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The cornerstone of the effort is centered on e-tail marketing and sales through Spalding's expanded website, which today will launch a new innovative backboard section (www.spalding.com/backboards. This industry leading micro-site contains full sight and sound product demonstrations for over a dozen of Spalding's key backboard systems. Users can interact with each system, watch video demonstrations on a multitude of product attributes, compare system specs, experience 360° views, and be led to purchase any one of these systems at an e-tailer of their choosing. And if consumers begin their backboard search at one of the key internet sites that sells Spalding backboards, Spalding's compelling content will be there, too. Spalding is utilizing the capabilities of WebCollage, a provider of automated content syndication solutions that enable online sites to leverage the rich content found on manufacturers' sites like Spalding's. When consumers search for systems within each of the key online sporting goods sites, there will be a prominent button for users to view more information about their particular Spalding systems. A micro-site will pop up with full sight and sound product-specific content found within www.spalding.com -- all without leaving the e-tailer's site. Spalding is the first company in the team sports category to utilize this service, and feels it has an advantage over the competition. "It's as if we're providing a virtual sales person for all of the e-tailers that sell our basketball systems," stated Bob Llewellyn, director of consumer marketing, Spalding. "Backboards are a major family purchase so we're providing consumers with an on-line experience that gets as close to, and in certain situations exceeds, a real in store shopping experience. We are using technology to educate consumers on the benefits of Spalding's systems. Consumers want to be informed before purchasing so we want to assist them in making a confident online purchase." According to a study performed by Bigresearch in '06, 87% of nearly 7,500 respondents reported that they performed online research before making offline purchases.
E-tail partners
Leveraging Basketball Dominance with Promotions and Park Refurbishments: Spalding has also initiated a Park Refurbishment program and has identified five premier outdoor courts in the Northeast, led by the famed Rucker Park in New York City. Each park will receive a set of Spalding's 72" Arena View systems, providing significant exposure to the brand. "Consumers clearly identify the Spalding brand as the pre-eminent basketball resource," added Llewellyn. "We're focused on increasing awareness and sales of our premier basketball systems and with the online efforts, consumer promotions and the extensive Park Refurbishment project, we are confident that our core target will associate Spalding with the best systems on the market."
About Spalding
Media Inquiries: Lynn Luczkowski, 413-478-1569 or lluczkowski@spalding.com
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