mary griswold deputy general manager, sports and sponsorships edelman sports
TRANSCRIPT
Mary GriswoldDeputy General Manager, Sports and SponsorshipsDeputy General Manager, Sports and Sponsorships
Edelman SportsEdelman Sports
Golf Messaging: Review of Preliminary Qualitative Study
Is there confusion or cohesiveness?
What are consumers hearing?
What are current perceptions?
What does this mean for future communications efforts?...
QUESTIONS
OUR APPROACH
Talk directly to consumers
Focus Groups• Understand general perceptions of the sport• Assess reactions to messages• Identify resonating thematics
Look at applications for the future
FOCUS GROUPS
Four focus groups
Golf-involved adults (men/women)
Two strong golf markets (Raleigh, Columbus)
DISCUSSION TOPICS
Attitudes and Perceptions
Message Reaction
Message Generation
ATTITUDES & PERCEPTIONS
Motivation to Involvement• Time with friends• Personal challenge/one great shot• Spending time outdoors• Inspiration of Professionals (Tiger, Vijay, Jack)
Barriers to Entry• Money• Time• Difficulty/Intimidation/Level of play• Lack of playing partners
ATTITUDES & PERCEPTIONS
Viewing Habits
• Driven by admiration and inspiration
• Watch the Majors
• Will stay tuned if the competition is compelling
• Follow Tiger or other favorite player
• Sunday biggest draw
ATTITUDES & PERCEPTIONS
Old Perceptions are Fading… Golf is Becoming:
• More publicly accessible
• A place to interact with friends
• More mainstream− more open to genders, ethnicities and age groups
• More opportunities for youth
• More athletic− more acceptable form of exercise
Message Reactions
MESSAGE AWARENESS (UNAIDED)
Tiger
Sponsors vs. their message
Limited awareness of message and role of specific organizations
MESSAGE TAKEAWAYS
Each organization has a distinct message targeted to their audience
The variety underscores the increasing accessibility and appeal of golf
MESSAGE TAKEAWAYS
Provoked overall positive feelings towards sport and players
• Personal memories• Inspiration• Player avidity
Some institutional spots lacked clear or persuasive call to action
Positive reaction to spots with direct message and focus
CAMPAIGN MESSAGE GENERATION
• There’s enough balls to go a ‘round’.
• It can be anyone’s game, take a shot.
• It’s for everyone. If you’re 9 or 90, man or woman, you can play.
• Your friends are there, where are you? Grab a friend, play a round.
• Lasting friendships, enjoy the scenery …just play and have fun.
• Golf is interesting enough to try once, challenging enough to keep trying.
• Golf, the game for life. One good shot will make a memory of a lifetime.
• Attack the future. Play golf early.
SUMMARY
Is there confusion or cohesiveness?
What are consumers hearing?
What are current perceptions?
What does this mean for future communications efforts?...
• Contrast not confusion
• Golf is fun athletic, for friends, for everyone
• Golf is a sport that’s changing
WHAT’S NEXT
Further validate the perceived “transition in golf”
Continue to monitor disparate golf campaigns to identify opportunities for industry messaging
Assess the potential impact of an industry campaign to continue to grow sport
Evaluate campaigns from other industries for key learnings
Thank You