Shopper Marketing - April 2016 - 22


PROGRAMS

ple in their tracks, but also give them a good
understanding of all the features and benefits
that the product offers."
The powder-coated steel and acrylic shelf-top
display holds an inflated sample ball, with feature/
benefit information printed on the panel. Etched
lines that connect graphic areas on the faceplate
are illuminated by motion-activated LED strips,
which provide a glow around the ball and call attention to the ball and graphic elements.

"The motion-activated LEDs bring the display visually to life by illuminating both the ball
and the feature benefit information etched into
the acrylic. The graphic treatment echoes video
game display imagery, which also creates a draw
to the target customer," says Larry Rockwell, director, business development, Concept Designs.
Wilson Sporting Goods first contacted
Concept Designs in May 2015. The first run of
displays was rolled out in November 2015 to
selected Dick's Sporting Goods, Sports Authority and Academy Sports stores. In addition to these brick-and-mortar retailers, Wilson.
com and Amazon.com sell the product.
Each piece of advertising or content in the
marketing campaign drove consumers to one
of these locations so they could research the
product. In addition, online content - including Amazon's Holiday Gift Guide and Dick's
22

y SHOPPER MARKETING APRIL 2016

Sporting Goods blog posts and social support
- helped develop awareness, interest and demand for the product.
"In addition to making a strong presentation
for the Wilson X in-store, each retail partner
worked with us to build a footprint on their
own websites," Gonzales says. "Extensive product information - too much to communicate
on an in-store piece - was communicated on
these websites, providing more valuable information for the potential purchaser."
For competitive reasons, Wilson Sporting
Goods would not share details on the marketing
budget or financial goals of this initiative. From an
aesthetics perspective, the company is pleased
with the results. "The challenge in designing the
Wilson X display was: One, how do we grab everyone's attention? Two, how do we distill all the
technology into a meaningful, succinct benefit
for teenage hoopsters? Three, with limited real
estate, how do we communicate $200 worth of
features and technology to young hoopsters and
their moms and dads," Gonzales says.
"Overall, we wanted to introduce this hightech basketball to consumers and educate
them on the product experience and its great
functionality. Our in-store display achieved
SM
these objectives."
BRAND: Wilson
KEY INSIGHT: Teenage hoopsters and
their parents want to improve the players' skills.
ACTIVATION: A "high-tech" display
shows how the Wilson X connected basketball can make that happen. Extensive
digital activity supports the effort.


http://www.Wilson.com http://www.Wilson.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
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Shopper Marketing - April 2016 - 18
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Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
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