A few short weeks ago golfers were spotted on links in usually blustery locales like Chicago and New York. But now that cold temperatures and snow have arrived traditional winter golf destinations are heating up.
Advertisers who would like to reach golfers visiting select country clubs, courses and driving ranges in Southern California can place their signage atop a new amenity: automatic golf shoe cleaners.
To find out how to get your client’s message in front of this high-end audience while they’re enjoying a free shoe shine, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Backlit ads that scroll across a screen affixed to golf shoe cleaning units in the common areas of golf courses.
Who
On Course Media, headquartered in Mission Viejo, Calif.
How it works
Print ads are placed on scrolling, backlit mini-billboards that are part of golf shoe cleaning units at golf courses, country clubs and driving ranges.
Golfers use the units, which are located in high-traffic areas near pro shops and club houses, at no charge.
The ad loop can include as many as 18 advertisers. “You can adjust the amount of time each ad is seen,” says president Tony Carmean. “We plan to keep it to 10 to 12 per screen.”
Creative often ties into golf. For example, AgelessXtra features a bottle of the energy drink against the backdrop of a golf course and Michelob has a golfer swinging and the slogan “If this is your game, this is your beer.”
Ad space is 12 inches by 24 inches. Product exclusivity is available.
The signs are used for branding and promotions, and they're used by regional and local advertisers, as well as national brands.
The golf courses are a mix or private and public. The screened machines are also placed at driving ranges.
Markets
The signage is now available at five San Diego golf courses, with Palm Springs the next market to open.
Units are also available in upstate New York, Atlanta, Ga., South Carolina and northern California through other media companies. Advertisers can buy the network through On Course.
Numbers
Courses in Southern California average 60,000 to 70,000 golfers a year, Carmean says, while driving ranges draw 150,000 to 200,000.
In all, 525,000-plus golfers use participating golf courses annually.
How it is measured
Each golf course provides statistics on numbers of golfers and rounds played. Impressions are based on estimates of the number of golfers who view the signage in common areas in addition to the number of golfers cleaning their shoes.
It takes from 30 seconds to two minutes for each golfer to clean his or her shoes, Carmean says.
What product categories do well
Golf-related items like equipment, clothing, golf tours, tournaments, golf balls, shoes, golf schools and resorts top the list. Beer and liquor, restaurants and luxury items also do well.
Demographics
Golfers, according to the National Golf Foundation:
-Earn $65,000 plus per year
-Are an average age of 37
-Nearly half work in management
-Nearly half are college graduates with another 30 percent having some college
Making the buy
Lead time is two to three weeks. An advertiser can buy a three-month, six-month or one-year flight.
Each market is sold as a network. “Currently we sell our golf courses in San Diego as a network,” Carmean says. “When we add Palm Springs it will be sold as a separate region."
Who’s already on golf shoe signage
PGA Tour, Hilton, Versace, Michelob, Macanudo cigars and Watchlight Corp., a security and alarm company, are advertisers.
What they’re saying
“We’re trying to reach affluent people who play the game of golf, and this is a great piece to use with whatever else you’re using--radio, newspapers, catalogs--to keep your name in front of the public.” – Paul Piscatelli, CEO of Watchlight Corp. of Sand Diego
Web site info
On Course Media at www.oncoursemedia.net
