The Branding of a Golf Tournament
by John Oney, PGA Professional,
Tournament Coach Director – TournEase, Inc.
“Brand identity,” is a term typically reserved for the corporate world. Marketing execs and artsy “designer” types use the phrase to describe how they want people to perceive their brand or product. It consists of the features, attributes, performance, quality, service and values that the brand possesses and is conveyed through a combination of consistent visual elements used in marketing materials.
Branding is every bit as important to a golf tournament as it is a corporation. Building a strong brand identity will increase recognition of your event, giving you a distinct advantage over your competition.
In order to succeed in branding your tournament you need to understand what appeals to your players. The tournament name, location, tee gifts, format, receptions, timing, unique contest… all of these small elements play a large part in creating a lasting brand identity for your event. With the number of golf tournaments rising each year, the competition for players and sponsors is fierce. Solid branding that keeps your golf event visible, credible and memorable is necessary for success. Every good brand has an original story and creates a unique experience… your tournament should do the same. Establish a look that can be consistently used on every point of public contact. The logo, letterhead, website, flyer, posters, signs and banners as well as the personality and unique experience offered by your event all help to shape its brand identity.
Feelings and images associated with a brand are powerful influencers whether you’re persuading consumers to purchase a certain product or attracting players and sponsors to your event. However, as vital as it is to a tournament’s success, many directors and committees devote little or no attention to intentionally creating a solid brand identity for their golf event. Take the branding of your tournament seriously! Spend time researching, defining and building your tournament’s brand identity. The time, energy and money you invest during this process will be well worth it when you draw a full field of players, secure sponsors and retain them each year
FREE Webinar – The Branding of Your Golf Tournament
Learn more about branding your golf tournament. Join me for one of two 30 min sessions where I explain tips, tricks and techniques for creating a solid tournament brand identity.
Tuesday, May 20th, 2:00pm ET – Click here to register.
Thursday, May 22nd, 4:00pm ET– Click here to register.
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Want a FREE Million
Dollar Shot Contest for Your Event?
We’re looking for truly original tournament ideas and concepts. If you’ve got a unique tournament with a cool story, email me at johno@tournease.com. Title the message ‘Original Tournament’ and let me know what makes it special. If we decided to publish your story on TournEase.com I’ll send you a free gift. The coolest and most innovative tournament idea will win a free Million Dollar Shot Contest for their Tournament!
Entries must be received by May 30th to qualify.
TournEase Tip: Perceived Value
A successful tournament sets itself apart by giving players a sense that they received more than they paid for. Create “perceived value” by providing a unique experience. Offer impressive prizes and be sure to give every player a gift. You can create loyalty and increase retention rates based on your gift package. Quality gifts will take your event to the next level and when you utilize sponsorships to cover the costs there’s no additional out-of-pocket expense!
Browse the TournEase Tournament Shop for great deals on products that are sure to impress.
Until May 30th enter the code TENOFF at check out to receive 10% off most internet product purchases! (excludes insurance backed products and signage) |
