Everyone knows the economy is taking a nosedive, but did you know that this year 80% of the fundraising golf tournaments have seen a steady decrease in player registrations and sponsorship dollars? Strangely enough the total number of events continues to climb. With more tournaments out there and less players willing to spend, it’s more important than ever to implement a strategic marketing plan designed to promote your event, expose your sponsors and recruit players.
Save-the-date cards, invitations, brochures and posters are all great ways to spread the word. Direct mail and e-blasts are also very effective. Build and maintain a golfer and sponsor database, it will pay for itself many times over as you’ll have the ability to stay in touch with all participants throughout the year. Follow-up your mailings and emails! Start with the ‘save-the-date’ announcement, follow that up with invitations to the event and finally make personal phone calls.
Create a tournament website! When done right, it can single-handedly increase awareness of your event, showcase the cause and give much needed exposure to your sponsors. As an added bonus, tournament websites with online registration and payment capabilities allow you to secure entry fees via credit card prior to the event which reduces cancellations, no-shows and last minute payments.
Free publicity is the best kind. Talk to your local newspaper and radio stations. If you’re raising money for a good cause they may be inclined to help promote your event. And it’s always helpful to offer them exposure to your players in exchange for their assistance… call it a “media sponsorship”.
In your marketing and promotion efforts, convey all of the pertinent information (who, what, when, where & why) and help your event stand out from the crowd. Big prizes like a new car for a hole-in-one or the chance at a million dollar shot draw a lot of interest, so highlight them. If every player gets a cool tee gift or if you’re having a great awards dinner after the event, make sure to tell your audience.
Whether you’re marketing your business or your golf tournament, the same disciplines and strategies are involved. It’s an absolute must to take advantage of proven corporate marketing campaigns and apply them to your next event.
Don’t hesitate to email me at johno@tournease.com with any questions. Our tournament coaches are available everyday, free of charge, to give you some ideas that work. Call 800.485.2444 today!
 by John Oney, PGA Professional
Tournament Coach Director – TournEase, Inc.
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TournEase Tip:
Mix, Mingle & Document on Event Day
While your tournament is taking place, jump on a cart and hit the course! This is a perfect opportunity to visit with each group, shake hands, and ask questions. Listen to your participants and record what you hear for next year’s tournament. Be active in thanking each and every golfer. This is a great time to introduce yourself to everyone, remember now’s the time to think about next year’s tournament!
Don’t forget to document the event with photos. A picture is worth a thousand words so make sure you take several. Photos of the entire group, the winners, teams, action shots and pictures taken during the awards dinner or after party are perfect for your website, flyers, postcards and local media.
FREE Webinar – Amp Up the Excitement!!! – Cool Golf Event Contests & Events
Want to learn more about hole-in-one insurance, million dollars shots and other ideas for increase excitement at your golf event? Click here to view our 30 minute webinar on the subject.
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