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🔥 Things Worth Checking Out:

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🚀 This Week's Growth Hack: A Masterclass In Influencer Marketing

As many of you know I’m a huge golfer. I actually walked on to one of the lowest-ranking D1 NCAA teams in college so golf has been my life since I played in my first tournament when I was 9 and needless to say watching The Masters every year is a sacred holiday in my house.

Well at this year’s Masters Tournament a few weeks ago, everyone was all abuzz about Jason Day’s sweater vest. Extra spotlight was given on the sweater vest because Jason Day was paired with Tiger Woods when he wore it, drastically increasing TV time on the controversial sweater vest. It featured the name of an up-and-coming golf clothing brand really big across the chest in a similar style to the famous Marlboro logo on Michael Schumacher’s F1 race suit.

Needless to say, it’s far from traditional “country club classy” golf style.

I had multiple group chats with golf friends blowing up with some people calling it the ugliest thing they have ever seen, others suggesting he should be disqualified from the tournament, and a few people (including myself) saying they loved it and support the bold move in a sport known for it’s stale and rather boring attire. One person even said, “who would ever buy golf clothes like that?!”

That person in my group chat full of golfers didn’t understand Malbon’s marketing strategy: It was to cause a stir and generate truly priceless levels of attention in the form of group chat texts, social posts, and even formal press coverage. You see it was leaked that a member of the tournament’s host Golf Club actually asked Jason to take the sweater vest which Jason was then asked about in his post-round press conference the next day… giving the story legs for dayssssssssss.

Did it work? This is the brand’s search interest:

Not only did it 11X the amount of people searching for “Malbon Golf” on any given day during the tournament but it almost doubled the average daily volume after the pop. And with that much increase in site traffic, given their aggressive pop-up offering 10% off in exchange for your email… imagine just how many new emails & IG followers they got that they can sell to forever.

The truth is, most of their clothes aren’t even close to that design style. If that style is 10 steps over the line of traditional golf attire, I would say most of their close are two steps over the line. But it doesn’t matter because their whole strategy worked.

For more context on the strategy… Jason Day used to be sponsored by Nike and climbed all the way to World #1 at one point after winning 1 of the 4 most prestigious golf tournaments in the game. He battled some physical and mental health issues, and was fairly absent from professional golf until last year when he started climbing back up the World Golf Rankings.

It was at that point he announced a move from Nike to a small upstart golf brand most golfers have never heard of. The move itself was enough to drive serious buzz around the golf community but the brilliant part of this marketing strategy? Any brand could raise some money and spend on a big influencer / athlete / celebrity partnership. But taking it a step further and using the total chance happening that he was paired with Tiger Woods to draw controversial attention to his clothes is a strategy more brands should try to emulate.

Apply this to you… Don’t just hire an influencer to post a 60 second IG Reel about how much they love your product. Have them wear a shirt promoting your product while they attend a huge industry conference or music festival or sporting event (more b2c). Have them wear a hat with your logo for 10 epidoes of their video podcast (more b2b). Doesn’t matter what it is! The playbook still stands:

Step 1: work with a great brand ambassador who’s game to go outside the box

Step 2: create something that will get more noticed than just the influencer promoting your brand

Step 3: make bank

How will you use this Growth Hack strategy to grow your business this week?

💕 Whenever you are ready

Here are 3 ways I can help you:

1. ​Generate leads & customers by getting your brand in front of my 200,000+ followers & newsletter subscribers here

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Crush the week ahead 💪🏼