One of the most exciting things about public relations agencies is the opportunity to work with clients in a variety of categories. Though the core components of public relations remain the same, each client and their respective industries have unique characteristics, requiring customized strategies and tactics. At JDPR, many of our clients are part of the golf industry and we have spent decades honing our skills and expertise to become familiar with the challenges and opportunities the category presents.
While one might expect working in golf communications to include traveling, playing golf regularly and testing out cool, new gear, golf communication is so much more. At the end of the day, golf is a business. Because golf is part of the “enthusiast” category, meaning that consumers choose to include it in their lives, golf companies are tasked with selling an elective rather than a necessity. They not only have to sell products, but a lifestyle. Golf’s “enthusiast” nature, the distinct specs of golf equipment and the tight-knit nature of the industry mean that golf communication requires industry-specific tools. We understand the dynamics of the golf industry – including its product cycles, influencer dynamic and media ecosystem – and have effectively developed communication strategies over the years that lead to client success.
- Product Cycles and Seasonality
The product cycle of the industry is uniquely tied to the sport’s seasonality. Similar to the
automotive and technology industry, there is often one product drop at the beginning of the calendar year. However, there is also often a second product drop at the beginning of the golf season, as soon as the weather gets warmer and the days get longer. This way, new products are top-of-mind at the same time that customers are ready to hit the links. - Influencer Dynamic
In today’s digital era, “influencer” has become a buzz word to denote a person on social media with specific tastes and product recommendations. In reality, an “influencer” can describe anyone with sway over a specific audience. In a sense, golfers were influencers before the term entered the lexicon. Golfers’ sponsorships are typically individual and long-term. Their clubs, balls, clothes and shoes are often sponsored by different companies, and many boast additional logos on their equipment. This is different from most other athletes. In the NFL, individuals may be sponsored by unique brands, but on the field, they are unified with one company (team, logo, etc.). Individual sponsorships are more popular in autosports, but golf differs in that the relationship with their sponsors is often deeper and longer-term – many spanning decades or even entire careers. When you think of Rickie Fowler, does orange come to mind? How about Tiger Woods? Red and maybe a swoosh? - Media Ecosystem
The highly specialized nature of golf means that the ecosystem of golf-centric media is tight, so it is crucial to build and maintain strong relationships. Connecting with key media can elevate your brand and encourage long-term success. Additionally, while golf content can be niche, it is important develop storytelling that appeals to a wide audience. Understanding golf’s appeal in both endemic and consumer media is key.
Having a strong connection and understanding the ins and outs of unique industries allow us to elevate our clients’ brands and stories. Here at JDPR we pride ourselves in being an agency that puts the client first and exceeds expectations from the start. Our clients can depend on us to develop specialized strategies to suit their individual goals.
To learn more about JDPR and how we can effectively represent your brand as leaders in your industry, reach out to us at jdpr.com or give us a call at (864) 233-3776.