The Callaway 2-Club Face Off

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To be a 'Rainmaker'. Send a 'personal email' to everyone who participated with their performance details. Thank them for
RetailTribe Product Launch Event

The Callaway 2-Club Face Off Introducing the Big Bertha irons to your community

RetailTribe Product Launch Event

Callaway Big Bertha Irons 2-Club Face-Off

Objectives The objectives of this “Play” are to: a) Quickly establish the “benefit” of the new Big Bertha irons in as many golfers’ minds as possible in your golf community; b) Make the leap from advertising hype to reality for your golfers to provide the ‘testimony’ to the potential results from “known” golfers; c) With the distance and ease of play improvements, impact as many golfers’ level of performance and enjoyment as possible; d) Create as many up-front sales as possible to exploit the maximum margin opportunity; e) Ensure golfers are influenced to buy from the green-grass by ensuring communication about the product includes the importance of assessment and fitting;

Overview In this proposed event the intent is to target regular golfers in the >9 handicap range. Then to get them to hit their own #5 iron several times and then to compare the performance first to the Callaway Big Bertha #6 iron and then to the Big Bertha #7 iron. While the Callaway advertising is clear in its message - “UP TO” 2 club lengths - there is every chance that the regular golfer is going to achieve an average distance over 5 shots that is greater with the Big Bertha #7 iron than their own #5 iron. The intent is not just to use the data / results as a sales conversation with each golfer, but to validate the performance of the new product with the rest of your golfing community by publishing the results.

Preparation Required 1. Decide on any incentives for participation you are going to offer (we have suggestions below). 2. Ensure you have the Big Bertha irons available for ‘demo’. 3. Detail the data you want to capture for each customer. 4. Identify who is going to run the event and train them on the process and data to be collected. 5. Train the Assistant on the sales approach to be used given each situation and make them aware of any additional programs (see below). 6. Prepare any materials you may want the Assistant to hand out, including any vouchers for coaching programs.

© 2014 RetailTribe Ltd. All Rights Reserved

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RetailTribe Product Launch Event

Callaway Big Bertha Irons 2-Club Face-Off

Event Description This is a comparison between the distances of 5 shots with the golfer’s own #5 iron and 5 shots each with the selected Big Bertha #6 iron and #7 iron. We are attempting to prove that a golfer playing the Big Bertha irons will be able to play at least one club less on approach shots, and possibly two clubs less; the result for the golfer being improved consistency and accuracy (playing a shorter, higher-lofted iron).

Scheduling the Day The customer targets will dictate when it is the best time to schedule this event. Amongst your customers targeted to participate ought to be: a) b) c) d)

Golfers over 45 with slowing (not necessarily slow) swing speeds; Golfers over 60 who have lost a lot of distance; Golfers in the 12 – 20 handicap range who struggle with ball striking consistency; Competitive golfers in the >8 < 14 handicap range who would benefit from more accurate ball striking (using a shorter, higher-lofted iron);

Schedule a 3-hour time period and plan to engage with at least 12 golfers. Approach your Callaway Rep to see what additional Callaway incentives can be added to the day. Every golfer who participates should also have their swing speed measured and receive a discount voucher on a sleeve of the correct Callaway Speed Series golf ball.

On the Day After warming up you have each golfer hit 5 shots with their own #5 iron. You record the distance each reached (dismissing complete mishits), including estimated distance wide of the target. Then calculate the average distance and length and width of the shot dispersion. Ideally, you should also record the ball speed of each strike. Before giving the golfer a Callaway Big Bertha iron, explain the face cup technology and its impact on ball speed even away from the sweet spot. Then the golfer takes 5 shots with your chosen Big Bertha #6 iron (we’d always recommend a couple of warm-up shots with the new club to get used to the characteristics). If the distances or average distance achieved goes beyond their #5 iron performance, then move on and repeat the process with the #7 iron. It may be that some golfers, just by the fact that you may have given some advice and / or given them a more appropriate shaft, will be able to reach their #5 iron distances with an #8 iron, so be prepared to repeat the process again. The Assistant running the event is looking for:

© 2014 RetailTribe Ltd. All Rights Reserved

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RetailTribe Product Launch Event

Callaway Big Bertha Irons 2-Club Face-Off

Distance gained and ball flight Highlight the results to the golfer and ask for feedback on feel. Accuracy The shot dispersion with a shorter club will probably be tighter. If it is, then point that out to the golfer. More approach shots closer to the target. Consistency We especially want to ensure the golfer notes any improvement in consistency by comparing average distances gained (with outliers excluded). During the event, the Assistant should point out additional technique improvements the golfer can make. With each golfer you want the Assistant to make a fitting observation that will highlight how the golfer is probably not “standard”. When selecting the Big Bertha iron for the golfer, make sure the Assistant explains which components of the club have an impact on consistency and accuracy. It is up to you how aggressively you want your Assistant to pursue the ‘sales conversation’ at this point. But please note that if the golfer has seen the improvement, they are never going to be in a more easily influenced position.

Follow on If you have had positive results, then do the following over the next four weeks in your weekly email: 

  

In week one, thank everyone who participated in the event with a summary of the performance you observed, and a detailed observation of one of your golfer’s performance with a quote from them; In week two, repeat your summary with another golfer’s performance and testimony; In week three, under the heading “Big Bertha delivers”, include 2 or 3 of your golfers to ensure that the readers don’t see this as isolated. In week four, you are ideally looking for early feedback from golfers who have purchased the irons and are playing with them.

Again, if your results are positive and if you have a Social Media platform, post the results one at a time. We would advocate calling this the “Callaway 2-Club Challenge” to build additional credibility for the Callaway marketing (it will have more impact on your customers every time they see it).

© 2014 RetailTribe Ltd. All Rights Reserved

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RetailTribe Product Launch Event

Callaway Big Bertha Irons 2-Club Face-Off

To be a ‘Rainmaker’ Send a ‘personal email’ to everyone who participated with their performance details. Thank them for their time and extend the invitation to “continue the conversation”. Depending on the notes your Assistant made, feel free to “add something special” for your customer. That might be a voucher with a discount off a dozen of the correct Callaway golf balls. It might be a swing fundamentals improvement program offer. It could even be an offer of a FREE fitting with your staff.

The Content we will publish There is a special mail and special web page that is available to be customized to promote the event. There are thee product web pages designed to support the launch of the product with a clear definition of the benefits to the golfer.

© 2014 RetailTribe Ltd. All Rights Reserved

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