Script to Screen - Case Study

Adams Golf "Tight Lies" Club

Client: Adams Golf
Product: Tight Lies Fairway Wood
Price Point: $159.95
Objectives: To introduce the Tight Lies Fairway Wood on television; to work as an independent profit center; to gain retail distribution; to drive pull-through demand at retail.
Hosts: Jack Whitaker, Bill Rogers, and Hank Haney

• Grew from $2 million to over $100 million in annual sales
in 18 months.
• Grew to No. 1 market share position within product category
• Over 1.5 million units sold
• Went public in 1998
• Multiple award-winning infomercial

To the golfing elite, Adams Golf has long been known as a premier golf club manufacturer of precision custom clubs. Relatively few golfers have ever heard of Adams Golf in the shadow of the massive golfing giants, but many Adams Golf devotees consider that a strong point...and a secret weapon on the course.

Adams Golf has built a powerful word-of-mouth reputation among golfers who have been fortunate enough to use their clubs on golf courses around the country. With the introduction of the International Network of Golf's undisputed "Breakthrough Product of the Year," the legend of Adams Golf has become available to the golfing masses through the Tight Lies infomercial.

To launch what would prove to be the most innovative golf product since the 1994 introduction of the alien Wedge, Adams Golf came to Script to Screen to produce an infomercial that would successfully introduce the Tight Lies in the television arena; generate product interest; create brand awareness; develop a customer database; and drive retail sales.

Debuting nationally in April of 1997, the Tight Lies infomercial has successfully rolled out nationally. Over 1.5 million clubs have been sold, and the infomercial won several industry awards including the 1997 NIMA Best Demonstration infomercial and the 1997 Jordan Whitney Best Sports Product infomercial.