The Good Sport (www.goodsportstore.com) is a local sporting goods retailer in Cohasset, MA. The brick-and-mortar, family-run store has served the local community for over 50 years.

In mid-September, many surrounding communities begin their Saturday fall youth soccer programs. As parents arise for the first day of soccer, many quickly realize that last year's cleats no longer fit and one of the shin guards is MIA (and was probably eaten by the family's Golden Retriever). In most cases, this day will be incredibly hectic but very profitable for The Good Sport.

The Problem:

However, at least two parental customer groups will initially not visit the local store. The first group immediately travels to a "Big Box" store, where they find low inventory, no one to help them find the correct fit, and unreasonably high pricing.

The second group elects to shop online. They find the style they want and guess the proper size. The order is delayed, arriving two days late, and the cleats are two sizes too big!

Our Solution:

This online advertisement was designed to halt the cleats shopper immediately, describe the two problems, and convince them to visit The Good Sport. It reinforces the fact that there is plenty of inventory and experienced sales staff to ensure proper fit and quality, reasonably priced products.