trackman at pga merchandise show

You rarely get to work with a world leader in their respective industry like TrackMan.  Being #1 has its advantages. For example, the company did not need to have a giant presence at the industry's most important yearly event, the PGA Merchandise Show. The company however did need to make sure that delegates knew they were there, and do so in a cost effective manner.

I came up with three initiatives to drive exposure:

1) TrackMan launch monitors were being used throughout the conference on its driving ranges.
To make sure attendees knew that they were using TrackMan, I made signs to tell them so. We received permission from the club manufacturers to place the signage at each driving range booth and they were a hit. Manufacturers after the conference even requested copies of the signs from TrackMan to use on their own demo days.

2) TrackMan Case Studies. It's not tough to sell a great product. After speaking with many of TrackMan's customers, I realised that anything that I might come up with to market the product would never compare to all the amazing raves and compliments they receive from their customers. 

Therefore, I chose to create case studies with key customers as marketing material to handout, rather than a standard brochure. These served multiple purposes, for one, they were very convincing as they were done with recognised industry leaders, two, they demonstrated real life applications of the product to its intended target segments, and lastly, they were virtually free to make.

I incidentally, did create a new brochure with art director Alan Noergaard to wrap them in when we gave them out at the conference.

The case studies have been a great success for the company and the project has been expanded to regularly creating more studies as key spokespersons are identified. These are available on the TrackMan website. 

3) Entering TrackMan in the new product competition at the conference
One of Trackman's new solutions was entered in the PGA show's new product competition. While it didn't win, supported by a press release and my own PR word of mouth, TrackMan was named one of the top ten coolest products at the show. In addition, I was able to organize a  TV interview for the company and it was featured in various media in connection with the show.