1️⃣. The Green Jacket: Dress Your Brand to Impress 🧥
Every year, the Masters’ champion is awarded the iconic Green Jacket, a symbol of excellence and tradition.
Make your brand stand out with a unique and memorable visual identity. Consider color, font, and logo choices that’ll make your brand as recognizable as that snazzy green jacket.
Actionable Takeaway: Conduct a visual audit of your brand, comparing it to competitors and identifying areas for improvement.
Experiment with different color schemes, fonts, and logo designs that evoke the emotions and associations you want your audience to feel.
Don’t be afraid to be bold and creative in your approach, and remember to gather feedback from your target audience before implementing any major ⛳️ changes.
2️⃣. Amen Corner: The Power of Storytelling 📖
The Masters is known for its dramatic Amen Corner, a three-hole stretch that often determines the tournament’s outcome. This legendary corner has a story of its own, which adds excitement and anticipation to the event.
Pull the lever of storytelling to captivate your audience and create emotional connections with your brand.
Actionable Takeaway: Identify key moments, achievements, or values that define your brand’s journey, and craft engaging stories around them. To maximize your storytelling’s impact, socials are you friend.
3️⃣ Exclusivity: Be the Club Everyone Wants to Join 🥂
The Masters is held at the ultra-exclusive Augusta National Golf Club, where membership is by invitation only. The number of members is always kept close to 300, when a spot opens, the club decides who to invite and mail an invitation.
This air of exclusivity generates an extra layer of intrigue and desire to an already iconic venue.
Actionable Takeaway: Don’t worry, this strategy doesn’t just apply to iconic sporting events, you can leverage exclusivity with limited-time offers, secret sales, or members-only events.
4️⃣ The Masters’ Food: Customer Centricity
The Masters’ concession stands are famous for their simple and affordable menu, featuring classic items like pimento cheese sandwiches and egg salad.
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You can buy all 27 menu items for a whopping $60. They could charge 5x all of their current prices, and no one would bat an eye, but they don’t.
They’re prioritizing the customer experience and not drooling over an extra few % in profits.
Actionable Takeaway: Keeping the customer at the forefront of what you do is Business Lesson #1, yet so many companies overlook how this can shape the future of their efforts. Word of mouth is one of the most effective forms of Marketing, but it is the toughest to initiate. Prioritizing the customer experience is one of the closest ways to guarantee you’ll benefit from WoMM (word of mouth Marketing).
5️⃣ Tradition: Embrace Your Brand’s History 🕰️
The Masters has a rich history, and the tournament honors its traditions year after year. Most notably The Crow’s Nest, where all amateurs in the tournament are given the opportunity to stay in the dormitory style room on the second floor of August National Clubhouse.
The emphasis on tradition at Augusta creates a sense of continuity and loyalty among fans. Even if you’re selling a SaaS product, you can use your brand’s history to connect with your audience. Remind them of the values that have driven your success, show them the backstory of how the company was founded, and highlight the individuals contributing to your success.
Actionable Takeaway: Share your brand’s story and history, highlight key moments and milestones.
6️⃣ Strategy: Don’t Build on Rented Land 👀
The Masters teed off early on Thursday, but national coverage of the tournament didn’t start until 3PM ET every day.
For the multiple hours before national coverage, The Masters was streamed live on their website, their owned channel.
Actionable Takeaway: At the end of the day social media is high leverage, but you’re building on rented land. Augusta’s investment in their owned channels enables them to gather first party data which you and I both know is increasingly more valuable.
