PODCAST #19 - THE MARKETING SERIES WITH ROCKET YARD SPORTS
Where is golf marketing heading?
In our latest podcast, we spoke with Daryl Evans, Founder of Gather Collective Member Rocket Yard Sports. Daryl is an expert in positioning brands within sports and leveraging sports sponsorship to facilitate business growth.
In this first episode of a three-part series, we delve into the trajectory of golf marketing across three distinct phases:
1. The Past: How was golf communicated and marketed historically?
2. The Pandemic Years: How did the pandemic reshape golf’s communication and marketing strategies?
3. The Future: What emerging trends are telling us about the future of golf communication and marketing.
Here are some key highlights to listen out for:
4:45 mins. Golf’s evolution since the 1990s and its implications for current marketing strategies.
8:00 mins. The pivotal role marketing plays in reshaping the perception of golf.
9:40 mins. Reflecting on Golf Marketing 1.0 and its strategies, investments, and activations.
11:45 mins. Addressing the fracture in consumer attention and its ramifications for brands.
14:00 mins. Lessons learned from the Pandemic Years and their impact on marketing.
18.12 mins. Evaluating the repercussions of discount-focused marketing during the pandemic.
19:56 mins. The relationship between increased golf participation and marketing efforts.
21:51 mins. Balancing performance and brand marketing in the golf industry.
22:30 mins. Relationship funnels or sales funnels?
25:12 mins. Identifying golf brands that create emotional connections with consumers through narrative.
28:22 mins. The two most common marketing challenges for golf brands.
30:34 mins. Comparing advertising on professional golf tours with influencer marketing.
33:33 mins. Addressing the global reach of golf brands.
37:00 mins. A 2-minute summary of golf marketing’s future.
39:00 mins. The critical importance of aligning with brand values when selecting content creators and influencers.
42:02 mins. Recognizing the benefits of collaborative golf marketing.
43:55 mins. How golf is a three-dimensional market. What white space opportunities is this creating?
46:02 mins. Gather’s Non-Traditional Golfer Report. Why Rocket Yard Sports thinks it shows golf’s market opportunity,
48:27 mins. “There is a disconnect between how brands think fans engage, and how they really engage”. The importance of storytelling-led branding.
53.56 mins. A final message from Rocket Yard Sports to golf brands: Focus on the stories.
Enjoy!
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Jazzaddict's Intro by Cosimo Fogg (201) is licensed under a Creative Commons License.
The Gather Global Podcast aims to deliver genuine insight and offer you new perspectives on the golf industry.