Pitching and selling to C-Suite executives can be one of the most difficult tasks you ever take on in your professional career.
Pitching to executives can be very easy. Just know your product, your numbers, and how you add value.
The real challenge is building credibility for yourself and, more importantly, the company you are working with. You see, the C-Suite executive you may be speaking to will probably like you because hopefully you are professional, witty, and know how to convey your message.
Building credibility for your company and the product your company is selling is something you cannot do alone. And that is why I recommend sponsoring a professional golf tournament or a professional golfer (LPGA, PGA, or European Tour player) to boost your brand's credibility.
Kevin Iaquinto, executive vice-president and chief marketing officer for JDA made an excellent point when he was interviewed at the Dell Technologies World Golf Championships (WGC) this spring.
“For JDA, which is well known in supply chain and retail, we’re trying to reach the broader C-suite and raise awareness,” Iaquinto told Computer Weekly. “As we looked across the various advertising and sponsorship channels, and which ones reached the C-suite most effectively, golf is at the top of the list.”
At the moment, JDA sponsor's Jon Rahm, who is ranked No.11 in the Official World Golf Rankings.
Rahm, who ended 2018 in the OWGR Top-10, is one of the most recognizable faces on the PGA and European Tours. The 6-foot-2 golfer, known for his mammoth drives off the tee, has created tremendous exposure for JDA on both sides of the pond.
“It helps us expand the reach beyond the tournaments themselves,” Iaquinto added since Rahm's presence on social media and other platforms with JDA has increased their brand awareness in the B2B ecosystem.
Mostyn Goodwin, partner and head of media sector at OC&C Strategy Consultants, chimed in to say that the avenues for sponsorship activation have changed drastically. Giving a brand more exposure with the increase in channels a professional golfer - or any influencer for that matter - can access.
“Sponsorship has broadened from ‘name my sweatshirt or stadium’ to ‘activation’, which is the use of that sponsorship in all kinds of communication,” Goodwin said.
“From email, Twitter and social media to using personalities as brand ambassadors at industry events, the proliferation of media channels means you can activate your sponsorship in far more creative ways, and really ram your point home with customers in a way you historically couldn’t.”
Now you're probably wondering how your brand can take advantage of sponsorship deals in the golf industry. If you are serious about creating unparalleled credibility for your brand, I would recommend you sign into Prime Sponsor's e-commerce platform and have a look at the sponsorship space available for the PGA Tour.
You see, with Prime Sponsor we make it easy for you to browse and select sponsorship activations that will increase your brand awareness, build credibility, and hit the rest of your KPIs in the process.