When we showed athletic directors how Ultra Play could get them to the dance, they made the company’s sales numbers sing.
Ultra Play had a great product a highly engineered, professional-quality backstop that was also portable, designed for use in multipurpose gyms. (It’s now a Gared product.)
Previous trade ads and catalogue pages had spelled out the details. But to turn this great product into a great story, it took unbridled emotion and a keen sense of an athletic directors frustration with the powers that be.
The first time this two-page spread ran in appropriate trade publications, leads from reader-service cards doubled.
Leads are nice. Cash is better.
More impressive, the stadium that was home to the Detroit Pistons bought two on the spot! That one sale returned more than enough cash to our client to cover the magazine space.
A single-page version of the ad also doubled previous response rates.
Update: As of 2011 or sometime earlier, Ultra Play just focuses on playground and park equipment. Gared Sports, a major basketball manufacturer, sells the Hydra-Goal.