Richard Milligan of 4C Recruiting argues that golf fundraisers offer 8-10 hours of marketing opportunity, not just the 4-5.5 hour round. Visibility alone, like tee-box signs, doesn't work. Real relevance means engaging prospects in specific conversations designed to move them forward.
Hey everybody, it is Ricardo Meligano with 4C Recruiting. Okay, so here's what I want you to think about. This golf, hypothetical golf event we're talking about, if you're on the golf course, a round of golf takes what, maybe 4 to 5 and a half hours depending on the golf course and the speed of play. To actually play, right? A lot of fun things go on at the beginning of the event if you've ever been to one of these. A lot of fun things go off at the end of the event where you're doing drawings and giveaways and best score prizes. And, and so because of that, this event is not just the 4 to 5 and a half hours the golf takes place, but it ends up being maybe an 8 to 10 hour window of time where we have an opportunity to gain exposure. A lot of us just look at it as a sign on a tee box or a banner outside the clubhouse in this type of situation, and I would say that's great exposure, but it is not what we're looking for. It's not what— again, one of the things that you hear me say over and over again is that there's a difference between visibility and relevancy. The banner is visibility. The sign on the tee box is visibility. What you need is relevancy. Relevancy means that you're engaging in a specific conversation with a specific intent to move someone to a next step. So where you've got this 8 to 10 hours, you really need to look at this as not an opportunity to become visible, and not even an opportunity if you're just playing— if you're going to actually play on a team, to play and to wave at people from a distance.
