Establishing market presence for BASF in the turf industry A golf tournament became the innovative platform for BASF to gain ground in the competitive golf-course maintenance industry. BASF was a newcomer to the market, but its two new turf fungicide products held the promise of great returns. First, the company needed to engage its target audience - golf-course superintendents. Padilla Speer Beardsley established that connection by designing People vs. the Pros, a match-play golf tournament that brings superintendents together with professionals in the sport. Padilla invited superintendents around the country to play in regional qualifiers, which culminated in the championship event. Between rounds, BASF sales and technical experts presented seminars explaining the company's products and support services. Follow-up surveys among superintendents showed substantial awareness and understanding of BASF's innovative turf care. People vs. the Pros also received prominent coverage in the targeted top four golf-course maintenance publications: Golf Course Management, Golfweek's SuperNEWS, Golfdom and Golf Course News. BASF went from a non-starter to a market leader by season-end. |
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