Taylormade database growth

We were asked to grow TaylorMade’s 1st party database from scratch by working to understand more about golfers, what they want to see and engage with, and using this information to shape their content strategy. By developing a number of fan engagement tools and data acquisition mechanics, we were able to collect a vast amount of fan data points that helped TaylorMade have a deeper understanding on the preferences and attributes of their primary audience.
 
Using this knowledge, we were able to develop an in-depth strategy, that allowed us to send relevant and targeted communications, further growing their database. This included offering fans once in a lifetime experiences and high value prizes including a round of golf with Rory McIlroy, winning a dream full set of TaylorMade golf clubs, and many more prizes in between. Through our audience research, TaylorMade have continued to use this information to assist in informing their overarching local and global marketing strategy.

The results

We were able to build TaylorMade’s opted-in audience up from scratch to what’s now a large database of highly engaged and enriched contacts. The rich data we have collected has enabled TaylorMade to send highly targeted email communications, which are performing well above the industry averages.

  • 27 DATA ACQUISITION CAMPAIGNS DELIVERED

  • +90% SURVEY COMPLETION RATE

  • 136% HIGHER CLICK RATE THAN INDUSTRY AVERAGE

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