bigger accounts to at least get the product into the hands of 10, 20 and possibly more golfers. They’ll want the early adopters at those facilities to be putting new PING G30 equipment in their bags. The brand is looking to inspire and engage with golfers to convert as many as possible into early sales.
This month will
see a lot of media noise around the new PING G30 range, with most retailers getting the product very early in August.
The question is: what is your plan to inspire as many golfers as possible to
come and engage with the new PING G30 range in August? Do you have a communication plan to let your golfers know the product is
arriving/ has arrived? Are you, the local golf expert, communicating your views on the benefits of the new product and who it will benefit most? Do you have a list of PING golfers who might appreciate a personal note from you? What is your plan for your shop/fitting studio/ range when the product
arrives? Have you prepared the education/benefits scripting for your staff? What ‘engagement activities’ can you create around the new product?
Create a PING engagement event(s) If I were selling the new PING G30 Driver, with all of its innovation to add
distance and consistency, I would already have prepared communication about those innovations endorsing the view that golfers may be able to add a lot of yards to their tee shots. I’d have spoken to my sales rep about any demo equipment I needed. I’d already have on my calendar at least two ‘PING Distance Challenges’ in August. At those challenges I’d be trying to show between 30 and 50 golfers that we
could add 10, 15, 20 and even more yards to their tee shots with the new driver. That way golfers would be engaging with the product in a way that they can experience the result. That makes it much easier to convert the engagement into sales. I’d see the launch of a new product as the opportunity to have a lot more engagement and the chance to make a lot more sales.
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