Know-How Exchange : Advertising/PR

Are there any "unusual" clients that he has worked with?
Very young, very old? Ones that have never played golf until they met him?

Try the unusual and unique angle and pitch the heck out of it to the local, regional and even national press.

Another suggestion - pitch him as a golf tips columnist to the local press.

We just did a direct mail on our local golf resort to try and get their message out about a new restaurant they are trying to "get busy"

We went to the course, shot a dining room table setup on the nicest hole on the resort at sunset with some wine and a couple - and made up a little friends, family and neighbours celebration.

We made them on card stock - sent out about 1,700 to neighbours around the course and mailed them via post office - unaddressed admail.

The result? 147 guests over 2 days at an average ticket of $125 / table. The offer was basically a buy one get one free - although it was a little classier than it sounds here.

This was cheap, looked high end and ultimately created good will and the desired result - of course the customer was still bitchin' 'bout lack of being full...

oh well, that's showbiz!

In other words, I guess I'm suggesting a direct mail piece at .10 each vs spending a whole bunch on media to folks that don't really golf - as a populace. More targeted (just golfers from the club or a targeted mailing list of subscribers to "Golf Digest") and higher roi.

hope that helped.

kevijn

You need to work to get your golf pro on the greazy chicken circuit... You need to help him develop a 15 minute talk about the top 5 things the average joe can do to improve their game. He gets a free lunch and question and answer time with 20-50 potential customers. He sells a few tapes, signs a few autographs, and hands out dozens of card....
This will pay dividends compared to his print add...
further, he should develop a 45 minute version of the talk he can do at company outings for $$$$.... followed by selling the tape, signing autographs, and handing out cards...

Hope this helps

Hi Norml,

hope you're having a great day!

I'm no Tiger woods but I love promotion concepts and they do work when you work them. Why not try the following.

HOST BENEFICIARIES...
Partner your golf pro with others in the marketplace locally who golf would be a natural partnership for business. Think of all the ways that golf ties in with so many other businesses and launch this benefit in the marketplace.

(DON'T THINK SMALL think ---OUTrageously---) Cross marketing is a great way to leverage both people and companies for maximum leveraging opportunities.

NEWSPAPER PROMOTION IS A GREAT RESOURCE...EVER THOUGHT ABOUT THE POWER OF SYNDICATED COLUMNS...and what they can do for your story. Yeah you're probably thinking "we've tried local newspapers" but maybe your newspapers have not done much with him locally because the pitch to them has not been right. I've mastered opportunities not only in my local community but with the right story I've gained article notoriety through syndicated columns that have put name in articles all over the world. Have him do some promos with children and charity organizations. This kinda stuff works.

SPEAK AND GROW RICH...DRAW THE ATTENTION YOU WANT LIKE A MAGNET...
At the age of 16 I started my public speaking career and it has paid me huge dividends for years. One thing I can say for sure you should NEVER "under estimate the day of small beginnings". If a poor black child from the most dangerous projects in Chicago can create enough edge to command the medias attention I'm sure a very successfully qualified golf pro should be able to guide his career in any direction he points it. Remember you've got to be "THIRSTY" and PASSIONATE to pull successful opportunities toward you like a magnet. You only get what you really believe you deserve and only what you deeply desire. Thanks for an excellent question & Remember our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. Just know that I'm here for you if you need my help. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

They say, "when all you have is a hammer, everything looks like a nail..."

I'm a business to business guy, and so I'm usually thinking about ways to sell to businesses.

Here's one thought: maybe it's important for a company's image for their executives to know basic golf etiquette (which end of the club to hold, that sort of thing). If so, it would be in the best interest of that company for their execs to take golf lessons.

Could you set up a program where employees get a discount on golf lessons, and kick it off with a "brown bag lunch" style presentation?

One thing you might check - I believe that as a "card carrying professional" or something, there are limitations on the options folks have to charge for lessons. If so, you might want to be fully aware of those guidelines before suggesting a program. Good luck.