It’s January 2018 and the PGA Show is in Orlando. SWAG Golf’s booth takes up 100 of the Orange County Convention Center’s 2.1 million square feet of exhibit space. The booth is staffed by two hired models and outfitted with a putter head, a headcover, and not much else.
“A lot of people were walking up and asking ‘what is this about? who makes these?’ and I literally told the two models that I hired, ‘you know nothing, you tell them nothing,’” said Nick Venson, SWAG Golf founder. “‘You tell them April 1, show up at midnight, Don't Be A Fool!’
“And it worked. It kind of worked brilliantly.”
The goal was to pique visitors’ curiosity and get them to show up to SWAG’s online launch. When that first drop went live on April Fools Day, pretty much everything sold out within the first hour, and nothing lasted through the morning.
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