’s Sweepstakes Helps the Company Create Brand Evangelists

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Each month gives away a free product to customers who sign up to receive their e-mail newsletter. It turns out that these giveaways do much more than just add subscribers to the e-mail list.

Jason Mischel, the president of, an online golf supplies retailer, started his monthly product sweepstakes as a way to get more people signed up for his e-mail marketing programs. What he didn’t anticipate is how effective these giveaways would be at getting people to spread the good word about his online golf business.

Mischel, who acquired in December of 2004, was new to the golf equipment business having purchased the online golf retailer to bolt-on to his small existing e-commerce business. Among the first orders of business was to ramp up the prospective customer list and the most efficient way to do this was via e-mail subscriptions.

Mischel went to work, enlisting the help of top suppliers like Callaway Golf, TaylorMade Golf, Srixon Golf and Cleveland Golf to help him devise a marketing plan for the giveaways. The plan was to coordinate high-priority product launches in specific product categories like hybrid clubs, putters and high-performance golf drivers with an aggressive sign-up campaign. Mischel, who was familiar with the e-mail sign-up strategy from his other online venture, knew this strategy would work, but he quickly became aware of some other benefits, which he felt were unique to the golf club business. Mischel’s theory is that golfers are excellent social networkers and sweepstakes winners actually become evangelists for the online retailer.

“Many golfers are social creatures and they interact with a wide circle of people. Another thing about golfers is that they love to talk to others about their golf equipment. So when someone has the latest Odyssey Putter everyone else wants to see it and handle it to see how well they hit it. That can easily extend beyond the foursome that is playing together. When a customer wins a golf club from Golfgods for just signing up for our newsletter, we get a tremendous halo effect,” according to Mischel, who says he loves golf almost as much as he loves business.

Mischel’s latest example was July’s winner, Eric Leugers from Minneapolis, Minnesota. Leuger’s won the new Odyssey Tri-Ball SRT Putter. One month later, Mischel got a hand-written note from Leugers, who thanked him for the putter but also shared a unique story which bolstered Mischel’s theory.

Mischel continued, “Leugers wrote me and said he had voluntarily given up golf twenty years earlier but had decided to get back into the game for professional reasons. He said he found the website while trying to research new equipment and found the Golfgods expert reviews particularly helpful for picking out new equipment. He bought his equipment from us and then won the putter shortly after. Then at a corporate golf outing he said he must of told a dozen people of his good customer experience with us and the fact he had won this great Odyssey putter. Leugers said several of his colleagues told him they planned to visit the site also.”

Mischel says that’s just one of the stories and he’s received many other examples of how effective customers can be at evangelizing his online golf store and he says he will continue to try and find innovative was to connect with golfers who like to shop online.

For additional information on this story, contact Jason Mischel or visit

About ( has been selling golf equipment and other golf supplies online since 1996 and is one of the web’s premiere sites for new and used golf equipment. The Golfgods site also includes links to the “Tee Box”, the official blog of located at The “Tee Box” features expert product reviews by real golfers to help golfers make smarter equipment choices.


Jason Mischel
phone: 218-745-5914


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