Marketing: On With The Shoe At Ecco

Ecco’s first go-round with the “Outfit Your Staff” concept proved to be worth a second look during the Canadian buying show season.

“We ran something similar this summer when Priddis Greens in Calgary won the Outfit Your Staff contest and Cutten Club in (Guelph) Ontario,” said Todd Davidson, golf division sales manager for Ecco.

“It’s really been word-of-mouth,” he added. “Ron Laugher (Priddis Greens) and Todd McGrath (Cutten Club) have always been good Ecco accounts, but they’ve also shared with other pros that they’ve won this contest, so now the other pros are obviously getting excited and want an opportunity to win that, as well.”

“There has definitely been some positive reaction,” said Davidson.

The concept of the latest Outfit Your Staff contest makes eligible any shop that writes a qualifying order at the fall buying shows to win one of two packages that outfits shop staff in Ecco products. Each package is worth up to $2,000.

Davidson says the contest works in a couple of ways. Not only does a shop staff get the use of product for its own use, but it also sends a message to consumers.

“There’s definitely a correlation between our most successful Ecco accounts and the professionals and assistants in the shop that are wearing the product,” said Davidson.

“I find members look up to the professionals and, if they’re wearing our brand, it usually translates into sales for both of us,” he added.

For more information on the contest, e-mail toda@ecco.com.

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