Challenge: Encourage enrollment in a tennis tournament program.
A tennis organization started a program that allowed non-pro players to participate in national tournaments and receive discounts on merchandise. In order to get the program up and running, they needed an effective way to advertise the program to current members of the organization. The answer would be cost-effective and drive members to a web site where they could get more information and sign up.
Solution: Distribute custom magnets for placement on cars.
The tennis club purchased circular magnets that they imprinted with a tennis ball image, as well as the member number and web site address for the organization. The magnets were placed on the cars provided to players for use during the tournament. As the cars made their way around the tournament, more and more players became exposed to the web site and made subsequent visits.
Result: Increased participation in the organization’s new program.
The organization reported a significant jump in the number of new sign-ups following the promotional magnet campaign. The magnets did such a great job that the club purchased more for over 50 pro circuit and pro tournaments throughout the year. Because the magnets were seen by a huge audience at each tournament, new sign-ups began to grow almost exponentially.
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