MOST INNOVATIVE PEOPLE
in golf marketing
Golf marketing requires a lot more than
running an ad in the newspaper these days.
Whether working with a private club to increase memberships or simply trying to get
website traffic, the task of promoting the
game is changing quickly. Research, social
media and new-member recruitment tactics have all adapted.
“If you’ve ever seen advertising for cruise
ships, it’s a sea of sameness,” said Jon Last,
president of Sports and Leisure Research
Group, which conducts market research to
help sports marketers improve campaigns.
Last worked with Caroline Stoeckel, vice
president of marketing of the Scottsdale
Convention & Visitors Bureau, for two
years. This led to creative commercials,
billboards and print campaigns, which resulted in increased rounds for Scottsdale’s
13 golf facilities.
“I find it refreshing that after 20 years,
Golf Inc. identified the people who are
pushing the envelope the most and intro-
ducing new marketing opportunities. Our
10 movers and shakers are using a variety
of marketing means, including lead gen-
eration strategies, good ol’ fashion mailers
and a handy little device called GoPro.
Senior Vice President of Strategy and
Business Affairs, KemperSports
Andrew Fleming joined KemperSports as
senior vice president of strategy and busi-
ness affairs a year ago to spearhead the
company’s biggest social media campaign
and newest marketing endeavor. But this is
by no means his first rodeo. He spent the
prior six years as vice president of business
development at the Golf Channel.
KemperClub, a busi-
line marketing engine
launched in October, con-
nects golfers with events
and promotions at Kem-
“It’s a strategy to identify, connect and create a
community of golfers that
share the same values,”
To celebrate the website’s launch, the
company gave away an “Ultimate Buddies
Trip” for four golfers to Bandon Dunes
Golf Resort. If that’s not enticing enough,
the next sweepstakes is a behind-the-
Savvy golf marketers are taking advantage of
resources, new and old. Social media, research and
technology have forever changed how these movers
and shakers promote golf, for the better.
BY LAIRA MARTIN