The Callaway Ultimate VIP Xperience was a 1-week initiative happening in stores May of 2013 in collaboration with Dick’s Sporting Goods. During this week, Callaway featured an in-store promotion (spend $200, get $20 credit) calling attention to its XBOMB and X Launch products, while running a special VIP Sweepstakes promo. I lead the strategic reatiler & brand work for the project, setting the tone for the LG&P creative team to develop the look and feel of the DSG in-store activation.

 

Program Objectives:
The Ultimate VIP Xperience immerses the shopper in the Callaway brand,
VIP experience and course environment throughout the store by:

1. Leveraging relevant, motivational consumer messaging – highlighting the following
    4 key message priorities: Sweepstakes, XBOMB, X HOT Products, In-store promotion

2. Maximizing graphic capabilities on existing fixtures to reduce complexity

3. Add value by smartly integrating additional POP elements onto existing fixtures within display placement

 

Maximize shopper immersion in the Ultimate VIP Xperience via 3 strategic buckets:

1. TIERED APPROACH - provide 3 merchandising "kits" to fit high, medium and low volume stores

2. LOCATION - identify and maximize opportunities to place communicaiton within DSG

3. TARGETED MESSAGING - prioritize 3 key messages by location to tell a compelling, relevant story

 

Create a 3-tiered The Ultimate Xperience program approach for the DSG environment:

1. Premium version for key doors

2. Scaled-back version for intermediate doors

3. Basic package for low-tier accounts