Getting Technical

Coaches love to pontificate about the "game within a game" -- the importance of focusing on the details in order to accomplish the larger goal of winning. Sporting goods marketers are adopting a variation of this axiom by creating new merchandising programs and fully integrated marketing plans that focus on specific product lines and features while still highlighting the overall brand. Essentially, it's the "brand within a brand" marketing philosophy.This philosophy is often complicated by the increasingly technical nature of athletic equipment and apparel. The wicking capabilities of athletic jerseys, the ability of a 7-iron to match and enhance a specific golfer's swing, and the technology behind snow skis that electronically adapt to conditions are just some of the technical issues facing consumers shopping for sporting goods.As a result, some brand marketers are taking an academic approach to in-store merchandising. Their P-O-P displays and marketing collateral materials are designed to educate consumers about each product's technical properties to help them purchase the product that best fits them.But don't draw any erroneous conclusions that the sporting goods industry is struggling to find new ways to resuscitate business and revive sales. In reality, sporting goods manufacturers should post total sales of $49.1 billion for 2002, according to SGMA International, a business trade association of sports products manufacturers, retailers and marketers. This number marks a 2.8% increase over 2001, and SGMA's forecast of $50.5 billion in sales for 2003 would be a 2.9% increase over 2002.The industry is in fine financial shape, but sporting goods companies are always searching for new ways to grab shoppers' attention in-store. The interest in newer activities like extreme sports is drawing retail floor space away from companies offering more traditional sports products. In addition, there are retailers whose prevailing attitudes often lean toward P-O-P selectiveness. Retail staff turnover within the industry means new employees, who might not be totally up to speed on the how and why of each product, are on the floor. "Most stores don't have as much educated sales help as they had in the past," says Ian Sandman, marketing director for Regent Sports Corp., Hauppauge, N.Y. "That's why it's important for consumers who walk into the store to see what they need to see. They can then make an educated decision, especially when a store may offer four or six different price points."Regent Sports sells products under the MacGregor and Spalding licenses and also under its own brand name, Halex. While the company typically relies on its packaging to sell a product's benefits, it also utilizes self-shipper displays.When needed, additional marketing materials are used to educate consumers. When Regent Sports recently launched Boccerball, a new type of tabletop game, education was important because the game's name didn't readily convey what it was about. Tabletop cards, an easel display and brochures that referenced a Boccerball in-store video were all used. In addition, the company ran ads in Family Fun and Sports Illustrated for Kids magazines and offered prize promotions on the Nickelodeon television network. "We felt it was important at the store level to explain what this thing was," says Sandman. "You're not going to do that for a table tennis paddle, but you're going to do it for something that's unique." Golf Goes MainstreamGolf has become more mainstream, due in large part to the mass consumer appeal of golfers like Tiger Woods. The fact that the U.S. Open was held at a public golf course for the first time in 2002 only helped make the game seem more approachable to a wider audience.SGMA International currently estimates the total number of golfers at 30 million, and such an expanded potential customer base has sent golf marketers scrambling to revamp their merchandising programs.Adam Bradshaw, marketing manager for golf balls at Acushnet Co., which sells the Titleist, Pinnacle, Footjoy and Cobra brands, notes that P-O-P is playing an increasingly important role in catering to the different retail channels that now carry golf products."Golf has traditionally been sold on-course [golf shops located on-site at a public or private course] and off-course [golf specialty shops], and those channels are still 1 and 2 in terms of size," Bradshaw says. "But the appeal of the game is growing and, as a result, consumers are seeking products in alternative channels because not everyone's a member of a private club or has a public course in their area." He also notes an increase of golf products being sold in sporting goods stores, warehouse clubs and mass merchants.In terms of P-O-P, Bradshaw says the golf ball category has become increasingly competitive. He attributes this in part to the recent entry of new companies with traditionally strong merchandising power and market players like Nike, which has added golf clubs to its golf lineup. "We recognize the need to exceed the efforts [these companies] are making in point-of-purchase and merchandising, and that's what we're trying to do," Bradshaw says of his Fair-haven, Mass.-based company. "We recognize that the on- and off-course retailers require different merchandising tools to educate their consumers. But there's also a balancing act in terms of giving consumers too much information that confuses or intimidates them, versus giving them what they need to make an educated decision about the product that's best for them." Bradshaw also offers a different take on the golf market that puts many of the quoted figures in new perspective. He says while awareness of golf is growing, in these economic times play is down and golf participation is not growing at the same rate as awareness. "We still have many barriers in the industry, of which cost and access to golf is a reality," he concludes.According to Jeff Christensen, business director for golf balls at Wilson Sporting Goods Co. in Chicago, golfers fall into two general classifications, and while there aren't hard and fast rules, these classifications help dictate Wilson's display programs.There's the "aspirational" golfer, who is influenced by the equipment being used by a PGA pro. Displays aimed at him may communicate more about the pro to add a "credibility aspect." On the other end are those who are technologically oriented, Christensen says, and want to know more about a ball's construction and its composite materials."Purchasing golf products is generally a high involvement decision," Christensen says. "Golfers like to take the time to learn about the products and educate themselves, and P-O-P is playing a larger role in that education. It's become more print-oriented, with interchangeable graphics. Golf equipment life cycles are much faster than they were even a few years ago. It's hard for the floor personnel to keep up. So, we need to educate [them as well as] the consumers about the various product lines."Responding to the growing diversity of golf ball customers, Wilson is simultaneously launching two merchandising programs that support different lines and speak to different types of golfers. For the Wilson Staff line, the company is targeting the "serious" golfer, in terms of higher playing frequency. These displays are being placed in on- and off-course stores. Wilson chose a color scheme of black, charcoal and graphite to blend into the color schemes of a variety of retail settings.For the "recreational" golfer, there's the Wilson "Jack" line of golf balls, with displays being placed in on- and off-course shops, as well as mass merchants and sporting goods chains.With the two lines, Wilson is essentially telling the brand-within-a-brand story and pushing the Wilson name further into the golf channel. At the same time, the company is creating programs that highlight specific sub-brands. At TaylorMade-adidas Golf, Carlsbad, Calif., instructional P-O-P that distinguishes and segments product lines under a brand is also being used. When developing display programs, the company, which acquired the Maxfli brand, looks at "how to make the experience more fulfilling for golfers," says Merle Marting, vice president, product and brand creation for Maxfli Golf. "The leaders are investing more in P-O-P, recognizing that this conversation with the golfer at this moment in time becomes critically important."Marting cites three recent product launches at TaylorMade that fit into this "instructional" theme: the 500 series of drivers, the RAC (Relative Amplitude Coefficient) OS line of irons, and the Performance Series golf balls. He says the main purpose of golf equipment displays has become multi-fold and must manage the inventory in an appropriate way, educate consumers and present the brand in a compelling and exciting way."With our drivers, using displays to identify which driver is for you is an important factor. Often we'll have graphics incorporated directly into the display, or pamphlets and brochures on the display," Marting explains. "Or we'll try to drive people to our Web site, where we can engage them and interact with them more deeply.""For balls, the key element is packaging," he continues. "On every package, we go into considerable technical detail to identify 8-iron spin, driver length, elements of the product that can help you choose which ball is for you."Marting described the company's approach to new displays as primarily a retrofit of existing units already in the field. They are updated with new graphics to support new products.Marketing Technical ApparelTaking the time to explain products to consumers is carried across TaylorMade-adidas, from golf equipment to the apparel and footwear end of the business."We're targeting the golfer-athlete--the person who understands that there is an advantage to being in a polo shirt that performs versus just being in a mercerized product that, on a hot day, is going to stick to your body and perhaps be prohibitive in your golf swing," says Bob Maggiore, global marketing manager for adidas Golf.Maggiore notes that since "everything is becoming more technical in regards to products for our industry," the goal is to create units, pieces and support materials that educate and explain the different technologies. Among the outerwear technologies, he says this might include water protection, breathability and quietness. Recent product introductions from Maggiore's side of the business include a January 2003 re-launch of the company's outerwear line, and a March rollout of the Climacool line of apparel. The products are being supported with tabletop, freestanding and banner P-O-P.Golf apparel is not the only sports apparel becoming technologically complex. At Russell Athletic, Atlanta, P-O-P is also playing a larger role in educating consumers, according to Angie Knight, Russell's director of marketing services."Technical" is an accurate term to describe the company's new apparel products, which include such lines as a series of five technological systems from the Russell Athletic Power performance collection. The first two systems to hit the market are the Dri-Power and Stretch-Power brands, with others to be unveiled in coming seasons.Communicating the benefits, product enhancements and technical properties of these lines -- for example, their ability to resist moisture and dry faster than cotton -- to consumers in a store isn't always easy. According to Knight, P-O-P is the most effective way to educate people, whether it's through a display, signage or the hangtags on the actual apparel."Any time you can support a product with a sign, your sell-through is so much better," Knight says. "The hang tags are also becoming more of a selling point, providing information and pulling the consumer through to your signage." The P-O-P for Russell's new lines all feature information on the technical aspects of each product.Asics Tiger Corp. is also segmenting its product lines to tell a specific technical story. The Irvine, Calif.-based company launched a new apparel and accessories fixture program for 2003. The program's goal is to create Asics-themed environments within retail layouts, and includes a modular fixture system designed to focus on the brand attributes and raise consumer awareness of the technical elements of specific product lines. The fixture system can be configured for use as a freestanding display or for use as slatwall and gridwall displays. It can also be used to create concept shops."This program gives us an opportunity to highlight, display and tell our technical stories in conjunction with a lot of our products," says Dina De Fazio, company spokeswoman, adding that the new program signals a departure from Asics' branded P-O-P approach toward an integrated merchandising effort for specific products."For the past few seasons, we took the branded approach, and that worked very well for us," she says. "Now, as we're rolling out, overhauling and changing the apparel line, it warranted creating a fixture program for it."The new fixture program supports Asics' newly implemented three-tier branding of its apparel and accessories lines, dividing the products into three categories: Pinnacle, Innovative and Technical. Asics is also running print ads in conjunction with the program, and is evaluating the results of a test regional TV campaign."For consumers," De Fazio says, "we are identifying these levels to basically allow them to understand what each garment entails. It goes from extreme technical fabrication with bells and whistles, and narrows down to a basic type of technical approach. This is also identifiable on the garment, so if consumers should walk up to our fixture and not see the signage, they can look on the hang tag and it will depict for them what category the garment falls under and what it has to offer."In the NicheFor sporting goods manufacturers who make specialty products, P-O-P programs continue to take on more of a niche philosophy.SunCepts Inc., Stuart, Fla., designs and manufactures Hides Sunglassskins, multi-sport accessory items that are actually three products in one. Their unique design lets them act as a sunglass retainer cord that unravels into a cleaning cloth, and can also be wrapped around the glasses and arms to create a protective carrying case.The Hides brand also includes such products as personal eyewear flotation devices, which are neon-colored to allow boaters to find them easily if dropped in the water.When a product like Hides has so many uses, "it needs a little explanation," says Gina Hartley, sales coordinator. For P-O-P, the company has produced a four-color lenticular header card for use with its displays.The back side of the header card features complete product instructions with pictures, "which is important for retailers," Hartley notes, "because they have so many different products, and it's difficult to train all the sales staff at one time. We also think that our hangtags are perfect because we use illustrations rather than a lot of words. Show the customer what it does and they'll understand it and use it."Hartley adds that this type of header card allows the consumer to be self-sufficient; it reduces any labor-intensive explanation by store-level associates and the benefits can be quickly seen rather than needing to be read.As some marketers continue to experiment with interactive displays and signage, others like Russell Athletic still find the most effective methods of merchandising are eye-catching graphics and sharp-looking displays."We tried some lenticular signage last year and it was effective," Knight says. "However, while a lot of the new technology is nice, it's still driven by electricity, so you must have a plug near the fixture. It's not always as applicable to as many stores as one might think."Overall, most marketers are still finding success having their programs accepted by retailers, even if it means adopting a more account-specific mentality. Knight notes that more retailers are "taking back their own property and defining their own looks, so you have to adapt to their formats," she says. "They're being more selective and trying to clean up the clutter, so your signage has to have that much more impact to be accepted."There are those who have resigned themselves to only produce generic displays, or very few pieces at all, as a result of changing retailer attitudes."More and more big box retailers are implementing their own merchandising programs and consequently have become less receptive to manufacturer's P-O-P," says Mike Zlaket, vice president of baseball/softball at Easton Sports, Van Nuys, Calif. "We have done little to no P-O-P over the last few years because of this trend."When Easton has produced displays, they've been on the order of general bat displays, with a capacity of 72 to 144 bats and featuring little else but the Easton logo. "That continues to be the most viable P-O-P piece we offer," says Zlaket. "We did do a small display for our aluminum/rubber/aluminum Tri-Shell bat, featuring a cutaway section of the bat barrel and a chained rubber ball to simulate the middle layer of the bat construction, but we only got modest placement at retail."Zlaket believes that tightened retailer restrictions are part of the reason that mail-order catalogs have emerged as such a strong force in team equipment retail, since "they dedicate space to telling technology stories effectively."Says Regent's Sandman, "A lot of stores have their own merchandising policies and fixtures, so when we try to present something, usually we end up redoing it to fit what they want." He adds that Regent has done some customized displays for Wal-Mart, including a dart center with peghooks and a center island display.While the predicted economic recovery is still in the "it's coming" mode, marketers are seeing P-O-P as an economical alternative to traditional advertising. "You can only convey so much in 30 seconds," says Wilson's Christensen. And, TaylorMade-adidas' Maggiore notes, "We definitely are giving P-O-P more attention. There's a huge war you can win on the storefront basis rather than spending your dollars on advertising."

Getting Technical

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