To mark Canada’s first annual National Golf Day, we were told Canadians and politicians were invited to take a swing on Parliament Hill this past Tuesday May 29, talk golf and try some interactive golf activities. The ‘We Are Golf’ group, formerly known as NAGA is represented by various Canadian golf associations who want to increase awareness of golf as a key driver of our economy, a steward of our environment, and a vital way in which millions of Canadians stay fit and healthy every year.
SEE FACEBOOK VIDEO FROM CBC HERE
Behind the scenes, the real objective of National Golf Day was to provide the opportunity for Canada’s golf industry leaders to discuss the wide-reaching benefits of the sport directly with MPs, Senators and policy advisors at Parliament Hill. The focus has been about Tax Fairness for the Sport but at the same time it has also been an attempt to draw some exposure for an industry that contributes some $19.7 billion to the Canadian economy based on a 2013 Economic Impact Study of Golf in Canada.
The National Golf Owners Association initiated this lobby program several years ago and it has been relatively unsuccessful and unable to drive the message home to the politicians. Other than making people within the golf industry feel good and think they have created a worthwhile event, I question if it is really an effective program and worth the time and cost? Maybe it is time for a new direction, new people leading the march and people who know how to market a product. If the golf industry is serious about this type of event, create an effective national marketing/media program and get everyone involved.
I have no issue with a lobby group trying to make the politicians see the ball and make them understand tax fairness. However, don’t call it National Golf Day when you are not prepared to properly market and promote the occasion. The announcement of National Golf Day was made approximately three weeks before the actual event! I know for a fact that we and other media never received the announcement and only learned about the event via social media. During the event on Tuesday, National Golf Day received very little media attention if any at all. I saw a few tweets from golf clubs but overall, the marketing effort by ‘We Are Golf’ was inadequate, poorly executed and probably ineffective… once again.
An event called National Golf Day should embrace everyone involved with the game; manufacturers, retailers, golf clubs, club and touring professionals, all golfers young and old, media etc. National Golf Day should actually be changed to National Golf Week with an assortment of special events and activities across Canada. Developing and executing an effective marketing/promotion takes time and effort. Develop the plan now for next season. Give the various companies and clubs time to create ideas and start the promotion and communication early. Not three weeks before the actual event.
