As we begin to slowly reopen after the coronavirus shutdown, the past 6 months has turned our world upside down and created a pivotal time for the golf industry. Everything about this new not-so-normal time has forced golf business operations to take a moment to soak in the reality of the changes and respond to the pressures that will determine how businesses will operate for the years to come. While we hope for things to go back to normal, people and businesses are being forced to adapt, possibly shift direction and grasp that there is going to be continued changes for the foreseeable future.
As we head into the Fall season, all the Canadian golf trade /buying shows have been cancelled due to the COVID-19 pandemic. Many golf companies have now been granted their wishes as each year exhibitors complained about the numerous regional shows that offer low attendance at times, high cost to exhibit, travel expenses, shipping and not to forget the month or more on the road. Now with the 2021 golf season around the corner, golf representatives unlike past years have no physical buying shows to attend. With the prospect that shows may never return, golf companies and suppliers are faced with a marketing challenge on how to stay connected and create effective communication and sales programs to the owners, operators, golf professionals and managers at thousands of golf courses, retailers and golf facilities across Canada.
This Fall Pro Shop Magazine will be celebrating its 25th anniversary and along with the Golf Industry Network.ca and The Press Room, will continue publishing a 2021 Fall Buying Show issue in both print and digital formats. “Although digital is the new media norm these days we will continue to offer a print issue due to demand from our qualified subscribers and the enhanced benefits to our advertisers said Publisher Randy McDonald. “People like to receive the oversized gloss tabloid format as it provides a longer shelf-life for advertisers and is read by a number of qualified buyers or people who can influence buying decisions at golf facilities”. In response to the COVID-19 pandemic, many familiar trade /buying shows and vendor events around the world are now being transformed from physical events to virtual ones. Not to be a replacement for physical, in-person events as you cannot compare the two formats as both have their advantages. However, the pandemic is forcing everyone to be different, shift or pivot and find new solutions on how to sell and communicate to golf buyers and influencers across Canada. As a media company and trade event organizer, Pro Shop magazine and The Golf Industry Network are leveraging their experience to use technology to create a new golf portal or virtual digital space that keeps the golf community connected year-round and provide the golf industry with cost effective alternatives to reach, sell and communicate to their customers.
As our world continues to change and evolve, technology will become more sophisticated and affordable; you will start to see more online-only events and trade shows with virtual halls filled with exhibitors. To launch the 2021 Buying Show and to keep costs low we will be creating a golf portal format with information /exhibits and various links. For now, we will not use the costly 3-D virtual show formats but will incorporate many of the elements. Similar to a live, in-person event, the golf portal or virtual space houses a variety of exhibitors with products and services to communicate and sell to their own specific sector within the golf industry. This new way of approaching tradeshow space will provide meaningful connections and engagements throughout the entire year. The show stays open all year long and is constantly updated with breakings news, hot deals and specials, new products, videos, cutting edge podcasts or entertaining blogs!
For 2021 we are providing golf companies with a platform to get business done and establish more visibility with a comprehensive marketing package. Using current media along with a digital platform that is easy to navigate, maximizes national reach and provides exposure for one year at a cost less than what you would pay for one regional physical show. Now is the time to move forward, embrace new opportunities, develop creative marketing/sales programs.
If you would like more information or be included in the Fall Buying Show issue please contact Randy McDonald at 905-636-1400 or randy@linksmarketing.ca
