COACHING UP PERFORMANCE
WITH AN EDGE

Leveraging PGA TOUR Champions to deepen relations with independent brokers at the Principal Charity Classic.

DRIVING PERFORMANCE WITH AN EDGE

If there’s one way to drive performance,​ it’s creating deeper and more meaningful connections ​with those who represent you. We leveraged The Principal Charity Classic PGA Champions Tour to strengthen Principal’s relationship with their independent brokers who represent their investment products. After all, the success of the brokers are critical to the success of the company.​

It was a classic case of business meets pleasure. At exclusive golf courses in key markets around the nation, independent insurance brokers were invited to join The Principal and Top 100 PGA Golf Instructor, Joe Hallet, for a fun instructional clinic followed by a round of golf and a 19th hole reception.

20MARKETS
30EVENTS
1,029ATTENDEES

88%

OF GUESTS HAD A MORE FAVORABLE OPINION POST-EVENT

75% of participants said they were more likely to place business with the Principal

EVOLVING THE BRAND EXPERIENCE

We knew that customers who interact ​with a brand at an experiential level have ​not only a higher emotional connection but up ​to 50% higher purchase intent than those who don’t.​ We also knew that nobody knows the art of doing business on the golf course better than The Principal.

​And so, The Principal Classic Golf Event was born. Led by an official PGA instructor and local pros, the event presented The Principal’s business strategies seamlessly integrated with professional golf instruction, in a fun and relevant way that influenced positive behavior on and off the course.​