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The Masters Golf Tournament - Scarcity Marketing at Its Finest
from: http://mastersgolf.quick-facts.infoTake a very prestigious sport, host a tournament at the most exclusive club, invite only the very best players, sell souvenirs and merchandise only to the attendees, making it unavailable to the general public and you have a recipe for a marketing bonanza.
-- By Invitation Only
Not only is the Augusta National Golf Club membership by invitation only, so is The Masters golf tournament. There is no application process. It is fairly certain that the top 50 players in the world will be invited to play plus winners of other major tournaments. But the message is loud and clear: you must earn your invitation to play at The Masters.
-- You Can't Buy Your Way In
Tickets for The Masters golf tournament are sold only to members of a patron's list, which is closed. There was a waiting list started in1972, but closed again in 1978. The waiting list was reopened in 2000, but has long since been closed again.
The only tickets being sold to the public from the official Masters tournament are for practice days of Monday, Tuesday and Wednesday before the tournament officially opens on Thursday. These tickets must be applied for almost a year in advance and successful applicants are chosen at random.
-- You Can't Buy Souvenirs From Anywhere Else
The only Masters merchandise for sale year round from the official Masters tournament are DVD's, videos and photo journals of past tournaments. If you want a Masters hat or shirt, you have to buy it at the tournament from the gift shop or from someone that buys there and then resells them.
This has sparked many astute businesses to do just that. They go to the tournament and buy Masters merchandise and resell them on Ebay or their personal website. Some use the same methods for Masters tickets.
This is a classic example of 'scarcity' marketing that works great for The Masters golf tournament, although I am confident that the marketing aspect was a result of their strict policies, not the reason for them.
Article by Masters Golf Quick Facts and Info - All Rights Reserved.
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