TaylorMade-adidas Golf, the creator of the ‘demo tour‘ concept within the golf industry in the 1980‘s, is the launching a new ‘experiential‘ concept for the European golfing public. The idea of ‘try before you buy‘ is now seen as the ideal and preferred purchase process for many golfers, so TaylorMade will provide three different types of product testing days during 2004: the ‘Experience‘ Day, the ‘Experience Tour‘ Day and finally the ‘Ultimate Experience‘.
TaylorMade-adidas Golf will be running over 400 ‘experiences‘ throughout the UK and 1,200 across Europe during 2004 – including tour and ‘ultimate‘ days.
‘Experience‘ Days involve an individual TaylorMade tech representative visiting golf venues along with their full demo kit, including custom fit options. Golfers will be able to test TaylorMade’s R540/R580XD or XR-05 CTi Drivers, V Steel & Rescue Mid Fairway Woods or the extensive rac Iron & Wedge family of clubs.
‘Experience Tour‘ Days will have one or two tech reps in attendance with demo kit, but more importantly the new TaylorMade Experience Custom Build truck will be present. The truck will be offering a totally personal service to European golfers – a member of staff on board will build golf clubs for the consumer as soon as they have been fitted out by the tech rep. Golfers will be able to enjoy a ‘Tour experience‘ as they see how their golf club is constructed from basic component to finished unit.
TaylorMade will be running three ‘Ultimate Experience Days‘ in the UK and three in Europe. These events boast the appearance of TaylorMade’s European Tour truck, as well as six technical staff to help fit golfers. As with the ‘Experience Tour‘, once golfers have been custom fit for their club, they can experience the exact tour service as the professionals by visiting the tour truck to watch their club being built.
“Our three ‘experiences‘ will provide people with an opportunity to test the full range of TaylorMade equipment available, including the #1 drivers and #1 irons on Tour, ” said Ben Davis, European demo tour manager, TaylorMade-adidas Golf. “The feedback from last year’s ‘ultimate experiences‘ was phenomenal – golfers loved having the chance to be part of the kind of on-site service that players like Darren Clarke and Justin Rose enjoy weekly. They leave the event feeling confident that they have purchased the right clubs for their individual game,”
For more information on all 2004 Experience events, visit www.taylormadegolf.com
In each month and year listed below every article that has ever appeared in golfbusinessnews is reproduced in reverse date order.