PRODUCTION NEWS
Product: Gary Player Gran Prix Irons
Objective: To introduce a new line of custom-built golf clubs to be sold only through DRTV and telemarketing.
With the drawing power of golf legend Gary Player working for us, we knew golfer interest in the show would be
high. But we still had a big challenge. Not only were we selling a high-quality, relatively high-priced item for
DRTV (about $600), but we had to convince golfers to order clubs through television - clubs that would be fit to
them personally.
We focused relentlessly on the benefits golfers get from using custom-built clubs - lower scores, greater accuracy,
more control - and also focused on the high quality of the clubs. We used golfer after golfer testing the new Gran
Prix Irons against their old clubs to reinforce the message that custom-fit clubs will improve their games.
Production Challenge: To keep the infomercial interesting - and have it stand apart from other golf shows
- we wove together many elements. Gary Player talks about his career, gives golf tips, and explains the need for
custom-fit clubs. A teaching pro interacts with amateur golfers who test the Gran Prix Irons. Another group of
golfers play their first round with the clubs. And testimonials talk about how the irons improved their games.
The result is a show with vitality and pace. It continually reinforces the sales message, but never repeats itself.
The quality of the show had to match the quality of the clubs and the Gary Player name. Although we worked on a
limited production budget, we pulled in top talent for direction, creative, and photography and commissioned original
music. The result is a show that sells effectively -- and looks and sounds beautiful.