Topgolf’s marketing strategies: Geoff Cottrill on what drives brand’s growth

Cottrill joined the model as it started increasing just after its 2021 merger with regular golf brand name Callaway, in a offer that valued Topgolf at $2 billion. Topgolf now claims it draws about  20 million gamers per year. In accordance to Cottrill, a massive chunk of those gamers are very first-time golfers, whilst the venues also entice avid golfers, he adds. The brand’s “north star,” he stated, is all over the idea of “play.”

“I get up just about every day believing the globe needs extra participate in in it,” he claimed. “The older you get the more significant the planet turns into.”

Less than Cottrill’s watch, Topgolf has employed Mediahub as its media company and Working day Just one as its social agency.

The marketing and advertising technique requires portraying that frivolous mentality on social media, where Cottrill says Topgolf rewards from players sharing their activities on Twitter, TikTok and other platforms. “We are seeing a good deal of person-generated content material,” he stated. “We are trying to take part on some stage in the conversion wherever it makes sense—not overpower it, not in excess of-message it.”

A person effective social participate in included Topgolf responding to a TikTok person who created a video clip not about hitting golf balls, but about the venue’s donut holes, which can be injected with chocolate and other indulgent fillings. It drew about 1 million views, when Togolf’s response the upcoming working day lured some 10 million sights, according to Cottrill. “In the month soon after we did it, our donut holes income doubled,” he claimed. 

Topgolf also had entertaining with it on Instagram throughout National Donut Working day.