Direct Golf UK puts others in the shade
Page last updated at 8:30 am, Thursday, August 3rd, 2006
Direct Golf UK is celebrating its very own Open Championship victory. The retailer, which already has a reputation for innovative marketing, is counting the success of a £500,000 marketing promotion that saw 100,000 flyers and no less than 50,000 souvenir baseball caps, distributed free to golf fans visiting the Championship at the Hoylake course.
The promotion was part of a week long program of activity designed to increase the retailer’s profile and promote a number of product offers. It was coordinated from the company’s Moreton Hills Wirral store located only two miles from the course. An extensive program of events included demo days, putting competitions and also world record attempts in both the Long Drive by world number 3 Adam “Stinger” Stacey and Scissor Trick Shots by Jeremy Dale.
Like the Championship itself the promotion really was a week long festival of golf but without doubt the souvenir baseball hat give away really did steal the show. The unusually hot weather experienced at Hoylake meant that golf fans sought protection from the sun at every opportunity and John Andrew, Direct Golf UK’s managing director, was quick to identify this saying, “As soon as I knew that the weather was to be exceptionally hot I immediately authorised the distribution of 50,000 FREE souvenir baseball hats,” he said. “At times our van driving the roads around the course was greeted by eager expectant spectators and even staff working at the event. In some small way I hope that we helped reduce the potential effects of heat exhaustion and sunstroke making the people’s experiences all the more enjoyable.”
Direct Golf UK www.direct-golf.co.uk