F2 Wedges with Face Forward Technology are an Infomercial Hit
Golden, CO—It’s a fact that an infomercial can be an effective way to introduce a golf product. It’s also a fact that the timing has to be right and that the product have value. F2, the company with Face Forward technology had both elements of success when they launched their infomercial on The Golf Channel.
"There have been no significant changes or advancements in the sand wedge category since Gene Sarazen designed the first one," said Derek Dobbins, the president of F2. "I believe that our technology gives golfers what they have been looking for, a revolutionary advancement in wedge design that is guaranteed to lower scores."
The F2 wedges feature Face Forward technology. This technology places the lead edge of the blade of the wedge ahead of the hosel. Therefore, if the ball is in the rough, the lead edge of the blade acts as a cow catcher and clears the grass out of the club’s path allowing for a clean strike of the ball. Because the grass doesn’t wrap itself around the hosel, the ball heads in a straight direction along the line the golfer wanted. In addition, because the club face comes into contact with the ball before the hosel arrives, it eliminates the chance of an occasional shank.
"We had an unconventional product with a technology story to sell, " said Dobbin, "direct response was the only business model that made sense."
It made sense only if you are an unconventional bean counter like Dobbin who invested in the infomercial knowing that one out of 10 infomercials are blockbuster successes and the rest just break even or bomb completely.
"Our infomercial got the ball rolling," said Dobbin. "After we first ran it a year ago, the response started to build gradually. Then the week after Christmas, a time you wouldn’t expect to have a big return, we experienced z 50 percent increase in orders. The buzz about F2 wedges kept growing and so did our sales. We exceeded our projections and have generated nearly $10 million in revenues to date."
Dobbin has been surprised at golfers’ enthusiastic acceptance of the F2 wedges. The company has had hundreds of orders for full sets of wedges and has experienced a very low return rate of five to seven percent.
"We received more testimonials than we ever expected," he said. "Golfers continually tell us how much they love playing with the wedges and how the F2 wedges have lowered their scores and allow them to make those Mickelsonian wedge shots."
As a result, F2 added a 58-degree wedge to the existing set that included wedges with 52, 56 and 60-degrees of loft.
Contact:
Andrew Melton
Account Manager
Golf Marketing Services
w. 407 682 4853 f. 407 682 4851
