The PGA tour app has about 500,000+ downloads for Android alone. Now, that’s a successful app. Most organizations would kill to have this kind of marketing tool (and following). While development of a tour app on this scale isn’t practical for most, there are ways to get similar results.
Just About Everything a PGA Audience Wants
Lots of mobile content in the PGA Tour app will keep gold fans engaged. Screenshot from Google Play.
The main PGA tour app tab provides up-to-the-minute stats and standings, news, highlights, and links to interviews.
It even provides weather information for the course. As this is being written, it is 68° in Lake Forest, IL: The home Conway Farms Golf Club and host of the BMW Championship.
There is an impressive amount of relevant content. It gives golf fans what they want – and lots of it.
The PGA Tour App’s Live Mobile Map
The app’s live mobile map of courses on the tour utilizes Google Maps to provide the classic map view connecting the tee and the green at each hole. And, layers are available to help visitors navigate – locating everything from ATMs to restrooms.
The mobile maps are a strength of the PGA tour app, but it begs two questions:
You can launch a top down map view perspective of each hole in the PGA Tour app. Screenshot taken from Google Play.
- How does the mapping perform while on site? It is safe to assume that clogged bandwidth would be an issue if maps aren’t stored locally.
- Google Maps is pretty limiting in this instance both in perspective (more about this below) and directions on how exactly you get to that ATM or restroom.It gives you a decent idea of about where . . . but, good luck finding that restroom in a crowd. With a full bladder.
You’re Not Sponsored by Nike Golf?
Needless to say we’re talking about a pretty strong marketing budget that produces the PGA Tour app. It’s presented by Nike Golf.
What does it take for an app like this? You’re looking at countless hours of development and ongoing maintenance of the app. And, don’t forget content. After all, it has a use and relevance almost all year round.
An app and development of this scale isn’t necessary for 99% of businesses and nonprofits. But, there is much to be learned by smaller organizations from the way it’s done and what information it provides.
So, you don’t need a PGA tour app, but you need something in terms of an app . . . just what is that something?
- Relevant, up-to-date information – The PGA Tour app does this really well with multiple feeds of high quality content. But, they’re not the only ones that have or can access fresh content. What content is your audience interested in? How regularly is it generated?
- Ability to interact, explore, and discover – The PGA Tour app provides jumping off points for more detail and information about the things people care about. It’s useful. Your organization probably has similar resources that can be easily linked or called upon.
- Relevant information to visitors, whether they are physically there or not – For visitors that need to find an ATM or restroom, the PGA Tour app can help. For audience that isn’t, they get a decent overview of the course and surroundings. What have you found in your organization that customers and visitors care most about? What do they need most when on site? It might be as simple as the fact that your restrooms have diaper changing tables. Parents, you understand this.
Never forget that what you care about and what your audience cares about aren’t always the same thing.
A view of a space – be it a golf course or museum – is important to visitors and attractive to those that might visit in the future. The live mobile map aspect of the PGA Tour app is of particular interest here at Whitepoint, because it illustrates the difference in perspectives in mapping and navigation.
Rather than the traditional top down map view of a space, maybe you should provide users a point-of-view perspective. How interesting would the mobile maps of the PGA courses be from that viewpoint?
Here’s a point of view perspective in Whitepoint of the visitor plaza at the Golden Gate Bridge. A top down map view just wouldn’t be as effective.
In a smaller museum space, rather than a top down view of the facility, how about the point of view walking through the space? What you see in the app is what you see in your visit. This perspective is easily captured with a smartphone camera, or from more advanced camera equipment if you wish.
The free Whitepoint framework provides this option in perspective for building your mobile tour.
Details. Details. Details.
Finally, as mapping evolves and the demand for apps like the PGA Tour app grows, users are becoming hungrier for details. For example, what’s the historical significance of that hole on that course? What are pointers that pro golfers could recommend about a particular sandtrap?
Your organization has similar areas of interest. The pieces in a museum exhibition are an easy example. But, think of retail items in a store or the nutritional content of items on a menu. What can you share with users and visitors that will make their experience more compelling and encourage them to share it with others?
Detail is important. It’s becoming a part of generating quality content. And, it can make decent images far more compelling. Luckily, you don’t have to have the PGA Tour app budget to make it happen.
What’s your perspective on the above? Let us know with a comment below. And, to get started with a mobile tour experience, visit Whitepoint’s Getting Started page.