ECCO Table Pumps Up Pebble Beach Promo

Londonderry, NH -- In February, ECCO USA served as a sponsor and official footwear supplier for the annual AT&T Pebble Beach National Pro Am golf tournament in California. That led the company to introduce new nationwide P-O-P to highlight its involvement and tout an enter-to-win contest.The permanent display is a maple table with a second nesting table beneath that holds a total of 11 shoes and has a rich, furniture-like feel, perfect for pro shops. "Most of our stores have a look like this," says Deborah Eppler, visual merchandising manager. "And it's almost perfect for golf shoes to have these clean lines and this nice wood. Also, our company has Danish and Scandinavian roots, and the maple reflects that heritage."ECCO topped the tables with two signs to promote the sweeps. One piece held two of the shoes and, behind plexiglass, included an advertisement for the contest. It showed veteran golfer Fred Couples following through on a drive. Next to him, the red-and-black text read, "Win a World Class Stay-and-Play Golf Vacation for Two!" Text beneath that directed customers to enter the sweepstakes at the company's website (www.eccousa.com/wintrip). The ad was duplicated in the second, smaller counter card.In addition, the table held a variety of golf paraphernalia. Some of the golf shoes sat on a patch of artificial grass, and a clear vase held white golf balls and had a leafy, synthetic fern emerging from it to continue the "living room" touch. The props were supplied by John J. Cahill Displays, Boston. Vermont Store Fixtures, Danby, VT, produced the displays, which were designed by ECCO. The displays also held a black golf bag, holding a golf towel and umbrella, and a few hats. All of the items were raffled off to one customer in the store. All sweepstakes entries came over the Internet, but the entry form asked respondents where they purchased their last pair of ECCO shoes and had a link to help them find a store nearby. One advantage of this form, explains Beth Cornell of ECCO's trade public relations, is enabling the company to measure the campaign's effectiveness based on how many entries come in. The form also provides ECCO with demographic information to gauge who responded to the prize.The contest ended March 31, but the displays are able to last longer. The sweeps awarded one grand prize winner a two-night stay and two rounds of golf at a top resort, plus roundtrip airfare, a rental car and a gift package of ECCO merchandise -- including one pair each of casual shoes and golf shoes.ECCO rolled out 96 displays: two to each of its 18 outlet stores, both its concept stores, and all 28 of its partner-owned stores. While the retail displays were identical, ECCO also distributed modified versions to 136 golf stores among major chains Golfsmith, Golf Galaxy and Edwin Watts. Nordstrom, which designs its displays internally, also received material for 149 stores.

P2PI MEMBERS

JOIN P2PI

You May Also Like

7-Eleven, The Shoe Surgeon Team Up for Football Season

Major CPGs Run Sweepstakes at Asda