So did you watch the Masters on Facebook? How about all of those millions of Tweets during the Waste Management Phoenix Open? And of course, you could have not missed all of the videos coming in from The Open!
Pro Golf Events Need Help
The fact is, social media is doing more for golf than the programs airing on the TV. Why?
For the dozens of people I talk to every day, most people would rather cut the sound off the TV and read what is going on at the professional golf tournament via their Twitter feed. They get more information quicker and without all of the commentaries from the TV announcers.
There are hundreds, if not thousands, of people at golf tournaments who do a better job of reporting the play-by-play of a golf tournament than the announcers on TV. Why?
Because instead of being told by sponsors where to go and what to report these hordes of social mediaist are everywhere with their smartphone posting everything they see. Most of the time they are videoing the exact action that the TV program directors could only hope they could cover.
To me, it has been a long time coming. Social media, the posts made to online social networks, is now the preferred method of delivery of information of what is actually going on at a professional golf tournament that avid golfers really want to know.
Golf Industry Starting to Get It
Slowly the golf industry is starting to modernize its method of marketing. Many golf businesses are dropping their traditional methods of marketing and investing in nothing but digital marketing. Unfortunately, they are hiring digital marketing agencies who do not understand golf or the golf market. Many digital marketing firms do not know how to marketing to Golfers.
Fortunately, things are changing. Golf businesses are starting to reach out to people like me, someone who has been playing golf for decades, to connect with other golfers. There is no better golf marketer than an avid golfer.
Private Sector Still Not Getting It
Woefully, the Private Golf Sector…the member run golf clubs and country clubs…keep going back to the big brand marketing agencies for their marketing needs. Why?
Private golf clubs have a valid concern feeling their image of offering their members exclusivity and elite status in the community is important. What is not valid is their thinking that small boutique digital marketing agencies cannot deliver that upscale luxury image they demand. Why?
That question still remains to be answered completely. As more private golf clubs move to modernize they are starting to put in place things they THINK their members want…or are told their members want. Most of these changes are great and their memberships are starting to enjoy them.
Unfortunately, these same private clubs do an awful job marketing these awesome amenities to the public. Why?
Because they do not know how to use social media. Yes, they are using social media, but not in the way or in the places potential members are going to find.
Private clubs will put forth the effort to post social media, but not in the form of communication the people online will accept. The private sector of the golf industry still has a way to go to obtain the success social media can bring them.
The bottomline is: Golf is finally turning the corner into the 21st century way of marketing. Let’s hope Golf moves faster into the next era of marketing which uses a more video-centric digital marketing strategy.
Let me know how I can help.
