Chris Beck, Brand Manager for Srixon, told Loyalty360 that Cleveland Golf/Srixon is very excited about becoming the official loyalty partner for GolfNow with the creation of GolfNow Rewards.
As part of the new partnership, GolfNow Rewards will provide tee time incentives and exclusive offerings on Cleveland Golf/Srixon merchandise to GolfNow’s growing community of more than two million avid golfers. This enhanced partnership will build upon Cleveland Golf/Srixon’s longstanding relationship as an on-air and online sponsor with Golf Channel.
Beck explained what prompted the partnership between Cleveland Golf/Srixon and GolfNow.
“Cleveland Golf/Srixon is outspent in true marketing by a factor of 10 compared to market leaders,” Beck said. “Due to this imbalance between us and our top competitors, our marketing dollars have to work more efficiently and smarter to drive awareness and help place our brands top of mind with consumers during the buying decisions. Therefore, we work endlessly trying to identify unique marketing opportunities that allow our dollars to work harder. While researching ways to be more efficient with our media spend, we identified GolfNow as a target for optimizing our future marketing spends. We have partnered with the Golf Channel since its very beginning as a charter sponsor, and our relationship is very strong, therefore this felt like a natural fit for our brands.”
The partnership will include a series of integrated marketing initiatives across digital, in-store and other platforms. As the official sponsor of the GolfNow Rewards loyalty program, Cleveland Golf/Srixon will align its resources with GolfNow in a number of ways including providing free golf through GolfNow promotional codes, as well as exclusive offers on golf equipment, apparel, mobile app sponsorship, and presenting sponsorship as the official golf ball, wedge, and putter of the Golf Channel AM Tour.
Consequently, the more rounds a loyalty program member books through GolfNow, the faster rewards are earned.
Beck said that GolfNow members are avid golfers that play on average more than 25 rounds of golf per year.
“They seek the most innovative and technical offerings and will not compromise on equipment choices,” Beck explained. “At Cleveland Golf/Srixon, we are dedicated to making consumers better through innovation, combined with our long history of superior manufacturing quality, which aligns perfectly with this membership.”
Beck said the opportunity to connect with millions of avid golfers who are passionate about the game of golf is exciting for everyone involved
“We believe that loyalty is based on behavior which is driven by an offering that has true value,” he explained. “We want to move consumers away from typical transactional loyalty to true brand loyalty. Our long-term goal is for Cleveland Golf/Srixon to become every GolfNow membership’s faithful partner in their ultimate pursuit to better their game.”