A leading brand in the world of golf, PING the bespoke golf club manufacturer and clothing company have been developing ground breaking golfing technology since 1959. A global sports brand, PING has a wide following and is actively used in over 70 countries across the globe. With direct relationships with some of the greatest players including Lee Westwood, PING are the benchmark in golf excellence and are desired by all golfers, from amateurs through to seasoned pro's.
With a globally recognised brand, PING maintains a strong hold on the usage and display of their products and logos. With no direct selling through online channels it's been essential to control how their brand is being showcased online. Indeed it's often copied but never matched by competitors and counterfeiters. PING is one of golf's best known brands and has a reputation second to none.
An important factor in keeping brand control has been to manage the relationships with suppliers, the media and third parties whom actively promote the PING brand. With extensive experience of developing online software applications, 9xb were commissioned to create an online portal that would provide a central repository of marcom assets to support the communications strategy of PING's European distributors and PGA Pro network.
The challenge for this project was to create a resource that could handle complex files such as video, pdf and images and serve them to people with a varying level of online ability. The management and download functions needed to be simple but secure, and we elected to develop the system using the Zend framework. With a focus on usability, the system needed to be structured, but easy to use and seamlessly deliver assets to users with the minimum of fuss.
Beyond the core resource, the platform needed to allow PING to maintain dialogue with its audience through a news feed and social engagement tools.
With experience in developing tailored online business resources, 9xb developed an extranet that enables PING to upload marketing material and then share it with a controlled database of partners. Allowing images, videos and text documents to be shared, the new PING European Extranet has opened up the brand to a new audience allowing their marketing material to be shared freely but whilst being carefully monitored.
"Working with 9xb we scoped out a dedicated portal that allows all customers to easily access our marketing material. We're really pleased with the end result as it allows us to not only share our information but keep our routes to market informed on the latest news and happenings with PING through social integration and news-feeds. From the initial scoping to launch 9xb we're great and the new resource site is already helping us engage with our audience better."
PING Europe Ltd Marketing Manager
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