Product features are nice and shiny, but benefits drive trial and purchase. For instance, a golf club manufacturer could go on and on about the rightness of their clubs. Or they could tell you their clubs will help you play better, guaranteed. That’s the path Golfsmith in Austin, Tex. is taking.
Matt Corey, SVP/ marketing and business development at Golfsmith explains:
Everyone wants to have fun and enjoy the game. But at the end of the day, they want to get better. So we decided to put together a guarantee that will inspire golfers. First, they get custom-fit for their clubs, which is cool. Second, they can relax, because they know that if they don’t play better, the clubs are returnable. There isn’t anyone making that promise on a national level.
The brand is spreading its play better guarantee via new TV and radio from GSDM Idea City, also in Austin.
[via MediaPost's Marketing Daily]