5.9 Quality Golf Marketing Lessons Learned From the PGA’s Greenbrier Classic

1. One package of badges for the week, tickets to Reba McIntire on Friday evening, and tickets to Brad Paisley and Carrie Underwood on Saturday evening all for $120. By essentially giving free golf tickets to country music fans, the PGA brought thousands of new fans in for a free trial version of their product.

Lesson learned: when selling things as a package, the items in the package don’t always need to be complimentary on the surface. Use packaging to explore new avenues. This is a quality golf marketing strategy.

2. Two weeks prior to the PGA Championship is where the Greenbrier will fall on the schedule for the next 4 years. As this event grows, top players should want to play the Greenbrier as a tune-up to the Bridgestone Invitational and the PGA Championship.

Lesson learned: positioning your product in prime times and places can make people simply choose your product by default.

3. Stuart Appleby closed out his final round 59 with 3 straight birdies.

Lesson learned: closing strong brings home the W.

4. Jeff Overton: Did you know that the 27 year old is 4th in U.S. Ryder-Cup Standings? The 3rd round leader at The Greenbrier continued making a name for himself on tour as a potential future super-star with all the looks and talent in the world. If he can channel his temper just a little bit and make the attitude adjustment that Sergio Garcia has never made, watch out golf.

Lesson learned: add a little edge to your product.

5. $5.50 is what I paid for a scrawny hot dog in a soggy bun. I don’t mind paying a premium for amenities at sporting events, but if you pay a premium, it should be a quality product. I would much rather pay $18 for a pork sandwich at Boog’s BBQ at Camden Yards than $5.50 for a slimy hot dog at The Greenbrier. The Greenbrier is a world-class resort; it should not be pushing inferior food products.

Lesson learned: If you are not good at making hot dogs, let someone else make the hot dogs. This has parallels in every aspect of your business. You don’t need to be the jack of all trades. Let the experts take care of what they are good at; even if you can do it cheaper. Doing things correctly pays off in the long run.

5.9. I was able to experience one of the rarest feats in sports: a 59 in golf. The buzz around the golf course when 59 is a possibility is only comparable to a perfect game going into the late innings. The roar with each birdie is louder just like the roar after each out approaching the 27th.

Lesson learned: your product can facilitate magic.

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