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Relation marketing on the Mapfre Andalucia Open at Aloha
Posted by Pim ter Linde , April 1 at 00:10
A relation marketing instrument we never talked about on this weblog is golf, whereas we are busy with it for already a long time. In the Netherlands we started with it as a company member on the golf course Nunspeet and afterwards on Almeerderhout. Our company organised annually the famous Peters & Ter Linde PROM-AM. A successful concept in which each flight of 4 participants existed of a well-known Dutch person and 3 PROMS, being prominent clients of our office. Prominents who played in those days were among others Ivo Niehe, Guus Hiddink, Ursul the Geer, Leo Beenhakker, Jack van Gelder, Rudi Carrell and Reinout Oerlemans. It took us some effort in order to send all our clients the very much wanted invitation.

At this very moment we only play golf privately. And because we operate business wise from three locations: Huizen, Marbella and our sailing office the Green Queen, we only play on Club de Golf Aloha in Marbella. That is a lovely traditional club of which we are members over the past 12 years. A real member club and no commercial club of which there are many in the south of Spain. However big was the consternation when the board of Aloha agreed to a request of the PGA to hold the European Tour at Aloha. All top golf clubs in Spain stand in line for such a prestigious invitation, but not the members of Aloha. All this show on our beautiful club. Well, then only once. We weren’t there last year and voted against to ever do it again.

The board however carried on and now they are a.o. exit. The disadvantage for the members is that you cannot play for two weeks on your own club, the advantage is that as compensation you can play for free on all clubs in the area. And that of course is also nice. The Junta de Andalucia is the sponsor. And when an invitation accompanied with a lanyard with VIP-badge of our good relation Osborne, fell on our Spanish doormat, we started to like it better. Osborne’s contribution was a huge hospitality tent on the most beautiful spot of the golf course and they served their complete assortment of drinks accompanied by Jamon Iberico de Bellota of their own trade-mark Cinco Jotas. And when also the good performing Dutch players Lafeber, Derksen and Luiten walked around and also their international colleagues Olazábal, Westwood and Jiménez all marketing coins fell at their place. We vote in favour next year. Spoken of opportunism.

Osborne's PR man Juan Mateos de Arizon, Spanish topgolfer Miguel Angel Jimenez and Ciska Peters
The hospitality tent of Osborne at the terrace of the clubhouse of Aloha

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