5.4 Chapter Summary
A meaningful relationship built on trust is an integral piece of a successful marketing campaign. Sponsorship, PR, corporate sales, merchandising, and industry partnerships are necessary opportunities for exclusive service and unique fulfillment to build trust and gain loyalty. Sponsorship is not charity; it is intentional and meaningful support that goes beyond monetary benefit. Image and brand positioning related to PR is directly tied to sponsorship and can take the consumer closer to the action.
Review Questions
- Why is PR important to a golf entity?
- Describe how sponsorships are a useful marketing tool.
- How does Partner Marketing increase brand awareness?
- What are examples of Cause-related Marketing opportunities within the golf industry?
Key Terms
Cause-related marketing: One of the fastest-growing types of sponsorships. It occurs when a company supports a nonprofit organization in some way.
Crisis Communication: The process of countering the extreme negative effects a company gets when it receives bad publicity.
Influencer marketing: A more organic form of affiliate marketing, involves leveraging individuals’ personal brand authority to promote products and experiences.
Merchandising: Is everything you do to promote and sell your products once the potential customer is in your store.
Partner marketing: A strategic approach to advertising and promotion wherein two entities, whether two companies or a company and an individual, join forces to promote their respective products, services, or brands.
Press Release: A news story written by an organization to promote a product, organization, or person.
Product Placement: Getting a company’s product included as part of a television show, movie, video game, special event, or book.
