Challenge: ‘Fore’ nearly a century, Lamkin has made quality golf grips. And when they wanted quality radio ads, they called us. Their grips are used by tour professionals and avid golfers the world over to play a stronger, more confident game. Now, they’re ready to further market penetration by targeting golf enthusiasts through select programming on SirusXM. When you have a great product with more benefits than you can list in 30 seconds, how can you message well to consumers?
Solution: We worked with Lamkin to tee-up a messaging strategy targeted to their high-end consumers. We focused on product specific features and highlighted the benefits to the end user’s game. We left descriptions of technical improvements of the grip very broad, and focused more time on promoting the special offer and call-to-action.
Since there was a narrowly focused audience listening to golf shows on SiriusXM, our production strategy was to project the kind of ‘on-the-course’ confidence you can only get by perfecting your game with the very best equipment.