SBD/Issue 132/Sponsorships, Advertising & Marketing

Golfsmith Refunding Cost Of Drivers If Garcia Wins The Masters

Golfsmith's Refund Promotion Aims
To Boost Golf-Equipment Sales
Golfsmith is currently running a nationwide campaign in which it is "promising to refund consumers the amount of money they pay for a TaylorMade driver if [golfer] Sergio Garcia wins The Masters next month," according to Rich Thomaselli of AD AGE. Customers can buy a driver from any of Golfsmith's 73 stores across the country, golfsmith.com or over the phone, and then "fill out a form and have the purchase price fully refunded by Golfsmith" if Garcia wins. The promotion, which includes print and TV elements, "aims to pump up golf-equipment sales" for both Golfsmith and adidas-owned TaylorMade. Golfsmith has "purchased an insurance policy against the odds" of Garcia winning the tournament, so it "will not be giving away millions." Orlando-based consultancy Golf Datatech co-Founder Tom Stine "believes the promotion will 'get lots of buzz.'" Stine: "It'll be something if (Golfsmith) has to refund all that money on drivers purchased, but it creates something neat for the consumer and it will be in exchange for a hell of a lot of advertising and goodwill." But GolfWeek columnist Jim McCabe said the promotion is "a bit of a safe bet" for Golfsmith. McCabe: "Of the four majors, Garcia has been least effective in The Masters. ... But I give them credit for a campaign that has some positives to it." Thomaselli noted the promo does not end until 11:59pm CT on April 11, which is after the completion of The Masters' third round (ADAGE.com, 3/25).

WIN-WIN SITUATION: FANHOUSE.com's Shane Bacon wrote the promo "really is a brilliant scheme in my opinion, because it's a win-win scenario." If Garcia does not win The Masters, the companies "probably convinced people in need of a new driver to go with TaylorMade." And if Garcia does win, TaylorMade "gets to boast how their marquee tour player just took down The Masters with all TaylorMade equipment" (FANHOUSE.com, 3/23).

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