Premium golf simulators
Our client developed a product to make golf more accessible. We developed a platform that would make their product visible.
Our client in this study was the purveyor of an advanced golf simulator developed for commercial and in-home use. And yet despite offering a premium product, their online brand was missing the mark.
Campaign Planning
The client came to us with a clear sense of purpose. They wanted to challenge three common misconceptions about golf — that it is too hard, too time-consuming, and too expensive. Their product, an advanced golf simulator, addressed all these issues. However, their online brand was falling short.
Our client was frustrated because they had a highly-specialized product with a clear market in mind. With the right buyer, it should have sold itself. Where had things gone wrong?
Execution
We looked into our client’s online brand and identified three areas for potential improvement.
First of all, the website was difficult to navigate and built on a platform that made life difficult for our client anytime they tried to make edits.
We rebuilt the website from scratch, focusing on a design that made the site easier to navigate, with greater visual appeal. We used Webflow, which offers greater customization and ease of use, so that our client could make changes when they chose.
Basic web design was only a part of the issue, however. We needed to ensure that the brand was on-point as well. Since our client’s product offers an experience, we knew the online brand should do the same. So we created the new site to be an experience in itself, and not just a source of information.
We used 3D, video, and sleek design to immerse visitors, much in the way that our client’s simulator immerses users. In this way, potential buyers got a taste for what our client had to offer.
Finally there was the brand message itself. Successful brands appeal to the customer on an emotional level. In that regard, our client had two strong selling points: experience and accessibility. The product itself clearly simulated the experience of playing golf, and we had built the website to give a feel for how that was possible.
That left the final point of accessibility, of selling anyone and everyone on the opportunity to enjoy golf whenever they wanted. Selling this point was a simple matter of brand message. We highlighted our client’s purpose, as discussed above, and demonstrated how their product opened up the game of golf on new levels.
Conclusion
A highly specialized product will often speak for itself, if you let it. In such cases, converting new business is as much about how you present your brand as the product itself.
Our client developed a product to make golf more accessible. We developed a platform that would make their product visible.
