Fans with a capital F
The digital revolution transformed golf from a revered 500-year-old pastime into a global entertainment experience. Today, golf attracts younger, more diverse fans who thirst for 24/7 content across multiple platforms. It’s even changed the game itself. The “golf clap” is evolving because millennials hold an iPhone in one hand and prefer to whoop and holler. Golf is noisier, more colorful, more connected than ever. And the PGA TOUR — the world’s premier golf organization — is driving this revolution by putting their fans first.
In 2017, Travis Trembath moved from a role in business development to become the TOUR’s first ever VP of fan engagement. “Our commissioner, Jay Monahan, has really put the fan at the center of everything that we do at the TOUR,” says Trembath. “Our entire staff approaches each day and every meeting from a fan-centric perspective.”
Trembath, a respectable seven handicap, joined the TOUR from General Mills and was excited to help create an engaging and inspiring experience. “I have a tremendous amount of passion for understanding fans and consumers. I was a data-driven marketer before it was cool to be a data-driven marketer,” he admits. The PGA TOUR embarked upon a new journey with Adobe, and a suite of solutions designed to carefully measure fan interaction. With Adobe Audience Manager, Adobe Analytics, and Adobe Target, they made some fascinating discoveries.
PGA TOUR fans are not just golf addicts who grew up with a seven-iron in one hand. Today the sport attracts dozens of “personas,” including casual spectators, fans who love certain players, and even those who discovered the sport while playing the PGA TOUR video game. But capturing the attention of these digital natives is harder than ever. Modern fans demand more content, more coverage, and more player access than ever before. They’re easily distracted by other sports, television and even Fortnite, says David Piccolo, vice president of brand marketing at the PGA TOUR. “Everyone is fighting the same battle. We have to work hard for attention. The whole strategy was positioned around future-proofing the PGA TOUR. We knew our brand needed to be refreshed.