Challenge: Producing an effective golf simulator ad campaign during golf season

When the weather changes, and spring turns to summer and then fall, golf experiences its peak playing seasons. Knowing this, veteran advertising account executive Jessica Lirette, from Midco, expected that selling a golf simulator ad campaign to a local company would be tricky, but doable using AdMall.

“The business is a golf simulator clubhouse that is open all year,” said Lirette. “She cut her [ad] spending last year by about half. She is young and runs it for her dad. The company is slow when the golf courses are open.” 

Solution: Use AdMall’s research to show what their target customers respond to

When trying to create an effective golf simulator ad campaign for the client, Lirette turned to AdMall's intelligence reports to shed some light on the target audiences they needed to attract.

“[They were] doing mostly cable and were thinking that they should drop traditional TV and move everything over to digital,” said Lirette. “I used AdMall Local Account Intelligence Report to show her how golf enthusiasts and Monday Night Football go hand in hand.”

Result: A new client, renewed TV and OTT component

“I kept her on TV, along with a [golf simulator ad campaign] consisting of display and pre-​roll,” said Lirette.

The final annual campaign value amounted to $18,144.

AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.

Everything from market demographics, consumer spending, marketing/​budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and consumer behavior in America. Now in its 14th year, this in-​depth analysis of over 15,080 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Golf/​Tennis Shops

According to the 2023 AudienceSCAN survey, 6.7% of U.S. adults are members of a golf, tennis, swim, or country club.

These retailers are a subsector of the sporting goods industry. Golf and tennis shops specialize in a narrow and deep niche, offering equipment and apparel related to two sports. Some of these retailers may be based near or in private or public golf and tennis clubs. Because these retailers focus on limited industries, they experience seasonality with higher demand in summer months and during the traditional holiday season.

These stores compete with big-​box retailers and large sporting goods stores. They may offer branded products as well as physical settings that allow customers to try out products. These retailers may also work with pros in the area to develop players.

Overall golf equipment sales in the U.S. were approximately $2.4 billion in 2022. The global market is expected to reach $12.9 billion by 2030.

Golf specialty retailers remain the most popular channel for buying golf equipment. Custom fitting specialists have become a major force in selling irons and drivers, thanks to sellers' expertise and knowledge about clubs. The main five equipment categories are: balls, irons, wedges, bags, and gloves.