Golf courses in those few warm parts of the country are in full swing while those in colder climates are prepping for spring. Advertisers in both regions will soon be able to reach golfers through two new programs delivered via golf cart GPS screens. 

To find out how to get your client’s message in front of an upscale golf crowd while they’re on the course, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Rewards cards and text messaging programs implemented through GPS screens on golf carts.

Who
ProLink Solutions, headquartered in Chandler, Ariz.

How it works
Advertisers can reach golfers through two new programs available on interactive GPS screens:
-A player rewards card program allows golfers to respond to ads on a screen in the golf cart.
-A text messaging program prompts golfers to visit advertisers’ web sites and to enter contests. 

Players receive their rewards card at the pro shop, and they can then register at the ProLink web site for access to advertisers’ discounts and specials.

The screen can also display offers that are redeemed through text messaging via a user’s cell phone or Blackberry. The message invites players to enter a numbered promotion and follow directions from there on how to enter contests and sweepstakes, usually via a web site. For example, golfers might be invited to enter a sweepstakes to play a round with a golf pro.

An advertiser can use up to three different creatives on one hole. One advertiser is exclusive to a hole.

Creative can be a call to action or focus on branding, says president Chris Wightman. “Small ads work well for text messaging.”

Markets
The program is available at golf courses in Alabama, Arizona, California, Colorado, Delaware, Florida, Georgia, Hawaii, Illinois, Indiana, Kansas, Kentucky, Louisiana, Massachusetts, Maryland, Michigan, Minnesota, Missouri, North Carolina, Nebraska, New Hampshire, New Jersey, New Mexico, Nevada, New York, Ohio, Oklahoma, Oregon, Pennsylvania, South Carolina, Tennessee, Texas, Utah, Virginia, Washington and Wisconsin.

Numbers
There are 17 million golfers playing 500 ProLink courses annually, Wightman says.

How it is measured
Golf courses provide data on number of holes played. There’s an average of three impressions per hole, Wightman says.

Research
According to June 2006 surveys conducted by Edison Media Research of Somerville, N.J., 52 percent of respondents reported that they noticed the advertising on the carts’ GPS system. In terms of specific ad campaigns, 81 percent of those who noticed the ads recalled an HBO ad and 70 percent reported noticing an ad for Cadillac.

What product categories do well
Financial services, spirits, automotive, high-end retail, jewelry, watches, restaurants, entertainment and golf equipment are top categories.

Demographics
According to a Golfweek subscriber survey provided by ProLink, golfers are:
-95 percent male
-of an average age of 52
-with an average household income of $185,700
-and a principal residence value at an average of $457,800

Making the buy
Variables that affect rates include whether a market is designated national, regional or local, which is determined by the number of holes and the green fees. Prices can range from $320 a month to $900 a month. Some discounts apply. There is a fee for in-house ad design.

Who’s already on screens
Cadillac and HBO are recent national advertisers. Van Horne Jewelers in South Bend, Ind., is a local advertiser.

What they’re saying
“The demographic is somewhat controlled by what course you advertise on. The goal is reinforcement for our current customers and to make a few new customers. We were able to do course tournaments throughout the summer that coincided with gift giving for engagements, weddings and anniversaries.” –Bill Martin, manager of Van Horne Jewelers in South Bend

Web site info
ProLink at http://goprolink.com/products