Combining my passion for the game of golf and my creative experience, I launched a new business aiming to serve golf industry clients, it’s called From the Fringe. That’s right I am officially a golf industry professional. (with a full-time job).
I took time off and I showed up. I stayed in a silly hotel that looked like a castle and took a shuttle in the freezing rain to the gargantuan epicenter of the business of golf at the Orange County National Convention Center. Each day I wore golf attire and a show lanyard that had my name, and company name with a creative director title. With that, was time to find some clients.
The experience overall, was quite overwhelming. And exhausting! My legs were smoked from walking around what felt like an indoor city: full of people, golf people, golf products, golf course stuff, golf tech, golf fitness, golf fashion, golf fricken-everything. You name it. You imagine it. If it’s involving the game of golf. It’s here. With so many businesses on location and events happening — I needed a plan and a strategy to focus on going in… Here’s how I approached people:
My PGA Show $500 offer card for smaller scale businesses looking for stories and concept development. Info was on the back.
For smaller businesses, I would approach the booth after introducing my career experience and my new company endeavor I’d offer script story development. I also had an offer card that promoted my services for a low and incredibly valuable rate of only $500. The plan is to start with an idea, get a little something for it so I’m not working for free, and then figure out how we can make something work on a budget. Not a bad plan!
For bigger companies, I’d try to get in touch with marketing leaders onsite to pitch myself. I’d say something along the lines of,
“I’ve been working in creative advertising for about 12 years, on brands like Jeep, Chevy, and Nike. (All true things!) And now I’ve started my own company to serve golf industry clients.” (Again, exciting and honest!) Then I might go on saying something like,
”It’s called From The Fringe. I’m a master mainly in the story and script development process and I could be your director on set…” All things we and I are fully capable of doing. I’d never oversell.
My goal was to build trust, convey confidence in my abilities, communicate genuine interest in their story and products, and make genuine connections.
I’d mention that I was, “looking to help with story assignments and production opportunities you might outsource.” The conversation would move along, they might ask questions and I might add, “Depending on the story we’d create I’d partner with my industry connections to build a team for the production, bringing in a DP and crew to make it as premium and cinematic as we might need. All working within your budget.” I didn’t go off a damn script, but this was the gist of what I was offering and what I’m looking to do. It was a pretty consistent message. That was my pitch!
I planted lots of seeds. Took lots of shots. I focused more so on boring companies and some big dream companies to partner with like Nike and Titleist. I tried to avoid the trendy flashy ones that annoyed me and looked as if they were spending too much money and creating styles I didn’t care for. I looked for classic brands with heritage or smart start-ups with substance.
I feel like I made a lot of great connections, I even picked up some great insider tips from PGA Pros who have been to the event for 30 years in a row. On my first night getting dinner at the Hampton Social bar, some great fellas from storied major championship-hosting country clubs I’ve heard of recommended I go to the Hyatt Bar called Rocks. Another night I was told to head to the Rosen bar area, nicknamed “The Pit” I met people from resort destinations, mingled and connected with folks from golf magazines, and golf brand owners… every time I turned my head and struck up a conversation it was a great connection. I met someone from Titleist guiding me to the hotel bar, I saw some golf internet famous people as I strolled through the lobbies. Meeting and greeting and all my kind of fun. I figure it will be even more fun once I start taking on some projects!
I tried to be organized and diligent in making sense of the chaos of all the connections. Some folks scanned my badge planning to follow up, and I also kept a handy live Google Sheets doc in which I would drop in all the contact info and notes about our conversations before passing out in the hotel room from interpersonal communication overload and mental exhaustion.
After leaving, on the bright line back to Miami I figured if a handful of these connections materialized into something I would be a busy freelancing man. Hopefully next year, I’ll have more client work to share and maybe even be a full-time business. For anyone looking to do business in golf, this was an incredibly great time and a fantastic opportunity.