Displays Showcase Taylor Made InerGel Golf Balls

After buying a golf ball factory in Mississippi, Taylor Made, Carlsbad, Calif., needed P-O-P that would make its new InerGel golf balls stand out at retail. The company called on Showtime Enterprises Inc., Paulsboro, N.J., to design countertop and floor displays that would grab customers' attention and explain the product."The objective of any display is to get consumers to walk over to it, and these do -- particularly the floor display," says Todd Colburn, marketing manager, golf balls. "It's the most innovative and striking ball display ever created."Made of corrugate, the 21-inch-wide by 61-inch-high by 19-inch-deep floor display features five double-sided, two-piece, die-cut corrugated product trays. Three cartons of golf balls fit on each side of the tray, allowing the unit to display 30 cartons. A five-color, litho-mounted die-cut corrugated header cap shows samples of both competitor's and InerGel materials and holds literature underneath. Side panels hold the product trays as well as display large two-color graphics.The countertop display measures 16 inches wide, 16 inches high and 15 inches deep, and is made of black, vacuum-formed .060 styrene configured in a stair-step format. Each of the four stairs holds six ball sleeves for a total of 24. The front of the display, like the floor display's header cap, shows InerGel and two other golf ball materials. A litho-mounted cardboard back riser features five-color graphics on the front and a clear plastic collapsible literature pocket on the back.Taylor Made ordered approximately 7,000 of each display, which began appearing in golf shops and sporting goods stores last April. "On-course accounts usually take the counter display, while the off-course stores like the floor display, although some accounts take both," notes Colburn.The floor model requires some set-up at retail. "It's shipped flat," Colburn explains, "so the retailers have to assemble each shelf and attach the clear plexi panels."Colburn hopes that retailers will keep the displays up for three to six months or more.The displays are ordered through Taylor Made's sales reps and are provided free to retailers who order a base amount of golf balls.Sales figures for InerGel have proven the campaign a success. "By July, we had achieved a 2.5% dollar share in the golf market after only 2-1/2 months of shipping the product," Colburn says. "Like other new golf balls that entered the market this year, we got initial trial. Unlike a lot of the others, though, we still seem to have momentum. Our market share continues to grow each month, so we're thrilled."

Displays Showcase Taylor Made InerGel Golf Balls

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Market Segment