The upside of destinations hosting highly regarded golf events is widely known, as its most scenic values are broadcast across copious global media platforms, such as TV, Social & Online.
Whilst this exposure builds appetite, and the leading stars in the game provide an element of envy, what digital opportunity does this present to the host destination?
We reviewed a sample of Google brand searches for venues that have held a Tour Event to establish whether these tournaments delivered an online digital engagement uplift upon completion of the event for the host venue:
The results are consistent.
Host destinations experience a spike in brand searches in real-time when hosting a highly regarded golf tournament. But for how long?
Tour Events create an evident spike in search terms directly correlating to the host venue, however the organic surge is only maintained within one month of the event being played.
So, despite the vast cumulation of worldwide media coverage, free digital marketing by players and manufacturers with significant global followings and consumer-generated content from spectators, host venues must take back control to ensure a long-term benefit is attained once the final putt has been sunk.
It is therefore paramount that host venues focus their attention on their digital footprint, to ensure they continue to capture the attention of, engage and retain these prospective customers long-term.
But how do host venues achieve this? Let’s explore various tactics:
1. Build Brand Awareness – Your brand has been exposed to millions of golfers during a tournament week. Building brand awareness generates trust and is at the core of developing an engaged online audience. Listen to your audience. Gain valuable consumer data. And use these insights to inform long-term strategic decisions to build your brand awareness.
2. Compelling Digital Content – Compelling content has emotional resonance. Inject personality and provide a true reflection of amenities and services you have to offer through content. Whether this is on-course insights, PGA Professional tips & tricks to improve your game, or the recreation of historic moments during your event, this raw content will resonate far better with customers and keep them engaged with your brand.
3. Ensure E-Commerce Platform is Easy to Find – 60% of digital users click on one of the top three organic search engine results. Ensuring your e-commerce platform is ‘easy to discover’ in search engines is fundamental to drive direct sales and bookings following the event.
Ultimately, hosting a highly regarded golf tournament is without a doubt beneficial to a venue.
However, it’s vital that brands take back control once the final putt has been sunk to further explore and build upon the opportunities the short-term spike has presented for a longer-term benefit.
By Will Chamberlain, Business Director