As a marketer, start-up enthusiast and home improvement veteran, I felt compelled to address this question. While it may appear to be a fairly straight forward marketing challenge, coming up with an efficient marketing strategy is far more complex of a challenge than it appears on the surface in your situation. I also wanted to build on some of the solid advice presented in the previous answers. My only caveats are that I can only go so far, given not knowing the exact nature of your product and why you specifically focused on the selected targets and the reasoning/research behind it.
Right out of the gate, there’s an obvious issue with age in your case. While appearing more homogeneous, your age range represents a highly diverse market in terms of specific “reach” requirements and individual factors. As seen across answers, part of your market will be at least reasonably if not highly sophisticated in terms of web and social media use and I highly agree that FB should be the main social promotional tool. I would also add mid to late 40’s to your targets until proven otherwise, which has its own marketing implication, but will likely groove with some of your 50’s consumers anyway.
Moreover, all of these target consumers will also have a high probability to conduct online information searches, as well as use “how to” and “review” sites and instructional/review videos. I won’t belabor you with repeating some of the basic tactics as noted by previous responders. At first, to get off the ground, the targeting and messaging can be simpler, but I will say that you’re probably going to need to gain a much deeper understanding of your targeting in far greater detail then the basic demo’s listed here, for the long run. This will be critical to determining the most effective/efficient messaging and unique selling propositions across online platforms.
Conversely and as noted in previous answers, you’ll have a large swath of consumers who are either limited web users or outright avoid the web like a plague. If you only go after online consumers, you’ll totally miss out on a lot of potential customers/revenue. Accordingly, you’ll need to utilize more old school marketing methods as well. Zip code-based direct mailers, brochures, and branded swag can be an effective tool, but beware that direct mailers with swag can get pricy, though can be effective. My concern would be to provide swag (i.e. magnets, pens, lights, etc.…) to highly targeted smaller lists (and A/B test) and focus on messaging based on some sort of repeat or WOM generating intentions. While difficult to answer perfectly, in simple terms, you’ll want swag that someone in your target market would actually use/keep. For example, magnets can be an awesome tool, but a big waste if they don’t make it to the fridge; there has to be a synergy/coherence or some other hook.
What I would add is to consider regional or national local affiliate marketing through TV and/or radio. My guess is a good portion of your targets will listen to their favorite AM station or oldies FM. Local TV spots during the noon or evening news could be highly cost effective, but can be pricy in terms of absolute costs/resources. I like the previous advisor’s idea about using local retailers, but be aware that it can be tricky with 3-way promotional relationships and, the goals and benefits must be aligned and common/agreed upon by you, the manufacturer and each given retailer. There also might be conflict between direct and indirect retail competition. I would also combine the best of both worlds in perhaps arranging a deal with online retailers as well.
Although you didn’t ask about these issues, I wanted to offer a few more pieces of advice. First as alluded to in my earlier answers, you will need to go into greater detail as far as targeting variables and selecting the best sub-target markets go. This will be vital to discerning the best promo methods, messaging, tactics and so forth based on profiles and associated consumer behaviors. For example, consider the very wide range of potential consumers and behaviors just associated with golf; there are wide variations in demographics, education, lifestyle, socioeconomic, geographic & cultural factors, which may lead to very different promotional methods and media. Similarly, consumers that play golf, hunt, and fish may be significantly different in terms of wants/needs/behavior as compared to those that just hunt and/or fish.
These same issues go for just using basic variables such as age or gender; I bet you that we could come up with dozens of other variables to consider. Also, it could be a mistake to ignore women as well, given their potential earning status in a given home and increasing uptake of traditional male interests and activities. I’d also figure out the difference between “those too busy to mess with home improvements” versus those that are just flat out incapable thereof (an ever-rising male trait) as the important messaging factors and calls to action could be different to best “speak to” each group.
Finally, I’d would be very thoughtful in terms of business/marketing relationships with the manufacturer and handing potential competition from people like yourself. Developing strong relationships and legal/contractual arrangements will be a must, though not a guarantee. Granted, many a manufacturer will be happy to have marketing outlets like yourself but given that they typically will have more resources (i.e. financial, technical, CRM, contractors, etc.…) they may use you as a pick, to use the auto racing vernacular. They might let you take all the risks or find out what works best and then simply bring those operations in-house and at total scale. They may agree to national territories at first, but other contractors may stand out in particular regions and have their own clout and won’t want to share with you, nor the manufacturer want to lose them as a channel outlet.
I hope this gives you some good ideas about some of the basics that will need to be properly addressed and of course I’m here if you need further professional help. Good luck!