Samsung’s partnership with Compleat Golfer has been a highly successful one, paying increasing dividends as the brand has expanded advertising of its LCD monitors across a growing number of Compleat Golfer’s media platforms.
The Samsung ad campaign began two years ago with traditional print advertising: full-page, full-colour ads in every issue of Compleat Golfer in 2008. With the launch of RamsayMedia’s 360-degree multi-platform offering, Samsung saw the value in reaching audiences through new and exciting touchpoints and last year extended its advertising to online through monthly banner ads and added the sponsorship of two sought-after supplements, The Compleat Guide to Golf Rules and Etiquette and the Nedbank Golf Challenge pocket guide.
“At the start of 2009, when the RamsayMedia multi-platform offering was launched, I presented Samsung with a proposal covering the 360-degree elements – print, online and events and sponsorships,” explained national sales manager James Ferrans. “The client saw the potential of these and committed to sponsoring two print supplements, which they saw as a logical extension of their print involvement.
“They also became associate sponsors of the PGA’s flagship experience, the PGA National Championships, which gave them a prominent presence at and strong association with this high-profile event and allowed them to interact directly with potential customers through branding and prizes.”
This year, in addition to print advertising and sponsorship of the supplements and annual event, Samsung has committed to online advertising, both on the Compleat Golfer website, www.compleatgolfer.co.za, and in the weekly newsletter – becoming Compleat Golfer’s biggest client in the process.
Bennie Budler, brand manager for Samsung LCD monitors, is more than satisfied with the returns on the company’s association with Compleat Golfer. “We have noted a 37 per cent increase in market share in the first quarter of 2010, which reflects year-on-year growth of 12 per cent. We can safely say that advertising with Compleat Golfer, using its multi-platform opportunities, is working from a brand awareness point of view, creating increasing interest in our product.”
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