When clients ask for influencer marketing advice, I suggest collaborating with relevant influencers for extended partnerships rather than short-term and sporadic campaigns.
In short, consider evolving the successful influencer campaigns into brand ambassadors. This role enables your brand ambassadors to consistently create content for your brand and golf club, strengthening their connection with your golf resort or club (e.g., Finca Cortesin).
Brand ambassadors can perform various activities such as:
- Sharing positive experiences and recommendations about the brand through word-of-mouth marketing and social media platforms.
- Creating content (e.g., user-generated content, reviews, blog posts, videos) highlighting the brand’s products, services, or values.
- Attending and participating in brand events, promotions, or campaigns.
- Representing the brand in a positive light and aligning their personal brand with the brand’s values and messaging.
- Engaging with potential customers, answering questions, and providing valuable consumer insights about the brand / your golf resort/club.
Ambassador marketing effectively conveys its message by strategically utilizing their influence, networks, and authentic dedication to the brand. It fosters trust and loyalty and draws in new clientele.
Establishing a mutually beneficial partnership is important for cooperation with brand ambassadors to work well. Such benefits could include offering compensation, providing exclusive access to products or events, or co-creating content.
I thought it was important to share this with you because Finca Cortesin has just announced the renewal of its ambassadorial agreement with LPGA Tour professional Ana Pelaez Trivino and Nuria Iturrioz, a 4-time winner on the Ladies European Tour.
As ambassadors to the prestigious Solheim Cup venue, both golfers will receive exclusive access to the resort’s world-class facilities for year-round training, reaffirming Finca Cortesin’s dedication to supporting Spain’s best female golfing talent.
Pelaez, who clinched her maiden professional victory at the 2022 Madrid Ladies Open, has made a name for herself after a breakthrough year in 2023.
Having secured an impressive top-5 finish in the Ladies European Tour Order of Merit last year, she successfully qualified for the LPGA Tour after finishing a commendable T-27 at the LPGA Q-Series.
Iturrioz, who won the latest of her 4 titles on the Ladies European Tour at the La Sella Open in July 2023, also brings a wealth of experience and skill to the table. Her solid performances on tour have cemented her status as one of Spain’s most promising golfers.
With the Solheim Cup set to return in September at the renowned Robert Trent Jones Golf Club in Virginia, both players, especially Pelaez, who currently sits 6th in the European Solheim Cup points list, will be aiming to move into contention for a place on Suzann Pettersen’s European Team and qualify for the 2024 Olympic Games in Paris with a string of impressive results.
My comments
None of the female tour players currently have a substantial social media following. However, I believe their potential contributions to Finca Cortesin could be significantly greater.
If I were the marketing director of Finca Cortesin, I would establish clear expectations, guidelines, and KPIs for the resort’s brand ambassadors and influencer partners.
Moreover, I would provide an in-depth explanation of Finca Cortesin‘s brand messaging, objectives, and the specific content criteria for the influencer.
It is equally important to consistently measure and track your brand ambassadors’ and influencers’ performance! Track key metrics such as reach, engagement, and conversions.
If you need guidance on achieving success in influencer marketing, I’m here to help you make your golf club’s influencer marketing efforts successful. Let’s discuss it!
- Email – mikibreitner@gmail.com
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