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Journal Critique

In: Business and Management

Submitted By Kidcas
Words 656
Pages 3
Submitted in Partial Fulfillment
Of the Requirements for Journal Critique #3
SM 325: Sport Marketing, Promotions, and Fundraising
Instructor: Wooson Kim
Michael Cassidy (Student)

The Byron Nelson Championship is a very prestigious Pro Golf Association (PGA) tournament on tour. The Dallas, Texas tournament tends to draw more of an older crowd and now is trying to reach the markets of eighteen to thirty-four year olds (Smith, 2012). The PGA event will team up with ProPac Marketing as they introduce a marketing plan they are call “Argyle Army” (Smith, 2012). The campaign will hit many common areas around Dallas including a meet and greet and a Texas Rangers game (Major League Baseball) (Smith, 2012). Dallas is a very good area to advertise the PGA Tour event in because the city attracts close to 20,000 people per week (Smith, 2012). One of the things that the Byron Nelson Championship did was use its internal data sources to find out the age demographics of the crowd that attends their event. By using their data-base they were able to figure out that the majority of their crowd was in the older population, and they needed to reach out to the younger age demographic. Internal data sources can include sales records, inquiries, accounting records and website registrations (Hardy, Mullin, & Sutton, Data-based Marketing and the Role of Research, 2007, pp. 110-112). They are very easy sources to gather quick information about the people that are attending your event or using your product (Hardy, Mullin, & Sutton, Data-based Marketing and the Role of Research, 2007, pp. 110-112). The PGA Tour event has used this information very effective because they wanted to get more people to their event and the easiest way to do that is to find out the different types of people that are and are not coming out. Market research is very important for...

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