1. Current State of Marketing in Professional Golf
By:
Ryan Olli, John Purcell, Wes Purcell, Taylor Bouck

2. 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.

3. 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

4. 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

5. 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

6. 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

7. Factors Influencing the Decline Continued
Cost to play golf has increased significantly since 2005
Loss of a big percentage of fans in the lower half of the fan base

8. 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

9. Marketing Efforts in Golf

10. 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

11. 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.

12. 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

13. 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.

14. Marketing Through Television
Marketing through the golf channel
Target specific audience
Perfect marketing opportunity
Consumer is unique presenting valuable opportunity

15. Marketing Through Television Continued …
Golf channel markets to their viewers in two ways
Using specific brands (Taylor made, Callaway, etc.)
Through their programming

16. 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