Time-time I come across with really interesting golf equipment brands that we can hardly read in magazines like Golf Digest or Golf Monthly. In last year September, the enigma of the month was Honma Golf, a luxury golf club brand.
This time, my new discovery is XXIO (pronounced zeh-ku-shi-oh), Japan's #1 golf brand from Dunlop Sports. It is the main brand under the Sri Sports/Dunlop umbrella. In the US XXIO golf clubs is available via Srixon/Cleveland. Srixon/Cleveland positions the brand as a luxury golf brand.
Surprisingly, XXIO golf clubs are developed for average and senior golfers (at least in Japan). Have you heard about XXIO?
As part of the launch campaign in the US, Srixon / Cleveland Golf opened a V.I.P. custom fitting butique at the Srixon / Cleveland Gof / XXIO corporate headquaters in Huntington Beach, CA.
Here we will be able to custom fit XXIO woods and irons, including steel or graphite shaft options and flexes. XXIO brought their latest launch monitor technologies.
Since it is a luxury golf brand, you will have to book custom fitting time for yourself.
At the same time, XXIO's marketers should think about what kind of story they tell about the brand and how they are going to tell it. It is also important how well is our story told by people. What we call in non-luxury product marketing, people buy from people, in the luxury world it is: image through action. Hence, it is not surprise that video and mobile marketing solutions are gaining momentum among the online marketing solutions.