OEMs Sponsoring Social Media Influencers: Your Thoughts?

[GolfSpy_APH]

Full disclosure, at the time of posting this I haven't listened to this podcast. I plan to on my way home or over the next couple days. 

However I would love to year your thoughts on this topic as a whole. 

The question brings on a few different thoughts and I want to process them a little bit before listening to this so my feelings on it are my own. 

MGS Blog also had an article based around Good Good signing with Callaway you can read here: https://mygolfspy.com/breaking-good-good-golf-partners-with-callaway/

I can certainly see the appeal of it from both sides, I can't say any influencer playing a certain brand has lead me to want to or purchase a certain product. 

[EasyPutter]

They can be so hard on the eyes.  Oh, almost 100K followers!  Now that is exposure for product and brand 

[GolfSpy MPR]

33 minutes ago, GolfSpy_APH said:

I can't say any influencer playing a certain brand has lead me to want to or purchase a certain product. 

Gonna push back a little here. In the main, most people think of themselves as more or less impervious to advertising. But this strikes me as implausible; perhaps advertising doesn't work and major corporations throw away a huge chunk of their annual budgets for no reason, but I doubt it.

Now, that's not to say that all advertising is equally effective on everyone; if you have no social media accounts, major OEM payments to "influencers" (that word still makes my skin crawl) really would have no effect on you.

But advertising is, for the most part, rarely about specific claims. It's about your impression of a brand and its credibility. When you walk into a store, you have certain impressions of virtually all the brands there. And those that you don't have an impression about already—well, that itself is an impression. Most of us start with a level of skepticism about a brand we've never heard of, especially when making what is for most of us a fairly big-ticket purchase.

Zooming out a bit: OEMs using social media people as endorsers makes a ton of sense, I think. Think of the golf channels on YouTube you watch regularly, or maybe the podcasts you listen to. You have a more "real" (fake) relationship with those characters than most of us have with most Tour players.

In my own case, I feel like if I ran into Mark Crossfield or the Chasing Scratch guys at an airport, I'd have a ton of stuff I could talk with them about. Although neither Mark nor Mike and Eli know it, they and I have already spent hours and hours together. We have old jokes, inside bits, etc.

To be sure (and now we're getting into sociology, etc.): this is a fake relationship. But when Titleist took on Mike and Eli, it felt like they were doing something for the whole Chasing Scratch "community."

Obviously, this kind of thing has more weight with certain social media personalities and their audiences than with others. But broadly, I'm guessing that in my own case, I feely more warmly about Titleist because of what they've done with CS than because of Jordan and JT.

[GolfSpy_KFT]

To me, it's just another way for OEMs to get their brand out in front of as many people as possible. Social media followings are absolutely massive anymore for some of these guys, like Good Good (480k IG followers alone), and a lot of younger generations are influenced by the "monkey see, monkey do" effect, for lack of a better term. You see this a ton with the highlight reel culture that's been created in AAU basketball and mixtape companies. I can tell you right now that I don't give a darn which influencer plays which brand, because it doesn't matter to me. But I would imagine their thought is that it may impact younger viewers/players, and if they get their equipment into those viewers bag's sooner, they may become brand lifers? 

This is all just my opinion, and I could be 100% wrong. I don't really see it as a bad thing, though. 

[russtopherb]

I think it's a smart move on the part of many OEMs.

Enough people whine and complain about "marketing" while not really having a clue as to what they're talking about. I think more golfers will find themselves having more in common with an "influencer" when it comes to skill level than they do a PGA or LPGA pro. So having someone with recognition sporting an OEM's logos and playing their gear can go a long way, especially in today's market that's more about YouTube and TikTok than it is about print or TV advertising. 

[GolfSpy_APH]

Again I am still kinda forming all my thoughts on this. I am not a big SM user, however I still do have accounts and see enough. I had actually never heard of Good Good till a few weeks before the MGS article. I was intrigued by the switch for NLU to Titleist and again I get how it can be beneficial for both sides and in many cases seems like an easy win win for both sides. 

I am curious what Finch has to say on this as someone in that sphere and who has had deals with TM and I think someone else at a time, but left it. 

I also half wonder how many get into that segment and try to do that as a goal in I want to be sponsored by an OEM. Wasn't it Golfholics who had a few deals in place year over year and seemed like Callaway one year then another another year. Now they are gone. So it certainly isn't uncommon and not like it is anything new, so it must be effective. 

I am rambling a bit, but it is because I am still figuring out my thoughts on it all. as mentioned. 

[null]

It's done in just about every other industry so I don't see why people get so bent out of shape with it when it comes to golf equipment

Advertising and marketing evolve. Companies that don't get left behind

[GolfSpy_APH]

Just now, Golfspy_Lukes said:

It's done in just about every other industry so I don't see why people get so bent out of shape with it when it comes to golf equipment

Advertising and marketing evolve. Companies that don't get left behind

For sure. It is how a lot of influencers are exactly that. They get paid for promoting these products and essentially OEMs are just putting some advertising money there with product or whatever vs other spaces for it. 

Not sure anyone is complaining about it or getting bent out of shape. At least not as of yet?

More of a discussion on why they do it (both sides) what they are getting out of it and the effects it has on us or anyone else in the golfing world.

[RickyBobby_PR]

Clothing, all kinds of drinks, app, cars, food, other sports and their brands.

Those with large scale audience/followers have a wide reach. It makes sense for a brand to use influencers. That’s the whole purpose of an influencer.

It happens in niche sports too.

I don’t get why golf is held to some other standard. People don’t like yearly club releases yet don’t complain a new car comes out every year. Most tech items are outdated the minute you purchase it. Golf is no different 

[Jim Shaw]

Influencers are totally new to me, I think I first heard about them about 4-5 years ago. I am definitely the wrong generation to be infuenced by someone wearing a certain shoe. However having said that I am sure it works for some companies. 

[Tom the Golf Nut]

What’s the difference between a Pro endorsing a product or an influencer endorsing the same thing. The OEM’s are just finding another Avenue to make money. Kudos to Callaway for thinking out of the box.

I happen to watch Good Good and enjoy watching them on YouTube. They are not your average players either. Some are better than others but they all can play from the tips. They usually play team events. Three against three or three teams of two. Best ball or something along those lines. They are doing something right. They get to go and play everywhere, they have their own clothing line, (bold patterns geared to the younger crowd), they are playing with celebrities and Pro Golfers, and now Callaway is working with them on equipment with the Good Good name on the clubs and given them access to the Pros playing Callaway equipment.

Are they influencing me to buy something? No. Do I enjoy watching some of these guys screw up shots and make good ones. Yup. Am I jealous watching them get on great courses either right before or right after a PGA event. You bet.

This influencer trend doesn’t bother me and it won’t change my buying habits.

 

[TylorJudd]

Ya, I'm honestly not sure why this should receive any more attention than Jarod for Subway. This is marketing evolving alongside its target audience. Like @GolfSpy_BOS said, they wouldn't dump the amount of money they do into this if there wasn't proven method that work within the human psychology. As someone with no social media accounts, I am still aware of this due to how deep this is rooted within our day to day lives as a society but that doesn't mean it has to be effective  A little more mindfulness with yourself about your needs and this s*** becomes background noise.

Sorry @GolfSpy MPR my bad

[GolfSpy BOS]

6 hours ago, TylorJudd said:

Ya, I'm honestly not sure why this should receive any more attention than Jarod for Subway. This is marketing evolving alongside its target audience. Like @GolfSpy_BOS said, they wouldn't dump the amount of money they do into this if there wasn't proven method that work within the human psychology. As someone with no social media accounts, I am still aware of this due to how deep this is rooted within our day to day lives as a society but that doesn't mean it has to be effective  A little more mindfulness with yourself about your needs and this s*** becomes background noise.

Sorry @GolfSpy MPR my bad

I was going to say… wow I made a smart and insightful comment…

@GolfSpy MPR is a much smarter gentleman than I! Haha

[Golf2Much]

There's no doubt that pro golfers should be considered influencers with the clubs, balls and apparel they wear on and off the course.   One of the best examples is the rush to buy MacGregor Response ZT putters after Jack's Masters win in 1986.  They had planned to sell 6000 that year.  The day after the Masters they had orders for 5000 and ended up selling 300,000 that year.  

One difference is that we know each of the golfers are paid to play, use or wear.   At times, one could argue the logos are approaching NASCAR-level of advertising.  Knowing this, we take their endorsements with a gain of salt.  For online influencers, we have no way of knowing that they are paid by various companies to promote their products.  There's not a disclaimer letting the viewers know that what the influencer says may be biased.   Too often, some people will get swept up in the "keeping up with the Jones'" mentality of influencers and not realize the "pay to play" bias that likely exists.  The same could be said for some product reviews you see at online retail sites.  

When I'm in the market to purchase a new club, balls or golf apparel, I seek out unbiased reports (like from here) to help me make up my mind.   As long as people do not take the time to do their research and rely on a paid influencer's infomercial, I think we are stuck with the situation we got.

[MWL_9]

With the rapid growth of influencers, it makes a ton of sense for these major manufacturers to start partnering with them.  

[Parshooter36]

To me it depends on what there content is.  If I am watching club reviews, I would rather it be from someone that is not sponsored. If its swing tips, then I don't care what brand they have on their bag over in the corner.

[GolfSpy_APH]

I would add there had been a interesting shift or addition to more playing tv show style channels that arent reviews or swing tips. 

I recall early days that was all it was. Club reviews and swing stuff.

The vlog whatever you want to call it has certainly become a mainstay and can attach a lot of viewers.

[GaryF]

On 1/29/2023 at 1:12 AM, TylorJudd said:

Ya, I'm honestly not sure why this should receive any more attention than Jarod for Subway. This is marketing evolving alongside its target audience. Like @GolfSpy_BOS said, they wouldn't dump the amount of money they do into this if there wasn't proven method that work within the human psychology. As someone with no social media accounts, I am still aware of this due to how deep this is rooted within our day to day lives as a society but that doesn't mean it has to be effective  A little more mindfulness with yourself about your needs and this s*** becomes background noise.

Sorry @GolfSpy MPR my bad

Incredibly poor example of a convicted child sex felon who used his “sponsorship” for 8 years to prey on children, and a sponsor that was accused of knowing about it for up to 12 years, but ignored. 

Edited February 11, 2023 by GaryF

[TylorJudd]

2 hours ago, GaryF said:

Incredibly poor example of a convicted child sex felon who used his “sponsorship” for 8 years to prey on children, and a sponsor that was accused of knowing about it for up to 12 years, but ignored.

Incredibly poor insight on your part. I think you got the point.

[GolfSpy_APH]

2 hours ago, GaryF said:

Incredibly poor example of a convicted child sex felon who used his “sponsorship” for 8 years to prey on children, and a sponsor that was accused of knowing about it for up to 12 years, but ignored. 

 

4 minutes ago, TylorJudd said:

Incredibly poor insight on your part. I think you got the point.

I think the points taken and for the better discussion of this thread we will move past it. 

Continuing this string is likely to lead down the path of crossing our moral codes and not what this forum is about. 

[TylorJudd]

3 minutes ago, GolfSpy_APH said:

 

I think the points taken and for the better discussion of this thread we will move past it. 

Continuing this string is likely to lead down the path of crossing our moral codes and not what this forum is about. 

[Shlax]

It's a brilliant way for the OEMs to expand their reach to about every golfer (casual/weekend golfers and die hard passionated enthousiasts).

In the past, if you didn't watch Sunday afternoon golf on TV, you wouldn't see any golf ad during other airing windows and would only basically be exposed to whatever brand your favorite player was playing.

I'm not confident in saying that yearly sales have exponentially increased following sponsorships or collaborations with No Laying Up playing Titleist gear and FootJoy apparel or Good Good and Bob Does Sports playing Callaway clubs (I could also include the ForePlay Pod/Barstool gang, Grant Horvat and Micah Morris playing TaylorMade clubs) but I can definitely say that they reached much more potential customers than they would have by simply sponsoring events and placing ads on TV.

To some extent, these deals might even be more beneficial than sponsoring PGA Tour players. These social media golf content creators are typically more relatable to us amateurs than Tour pros. Basically, seeing how good but by no means elite players like Bubbie, Matt Scharff, DJ Pie, etc, hit the new Paradym driver, stripe their graphite shaft irons, learn to dial in wedges and grinds and importance of fitting sessions and proper ball fitting are all insights that OEMs could never pass on to the casual golfer before. Now they can and it is seamlessly delivered in the form of entertainment by these generally likable characters.

[AlexaDelacruz]

OEMs teaming up with influencers can be a game-changer. It's a smart move to leverage the influencer's reach for product promotion. Authenticity is key, though; the influencer-OEM partnership should feel genuine to the audience. Genuine reviews and real-life usage stories add value. Speaking of reach, have you checked out getlikes.com? They're all about boosting visibility organically, a perfect complement to influencer marketing.

Edited January 4 by AlexaDelacruz

[Fongle]

I think Callaway has absolutely killed it this last year, getting Good Good, Bob Does Sports, and George Bryan onboard. Helps that Borgmeier is also a Callaway player and loves doing social media stuff, he's got a huge personality and does really well for the brand. Taylormade has done well too, Grant and Micah seem to be really popular in their own right. Cobra and other brands not having anyone onboard genuinely seems to be hurting those brands these days, especially with their tour players being fairly lacking recently.

[jolter1]

Since I am more likely to be influence by my doctor which kind of brace I should wear on my body, I will leave the SM generation to themselves.

[Golfspy_CG2]

On 12/31/2023 at 8:57 PM, Fongle said:

I think Callaway has absolutely killed it this last year, getting Good Good, Bob Does Sports, and George Bryan onboard. Helps that Borgmeier is also a Callaway player and loves doing social media stuff, he's got a huge personality and does really well for the brand. Taylormade has done well too, Grant and Micah seem to be really popular in their own right. Cobra and other brands not having anyone onboard genuinely seems to be hurting those brands these days, especially with their tour players being fairly lacking recently.

Titleist has done very well with No Laying Up. They have put out some really good content with Jordan and Scottie doing some challenges with Solly. 

[skraeling]

Like anything I never base a decision solely on one review or without trying it myself.

if they are up front about it being sponsored that’s pretty much the minimum I expect for transparency and sets reasonable expectations for the review.

[GolfSpy_KFT]

5 minutes ago, Golfspy_CG2 said:

Titleist has done very well with No Laying Up. They have put out some really good content with Jordan and Scottie doing some challenges with Solly. 

The Titleist collab with NLU is excellent. Just the other day I rewatched their fitting session at Oceanside from early 2023. Green with envy. Lol

[KC Golf]

I am fine with it.  Not sure it makes a huge difference on whether I will buy it.  I assume its a cheaper advertising option particularly for DTC type manufacturers.  

[GolfSpy_BEN]

I know @Jnoble89 is a huge fan of Grant Horvat & Micah Morris. He has told me how much he enjoys watching those two visit the Kingdom…