In this era of stimulus packages, Callaway Golf Canada is taking matters into its own hands to stir consumer interest in its three news drivers for 2009 with a program that is being monitored by its head office in Carlsbad, Calif.
“The U.S. is actually following along closely because they’re interested in it for markets that have a seasonality and a window to them like ours,” said Chris Walling, director of marketing for Callaway Golf Canada.
Callaway is using non-traditional means of golf advertising such as billboards, transit shelters, office buildings, elevators etc. to drive consumers to an internet microsite, www.WhatsYourCallaway.ca.
On that websites, consumers answer a serious of offbeat lifestyle questions to determine which of the three new Callaway drivers – the Big Bertha Diablo. FT-9 or FT-iQ – is best for them.
Consumers can pre-register to purchase their driver on the microsite, driving traffic to retailers and shops with the specific purpose of buying the driver. Those who pre-purchase will receive a dozen complimentary Callaway golf balls after confirming their order.
Walling says the idea of the campaign is to stir interest in golf and Callaway drivers before the season gets underway. “It’s 100 per cent Canadian, the idea being that we have two significant opportunities in front of us this year,” said Walling,
“One is launching three new, really cool drivers into the market in the same year and how do you do that from a campaign standpoint without completely blowing the budget with three separate campaigns?” he said.
“Two, there are a number of different things happening economically and one thing that we’re always up against in terms of launching product to the Canadian marketplace is the seasonality and the window of it,” added Walling.
“We wanted to do it in a way where we would actually get some buzz and hype and some real interest going in the three new drivers before the actual golf season started.
“We’re specifically trying to not put the message just in front of the core golfer, but in front of everybody.”