1 / 36

Before we start

Before we start. After the last putt drops. Marketing following a national event. Leveraging a Major Championship. Assets to Work with. 28 hours of live TV coverage between Turner Sports and CBS with 560 million viewers world wide Over 250,000 visitors 35% out of state

madra
Download Presentation

Before we start

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Before we start

  2. After the last putt drops Marketing following a national event Leveraging a Major Championship

  3. Assets to Work with • 28 hours of live TV coverage between Turner Sports and CBS with 560 million viewers world wide • Over 250,000 visitors 35% out of state • 3,400 volunteers vested in the event • 900 media representing worldwide coverage • One of the hardest courses in Championship History • YE Yang started his first practice round Bogie, Bogie, Double Bogie, Bogie • “If the wind is blowing this is the hardest course I have ever played”-Tiger Woods 2004

  4. Target Plans 2010 and 2011 Several Obvious Items and Plans

  5. Get on the Bucket List Ratings Major Championships Kohler Reputation for Quality Stars and Diamonds

  6. Additional items we must do • Leveraging the attendee experience for a return visit and other purchases • $25 gift Card at Destination Kohler • Leverage the number of out of state visitors to the event • Other things to do at DK, Winter things to do • Build our mailing list • Remind the golfers of Kohler Co. ownership of Destination St. Andrews • Leverage the database to announce the sale of Hamilton Grand

  7. That is NOT enough Post 2004 business was great in 2005 and beyond but… Two rules in marketing today

  8. If you do what you always did You won’t even get What you always got

  9. Things that did not exist in 2004

  10. And Today • Facebook has over 400 million users, if it were a country it would the 3rd largest behind only China and India • 48% of all Televisions are HD • 42,000,000 I Phones have been sold • In June 2010 there were over 40 million tweets per day

  11. There are more Y’s and X’s than Boomers

  12. Did you know? Over 7,000 Words are added each year to the Dictionary Other interesting Facts Typical Generation Y sends 3,000 Txt messages each month More Generation X and Y auto accidents are caused by texting while driving. New Ticket (DWT) Latest meeting posture: • Staycation vacation within 50 miles of home • Webinar- online seminar • Unfriend-dumping someone from facebook • Tweetups- getting a group tweet going • Hashtagsmeaning the # [hash] sign added to a word or phrase that enables Twitter users to search for tweets that contain similarly tagged items. The Blackberry Prayer

  13. Recent Travel Habit Survey • These two groups make up 30% of all leisure travelers in the US but 35% of the weekend traveler population • 52% describe themselves as “Enjoying the pursuit of what’s clearly original” something incongruous or a little out of the ordinary • 62% are disenchanted with over-manicured and over processed • Of this population • 43% are visiting family/ relatives when they travel • 39% are looking for a “naturalistic” Vacation • 15% looking for theme parks • 2% take golf vacations Data taken from the 2009 National Travel Monitor

  14. What Demographic is coming back fastest According to American Express

  15. We have choices

  16. New Language Translate This D htl I stAD n O vcnwz real nIz & lots of  The hotel I stayed in on vacation was really nice and lots of fun my golf corZSr8dndtop 100 nd United st8z My golf course is rated in the top 100 in the United States http://www.lingo2word.com/translate.php

  17. A Language Primer • BRB • BFF • BF • LOL • ROFL • MNC • GFN • @TEOTD • AFK • 1776 • 747 • Be right back • Best Female Friend • Boy Friend • Laugh Out Loud • Rolling on the floor laughing • Mother Nature Calls • Gone for now • At the end of the day • Away from Keyboard • You are revolting • Let’s fly (get out of here)

  18. The Gen Y and X are control Freaks Maybe we older folks are as well

  19. You are never a prophet In your own land

  20. Traditional Media is Important but it is NOT Enough • Use web tracking tools to find out who is saying what about your brand; Hootsuite.com, Trackur.com, Radian6.com • Fix what is wrong • Encourage Fans • Bogglers have influence track them and cultivate them • Hire someone to work your social media networks (need I suggest that they are younger than 40?)

  21. It is not always about golf… It is about creating memories Thank You for your time and for Visiting Destination Kohler

More Related