Let’s take a swing at attracting more prospects and building brand loyalty
Mercedes’ Golf Trophy was caught in a rut. It felt like the same guests were attending every year, with not enough return for a programme that was expensive.
WAVE took a four-track approach in order to make it more attractive, bring in co-sponsors, increase exposure and the number of playing events while creating even more touch points.
The number of participants at the Mercedes Trophy jumped by 60% (from 2000 to 3200) with a 75/25 ratio of existing clients and prospects. Thousands of prospects attended Golf After Work Events and a magazine created even more exposure. WAVE has helped Mercedes to have the biggest amateur golf tournament in BeNeLux among the premium car brands.
The MercedesTrophy has been consistently generating about 400 test rides every year – with a very healthy conversion rate.