Greg Norman Collection
IONA has worked with the Greg Norman Collection since 2004. Acting as an integral element of the marketing team, we design, produce and manage everything from retail kits to promotions, product launches, exhibitions, UK-wide golfing competitions, staff training and more.
Retail kits & merchandising
We ensure the Greg Norman Collection (GNC) dominates the retail space in more than 500 golf clubs. The striking merchandising kits we design and produce include carriers, hangers, wall kits, tables, mannequins, point of sale material and bespoke shop fittings. We also run workshops across the UK to train sales staff in display and merchandising and produced a DVD guide on this subject too.
These two-day events give the new season’s ranges a strong launch pad. Taking place at top hotels around the UK, guests are invited to enjoy activities including golf, archery, wine tasting and spa treatments, as well as a champagne reception and gala dinner. We manage each event from concept development to planning, on-the-day management, budgeting and reconciliation.
IONA organised the UK’s biggest amateur golf competition, which generated more than £400,000 of retail sales for the Greg Norman Collection. More than 60,000 golfers were invited to take part in regional heats and were given money-off vouchers for GNC products. This, in turn, incentivised retail customers to pre-book product to meet demand. We organised the entire event, from producing the promotional package to co-ordinating entries, running the grand final event and managing the budget.
Exhibitions & shows
For two years running, the exhibition stand that we designed, produced and managed won the Best Stand award at TGI & Foremost (now known as GTEC). It incorporated selling stations, customer loyalty promotions and merchandising training seminars.
Ads, newsletters, point of sale & promotions
Our sales-boosting adverts for the Greg Norman Collection appear across trade and national consumer titles. We’ve also designed and produced banner and skyscraper adverts, and the regular Greg Norman Collection newsletters that we design, produce and distribute are sent to trade publications as well as customers.
For new account customers we run a loyalty promotion as a persuasive door opener and thank you, and also produce a comprehensive point of sale kit for all Greg Norman Collection customers.
Plus, we design and implement retailer promotions with American Golf and
Q Hotels and ran a customer incentive promotion with Red Letter Days.