Organisers of the London Golf Show unveiled the new show strategy for this year’s show – taking place at Glow, Bluewater Kent – to the UK golf media at Chart Hills last week to a positive reaction.
Tony Westwood, main stage compère at the London Golf Show presented the new dynamic team (as previously announced) and their plans for this year’s London Golf Show.
The new strategy for the show is based a modern retail spaces and focuses on the overall visitor experience from the moment they enter the show to the moment they leave. The new ‘Zone’ format also echoes the younger and more dynamic look to the show’s advertising. In addition, the team have added new areas including Women’s, Kids, Equipment & Gadgets, Apparel & Accessories and Coaching & Travel.
The first ever dedicated Women’s Zone also sees a shift with a much bigger focus on the ladies game and as such the team have announced a partnership with Felicity Dunderdale from FORE!Women (The ladies online social network based in Kent).
The partnership will see Dunderdale present a bespoke area for ladies to browse and purchase from specialist ladies brands. As such, all women registering for tickets before 30th September will be given free entry to the show – as will kids under 16, accompanied by an adult.
Ian Mullins of MC2 Marketing, appointed marketing consultants for the London Golf Show said: “The new zone strategy is about giving visitor a better experience and will encourage them to stay longer. Coupled with new areas and over £250’s worth of ‘golf’ each ticket holder will receive in terms of offers, freebies and tuition, we have also focused on giving the visitor an unparalleled value!”
Simon Jones, Sales Director for the Golf Show Group said: “The new zone approach will be reflected in the sales strategy and we believe this will give show exhibitors better exposure to the visitors. The women’s market is extremely important to us and we are looking to offer something for the seasoned lady golfer but also provide a first experience to those starting out. This partnership with FORE! Women gives the ladies game the credibility and exposure it deserves.”
The London Golf Show will be held from 13-15 November returning to Glow, at the heart of Bluewater, one of Europe’s leading retail and leisure destinations which attracts 27 million visitors a year.
London Golf Show www.londongolfshow.com