CARLSBAD, CA: TaylorMade Golf Company is promoting its R11S driver by appealing to consumers' emotions with the “Driver Love” campaign.
The effort is focused on the strong bond golfers often have with their favorite clubs, rather than the technology behind them, said Bob Maggiore, CMO of TaylorMade.
He explained that the company created an advanced driver, but it did not want to risk losing consumers' attention by focusing on the technical details.
“We thought the trap was that if we started trying to educate people on all the features and benefits and how it works, we would lose them, so we poured ourselves over how to create an emotional connection,” he said.
The company will unveil the R11S driver at the PGA Merchandise Show in Orlando, FL, on January 25. It will offer a “love guarantee,” meaning consumers can get their money back if they don't love the club, said Maggiore.
PR AOR Leader Enterprises will support the company on a debut tour for the driver starting February 13 at the Los Angeles Open.
The agency is targeting key contributors on online golf forums, giving some of them the opportunity to test the driver. It has also reached out to national print and broadcast media outlets, including CBS and The Golf Channel.
The firm, which also handles social media for TaylorMade, will launch Twitter and texting promotions and contests during the tour. The company will end its commercials with hashtags, such as #DriverLove, rather than the company URL to drive social media engagement, said Maggiore.
“We're trying to integrate behavior into our messaging on TV versus just running an ad,” said Maggiore, “We're asking the followers to be a part of what we're doing socially versus just sitting on their couch watching golf.”
Facebook is also a major part of the initiative. The company will encourage its 200,000-plus fans to post “unique love moments” they've shared in the past with their favorite clubs.