The exhibit for TaylorMade/Adidas Golf Company looked more like an elaborate, futuristic village than a single exhibitor booth at the P.G.A. Merchandise Show January 26 through 28 at the Orange County Convention Center. The company filled its 30,000-square-foot space with games, driving ranges, interactive activities, refreshments, product displays, and, at night, an invitation-only concert from George Thorogood—all with the goal of building relationships with current buyers and attracting new ones.
“Typically at this trade show, a lot of the booths are set up for selling only,” said Meredith Silberg, director of events for TaylorMade/Adidas. “But there is not really a place to sit down and be absorbed in the environment. We knew it was a hike to come down and see us at the end of the hall, so we wanted to create an atmosphere where people could come and spend a couple of hours in our area. And we found that a lot of people ended up doing that.”
Silberg estimates that more than 10,000 people visited the booth during the show, some just for fun and others to conduct business with sales representatives from the company’s three brands: TaylorMade equipment, Adidas Golf apparel and shoes, and Ashworth apparel and shoes. Silberg worked with the event marketing agency Sparks to create distinct areas inside the exhibit that reflected the marketing concept for each brand.
To encourage attendees to linger, Silberg set up several televisions that aired the Golf Channel’s live coverage of the Farmers Insurance Open from Torrey Pines. Snack bars operated by Centerplate inside the exhibit also made it easy for attendees to stay for several hours. The company served complimentary coffee and tea in the morning, and provided an open bar in the afternoon.
TaylorMade/Adidas also rented 23,000 square feet of space next door to its exhibit the first night where it hosted a concert by George Thorogood and the Destroyers. The company invited about 2,500 of its customers, partners, and members of the media for the concert, also offering an open bar and appetizers. Thorogood’s “Who Do You Love” is part of the company’s “Driver Love” marketing campaign for its R11S products.
