Here at the Famous Games Company, we know that having a great product is only a part of the equation. It’s also vital to work with the right partners and put all the pieces together to build an exceptional sports marketing campaign. Join us for our Famous Sports Marketing Campaigns blog series as we explore what role our Famous Games line can play in your campaign:
- On Location with Famous Fastballs™
- All About Service with Famous Forehand™
- In the Driver’s Seat with Famous 500™
- Living Large with Famous First Downs™
- Rebels for a Cause with Famous Fairways™
In our fifth case study, Rebels for a Cause, a golf club manufacturer uses Famous Fairways to promote an aging product line and raise awareness for an important charity.
Rebels for a Cause with Famous Fairways
After a long history of donating products as prizes for various charitable golf tournaments, the matriarch of a family-owned golf club manufacturer passes away unexpectedly due to the lack of compatible bone marrow among family members. In his mother’s name, the current CEO decides to launch a new series of charitable golf tournaments, this time wholly owned and operated by the company and funded by sales of his mother’s favorite golf club line. The sports marketing team is tasked with increasing sales of this aging product line and supporting the charitable bone marrow registry organization that will benefit from the tournament. Success metrics include total funds raised for the charity and new bone marrow donors registered as part of the campaign.
Leveraging the Famous Games Company’s expertise and Famous Fairways card game, the golf club manufacturer’s sports marketing team prepares the following campaign to support the tournament series and charity over the longer term:
In the retail environment, the clubs in the line are presented in a special rack display backed with a large black-and-white archival image of the matriarch playing golf in her younger years. The product is positioned in a nostalgic light as a back-to-basics line of clubs hearkening back to a simpler and more wholesome era. Full-color callouts provide a brief emotional appeal from the CEO honoring the matriarch and introducing the charitable cause with which the clubs will now be associated. The sides of the display rack provide free pamphlets explaining the process of requesting a mail-order bone marrow registry kit (a simple cheek swab) from the charity. Tournament-branded copies of the Famous Fairways card game that can be purchased at the till for a minimum donation and QR codes on the back of them lead directly to a special landing page on the charity’s official website.
It is decided that the tournament series will consist of one high-profile central celebrity tournament, supported by a grassroots network of smaller local tournaments. To maintain a consistent identity across the series, the tournaments are all played according to the unique rules presented in the card game – golfers are paired off and asked to share a single bag of 8 clubs. Each club can only be used once per hole, regardless of which golfer uses it. At each tournament, a cheek-swab clinic is set up at the opening hole where members of the bone marrow donor registry obtain samples from participants and spectators and accept monetary donations. At the central tournament, this is deliberately placed next to the press & media staging area and the cheek-swab clinic is also used for photo opportunities and the presentation of donations from major celebrities and additional sponsors. The events are heavily branded with the golf club line and, with its supporting roster of high profile golfers – old and new, the central tournament is also able to negotiate cable television rights, promoting the brand and providing further financing for the event.
Year-Round Fundraising Strategy
Participating golf courses are encouraged to raise funding and awareness year-round through the sale of the Famous Fairways card game from their pro shop and 19th hole. Courses are encouraged to define “official course plans” for the card game – a specific card order that best depicts the challenges on the various holes of their particular course. These are collated and presented on the charity’s website as an engaging means of further promoting the golf courses who support their cause.
Looking for a way to add impact to your next golf-based sports marketing campaign? Our expertly crafted World’s Smallest Sports Games™ are an excellent way to engage your target market and activate your brand. Go ahead and get famous – we’re happy to provide free samples to qualified candidates.