Golfsmith's New Ad/Marketing Strategy

Golf-gear retailer Golfsmith is launching a new campaign marking a major shift in the brand's overall marketing strategy. For the first time, Golfsmith is broadening its audience beyond the avid and skilled golfer to also speak to the more casual and social golfer.

The idea being that golf is a sport for everyone, and one’s love of the game should not be measured by how often or how well you play. 

Developed by Austin-based shop Preacher, the "Anything for Golf" concept combines humor with golf fundamentals. One spot, for instance, introduces the player Steve who continually misses his shots and blames the wind for his poor play. These ads were directed by Randy Krallman of Smuggler. 

The campaign includes 15-second TV spots running nationally to promote its apparel and gear, as well as a 60-second unit that will run online and across Golfsmith’s social channels. The effort also includes ads that will run in Canada where Golfsmith has retailers operating under its Golftown name brand. 

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In addition, Golfsmith is making moves to enhance its in-store experience and has hired Minneapolis based agency, Knock -- best known for its work with Target -- to help launch a re-design across multiple locations.

“In terms of messaging, we wanted to deliver an Omni-Channel campaign that golfers of all skill levels found relatable,” said Kim Lewis, vice president of omnichannel marketing, Golfsmith.  

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