Carl’s Golfland

Since 2017, our national "orange" TV campaign has helped brick-and-mortar sales grow 100%, e-commerce sales grow 300%.

We've written and produced about 50 30-second TV spots for Carl's Golfland that run all over the U.S. and Canada. Not one of them cost more than $5,000 to produce. Our Carl's work has also included radio, social media, in-store signage, print, collateral, even a delivery truck that, like everything else, is orange and fun to read.

BRAND BACKSTORY

For the love — and hate — of golf.

Golf is like baseball. It's filled with long breaks between short, sudden bursts of action. Plenty of time (and space) to ride along (while health-conscious players walk), think, smalltalk with your playing partners, philosophize, tell jokes, and bullshit. It's fertile ground for justifying one's own existence, and for justifying why you're playing well. Or not.

A lot of us at Perich have played a lot of golf for a long time. We love it, and know why we love it. We also hate it, and know why we hate it. In a snap and without warning, the game changes from predictable and likable to impossible and detestable. Just when you thought you figured out how to hit the ball and where it's going to go, you haven't a clue, and you want to quit. One hole, you're decent. The next hole, you suck. Know why golfers don't trash talk? Because the golf gods do it for you. To make them laugh, tell them what you think you're gonna shoot.

Services

TV
Radio
In-store signage
Print Advertising
Digital Advertising
Tagline
Delivery truck design
Social Media

"Following our TV campaign, in-store sales doubled and e-commerce sales tripled."

A mutual understanding.

Carl's Golfland has always been more than a place to buy golf stuff: clubs, bags, balls, shoes, clothes, accessories. It's a company run by people who play the game more than we do, and understand the player's psyche as well as we do. Turns out we were a really good marketing match for them. We've made 30-second commercials with names like "Love/Hate," "Excuses," "Excuses 2," "Excuses 12," and "We're Not Like The Pros." All show insight into the game while also showing the products Carl's sells.

BRAND ROLLOUT

Simple and quirky wins every time.

At Perich, we believe strongly that a brand should own a color. Through constant and universal application, it doesn't take long for that color to give a brand an identity at a glance. For Carl's Golfland, the brand color is orange, and has been since we started working with them in 2017.

The TV spots we've produced for them — 50 or so and counting — are orange, quirky, pithy, and insightful. People like them, recite lines from them, and tell our clients. Our work has helped Carl's grow, especially in online sales. They've gone from being a small, unknown online retailer (with two brick-and-mortar stores in the Detroit suburbs) to a serious player in the industry with huge name recognition all over the U.S. and Canada, where our TV campaign runs.

Since launching our national "orange" TV campaign, we've seen brick-and-mortar sales double and e-commerce sales triple. They keep their exact sales results a secret but judging by the amount of media they're buying and number of people they're hiring, Carl's is doing just fine.