According to Peter Kohlöffel, national sales manager Golf Ads, golf courses remain lucrative venues of opportunities for marketers, for numerous reasons.
According to The Royal and Ancient Golf Club of St Andrews (R&A), which put together a survey of golf around the world, South Africa had a total of 512 golf facilities in 2015, against Nigeria’s 52, 41 in Kenya, 39 in Zimbabwe and 36 in Morocco. These courses flourish largely because they offer more than just a four-hour round of golf – in fact, many clubs and facilities provide exceptional outdoor and leisure entertainment for the whole family. A large percentage of one’s time on a golf course is spent socialising with friends and business associates, eating out, enjoying nature and more.
Golfing facilities are mostly free of visual clutter and advertisers find their brands can be showcased without having to compete with a plethora of others. Advertisers can also talk to anyone who visits the course, which includes non-golfers. This is why a wide variety of brands have been able to make an impact on the golf-course landscape: aside from golf equipment and apparel, one can expect to see products like snacks, beverages, liquor, automobiles, banking and financial products, holiday packages and more.
Brands can consider whether their products are best served by static branding, activations, or being flighted on Golf TV – and creative execution can be aligned with a brand’s objectives and a particular golf course’s characteristics. Pringle’s clever ‘chipping from the rough’ campaign saw advertisements for the popular snack placed in strategic areas of the golf course, while ballwasher branding, traditional clock branding and Golf TV branding ensured the brand was top of mind, both on the green and in the clubhouse. Activations allowed visitors to sample the products and engage with brand ambassadors in a relaxed environment.