{"id":8484,"date":"2019-11-08T07:10:00","date_gmt":"2019-11-08T07:10:00","guid":{"rendered":"https:\/\/lion-test-sites.co.za\/provantage?p=8484"},"modified":"2023-03-14T13:42:27","modified_gmt":"2023-03-14T11:42:27","slug":"golfers-luxury-brands","status":"publish","type":"post","link":"https:\/\/lion-test-sites.co.za\/provantage\/golfers-luxury-brands\/","title":{"rendered":"Golfers and luxury brands: a match made on the golf course"},"content":{"rendered":"\n

Understanding\nwhat golfers want is the best way for brands to reach this highly desirable\ntarget market. <\/em><\/strong>Golf Ads<\/em><\/strong><\/a>\u2122\nDirector Johan Scholtz reveals who plays golf in South Africa today, and how\nbest to engage with these high-income individuals. <\/em><\/strong><\/p>\n\n\n\n

The golf course is still one of the best and safest places for South Africans\nto relax and enjoy leisure time or make business deals outside the boardroom.\nGolf is a vital part of a well-designed work wellness package, too, which appeals\nto the fitness-conscious. Little wonder, then, that advertisers are lining up\nto engage with the affluent professionals and decisions-makers golfing every\nday on one of South Africa\u2019s 450 or more golf courses. <\/p>\n\n\n\n

With around 138 000 golfers playing 10 000 rounds of golf a\nday, a ready-made target market exists for brands that understand what these\nindividuals want. But who exactly are they, and how can your brand reach them? <\/p>\n\n\n\n

Golfer\nprofiles<\/strong><\/p>\n\n\n\n

By and large, golf courses are populated by committed golfers as well as\nthose with a fairly average game who enjoy the natural setting and collegial vibe\nof the club house. Most are male and fall within the 25-39 age range, although\nmost individual golfers are over 50. They tend to be well educated, holding a\ntertiary qualification, and are most often found in managerial positions in the\nworkplace. <\/p>\n\n\n\n

The majority of these golfers are home owners, with 42% looking to move\nhouse \u2013 they are mainly part of dual-income families or cohabitate. There are\naround 130 000 such well-off adults on the courses, with their households\nearning R40 000 or more a month (5% of the population is in this income\nbracket). A high percentage of these individuals have said they are keen to buy\na car within the next year or so. They report feeling better off than they were\ntwo years ago and are happy to use credit, provided this is done responsibly. <\/p>\n\n\n\n

Knowing the profile of these golfers will likely aid brands in terms of\nhow to get their message across \u2013 not forgetting that their families and\nfriends can also be found on the golf course.
\n
\nHarnessing the massive reach of OOH<\/strong><\/p>\n\n\n\n

Most brands should know by now that out-of-home (OOH) advertising is a\nno-brainer. A recent Peter J. Solomon\n(PJSC) study<\/a>, conducted in 2017, confirmed the massive reach of\nOOH: according to the study, which gauged advertising recall across various\nchannels, OOH achieved the highest recall rate of all, between 40 and 67%. It\nis therefore a highly effective medium for brands \u2013 and golf courses provide\nthe perfect backdrop for both printed and digital OOH advertisements. <\/p>\n\n\n\n

Golfers are actively engaged with their environment and spend a\nsignificant portion of their waking hours at the club, particularly in long\ndwell-time zones like the club house (Golf TV<\/a>\u2122 is broadcast\nwithin 65 of South Africa\u2019s top golf clubs). <\/p>\n\n\n\n

The opportunity to engage with high-income earners \u2013 the target market\nof luxury brands \u2013 is one that should not be missed. Poster billboards alone\nare extremely effective in the OOH media landscape. Nielsen\u2019s 2017 Poster\nAdvertising Study indicates that 50% of poster viewers are highly engaged with\nthe ads and the number of posters used directly affects overall ad recall for a\ncampaign. More than 50% of people surveyed said poster ads stand out ahead of\nthose seen in newspapers, online, on mobile devices or over the radio. <\/p>\n\n\n\n

In addition, 47-82% of people engaging with digital OOH remember an\nadvertisement, whether aided or unaided, according to the Peter J. Solomon\nstudy. <\/p>\n\n\n\n

There is a good \u2018match\u2019 between golfers and their families, who are on\nthe lookout for new property developments, cars and luxury goods, and high-end\nbrands that want to reach their target market with maximal efficiency. The golf\ncourse and surrounds command these individuals\u2019 undivided attention \u2013 something\ndifficult to achieve in busier locations. <\/p>\n\n\n\n

As the fastest-growing traditional media channel, OOH is uniquely placed\nto reach consumers willing to invest in major assets, particularly those with\nhigh leisure spend. It therefore makes sense for brands to include golfers in\nparticular, but also their families and friends, as part of their strategic\nmarketing intent. <\/p>\n\n\n\n

More\nabout Golf Ads\u2122<\/strong><\/p>\n\n\n\n

In\nterms of both ROI and ROE, brands can reap the benefits of the out of home\nplatforms available from Golf Ads\u2122. We create solutions for brands to\nstrategically target and engage the upper income consumers congregating\nregularly within the aesthetically appealing, uncluttered golf environment. Few\nlocations are able to attract captive audiences open to relevant advertising\nthat speaks their language \u2013 and with more than 475 000 highly desirable\nconsumers to target, brands should see the wisdom of directing part of their\nmarketing spend to this unique sporting environment.  <\/p>\n\n\n\n

For\nmore information on how your brand can benefit from exposure on the golf\ncourse, contact Golf Ads\u2122 on 0861 776 826 or go to http:\/\/www.golf-ads.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Understanding what golfers want is the best way for brands to reach this highly desirable target market. Golf Ads\u2122 Director Johan Scholtz reveals who plays golf in South Africa today, and how best to engage with these high-income individuals. The golf course is still one of the best and safest places for South Africans to […]<\/p>\n","protected":false},"author":1,"featured_media":8485,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"class_list":["post-8484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-golf-ads"],"_links":{"self":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8484","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/comments?post=8484"}],"version-history":[{"count":1,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8484\/revisions"}],"predecessor-version":[{"id":8486,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8484\/revisions\/8486"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/media\/8485"}],"wp:attachment":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/media?parent=8484"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/categories?post=8484"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/tags?post=8484"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}