Golf Site Readies Mammoth Campaign
The effort will center around portal agreements, an advertising blitz and a newly announced partnership with Golf America Stores Inc.
The site plans to have 1.6 billion impressions across the Web this yeardue to major portal deals and buys on high-traffic sites, according to Bill Albright, CEO at Mammothgolf.com, Jessup, MD. The site was expected to ink a deal with Yahoo at press time to become exclusive sponsor of Yahoo's targeted golf areas.
A quarter of a billion impressions will run across AOL properties including Digital City, Netscape and CompuServe. Under a contract that began last summer and concludes in June 2001, the site is an anchor tenant with AOL's shopping and sports channels.
It has locked up a deal to be an anchor tenant with Snap.com while also signing with GolfDigest.com and an exclusive deal with USAToday.com.
The campaigns will feature Norman. A sweepstakes offer to win a round of golf with the PGA star will launch Wednesday. The site will also send e-mail offers to members of its customer database as well as lists acquired as part of the marketing deals.
Commercials featuring Norman have started to air on the Golf Channel and CNBC, and will roll out on network TV and ESPN on March 10. A radio campaign will air in top markets across the country. Print campaigns will appear Golf Digest, Golf World, Maximum Golf and select newspapers. A public relations push is also underway.
Mammoth Sports Group Inc., the site's parent company, owns Austad's Premier Golf Catalog. All 8.5 million catalogs that go out this year will feature the site address. The March catalog will announce the Greg Norman sweepstakes on its cover.
On Feb. 17, the site announced a joint venture with Golf America Stores Inc. Internet connections within the offline stores will allow consumers to make online purchases from the Mammothgolf.com site. This relationship is ideal because the site sells equipment and other goods while Golf America sells golf apparel and accessories, said Albright.
"We literally do not want to have any revenue segment of the golf segment unserved by us," said Albright. "We want to make sure we serve the entire universe of golfers."