How a PGA Tour Job Teaches Event Marketing Strategy
In Chapter 6 of 11 brand marketer Randall Metting shares how working for the PGA Champions Tour taught him event marketing strategy. Tournament golf offers Metting a platform to combine charitable cause sponsorship - in this case with a Puerto Rican charity Sor Isolina Ferre - with large brand participation. What results is the Chrysler Senior Match Play Challenge. He shares how a non-traditional tournament structure benefited advertisers and maximized both viewership and charitable impact.