Merchandise Spotlight: Aqua Golf
Wow. Until now, did you realize just how exciting golf could be?
In addition, Herrington takes a humorous approach to reach the not-so-skilled golfer. It jokes that the Velcro stops the ball in its tracks: “(too bad you can’t stop the ball like that on a real green!)”
It’s also one of the only descriptions that mentions any misses: errant shots, it says, can be retrieved through a dip in the pool. Which brings up the point: Why aren’t any of the players in Herrington’s (and other) product shots wearing bathing suits?
Sporty’s Preferred Living
Headline: Hone your short game (and have fun in the process)
Spin: Fee savings, convenience.
The descriptive copy in this catalog reads, “You don’t need the 17th hole at Sawgrass to enjoy the challenge of an island green. Aqua Golf lets you enjoy one of golf’s most intriguing shots—one over water—in your own backyard.” As with Herrington’s tongue-in-cheek approach, Sporty’s Preferred Living reminds the reader that these golf balls float, just in case you actually miss your target. Sporty’s also adds a note of competition, suggesting that you can “entertain guests with a game of closest-to-the-pin.”
Sporty’s Preferred Living also emphasizes the comfort and convenience of being able to spend time in your own backyard, whether by yourself or with friends. You don’t need to be at a world-class golf course to enjoy the challenge of an island green—you can enjoy the same exciting shot at home anytime. And without paying for a cart or greens fees!
Alsto’s is the best product shot, showing the product up close and fading out the golfer in the background (so the prospect can imagine himself there). In addition only Alsto’s shows Aqua Golf in use with an action shot that suspends the ball in mid-air.
Herrington chooses to show the product up close, with only a small inset of the product in the pool, where it would be used. Since Aqua Golf is basically a floating piece of green foam, it is preferable to show it in use to entice the golfer to make the purchase.
