Cobra’s unique demo blitz campaign, to mark the launch of the much talked about Speed Series Drivers and Fairway metals, has been an overwhelming success. In just 5 weeks, the nine Cobra demo reps travelled the length and breadth of the country conducting more than 215 demo days in 34 days from March 20th to April 23rd in what is believed to be the biggest blitz of demo days ever seen in the UK.
Business was very brisk at most venues, thanks to a combination of Cobra’s nationwide print and internet ‘Speed Dating’ campaign, the golfing public’s undoubted interest in Cobra’s latest offering and the great job done by Cobra’s retail partners in promoting the demo blitz to their customers at a local level.
As John Peal, Cobra’s European marketing director explains, “We wanted to ensure that as many golfers as possible get the unmissable opportunity to try a Cobra driver or fairway metal ‘speed tuned‘ to match their ball speed. The reaction from both retailers and consumers has been remarkable.” The results speak for themselves as Cobra’s share of the driver market has more than doubled since the start of the year according to Sports Marketing Surveys latest monthly retail audit.
Several retailers went on record to express their satisfaction with the programme. “The Cobra demo blitz day has really got my season going; we sold 12 drivers on the day and have had plenty of follow up interest due to the unprecedented positive feedback regarding the product from the members. The Speed driver looks like it will be a real winner this year as Cobra has found an uncomplicated way of providing a product that performs well across a wide handicap range in the form of the X, F and M-speed options,” said Mike Ronan, Erewash Valley Golf Club.
“The fact that each and every demo day is advertised on the Cobra website means that the turnout for the demo day was excellent and with plenty of customers trying out clubs, sales on the day were excellent too!” said Simon Jowitt, Branshaw Golf Club.
Matt Clemenson, one of Cobra’s nine demo blitz reps, covering the Home Counties region reports some fantastic response to the Cobra Speed Series metals. “The interest has been very high. I had 10 people queuing an hour before kick off at the Hertfordshire and the members at Chigwell were so impressed that the pro and I had two rounds of drinks bought for us by satisfied customers, I have never had that before!” The positive response was a consistent theme as demo blitz attendees all over the country were crushing the new Speed driver. “I particularly recall the guy who could not believe he could repeatedly hit an F-speed 12 degree stiff driver 40 yards past his current 8.5 degree stiff driver and the chap who bought the whole clubhouse a drink after he started to draw the M-Speed driver after 35 years of slicing!”
With the superior performance of the Cobra Speed Series being backed by a high profile advertising, promotion and trial campaign throughout the season, the high demand for the new Cobra Speed Series look set to continue.
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