved November 5, 2014
Beditz, J. (n.d.). Golf Participation 2010-2020. Retrieved November 11, 2014.
Smith, M., & Mullen, L. (n.d.). IMG restyles European operations. Sport Business Journal. Retrieved November 4, 2014, from https://www.sportsbusinessdaily.com/Journal/Issues/2014/11/10/Marketing-and-Sponsorship/IMG.aspx