Golf Digest Videos

How To Win The PGA Show Attention Game

At the annual PGA Merchandise Show in Orlando, Fla., one time-tested way to draw attention to your product is with the assistance of an attractive "brand ambassador." But how well do these employees know the products? We found out.

Released on 1/29/2016

Transcript

00:00
(lively music)
00:05
At the PGA Show, it's all a game about getting attention.
00:08
How do companies do this?
00:10
One of the most noticeable tactics is to get pretty,
00:13
attractive brand ambassadors to help sell.
00:16
So, I kind of wanted to know.
00:17
How much do they really know about the
00:19
products they're selling?
00:20
Amino Vital, it's our brand
00:23
and we have four different products.
00:25
One of them is Focus Zone,
00:28
which will help you to stay focused.
00:30
We have four different flavors.
00:33
(ding) My favorite is the berry one.
00:35
Berry? Mm-hmm
00:36
We have $17 beer tubes of Bud Light. They're 100 ounces.
00:39
You get a free calendar with that.
00:40
It's a really, really great deal.
00:41
(ding)
00:42
And we have $5 off anything off your bill right now.
00:45
It's doing great so far. Everybody loves the product.
00:47
It's very easy and, you know, it's a fast product out there,
00:50
and they love to play, you know, so it's fun.
00:52
It's a lot of fun
00:53
at this golf center. Have you sold any today?
00:55
A few. Yeah. A few of them. Really?
00:55
(ding)
00:57
They're very interested to have them
00:58
at the golf courses, yeah.
00:59
So, this is the 2015 Best New Product
01:03
award-winning golf grip.
01:04
So, you can change the size, weight, and color
01:06
of your putter grip in a matter of seconds.
01:09
In fact, when he won the 2015 best new product,
01:10
(ding)
01:12
Golf Digest picked it as one of their top 10
01:14
coolest new items last year.
01:16
So, as a journalist, am I less inclined to take seriously
01:19
a company that has hired brand ambassadors
01:21
for the day to pitch their product?
01:23
Maybe. But a lot of them fooled me.
01:25
They really knew their stuff, including the one
01:27
who turned out to be the wife of the founder and CEO.
01:30
She really knew the product well.
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