Merchandise Spotlight: Aqua Golf
Little Price Difference
The seven catalogs in which we spotted this product featured a price spread of only $10.95. With little difference in prices to tout, it was up to each catalog’s copy and visuals to sell Aqua Golf. Let’s take a look at how each catalog attempted to put its unique spin on this product.
Headline: Play a round of golf—poolside.
Spin: Fits busy schedule; can be used by players at all levels.
The Silvo Home catalog’s copy flatters the reader, assuming that he is busy and can’t get to the golf course as much as he wants due to his very busy schedule. That’s where Aqua Golf comes in. The catalog copy suggests, “Practice your swing anytime your schedule allows with our floating golf course green.”
In addition, the copy plays up variables that make the Aqua Golf rewarding for any golfer, regardless of skill level—”the wind creates ever-changing water hazards sure to challenge even the most experienced player.”
The Sharper Image
Headline: Ready, aim, swing! Target golf game determines the most accurate chipper.
Spin: All-season use.
The Sharper Image copy describes the fun of competing poolside to see who has the best shot.
And here’s an interesting twist: It is the only catalog of the bunch that finds another use for Aqua Golf when the pool isn’t filled up (in winter, spring and fall): “[it] floats in the pool in the summer and then moves to the yard or the game room for year-round play.” The Sharper Image emphasizes multiple uses for this green, upping its value to the golf-loving catalog buyer.
Headline: Aqua Golf floating practice green.
Spin: Plays on fantasy.
“Ever wonder how it feels to approach the green at TPC [tournament players course]? Now you can try it in your own backyard.” Addressing the well-versed golfer (we had to look up TPC), the description uses the golfer’s imagination to sell Aqua Golf.