Golfsmith International, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Golfsmith International operates more than 70 stores across the United States, selling apparel, accessories and equipment for golf and tennis players. The company also sells via its Web site and through a range of catalogs.
|Main Telephone||(512) 837-8810|
|Main Fax||(512) 837-1245|
Golfsmith International, Inc. ContactsContacts (5/7)
|Jerry C.||Board Member||TX|
Sample of Associated Brands
|David R.||Chief Executive Officer||TX|
|Dan S.||Regional Director, Sales||TX|
|Matt H.||Director, eCommerce||TX|
|Cassandra S.||Director, Marketing||TX|
|Golfsmith International, Inc.||*|
|MacGregor Golf Company||*|
Who is the Board Member of Golfsmith International, Inc.?
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Sports Media Opps: Golfsmith debuts first campaign from new agency (Score 51)
Subject: Digital, online, TV, radio, print, sponsorship
Update (4/12): The first campaign from Austin-based debuted this week. Three 15-second TV spots and one 60-second spots are running across TV, online and on Golfsmith’s social channels.
Therefore, golf-endemic and sellers should continue to go after spring/summer campaign dollars. As we’ve reported (more below), Golfsmith is making a bigger ad push into digital and Q2 is its top buying period. Broadcast planning and buying is still at Dallas-based Camelot.
The Austin-based shop was hired after here).
TV Breakdown: $516,000 has been spent thus far on Preacher’s first ad (see above), which debuted April 4 (see targeting right), according to iSpot.tv.
Digital Breakdown: Moat reports that new campaign video ads started running March 14. Pgatour.com, cbssports.com and golfchannel.com have been targeted the most.
Below originally published 3/2
Also, we hear a lot more money is going to CRM partner Experian as part of Golfsmith's ongoing omnichannel expansion efforts, further evidence that money isn't going to a larger AOR retainer style relationship.
However, golf endemic digital and sports TV sellers should be all over Golfsmith. Display spending already skyrocketed last year, a trend that should continue given the plans above and Lewis's CRM/digital roots. National TV outlays are also up (more below). Q2 has been the retailer's top advertising period since at least 2013, so reach out immediately. Center your initial introduction on Father's Day ads. Broadcast planning and buying is still at Dallas-based Camelot.
Experience: Lewis has been with Golfsmith since summer 2013. She's served in various CRM related roles and was promoted to omnichannel marketing VP in October.
Media Spend: $13.8 million went to measured media through Q3 last year, more than $11 million spent annually in 2014 and 2013, according to Kantar Media. Last year, about half supported broadcast ads. Display comprised most of the remainder, followed by network radio and magazine buys.
Note that display spending reached almost $4 million last year, up from only $243,000 and $447,000 in 2014 and 2013, respectively., Kantar reports.
TV Breakdown: During the last 12 months, $4.1 million has gone to national TV ads (see targeting right), all of which was allocated between April and July, according to iSpot.tv. This is up from $2 million spent during the prior year period, when ads also ran April-July.
Digital Breakdown: During the last year, banners, high impact and video ads have appeared on about 250 publishers (30% mobile), 95% of which were placed site direct versus programmatically. Golf publishers make up the majority if this activity, led by golfchannel.com, golf.com and golfdigest.com.
However, news sites were a big part of the mix too. Other top sites included espn.com, sfgate.com, yahoo.com, weather.com nd univision.com.
For comparison, over the same period a year earlier, banners and high impact only ran on three publishers: golf.com, powerball.com and ktbs.com.
11000 North IH-35
Austin, TX 78753
Vice President, Omnichannel Marketing (CMO function)