Your client's
message at golf shows
Here's a chance to mingle with a very upscale audience of men
By Diego Vasquez
Feb 21, 2012
Spring is just around the corner, but before golfers hit the links, they'll be hitting golf shows and expos, a great place for advertisers to target this upscale, mostly male audience.
In fact, it's one of the most upscale audiences across any out-of-home venue. More than a third of golfers make $100,000 a year or more.
At a golf show golfers test new models of equipment, get tips from professionals, take part in golf-related challenges and buy new golf gear. The shows offer advertisers a chance to connect with duffers before they actually get out on the links.
The list of advertiser options ranges from a presenting sponsorship down to basic signage at the show.
To find out how to get your client at golf shows, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising and sponsorship at golf shows.
Who
Golf show organizers handle event advertising and sponsorships themselves. There are a handful of companies that handle sponsorship for shows in multiple markets.
How it works
Shows typically charge $5 to $15 for admission and run an average of two or three days.
Though they take place throughout the year, shows are most common in February, March and April, with many markets holding expos before the weather turns warm and the courses reopen.
Options for advertisers and sponsors are similar to those at events such as auto shows or boat shows.
The top inventory is title or presenting sponsorship, such as the Southern New England Golf Expo presented by Amica or the Toledo Golf Show presented by BW Golf. This puts a brand's name on all marketing leading up to the show and ensures a major presence at the show itself.
Brands can also sponsor specific areas within the show, such as the food court, a stage for instructional tips, or a putting contest.
Advertisers can set up booths or exhibits showcasing a new product, handing out samples or generating potential customer lists.
More basic options include print ads in the show's program guide or signage at the show.
Markets
Golf shows take place in all major markets.
Numbers
Attendance depends on a number of things, including the size and length of the show and the market it takes place in.
Last year's LA Golf Show in Anaheim brought in about 8,500 people over three days; the Southwest Michigan Golf Show in March expects more than 32,000 over three days. More than 5,000 attended the Syracuse (N.Y.) Golf Show earlier this month, and more than 20,000 are expected at the Chicago Golf Show Feb. 25-27.
How it is measured
Show attendance is tracked, and sponsors can also track any mentions they received in the local media.
What product categories work well
Recent or current golf show advertisers include golf equipment/supplies, beer, auto, insurance, travel, local media, electronics and sports drinks.
Demographics
Among those who have golfed in the past year, 78 percent are male and 22 percent female, according to Scarborough Research.
Eighteen percent of adult golfers are ages 18-29, 33 percent are 30-44, and 37 percent are 45-64.
Thirty-seven percent of golfers have an annual household income of $100,000 or more, with 57 percent at $75,000 or more and 75 percent at $50,000 or more.
Making the buy
Lead time is three to six months for title and presenting sponsors, and two to four weeks for on-site signage. Booth spaces can be secured until just a few days before the show, depending on availability.
Pricing varies. Signage at smaller shows costs as little as a few hundred dollars, while title or presenting sponsorships at large shows run in the low five figures.
Who’s already been at golf shows
Recent brands that have sponsored and advertised at golf shows include ESPN, Heineken, Toshiba, Callaway, Bridgestone Golf, Firestone, Lexus, The Oregonian, Michelob Ultra, Golf Galaxy and Nevada Bob's.
What they’re saying
"These kinds of events are great ways for corporations to get in front of people and see immediate results. To me that's the biggest advantage. It’s a high demographic, people who like to buy, people who like to improve themselves--these are people that are excited about the world of golf and out there looking to spend money on products." – David Stobler, sales manager at Varsity Communications
Web site info
Portland Golf Show
http://portlandgolfshow.com
LA Golf Show
http://lagolfshow.com
Kansas City Golf Show
http://kansascitygolfshow.com
Bay Area Golf Show
http://bayareagolfshow.com
Connecticut Golf Show
http://ctgolfshow.com
Varsity Communications
http://www.varsitycommunications.com
Minnesota Golf Show
http://minnesotagolfshow.com
Chicago Golf Show
http://www.chicagogolfshow.com
Michigan Golf Shows
http://michigangolfshow.com
Greater Madison Golf Show
www.greatermadisongolfshow.com
Greater Milwaukee Golf Show
http://www.greatermilwaukeegolfshow.com
Denver Golf Expo
www.denvergolfexpo.com
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