Large companies require a multimillion-dollar sales budget to exhibit at the show and some observers believe that expense has been subjected to re-evaluation in the boardrooms of corporate America. Costs for a floor exhibit include, renting space, furnishings and setup, plus staff travel, lodging and expenses for a week in Orlando which can run into the millions of dollars. Golf equipment and apparel companies have recorded record sales over the past 24 months through virtual marketing. These online sales demonstrate, quite clearly, that customers can be served via the telephone, email, and online software. For many golf companies, face-to-face meetings may be significantly reduced, if not eliminated entirely. In the past, a strong inducement for companies to attend the Orlando show is exposure to potential customers, but modern technology provides a clear solution. Using sophisticated algorithms to match computer IP addresses with purchase-intent data lists, buyers are identified and targeted. Marketing departments place customer-specific advertising on viewed websites and initiate email, or telephone contact. Some golf industry sales and marketing experts have pointed out even the most sophisticated marketing programs cannot replace personal face-to-face relationships. For now, the solution of real-time marketing versus virtual sales, in the golf industry is not clear. While no one is saying the PGA Merchandise Show is dead, organizers must find ways to generate an appropriate return on investment for attendees and companies of all sizes. Play 18. Repeat. Now’s the time to play two award-winning courses to their fullest. Our Pete Dye and Donald Ross Courses have been #1 and #2 on GolfWeek’s “Best You Can Play” in Indiana for 10 years running. Book your round in 2020, and replays are free the same day at The Pete Dye Course (forecaddie fee additional) while same-day Donald Ross replays are $50. Visit frenchlick.com/golf or call (888) 936-9360 to get that road trip rolling. Double Down on Bucket-List Golf Management reserves the right to cancel or modify any event without notice. Must be 21 years or older to enter the casino. Gambling Problem? Call 1.800.9.WITH.IT!
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