Mary Griswold Deputy General Manager, Sports and Sponsorships Edelman Sports

Golf Messaging: Review of Preliminary Qualitative Study

Is there confusion or cohesiveness? What are consumers hearing? What are current perceptions? What does this mean for future communications efforts?... QUESTIONS

OUR APPROACH Talk directly to consumers Focus Groups Understand general perceptions of the sport Assess reactions to messages Identify resonating thematics Look at applications for the future

FOCUS GROUPS Four focus groups Golf-involved adults (men/women) Two strong golf markets (Raleigh, Columbus)

DISCUSSION TOPICS Attitudes and Perceptions Message Reaction Message Generation

ATTITUDES & PERCEPTIONS Motivation to Involvement Time with friends Personal challenge/one great shot Spending time outdoors Inspiration of Professionals (Tiger, Vijay, Jack) Barriers to Entry Money Time Difficulty/Intimidation/Level of play Lack of playing partners

ATTITUDES & PERCEPTIONS Viewing Habits Driven by admiration and inspiration Watch the Majors Will stay tuned if the competition is compelling Follow Tiger or other favorite player Sunday biggest draw

ATTITUDES & PERCEPTIONS Old Perceptions are Fading… Golf is Becoming: More publicly accessible A place to interact with friends More mainstream − more open to genders, ethnicities and age groups More opportunities for youth More athletic − more acceptable form of exercise

Message Reactions

MESSAGE AWARENESS (UNAIDED) Tiger Sponsors vs. their message Limited awareness of message and role of specific organizations

MESSAGE TAKEAWAYS Each organization has a distinct message targeted to their audience The variety underscores the increasing accessibility and appeal of golf

MESSAGE TAKEAWAYS Provoked overall positive feelings towards sport and players Personal memories Inspiration Player avidity Some institutional spots lacked clear or persuasive call to action Positive reaction to spots with direct message and focus

CAMPAIGN MESSAGE GENERATION There’s enough balls to go a ‘round’. It can be anyone’s game, take a shot. It’s for everyone. If you’re 9 or 90, man or woman, you can play. Your friends are there, where are you? Grab a friend, play a round. Lasting friendships, enjoy the scenery …just play and have fun. Golf is interesting enough to try once, challenging enough to keep trying. Golf, the game for life. One good shot will make a memory of a lifetime. Attack the future. Play golf early.

SUMMARY Is there confusion or cohesiveness? What are consumers hearing? What are current perceptions? What does this mean for future communications efforts?... Contrast not confusion Golf is fun athletic, for friends, for everyone Golf is a sport that’s changing

WHAT’S NEXT Further validate the perceived “transition in golf” Continue to monitor disparate golf campaigns to identify opportunities for industry messaging Assess the potential impact of an industry campaign to continue to grow sport Evaluate campaigns from other industries for key learnings

Thank You