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Media Research: Demographic

Audience Demographics

Audience size 29 Million (Top 25% of all US households)
Audience makeup 77.5% Male / 22.5% Female
Average Age 46
Household Income $95K
Homeowners 82%
Married 68%
Attended and/or graduated college 67%
White collar occupation 50%
Employed full-time 64%
Internet Access and Use 90%+
Avg rounds played annually 25+
Source: Scarborough USA Plus – Release 2 2007 12 Month Scarborough, NGF Golfer Study

The Golf Green Media Value Proposition

“We deliver. Simple as that. Our growth and interest in our medium is primarily attributed to the fact that we deliver an increasingly valuable service to National advertisers; namely, we enable them to reach premium consumers when they are most receptive – when they have multiple hours to effortlessly engage with a brand. Our expertise in this area grows in importance, as concerns about the effectiveness of traditional advertising, continue to rise.”- Brad Pavek, President, Golf Green Media

Our Unique Deliverables:

Zero-waste with your buy, delivering 100% of a targeted demographic
Four hours of captive engagement
Off-the-Chart 80% message recall for your ad
Verified monthly reach – only pay for the number of golfers we deliver

Golf Green Media delivers what no other Alternative/OOH medium does!

Ad Placements Perceived as Sponsorships

“When you can take a brand and seamlessly insert it into an environment where the consumer is naturally going to be in a positive state of emotion, the brand doesn’t have to do a lot of work”, Brad Pavek, President, Golf Green Media.

Advertisers are perceived at the same level of other top-tier national golf sponsors. Enhance the positioning of your company with something our consumers love.

Golfers are already engaged with their Blackberry, iPhone / mobile device, doing business in real-time, even in the middle of the fairway.

Golf Green Media gets that. Quiet communication fits where they are at, in their game.

Visible & Memorable Communication

Advertisers consider “the experience” that their potential consumers have with the medium and the message, to be the most important factor.

Golf Green Media offers advertisers a superior experience that subtly, and politely, yet solidly, makes an imprint in the minds of golfers.

Media Option Time Spent
Golf Green Media 4+ hrs
Magazine ad :60 seconds
Newspaper ad :30 seconds
Direct mail :90 seconds
Television :30 seconds
Radio :60 seconds
Billboard :05 seconds
Internet :10 seconds

We Treat Thought-Leaders Like People

Golfers are upscale, affluent, business decision-makers. They are also conspicuous consumers.

  • They are so attractive to marketers, that they tend to block out 95% of all the advertisements aimed at them. If they don’t, they’ll never get any work done!!
  • Our programs strengthen and complement traditional media campaigns, by delivering messages that keep advertisers’ products and services top of mind, after the golf round is over.
  • Golf Cart Media panels give advertisers dual-message opportunities, over the golf round, in an unobtrusive way
  • The difference is that alternative OOH has proven a far stronger and reliable media platform to deliver rifle-shot messages, versus traditional media
  • Golf Green Media management has much experience and great faith in the wisdom of test-marketing and implementing consumer-segmented niche campaigns

GGM Delivers Off-The-Chart Recall

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The whole idea behind advertising is to get your message across, make an impression, get customers to remember it, and then act on it.

GGM works with leading research companies to tailor pre/post research recall of your message.

Providing a cost effective method to test your green, or general campaigns branding message recall, and experiential measures.

Sources: Interactive/Online – Dynamic Logic, Magazines – Magazine Publishers Association – Dynamic Logic 2006, Newspaper – ADVO, Inc. with the Food Marketing Institute and New American Dimensions, LLC April 2004, Broadcast TV – Nielsen Media Research March 2000, Cable TV – Cable Advertising Bureau – Nielsen Media Research April 2000, Radio – Radio Effectiveness Lab, Inc. 2004, OOH (traditional) – Outdoor Association of America June 2003., GGM – Carroll Media Services, Inc. Third-Party Intercept Study – 07-09.

Superior Efficiency & Interactive Experience

Alternative OOH offers superior efficiency and interactive experience

Numerically, the costs per paid impression against well-respected magazines and newspapers, which possess a similar audience

Print Comparison Circulation One P4CB Circ CPM
Wall Street Journal 1,800,000 $265,000 $147.22
Business Week 900,000 $108,400 $120.44
Fortune 830,000 $85,000 $102.40
Inc. Magazine 700,000 $104,765 $149.66
Golf Green Media-1 panel buy 6,392,520 $62,487 $9.781

GGM buy parameters – per month:
25 courses
1,500 ad panels (one ad panel per cart)
Note: Minimum ad campaign is 2-month

1 Pricing shown includes offered volume discounts and allowed agency commissions

Product Category Research

Interest in golf

It comes down to wealth, and wealthy people love golf.

It’s an excellent sporting environment in which to conduct business and entertain.

It fits most of corporate America’s lifestyles. They’re big fans on a personal basis.

Business & Community Leaders

Business Acumen
75% of those employed are in top management
24% hold C-level positions (Chairman, CEO, CFO, etc.)
43% own their own business or are a partner
41% influence/decide corporate meeting/retreat locations

NGF/Syndicated Research/MAC Research

Conspicuous Consumers

Overall Consumer Spending
56% spent $30,000+ in their last vehicle purchase
28% spent $40,000+ on their last vehicle purchase
32% own/lease 3 or more vehicles
46% plan to purchase/lease a new vehicle in next 2 years
73% dine out once a week or more
Average number of times per month: 5
32% spend and avg. of $3000 or more per year dining out
25% dine out at a steakhouse at least once per month
Average amount spent on watch purchases: $809 last 12 mo.

NGF/Syndicated Research/MAC Research

Online Activities

Online Activities Research Comp
Purchase products/services 67%
Get travel information/services 58%
Book travel 57%
Online banking 56%
Get financial information 41%
Watch videos 36%
Read/post to discussion boards 24%
Research real estate information 20%

NGF/Syndicated Research/MAC Research

Consumer Marketers Invest in Golf

Broad-Based Consumer Tournaments on Network TV

  • Wal-Mart Children’s Miracle Network Classic & Open at Pebble Beach
  • Arnold Palmer Mastercard Invitational
  • AT&T Classic & the AT&T National
  • AT&T Pebble Beach National Pro-Am
  • Crowne Plaza Invitational
  • John Deere Classic
  • Bob Hope Chrysler Classic

Broad-based PGA Champions Tour marketers

  • Liberty Mutual Legends of Golf
  • MasterCard Championship
  • Outback Steakhouse Pro-Am
  • Greater Hickory Classic
  • Wendy’s Champions Skins Game
  • Dick’s Sporting Goods Open
  • Constellation Energy Championship
  • Del Webb Father-Son Challenge

Prestige-Level Sponsors

Prestige-Level Marketer Tournaments on Network TV

  • BMW Championship
  • Deutsche Bank Championship
  • EDS Byron Nelson Championship
  • FBR Capital Markets Open
  • FEDEXCUP
  • Buick Invitational/Open
  • Charles Schwab Cup Championship

Prestige-Level PGA Champions Tour Marketers

  • 3M Championship
  • Administaff Small Business
  • Bank of America Championship
  • Boeing Classic
  • Commerce Bank Championship
  • FedEx Kinko’s Classic
  • Toshiba Classic (2)
  • SAS Championship
  • The ACE Group Classic

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