Titleist Rolls Its Largest In-Store Golf Ball Campaign

Fairhaven, Mass. -- Extensive research and development led to the new Titleist Pro V1 and Pro V1x golf balls, launched in the United States in February and globally in March. As the flagship products within the Acushnet Co.'s portfolio, the launch is what the company is calling its major initiative for 2009 and the largest in-store push in Titleist history.The new balls offer longer distance, improved scoring performance and better cover durability. "Our identification of product improvements were not based on laboratory calculations, but rather insight, evaluation and validation with tour players and club professionals, as well as accomplished and aspiring amateur golfers seeking to play their best," says George Sine, vice president, golf ball marketing and strategic planning, worldwide. "We spend time listening, conducting research and walking the fairways with golfers to learn more about what is important to them, as well as where and how we can help them to play better and enjoy the game more. Our findings were extensive, and the resulting improvements address the expectations cited by the target audience."Acushnet's in-store efforts for the campaign are the most notable in the history of the microbrand in terms of scope: About 15,000 retailers participated in the U.S. launch. These include on-course pro shops at country clubs; off-course golf specialty shops such as Golfsmith, Golf Galaxy and Edwin Watts Golf; and sporting goods stores such as Dick's Sporting Goods and Sports Authority. Compared to past displays, Sine says this is "more significant in terms of locations and depth and breadth within some channels of distribution."A 10-dozen counter display holding three-ball sleeves, designed by The Aronson Group, Englewood, N.J., and produced by Packaging Consultants, New Bedford, Mass., was primarily distributed to on-course pro shops and off-course specialty golf shops. A 72-dozen floor display, designed and produced by Hamilton, N.J.-based Infinity Display, was distributed to off-course and sporting goods locations as well as to higher-traffic on-course facilities.Both displays are predominantly black -- echoing the new black, copper and platinum packaging -- and highlight the golf ball images, features and benefits. "New for 2009" copy is prominent in the upper-left corner of both merchandisers. "The new Pro V1 launch and, specifically, the in-shop impressions, are much more synchronized than historical levels with all elements of advertising, packaging and merchandising carrying the 'Every Shot Counts' theme and message," says Fredrik Sundstrom, global golf ball merchandising manager.Sampling, print, TV and Internet advertising support the launch. A weekly e-newsletter sent to registered users of www.Titleist.com (Sine says readers are in the low- to mid-six-figure range) will also highlight the new golf balls.Distribution, market share and resulting comps against the prior launch and year will be evaluated to measure impact and success of each initiative, says Sundstrom.

Titleist Rolls Its Largest In-Store Golf Ball Campaign

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