In Part 1 of this series we stated that the real purpose behind a brand refresh is sharpening your marketing message including your visuals to reflect how you and your target market are continually expanding and changing. Your website must become your “silent salesperson” that delivers your best sales pitch and succinctly conveys your unique promise of value. That way your ideal target market can instantly recognize that you are a perfect match to their needs, a good fit.
Here is a brand refresh case study that illustrates these concepts. We took on the project of sharpening the marketing message and visuals for Legends Invitational Golf Tournament which is now in its 31st year.
Legends Invitational is a one-of-a-kind experience in which NFL Legends, Sports Greats, and Navy SEALs are paired as “Celebrity Captains” with every foursome, presenting four first-class days of exceptional golf, entertainment, and camaraderie. The event is recognized as one of the most prestigious, and longest-running privately owned tournaments at Pebble Beach. The night before the Tournament gets underway in Monterey Bay, we host the White Truffle Dinner at The French Laundry to pay tribute to Medal of Honor recipients and U.S. Navy SEALs. Both events benefits the outstanding programs of the Navy SEAL Museum, a 501(c)(3) organization.
Recently one of the major sponsors opted out of this year’s event because the company was sold to a huge conglomerate. So, the goal was to create a business development strategy that casts the widest net in order to reach the most possible iconic brands as potential sponsors.
The key was making it as easy as possible for the entire sphere of influence of the tournament owner and the past participants (including NFL Hall of Fame players and Navy SEALs) as referral sources, to spread the good word about Legends to potential sponsors simply by passing along the website address to their friends, with their personal endorsement.
Major sponsors invite people to these kinds of events (as their guests) that they want to impress or reward. So, we sharpened the marketing message by distilling the unique promise of value expressly for potential major sponsors. The entire website is now aligned to this primary message:
“There is no better event for your best clients, your best employees,
and your best friends”.
To get the idea of how we transformed the new website into a “silent salesperson” check out: LegendsInvitational.com.
Comments(27)