Why should you run golf promotions? Well, golfers are affluent, educated, well-connected, and align perfectly with media audiences. A full 67% of golfers buy products and services online, which helped to make golf-themed deals stores one of the top-earning deals store themes in 2012 (#3, in fact). When it comes to contests, the long seven-month season means plenty of opportunity to entice players back to your site week after week, which in turn means plenty of opportunity to sell valuable sponsorships to a wide variety of advertisers. To learn more about why golf promotions are an opportunity you don’t want to miss out on and how you can make the most of golf contests and deals stores, watch the How to Sell Golf Promotions webinar recording or check out our top takeaways from the presentation: http://secondstreetlab.com/2013/02/top-takeaways-how-to-sell-golf-promotions/

1. PRESENTED BY SECOND STREET
#PromotionsLab

2. Presenters
Julie Foley
Director of Affiliate Contesting Success
@julie_foley
Matt Chaney
Director of Affiliate Deals Success
@mattchaney
#PromotionsLab

3. HOW TO ASK QUESTIONS
Follow @secondstreetlab on
Twitter!
Want to win an exclusive prize?
Be the one who tweets the most
with our hashtag
#promotionslab
Note: We are recording this
webinar and you will receive
an email with links to the
recording and slide deck.
#PromotionsLab

4. Who We Are
Increase ROI, Build &
Engage Audience
#PromotionsLab

5. AGENDA
• Golf: By the Numbers
• Golf Contest Overview
• Contest Case Studies
• Golf Deal Store Overview
• Deal Store Case Study
• Golf Resources
• Q&A
#PromotionsLab

6. GOLF- BY THE NUMBERS
• Golfing population: 29 MM
• 79% are male
• Average HH income: $95k
• Great local advertiser potential
Source: The National Golf Foundation & U.S. Census
Department via MyLoopCard.com
#PromotionsLab

7. Average Spending
Source: The National Golf Foundation & U.S. Census
Department via MyLoopCard.com
#PromotionsLab

8. Fantasy Golf Contest
PRESENTED BY SECOND STREET
#PromotionsLab

9. WHY CONTESTS?
• Build Audience, Page Views and
Brand Awareness
• Generate Sponsorship & Ad Revenues
• Build User Database for Email Marketing
• Powers your Social and Mobile Strategy
#PromotionsLab

10. GOLF CONTEST OVERVIEW
• Players pick golfers who they think will finish
in the top 10 in each tournament
• Contest can run entire season or just the
Majors
• The Masters, US Open, the British Open,
the PGA Championship
• Managed by Second Street
• New Look for 2013!
• Default branding can be changed
• Dates: April - November
• Begins with the Masters on April 11
• Play Anywhere
• Contest is accessible on your website,
Facebook, mobile and tablet
#PromotionsLab

11. GOLF CONTEST OVERVIEW
• Winners
• Determined by highest number of
points
• Prizes
• National weekly prizes are either a
Lucky7Golf on-course scratch off golf
game or an on-course poker chip
game
• National grand prize is a SkyCaddie
• Local prizes can be added
#PromotionsLab

12. CASE STUDY
Golf Challenge
•WHQG-FM
•Milwaukee, WI
•Sponsored by Rivermoor Golf Club and
Concourse Motors
•Sponsor Package: on air mentions, email
blasts, and commercials. Also promoted
online, on air, and on Facebook.
•Prizes: The prizes were from the
sponsors, and included golf packages and
car detailing.
•Results: Each sponsor paid $5,000, for a
total contest revenue of $10,000.
#PromotionsLab

13. CASE STUDY
Grand Slam Golf Contest
•WITN-TV
•Washington, NC
•Sponsored by Stewart’s Jewelry & Greenville
Country Club
•Sponsor Package:
• 150 on-air promos
• ROS display ads online
• Contest page branding
• Email opt-in
• Logos on all emails
• General email newsletter
• invitation email to past contest participants
• email updates to registered users
throughout the contest
• Promoted on-air, online, mobile, via email
and Facebook
• Results: $4,000 ($2k from each sponsor)
#PromotionsLab

14. CASE STUDY
Fantasy Golf Challenge
•KFMB
•San Diego, CA
•Sponsor: Liberty Coin
•Sponsor Package: Online ads,
emails, mobile and Facebook
(like-gate)
•Results: $6k
#PromotionsLab

15. CASE STUDY
Fantasy Golf Challenge
•Washington Missourian
•Washington, MO
•Sponsor: Wolf Hollow
•Sponsor Package: Branded
contest page with call to action
ads, Print, Online ads, emails,
and Facebook (like-gate) on
the sponsor’s page
•Results: $5k
#PromotionsLab

16. SAMPLE SPONSOR PACKAGE
• Contest name “ABC Golf Challenge”
• Print or On-air ads
• Web ads
• Premium position on mobile and tablet version
• Premium position on all contest pages
• Premium position and offer/coupon on all contest
emails
•Initial invite to your promotion database
•Reminder emails to registered players
•Submission received/approved emails
•Results/wrap up email
• Sponsor to participate as a VIP picker
• Mentions in all promo spots and announcements
• Email opt-in on registration page
• Contest will run on sponsor’s Facebook page
with a Like-Gate
• Social mentions on the media company’s
Facebook page throughout the contest
#PromotionsLab

17. CUSTOM CONTEST IDEAS
• Why Custom?
• Unique
• Stands out in your market
• Package with your Fantasy Golf
Pickem to add another layer to your
advertising package
• Additional Golf ideas
• Win tickets to local Golf Event
• Win a round/golf membership at
local courses
• Best Golf story (photo/essay)
• Best Local Golf Pro
#PromotionsLab

18. GOLF Contest Key Takeaways
• Use the managed contest to
build database for you and your
advertisers
• Sell a multimedia package
• Add a custom sweepstakes to
build social engagement
• Use managed contest
resources
• Promote with a Deals store!
• Start selling now
#PromotionsLab

19. Deals Golf Store
PRESENTED BY SECOND STREET
#PromotionsLab

20. 5 Reasons to Run a Deal Store
1. Expand deal offerings
2. Run multiple deals from
same advertiser
3. Target niche audience
4. Diversify your deal
program marketing
5. Grow list & increase
revenue!
#PromotionsLab

21. Look for Store Opportunities in Your
Calendar
#PromotionsLab

22. Golf rules Recreation Category
#PromotionsLab

23. Top Deal stores
1. Holiday/Stocking Stuffer
2. Cyber Week
3. Golf
4. Destinations/Travel
5. Father’s Day
6. Mother’s Day
7. Home Improvement
8. Kids/Family
9. Summer
Adventures/Recreation
10.Best Of
#PromotionsLab

24. Golfers are
Affluent, educated, connected
67% purchase Over $3 billion
products/servi spent annually
ces online on golf
equipment
67%
1 in 5 golfers
graduated
owns 2 or
college
more homes
Source: The National Golf Foundation & U.S. Census
Department via MyLoopCard.com
#PromotionsLab

25. Dining as a top target
73% dine out once a
week or more
1/3rd spend $3K+ annually on
rd
dining out - $60 per meal
Target high-end
restaurants with $50 or
higher price point
Source: The National Golf Foundation & U.S. Census
Department via MyLoopCard.com
#PromotionsLab

26. Travel as a top target
40% of golfers plan
vacations around golf
They spend $177 per stay
while traveling
84% plan to travel at least
once in next year
Source: The National Golf Foundation & U.S. Census
Department via MyLoopCard.com
#PromotionsLab

27. Sales Targets
Advertiser Categories
Resorts & Hotels Public & Private Driving Ranges
Courses
Wineries & Wine Golf Camps Golf Lessons
Tastings
Golf Apparel Swing Analysis Golf
Equipment
High-end Dining Pro Shop Activity
Center/Mini
Golf
Local & Regional Spa Packages Travel Agency
Courses
Limo Service Pubs & Sports Nearby
Bars Attractions
#PromotionsLab

28. Demographics of Deal buyers
#PromotionsLab

29. Golf Punch cards
• UpNorthLive.com
– Traverse City, MI
– NBC/ABC Station
– DMA 119
• Multi-course cards
• 1 Round per Course
• Big promotional
package
Over $150K
• $99 per card
generated
in 2012!
#PromotionsLab

30. Golf Store:
St. Louis Post-Dispatch
• Run Dates: 4/4 – 4/16
(Mon-Sat)
• 11 Deals
• Revenue: $40K+
• Avg. Price: $145
• Top Deal: Round of
Golf - $14,600
• Golf for two + Cart
• 25% Discount at Pro Shop
Print Ad
Print Ad
#PromotionsLab

31. Golf Store:
Times-News
• Twin Falls, ID
• 7 Deals, 6 Courses
• Store Live 7 Days
• Top 3 Store of 2012
2,287 Sold
Over $59K in
revenue! Full Page Ad
Full Page Ad
#PromotionsLab

32. Deal Store Key Takeaways
• Target deals with higher price
points
• Use turnkey resources to spice up
your site
• Deal quality remains crucial
• Plan ahead & do multiple stores
throughout the year
• Create a strong promotional
package for your store
#PromotionsLab

33. RESOURCES
• Branded and Managed Fantasy Golf
Contest
• Deal Store design options
• Sales Kits
• Contest Overview
• Deal Store Overview
• Print & web ads (Contest & Deals)
• Advertisers to consider (Contest & Deals)
• Sales PPT (Contest & Deals)
• How to Sell/Case Studies webinar
• User Manual (Contest & Deals)
#PromotionsLab

34. Q&A
Julie Foley
Director of Affiliate Contesting
Success
@julie_foley
julie@secondstreet.com
Matt Chaney
Director of Affiliate Deals Success
@mattchaney
chaney@secondstreet.com
#PromotionsLab