Exhibitors Utilize New & Enhanced Show Programs to Build Brand Loyalty and Grow Retail Profits
NORWALK, Conn. – The 2006 PGA Merchandise Show… & Convention, Jan. 26-29, in Orlando, Fla., is not the same PGA Show of recent history. Instead, it has become an interactive marketplace of multiple platforms for golf companies to promote their brand and influence year-round purchase decisions of thousands of leading PGA Professionals and key retailers.
Exhibitors are able to employ an expansive mix of custom marketing tools such as the outdoor Demo Day at Orange County National, the indoor driving range at the Equipment Testing Center (ETC), the Dream Golf Shop by Bauer International, PGA Magazine Travel Pavilion, Fashion Spotlight Fashion Shows, the New Product Center by Rede Golf, the Golf Event Magazine Tournament & Outing Pavilion, the new PGA Business Links Lead
Generator, live Golf Channel TV coverage, pre & post Show integrated marketing programs and many others designed to build companies’ brand and business while establishing and strengthening important relationships, influencing purchasing decisions and stimulating the business of the game.
"Today more than ever before, we are working hand-in-hand with all of our exhibiting partners to create a convention of golf solutions for PGA and golf industry professionals. Through our on-going dialogue with both exhibitors and Show attendees we have created a powerful platform for companies to promote their brands and products," said PGA Golf Exhibitions Vice President and Show Manager Ed Several. "Top exhibitors like Callaway
Golf, Nike Golf, MacGregor Golf, Wilson, Tommy Bahama, Gear for Sport, Antigua, Bridgestone Golf, Tour Edge, Srixon, Mizuno, Ahead, Ashworth, Cutter & Buck, E.P. Pro, Fairway & Greene, PING Apparel and others are utilizing this platform to introduce new lines, demonstrate unique product benefits and showcase their merchandise in a new way."
According to a post-Show survey, exhibiting customer loyalty & satisfaction ratings for the 2005 PGA Merchandise Show increased 11% and 14% respectively over 2004. Several attributes both increases to the growing number of Show marketing tools afforded to participating exhibitors. "Our new and enhanced programs for the 2006 PGA Show are designed to increase exhibitors’ exposure to attendees," said Several. "These programs come as a direct result of exhibitor feedback indicating that promoting their company, attracting new customers and booking orders top their list of reasons to exhibit."
In the same survey, exhibitors also revealed that the PGA Merchandise Show performs best as the premier event for the golf industry; is the best option for showcasing company/product; creates company momentum for the new season and is the best way to elevate business status/image within the industry.
Interactive exhibitor platforms at the 2006 PGA Merchandise Show include:
Golf Demo Day
Presented in partnership with PGA Magazine, the 2006 Golf Demo Day, Jan. 25, opens one-hour early exclusively for PGA Members at 9:00 a.m. VIP retailers and media join PGA Members at 10:00 a.m. to test products from some 80 participating exhibitors, watch demonstrations and participate in special events at the 42-acre practice facility of the Orange County National Golf Center and Lodge in Winter Garden, Fla.
Indoor Driving Range of the Equipment Test Center-ETC
The Equipment Test Center (ETC), the country’s largest indoor equipment test center, features a scalloped design of some 40 hitting bays, two putting greens, an elevated chipping area and the ETC Stadium – a demo area complete with grandstands for product presentations and professional instruction.
New Fashion Spotlight Fashion Shows
The Show’s traditional daily fashion shows have evolved to become the new Fashion Spotlight Fashion Shows. In addition to showcasing the latest fashion trends, the 2006 daily fashion events will include presentations on apparel performance attributes, suggested merchandising techniques and insights into each designer’s vision for their line.
Fashion Spotlight Fashion Shows will be presented four times daily during the first three days of the Show. The new Fashion Spotlight Fashion Shows will be produced by Tracy Yates in collaboration with Golf Digest’s Publications Fashion Director, Marty Hackel.
Enhanced Dream Golf Shop by Bauer International
The 2006 Dream Golf Shop designed by Bauer International, the official exclusive clubhouse furnishing supplier of The PGA, will expand to become a 1,600 square-foot replica of a high-end working golf shop. Hard goods will be added to the merchandise mix; hands-on learning models will provide "feature, benefit, advantage" retailing solutions; and retailing experts will be on site to help PGA Professionals and retailers improve merchandising
techniques, customer service and profit margins. Current PGA Merchandisers of the Year, manufacturer merchandising experts, representatives from the Association of Golf Merchandisers and merchandising expert Willy Choma will be available to answer questions and speak to all phases of merchandising, display techniques, inventory control and retail sales.
Exhibitor Pavilions with Learning Labs
New specialty exhibitor pavilions with learning-based models are designed to help golf industry professionals become better merchandisers, and drive profit and product-category success. In addition to the Dream Golf Shop, the PGA Magazine Travel Pavilion, Teaching & Training Aids Pavilion and the Golf Event Magazine Tournaments & Outings Pavilion will provide even more interactive learning opportunities for attendees. The 4,000 square-foot
PGA Magazine Travel Pavilion will feature everything from a staged area for special events, meeting space, interactive data tables, oversized video screens and display kiosks. The Golf Event Magazine Tournament & Outings Pavilion boasts more than 15 exhibitors, learning-based kiosks, plus presentations by PGA Tournament officials and representatives of the Golf Event Managers Association.
New Product Center by Rede Golf
The Hot Zone New Product Center by Rede Golf has become the best place to view all the new innovations in the golf industry in one convenient location to all attendees. Over 350 companies and products are represented here every year in this designated area on the Show floor, which is open to new products only. PGA Professionals and key retailers are able to vote for the best new product in some 14 categories.
Exhibitors may also employ a multitude of additional PGA Show marketing tools including PGA Show News advertising, PGA Show attendee postcards, customized sponsorships, media promotions, PGA Show attendee e-newsletter, pre-show pocket planner, the 19th Hole, The Amstel Light Grill, The Golf Channel live broadcast, Pro-Pro Tournaments, product demonstrations/seminars, PGA Show Business Links, official hotel room drops, shuttle
bus sponsorships, Show floor sponsorships/signage, PGA Show Directory listing enhancements, www.pgamerchandiseshow.com web site enhanced listings and specialty lounge sponsorships.
The PGA Merchandise Show…& Convention, Jan. 26-29, in Orlando, Fla., is the world’s most influential gathering of PGA Professionals, retailers, golf manufacturers and industry leaders. Attendees travel from more than 70 countries to test the latest products, find the hottest trends, learn cutting-edge business techniques and grow participation in the game. More than 1,200 golf-related manufacturers showcase their newest products and services within more than 500,000 net square feet of exhibit space in the Orange County Convention Center. Golfweek’s Golfest, a consumer demo weekend, kicks off Show week, Jan. 21-22. Demo Day, Jan. 25th, marks the official opening of the Show for thousands of PGA Professionals, key retailers and media as they test the products of some 80 participating manufacturers at the 42-acre practice facility of the Orange County National Golf Center and
Lodge in Winter Garden, Fla.
Buyers and media can register online, plus make hotel and travel reservations at www.pgaexpo.com or by calling 1-800-PGA-EXPO. The PGA Merchandise Show offers airfare discounts and shuttle bus service from 32 official hotels.
*See attached for special program exhibitor listings.
The PGA Merchandise Show, organized in partnership with The PGA of America, is one of four leading golf trade shows in PGA Worldwide Golf Exhibitions’ golf portfolio including the PGA Fall Expo in Las Vegas; the Ontario PGA Golf Merchandise Show in Toronto, Canada; and the PGA Merchandise Show of Australia in Queensland.
Celebrating its 90th anniversary in 2006, The PGA of America was founded in 1916, and is a not-for-profit organization that promotes the game of golf, while continuing to enhance the standards of the profession. The Association is comprised of more than 28,000 men and women PGA Professionals who are dedicated to growing participation in the game of golf.
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