Thursday, April 5, 2012

Tiger's Chances


AUGUSTA, Ga. -- They could replace the azaleas with cactus, the flagstick logo with mud flap girls, the green jackets with crushed pink velour, and people still would talk only about Tiger Woods during Masters week.
This is Woods' 18th Masters, which doesn't seem possible. He has more seniority at Augusta National than some of the pine trees here.
"So I've spent just about half my life playing this tournament," the 36-year-old Woods said Tuesday.
He was, is and will continue to be the centerpiece of this and every other major until he croaks. It's the natural order of things, especially with Tiger only a few weeks removed from his first PGA Tour win since 2009.
[+] EnlargePhil Mickelson and Tiger Woods
Christopher Condon/WireImageNot since 2005 has Tiger Woods slipped on a new green jacket after winning the Masters.
Woods' blip on the Masters radar screen is larger than everyone else's. But there are other compelling storylines cleared for landing.
My favorites:
Can Rory McIlroy win the tournament a year after he shot 80 to blow a four-stroke, final-round lead? And is it true that guests now ask their Augusta National caddies to point out exactly where McIlroy nearly pull-jerked his drive into a cabin sitting room wayyyyy off the No. 10 fairway?
Can world No. 1 Luke Donald finally win a major?
Can Phil Mickelson win his fourth green jacket?
Can the highest-ranked American, Hunter Mahan (No. 4 in the world rankings), do a Kentucky and dominate?
Can defending champion Charl Schwartzel get recognized by anyone?
Can Johnson Wagner hide a pimento and cheese sandwich behind his mustache?
These are the Masters story plots. Or actually, the subplots. You-know-who still gets the star treatment.
"Obviously Tiger is always the guy that pushes the needle the most," Donald said.
And this from Lefty: "I think it's huge for him and I think he's going to have a great week because he's obviously been playing well. And to have won heading in I think gives him a lot of confidence. Sucks for us, but ..."
When he tees off at 10:35 a.m. ET Thursday, Woods will do so as a four-time Masters champion, as a resurgent player trending in the right direction and as a 4-1 favorite to win this week. But that same Woods hasn't won a major since 2008 and hasn't won here since 2005. That also doesn't seem possible, until you look at his medical chart.
Woods has been stuck at the 14 career major victories stoplight for way too long. He remains four behind Jack Nicklaus in career majors wins but only one behind the "Golden Bear" when it comes to career PGA Tour victories. A win here this week would tie him with Nicklaus' 73.
"I'd like the green jacket more," Woods said.
That's because Woods has always been about the entrees, not the appetizers. The FedEx Cup? Woods cares more about his club grips being clean. The world rankings? Yawn. His recent win at the Arnold Palmer Invitational? Fun. Reaffirming. But not a life-changer.
Woods' golf body clock starts now. Here. On that No. 1 tee box come Thursday.
His swing finally has a coat of polished wax on it. He's hitting it farther, and more often than not, the ball does what his swing tells it to do.
He's putting much better. His iron game is better. His blah, blah, blah -- shot trajectory, distance control, etc. -- is better.
"This year you can see the numbers," Woods said.
And the numbers say Woods is on the verge of being Tiger again. He's taken his game from the practice range, to the practice round, to a round in which they keep score for money. One good round has become two, then three, then four. Four good rounds became a win at Bay Hill.
Woods finished tied for fourth here the past two years. He did it despite his swing being in the repair shop. Instead, Woods depended on his vast knowledge of the place.
He told a lovely, long, winding anecdote Tuesday about playing a practice round in 1995 with Nicklaus and Arnold Palmer. Woods was an amateur back then with no walking-around money in his pocket.
"How about a little skins game today?" Palmer said before they teed off.
"Well," Tiger said, "I don't have any cash."
"Don't worry about it," Palmer said. "Just play hard."
Woods played hard, but he also questioned hard. He picked the local knowledge of Nicklaus and Palmer until their ears hurt.
"I'm trying to gain as much intel as I possibly can," Woods said. "And I'm asking them on every hole: 'What do you do here? What do you do here? What do you do here?'"
And Nicklaus and Palmer gave up every secret they knew. That's the Masters protocol.
Woods did it Tuesday. He played nine holes with Sean O'Hair, and Woods shared strategy intel on when and where to fire at a flag, where to miss on a shot. O'Hair asked for another nine-hole tutorial Wednesday.
"I think it's just the role of being here -- one as a champion and being here a number of years is that you pass knowledge on," Woods said. "It's not something that we hold and are going to keep sacred. We pass it on from one generation to the next. That's what we do."
There's another Masters tradition Woods wouldn't mind being a part of early Sunday evening. It would involve Schwartzel helping the newest champion slip on a green jacket.
Woods wants to be that guy. He wants to win the majors, not the minors. Because above all else, that's what he does.
Making sports predictions is what we do best.

Tuesday, April 3, 2012

Golf's Social Network


Golf's "Social Network"

Time was--and it wasn't that long ago--when the marketing of golf equipment focused almost entirely on the technology of a product. In the early 1990s when that master marketer Ely Callaway started pushing his innovative new clubs, he even was often accompanied by an animated version of arguably the most important scientist of all time, Sir Isaac Newton. 

Today, however, while research and development is the largest line item in most major golf equipment companies annual budgets, the marketing of those products seems to be less about physics and engineering and materials science than it is about brand affinity. It is more about building a community of true believers than engaging in Pepsi Challenge-like technology battles. It is also about less-traditional approaches to advertising in less-traditional golf places. Last year, TaylorMade bought space on a foul pole at San Diego's PetCo Park, home of the Padres, to tout its then-new R11 driver, while Callaway was offering club fittings last weekend at the famed Saks Fifth Avenue in New York as part of a Men's Luxury Weekend that also included master tailors, cigar rolling demonstrations and a straight-edge shaving experience.

The new idea--for golf anyway--is to pursue guerilla marketing, the off-the-grid approach to building company or even product awareness. And it has very little to do with logos on shirt sleeves at PGA Tour events. Instead, you need to think differently. It's about Facebook pages and Twitter accounts, much more than spring-like effect and moment of inertia. Golf's top three brands each have more than 40,000 followers on Twitter: TaylorMade (51,847), Callaway (42,797) and Titleist (56,195). But Nike dwarfs them all with more than 436,000 followers. 

But while Facebook and Twitter and other forms of social media are almost a requirement today, there are increasingly more extreme examples popping up. Here are a few of the latest non-traditional marketing efforts coming your way:

Acushnet, who is no stranger to off-the-grid marketing ideas (FootJoy's Sign Boy and Titleist using John Cleese to portray a golf purist named Ian MacCallister, for example) recently conducted an online sweepstakes asking for what phrases should be engraved into Scott Stallings new wedges being made for his use at the Masters. The company polled Team Titleist, an online community of nearly 200,000 Titleist followers who share stories, hold internet chats on their favorite Titleist players and their equipment and pre-test products being developed (including Titleist's latest line of four new balls). More than 1,700 ideas were submitted in the Stallings sweepstakes.

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Callaway, which debuted a glitzy, high-production-cost television ad campaign set at night in Las Vegas with many of its top players to launch its newest products this year, is going decidedly low-budget in a series of YouTube videos featuring Phil Mickelson's long-time caddie Jim "Bones" Mackay. The clips have a decidedly ESPN SportsCenter ad campaign feel to them.

TaylorMade CEO and President Mark King will appear on the CBS reality television program "Undercover Boss" on the Friday of Masters week. It is the first time a sporting goods manufacturer, let alone a golf company has been on the program.


What's it all mean? Does it mean technology doesn't sell golf equipment anymore? Or is this just a new way of identifying and growing the pyramid of influence that golf companies have talked about for years? Might it not be possible that in a social media/tech savvy world, golf's new pyramid of influence isn't only the top players in the world or the best golfers at the club, but the ones who are plugged in to your brand both on course and perhaps even more importantly online?