Sport. Entertainment. Which best describes golf? Well…it’s both. Golf is truly part of the sports and entertainment landscape. A landscape that is rapidly evolving and fiercely competitive. MKTG is a global marketing agency that has its finger on the pulse of the trends affecting sports and entertainment right now. Matt Connell will share MKTG’s insights on the latest trends and the opportunities they present for golf.
Topgolf is the biggest story in global golf of the last few years: not just a series of enormous venues, but a global sorts and entertainment community. As Chief Operating Officer of Topgolf International, Zach Shor is responsible for helping localise the Topgolf brand all over the world. He manages the day to day operations of the Topgolf International team, while searching for international partners to help establish Topgolf venues in new countries. Hear about Topgolf’s first foray in Australia, on the Gold Coast, and find out what drives Topgolf in its ongoing mission to create unforgettable shared experiences.
Louise Eyres is the Australian Sports Commission’s first Chief Marketing Officer. She heads up the ASC’s new marketing, customer insights and analytics division. The new role and decision to unite marketing, customer experience and insight recognises the important contribution marketing plays in leading industry wide change across sport and physical activity in Australia. We’ll learn how marketing can both influence and inspire stronger community connections with sport, and drive greater participation.
Let’s hear from Golf Australia regarding its new strategic priorities. Then, from a marketing perspective, what they’ve achieved across their national programs and initiatives; how clubs and facilities can benefit from these campaigns; how Golf Australia can help clubs and facilities offer the right ‘products’ and customer experiences; and the value that Golf Australia will deliver to clubs and facilities in the future.
As the CEO of the Adelaide Shores complex, Kate Williams has a big backyard: 135 hectares of Adelaide beachfront with two golf courses, two driving ranges, mini-golf course, golf shop, reception venue, sports fields, marina and water sports, a resort and caravan park. Hear from Kate how these facilities are managed, and how this multi-faceted facility is on track to be a world-class tourism, sport and recreation precinct, providing exceptional leisure experiences.
With the female global consumer economy valued at $28 trillion, women are more than capable of transforming your bottom line but they continue to be business’ biggest blind spot. And golf is no different. Hear from Bec Brideson on the history and numbers behind this enormous opportunity, and understand just why the differences between the genders should matter to your business. Bec will challenge and inspire with her exploration of the numbers and the development of five practical steps to help you identify your own business opportunity with women.
Margot Harley is all about the fans: fan engagement drives sports success, and every golf facility has its fans. Whether weekly regulars or once-a-year visitors, you need to engage with the golfer, understand their passions, encourage them to share the love with friends, and of course get them coming back for more. With extensive sports experience across multiple NRL Clubs and the Australian Rugby Union, Margot will share how the NRL engages with its audience through its digital platforms.
Drawing on the deep pool of resources underpinning Golf Marketing University, John King will outline the key tools you should be wielding as you market to golfers and customers across your business, as well as share great examples of innovative marketing programs that have shifted the dial at golf facilities in the UK and Europe. Ever wondered where to begin when designing that new member plan, or green fee deal? John’s customer-first approach will give you the answers you need to drive more sales in 2018 and beyond.