Pro Women’s Golf: How To Reach A Mainly Male Audience
It is no surprise that the pro golf industry is desperately seeking sponsors in this economy. But, there may be a clue to help that situation hidden in the profile of the typical golf fan. Consider this fact, from Carl Prine’s recent Pittsburgh Tribune-Review article:
The typical follower of both the male and female circuits is a married, college-educated white man approaching or ensconced in middle age. About half work as professionals — lawyers, doctors and the like — or managers. For those who travel to events, two out of five boast an annual income of $100,000 or more, according to surveys released by sponsors and the PGA and LPGA tours.
When you’ve pondered that fact – that married, college-educated white men are the LPGA’s (as well as the PGA’s) primary audience – then consider the design/approach of the LPGA site. While it is wisely not pink-washed per se, the copy/tone/style still seems to lean a bit more feminine than necessary.
If men are the core group following these amazing professional athletes, why would the LPGA site’s Q&A column start with: “what is your favorite store to shop in?” In another section, profiling the 2009 female rookies of the year, questions about favorite places to travel and who they are most looking forward to meeting on the tour are included. Hmmm. Nothing stereotypical there…
I understand, and applaud, that storytelling and getting to know the athletes a bit is the latest way of making incredible athletes like these more accessible or “like us,” but in this case the lightness of the presentation may not be the best reflection of the LPGA for its core audience – men. The mistake is that while the LPGA may have been started, specifically, by, about and for women, the organization’s marketing approach today doesn’t reach its actual customer very well. So – does it make sense to market it in such gender-specific ways? No.
Realizing that physical/strength issues necessitate the separation into “men’s” and “women’s” tours, what would happen if the marketing of the PGA and LPGA merged – and thus the inherent tone became a bit more gender neutral (for male and female fans alike)? Take the general success of ESPN (and all its media properties), for example. They didn’t start a “for women” ESPN, but folded in to their “products” all these amazing female athletes and sports along the way. It turns out their coverage still very much works for men as well as women – who are first and foremost raging sports fans.
My point? Sometimes “women’s this or that” doesn’t need to be marketed to only women (especially if it turns out women aren’t the market!). The efforts can still be more framed by women’s ways of thinking/relating (as in the storytelling/profiles example), BUT in ways that reach men too.
The Olympics and ESPN have done very well in gender-integrating sports coverage. They make it about the athletes and their dedication/training and backgrounds, which appeals on an inclusive level. They leave the cliche male or female elements out – and thus, avoid unnecessary gender polarization. In this case, where men are really the bulk of the audience/fan base, the LPGA can stop with the “favorite shopping sites” and “why you love this spa or that one” questions.
Go back and re-connect with your core market, LPGA. I’m betting these fans (mainly men) skip right over the Q&As and head to the stats anyway. Serve them better, and you will find women respond to the less patronizing approach. Better yet - do this and you should have less trouble landing sponsors who may not have room for “marketing to women” in their budgets.
