Ron Amodio on Mon, Dec 29, 2014 @ 12:23 PM
Your company is involved in professional golf and has hired a Touring Pro to represent your brand. Your pro golfer is also sponsored by another company in a non-competing category and appears in their commercials.
Now, you want to review how other golf sponsors are using professional golfers in their television and digital advertising to identify best practices you can apply to your brand campaigns.
As part of your review, you’ve chosen the Mitsubishi commercials featuring PGA Champions Tour golfers Corey Pavin, Fred Couples and Fred Funk.
The spots below, not only do a great job of using humor to humanize the players, but also stay on point in terms of reinforcing Misubishi Electric Cooling & Heating’s tagline: “Don’t Get Caught Out Of Your Comfort Zone.”
1. Corey Pavin “Grocery” Commercial | Mitsubishi
2. Fred Couples “Museum” Commercial | Mitsubishi
3. Fred Funk “Chainsaw” Commercial | Mitsubishi
Key Takeaway (1)
Sponsors who are impressed with the commercials their golf ambassadors do for other companies should consider the spots as an audition for their own marketing campaigns.
Key Takeaway (2)
As Bill Colvin, who has worked with Corey Pavin, Fred Couples and Fred Funk, has often said: “The historical connection with another sponsoring company’s clients can deliver a ‘halo benefit” with or without your company’s logo appearing in the commercials. Greater exposure is greater good.”
Key Takeaway (3)
These commercials are fully optimized when they are distributed across digital and social media channels.
Having an advocate for your company when hiring a professional golfer can help you match the right player with the right brand. By so doing, you can help ensure the players you select accurately reflect your company’s values.
With regard to pro golfer endorsement deals, it should be noted that Bill Colvin’s success rate is measured, not only by the numerous professional golfers he has recruited on behalf of CSN’s corporate clients, but by the length of their contracts, which when renewed, average five years or more.
*This article originally appeared on Colvin Sports Network.