Before we start

After the last putt drops

Marketing following a national event

Leveraging a Major Championship

Assets to Work with• 28 hours of live TV coverage between Turner

Sports and CBS with 560 million viewers world wide

• Over 250,000 visitors 35% out of state• 3,400 volunteers vested in the event• 900 media representing worldwide coverage• One of the hardest courses in Championship

History– YE Yang started his first practice round Bogie,

Bogie, Double Bogie, Bogie– “If the wind is blowing this is the hardest course I

have ever played”-Tiger Woods 2004

Target Plans 2010 and 2011

Several Obvious Items and Plans

RatingsMajor ChampionshipsKohler Reputation for QualityStars and Diamonds

Get on the Bucket List

Additional items we must do

• Leveraging the attendee experience for a return visit and other purchases– $25 gift Card at Destination

Kohler– Leverage the number of out

of state visitors to the event– Other things to do at DK,

Winter things to do– Build our mailing list– Remind the golfers of Kohler

Co. ownership of Destination St. Andrews

– Leverage the database to announce the sale of Hamilton Grand

That is NOT enough

Post 2004 business was great in 2005 and beyond but…

Two rules in marketing today

If you do what you always did

You won’t even get

What you always got

Things that did not exist in 2004

And Today

• Facebook has over 400 million users, if it were a country it would the 3rd largest behind only China and India

• 48% of all Televisions are HD• 42,000,000 I Phones have been sold• In June 2010 there were over 40 million tweets per

day

Generations Birth Years Current Age Size in MillionsGeneration Y 1979-1992 18-31 59.9Generation X 1965-1978 32-45 57.7Boomers 1946-1964 46-62 77.3Matures Up to 1945 65+ 44

There are more Y’s and X’s than Boomers

Did you know?Over 7,000 Words are added each year to the Dictionary • Staycation vacation within 50 miles of

home

• Webinar- online seminar

• Unfriend-dumping someone from facebook

• Tweetups- getting a group tweet going

• Hashtags meaning the # [hash] sign added to a word or phrase that enables Twitter users to search for tweets that contain similarly tagged items.

Other interesting Facts

• Typical Generation Y sends 3,000 Txt messages each month

• More Generation X and Y auto accidents are caused by texting while driving. New Ticket (DWT)

• Latest meeting posture:

The Blackberry Prayer

Recent Travel Habit Survey

Data taken from the 2009 National Travel Monitor

• These two groups make up 30% of all leisure travelers in the US but 35% of the weekend traveler population• 52% describe themselves as “Enjoying the pursuit of what’s clearly original” something incongruous or a little out of the ordinary• 62% are disenchanted with over-manicured and over processed• Of this population

• 43% are visiting family/ relatives when they travel• 39% are looking for a “naturalistic” Vacation• 15% looking for theme parks• 2% take golf vacations

What Demographic is coming back fastest

According to American Express

We have choices

New Language Translate This

D htl I stAD n O vcn wz real nIz & lots of

The hotel I stayed in on vacation was really nice and lots of fun

my golf corZ S r8d n d top 100 n d United st8z

My golf course is rated in the top 100 in the United States

http://www.lingo2word.com/translate.php

A Language Primer• BRB• BFF• BF• LOL• ROFL• MNC• GFN• @TEOTD• AFK• 1776• 747

• Be right back• Best Female Friend• Boy Friend• Laugh Out Loud• Rolling on the floor laughing• Mother Nature Calls• Gone for now• At the end of the day• Away from Keyboard• You are revolting• Let’s fly (get out of here)

The Gen Y and X are control Freaks

Maybe we older folks are as well

You are never a prophet

In your own land

Traditional Media is Important but it is NOT Enough

• Use web tracking tools to find out who is saying what about your brand; Hootsuite.com, Trackur.com, Radian6.com– Fix what is wrong– Encourage Fans

• Bogglers have influence track them and cultivate them• Hire someone to work your social media networks (need I

suggest that they are younger than 40?)

It is not always about golf…It is about creating memories

Thank You for your time and forVisiting Destination Kohler