Golf Tournament "Tip of the Day"

"How To Explode Your Golf Events
Sponsorships Revenues Through The Roof"

From: Mike Mucci
A Driver and a SW North of Conneaut Creek
Monday, 3:47 PM

Dear Friend in Golf,

Before we launch into this Golf Tournament "Tip of the Day", there are a few things I want to point out to you.

Today's tip is a foundation that we all can build on throughout our Golf Tournament Planning "Tip of the Day" blog and a general overview of what you need as a golf tournament planner.

I also want to let you know about a completely FRE^E resource you'll definitely want to add to your golf event planning arsenal. Having said that, let's get at it...Everything we're going to talk about in this report hinges in some way on understanding the power of multiple contacts. They aren't complicated.

In fact, they are very simple... IF you use them correctly.

There are SOME planner doing what I am about to share with you......but VERY FEW are doing it correctly. It was taught to me by one of the very best direct marketers ... Dan Kennedy.

And VERY FEW are really earning any significant income with their golf events.

Let me share this with you. I'll make you a bold promise right now. IF you read this entire article and IF you apply exactly whatI tell you, then I GUARANTEE you will recruit high profile sponsorswho will make a significant impact on your golf events bottom line. You've got my promise on that. It's in writing. Put me to the test on this and see if I'm not 100% correct.

How about that for a challenge? So Mike, what is this *mystery strategy*? Glad you asked. No matter how good your invitation or offer is a single exposure to a given group of prospective sponsors will have MINIMAL effect. But multiple
repeated exposures will have positive effect disproportionate to the number of exposures.

Again, a single exposure will have minimal impact, but repeated exposures will have a positive impact.

Here's an example...

Let's say you are doing a mailing of 500 or more to businesses, organizations and national golf companies who you consider to be *targeted* from a data base provided by your local chamber of commerce.

From a one time mailing you MIGHT pull anywhere from a low of a quarter of one percent to a 1% response. Maybe a total of 1-5 responses.

The variance between the percentages may depend on the effectiveness of your offer / invitation. But if you'll mail to those SAME 500+ prospective sponsors 6-7 times over a three to four month period your overall response might be 3% to as high as 20%. In most cases you will be above 10-12%!!!

A result of 15 to 100 sponsors.

That's about a 12X increase from the single mailing, not just 6X.You see the multiple contacts just don't increase the responseproportionately they increase disproportionately. Is this always true?

No...

Sometimes something else is wrong. The list, the offer, the company or organizations credibility might not be good and nothing can overcome that. However, if everything lines up with the list and offer these numbersshould be ACHIEVABLE. Another way to do this is to use a combination of media at the same time. In our golf tournament
planning eToolkit we call this an "event strategy".

While the prospective sponsor is receiving your offer / invitation to participate in your event they read your press release in the newspaper or local golf publication. During this same period they view a cable television announcement or tune into your local radio weekly golf show...they see a poster at the golf course.

Pretty soon the prospective sponsor feels they know you. There is instant recognition of your golf event and again there will be results developed disproportionately to the amount of exposure.In most cases, tournament planners don't really expect response from these other forms of media which really serve best as reinforcement advertising.
That type of advertising is only being used to earn recognition.

So when the prospective sponsor gets some type of direct contact they mentally say, "oh ya, I know about this event" and therefore, they are much more receptive to your sponsorship offer.

The tournament planner has to carefully restrict the expenditures of this type of reinforcement advertising when directly positioned just for sponsorship acquisition, but there are several low cost things that can be done which include:

1. Uniform tournament image. Colors, tournament name, theme and logo should be in ALL aspects of you event
marketing and presentation.

2. A slogan that makes sense and accurately represents the goals of your event and is easy to remember.

3. Repetitive contacts with fewer prospective sponsors rather than onecontact mailed to a large list.

A plan using this type of reinforcement advertising helps a good sponsorship offer perform.

Remember, 60% of all sales are made after the fifth contact, and only 4% of all sales people and marketers do this, 96% quit after 4 closing attempts.

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You need products and proven strategies to make your event the best it can be. And I am going to continue bringing valuable insights making certain your event gets to the next level.

Thanks for your continued support. Have questions about this planning tip? Feel free to email me at
mamucci@golftp1.com I'll be glad to assist you or answer any questions.

Dedicated to multiplying your golf events bottom line.

Yours in golf,

Mike Mucci

P.S. Wanna know how Rodney Dangerfield, Ted Knight, The Murray Brothers and Chevy Chase planned and operated their annual golf event at Bushwood Country Club in the movie "Caddy Shack"?

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