Storytelling. It’s a buzz word. But what does it really mean, and why is it a superpower?

Effective storytelling can help golf brands connect with consumers. How, you may ask? We asked an expert.

ASU Professor Kim Holst makes a living from words. Kim is a lawyer who teaches law students to write. She is also working on a PhD in journalism. Whether it’s rhetoric, analogy, or persuasion, Kim is fascinated by effective storytelling.

We asked her: If golf wants to expand its reach, how should we tell stories differently?

This is one of the most fascinating discussions we’ve ever had on the podcast.

Have a listen to find out why storytelling is critical to your business success.

Enjoy.

Key discussion areas to listen out for:

• 5:05 mins. Why Kim loves writing and words.
• 6:52 mins. Why Kim believes words are powerful.
• 14:25 mins. Why words matter in the golf industry, and why we should care about language.
• 26:24 mins. As a consumer herself, how does Kim feel about brands when she sees sloppy writing?
• 27:55 mins. What does storytelling mean to Kim; if Kim worked for a golf brand, how would she use storytelling to connect with consumers?
• 31:57 mins. How do you use stories to change people’s perceptions of your brand? How do your own biases influence the story you are telling?
• 37:10 mins. What brands do storytelling well?
• 41:38 mins. How can golf media be better storytellers?
• 42:52 mins. If golf wants to expand its reach, how should we tell stories differently?

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“Content creators and influencers have essentially become new media – new points of attention for brands that are more effective than broadcast.”

(Daryl Evans, Rocket Yard Sports)

In the second of our three-part series with Rocket Yard Sports, we welcome back Daryl Evans, joined by special guest Trottie Golf. We delve deeper into the realm of golf marketing; exploring the impact of creator and influencer marketing on golf.

With over 11.8M views on YouTube, Trottie speaks with deep experience about influencer marketing during this podcast.

In this conversation, we talked about:

• How the creator space is changing
• How talent agencies work with content creators to develop storylines for brands. And how those stories are told by the content creators.
• Trends in the golf creator space

Key discussion areas to listen out for:

• 3:54 mins. Trottie loved working with the world’s best players. But his audience reach is bigger by engaging fans through social media.
• 8:28 mins. “Content creators and influencers have essentially become new media – new points of attention for brands that are more effective than broadcast. Their audiences never really decline.”
• 12:18 mins. How big is the opportunity for golf brands to have greater impact through relationships with content creators?
• 16:44 mins. The critical importance for content creators to have a brand building strategy.
• 22:05 mins. Who moves the needle when it comes to content creation in the golf industry?
• 25:53 mins. How content creators and brands can leverage relationships with elite tour professionals.
• 27:39 mins. Aligning brand and content creator values.
• 30:07 mins. “Building brand equity is the equity that matters.” Why brands still need guidance on working with content creators.
• 35:22 mins. Content creators represent both the agency (Rocket Yard Sports) and the partner brands.
• 37:14 mins. How did the Trottie Golf brand come about?
• 39:36 mins. When did Trottie know it was time to double down on building his brand?
• 43:35 mins. How does Rocket Yard Sports help content creators like Trottie build a legacy plan?
• 45:31 mins. Where does Daryl and Rocket Yard Sports believe golf’s content creator space is heading in 5-10 years?
• 48:36 mins. Which Marvel superhero would Trottie Golf be in this future golf content creator universe?
• 49:48 mins. In Trottie’s opinion, what areas will golf content creation move into next?
• 52:18 mins. What are the white space opportunities for the men’s and women’s professional tours? How could they be addressed by working with content creators, influencers and brands?
• 57:21 mins. What happens if you don’t innovate as a brand?

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Where is golf marketing heading?

In our latest podcast, we spoke with Daryl Evans, Founder of Gather Collective Member Rocket Yard Sports. Daryl is an expert in positioning brands within sports and leveraging sports sponsorship to facilitate business growth.

In this first episode of a three-part series, we delve into the trajectory of golf marketing across three distinct phases:

1. The Past: How was golf communicated and marketed historically?
2. The Pandemic Years: How did the pandemic reshape golf’s communication and marketing strategies?
3. The Future: What emerging trends are telling us about the future of golf communication and marketing.

Key discussion areas to listen out for:

• · 4:45 mins. Golf’s evolution since the 1990s and its implications for current marketing strategies.
• · 8:00 mins. The pivotal role marketing plays in reshaping the perception of golf.
• · 9:40 mins. Reflecting on Golf Marketing 1.0 and its strategies, investments, and activations.
• · 11:45 mins. Addressing the fracture in consumer attention and its ramifications for brands.
• · 14:00 mins. Lessons learned from the Pandemic Years and their impact on marketing.
• · 18.12 mins. Evaluating the repercussions of discount-focused marketing during the pandemic.
• · 21:51 mins. Balancing performance and brand marketing in the golf industry.
• · 22:30 mins. Relationship funnels or sales funnels?
• · 25:12 mins. Identifying golf brands that create emotional connections with consumers through narrative.
• · 28:22 mins. The two most common marketing challenges for golf brands.
• · 30:34 mins. Comparing advertising on professional golf tours with influencer marketing.
• · 33:33 mins. Addressing the global reach of golf brands.
• · 37:00 mins. A 2-minute summary of golf marketing’s future.
• · 39:00 mins. The critical importance of aligning with brand values when selecting content creators and influencers.
• · 42:02 mins. Recognizing the benefits of collaborative golf marketing.
• · 43:55 mins. How golf is a three-dimensional market. What white space opportunities is this creating?
• · 46:02 mins. Gather’s Non-Traditional Golfer Report. Why Rocket Yard Sports thinks it shows golf’s market opportunity,
• · 48:27 mins. “There is a disconnect between how brands think fans engage, and how they really engage”. The importance of storytelling-led branding.
• · 53.56 mins. A final message from Rocket Yard Sports to golf brands: Focus on the stories.

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