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Brand master 051216
- 1. Brand Master “A Tradition Unlike Any Other”
- 2. Successful brand characteristics 1. Stakeholder power 2. Integration 3. Economic value 4. Premium price 5. Passion 6. Loyalty & respect 7. Consistency 8. Recognition
- 3. Masters By The Numbers • Sandwiches • $1.50-3 • Beer • $3-4 • Ticket price • $1K/Day; $5K/Wk resell • Badge $325; SB $8-1900 • Merchandise -- $250 avg.
- 4. Masters By The Numbers • Purse • $10M • $2M Champion • Hospitality • Berkman’s Place • 100K sq ft • $7.5K entry • Revenue/Profit • $115M/35M
- 5. Masters by Tradition • Green Jacket • Magnolia Lane • Amen Corner • Par 3 Contest • Butler Cabin
- 6. Stakeholder power • Exclusive membership • 300; 3 Women in 2012 • Condoleezza Rice, Darla Moore, Ginni Rometty • Minorities in 1990 • Eisenhower only POTUS • Invitation only • Rich Harvest Farms • Selective sponsors • Legacy media partner
- 7. Selective sponsors • US • IBM, AT&T, Mercedes Benz • Global • UPS & Rolex
- 8. Sponsorship • TV Time • 4-min ads/hour • No on-course signage; just guides & food • Invest $6-8 million annually • “Share” CBS production costs • $25M global rights
- 9. Integration • CBS & ESPN share telecast • Masters digital & streaming ) • IBM pays to support • First public, live VR experience • 13.5M unique digital devices ’15 • Double annually • Game development • Drive, Putt & Chip juniors • Asian & Latin America Amateur • “Tradition Unlike Any Other” • Flag Hole US Map
- 10. Take A Break • Deep breaths • Stretch • Neck • Jaw • Mind
- 11. Economic value • Economic engine • $115m tor Augusta businesses • 250K visitors during week • Hotelier • “Makes their year.” • $300 Aiken, SC week • $79 following Monday • House rentals • $50,000 for week? • IMG to Plumbing Co to Defense contractors
- 12. Premium price • 1/4 majors • Granddaddy • The Force • $115 revenue/35M profits • TV rights potential • US Open like -- $100m annual • Merchandise • $250 avg. /$48M Wk Total • Ticket sales • $35M
- 13. Passion • 100 players invitation only • Patrons • Practice rounds – 150K • Rounds – 40K • Merchandise • TV audience • Embrace & foster traditions • Par 3 • Hole affinity • Tea Olive, Firethorn, Holly, etc.
- 14. Loyalty & respect • Educated golf fans • Records • Know champions • “No running” • “Chair sanctity” • “Back nine Sunday” • Tournament begins…
- 15. Consistency • Billy Payne Brandmaster • Power > Goodell • Ran ‘96 Atlanta & Centennial Olympics • How dress, play & practice • “Bikini wax” & “Mob scene” • First full week in April • Invitation only • Crowd roars through pines • “Hello Friends” Nantz & CBS • Green Jacket
- 16. Recognition • Most recognized sports events • 14M Sunday CBS viewers • 3.2M Thursday ESPN • Live telecast grows • +620% in 50 yrs. • GD #1 course • First Tee Augusta $200K
- 17. Successful brand characteristics • Stakeholder power • Integration • Economic value • Premium price • Passion • Loyalty & respect • Consistency • Recognition • Story
- 18. Success Drivers
- 19. Take A Break • Deep breaths • Stretch • Neck • Jaw • Mind
- 20. Questions • Spieth • Willet • Bald guy not me
- 21. Sources • Golf Digest – Special Report – Making The Big Bucks; Spending the Big Bucks • Fortune – IBM Boosts Fan Experience • Wallet Hub Masters by The Numbers • Landor – Agile Brand Study • Reuters – Masters Of Minimal Sponsorship • B. Si Kiran – Successful Strong Brands • Dave Barrett – Making The Masters
- 22. Brand Master “A Tradition Unlike Any Other”
Editor's Notes
- How many know and care about Masters & golf? Little history 80 years Amateur Champ Bobby Jones Businessman Clifford Roberts Started the Augusta National Invitational Became the Masters in ‘38 On course built on Berkman’s Orchard Augusta GA About 150 miles east of ATL Talk about tournament but how it is a brand master Event, happening, icon and Tradition unlike any other…
- Apply same as product or service Samsung, Android, Apple, Google, Disney Share these successful characteristics Brand without numbers & traditions Walk around Masters how embody characteristics Repetition as co-mingle
- Have them by the bucketful How much Jacket cost?
- Limit sponsors but Polo, Callaway and MasterCard Ambush? Legend privilege
- Another way 5 drivers to brand communications success Without run risk of bad story, ineffective channels, ltd conversation, irrelevance & event or intro failure
- Thanks