Will The Back9 Network Bring It?

If you haven’t heard, golf recently got a new game.  And its name is the Back9 Network.

While the rumors and buzz have been circulating around the golf world for the past 20 months or so, the true “coming out party” took place at this winter’s PGA Merchandise show as the new network undauntedly pitched their booth right next to incumbent competitor, the Golf Channel.

Anna Rawson looks to attract some new eyeballs

Unlike the Golf Channel, however, Back9 is positioned as a lifestyle and entertainment network, looking well beyond tournament golf.  With Clint Eastwood as creative board chairman, the network plans to deliver original content that ranges from a magazine show hosted by model and LPGA player, Anna Rawson, to Extreme Golf with celebrities and  a Bachelor-style dating series.

At the core of the network’s strategy is a commitment to grow the game of golf by showing the less intimidating, diverse, and more accessible sides of the game and its accompanying lifestyle.  For example, comedian Jackie Flynn will host a show where he brings a public course spirit to some of the most exclusive courses in the world.

Despite golf’s global growth – particularly in Asia – and its new faces like Rickie Fowler, the game still struggles with its exclusive image and the fierce competition for attention in the sports and entertainment category.  Additionally, the baby boomer population, on which so much of the industry depends, isn’t going to be around forever.  Industry players, particularly the equipment manufacturers, hope that Back9 can address these issues to maintain a long-term customer base.

But launching a cable network isn’t easy and the risks are many. Just ask Oprah.  Cable industry consolidation has made it harder for newcomers to compete and even someone with Oprah’s loyal consumer base failed to accurately understand the fickle, consumer side of the equation. 

The challenge for Back9 will be to provide engaging content for a non-niche, mass audience that is strapped for time and has multiple viewing options on multiple platforms.  Sure, the golf industry likes the idea, as does any advocate of growing the game (like me).  It’s easy for us to drink the Kool-aid. But what about everyone else?  Does the research show sufficient demand for Back9’s content?  Can they be the agent of change that the industry desperately needs and pave the way for growth?  We will surely see.

Will Dannon Be "Punting" on Greek Yogurt?

Yogurt giant Dannon announced yesterday that it will be advertising during the Super Bowl, making it the first yogurt company to do so. SportsBusinessDaily reports the 30-second spot will air during the third quarter of the game and is expected to be just one piece of a fully-integrated campaign.

While the big game may be a new platform, major advertising and promotional spending is nothing new for the major yogurt competitors. According to Brandweek's annual Superbrands report, Yoplait and Dannon each spend in excess of $100 million in measured advertising in 2010.

Going Greek

Health-concious consumers have made aggressive moves towards Greek-style yogurts in the past three years.  According to Mintel, no product trend has had more impact int the yogurt category in a shorter period of time.  Twice as high in protein, Greek brands emphasize natural ingredients and add little or no extra sugar. The category has been dominated by Fage and Chobani while Yoplait and Dannon have struggled to keep pace, partly because of their uber-long ingredient list and their inability to claim to be all-natural or organic.

But don't look for the Super Bowl ad to target the Greek-style category but rather, as Sr. Director of PR Michael Neuwirth says, "communicate a broader effort to get people to eat more yogurt." With such a broad message, Dannon risks "punting" on the Greek-style category and growing the entire yogurt pie instead. Additionally, by possibly focusing on product benefits that are inherent to all Greek-style yogurts, the advertising may succeed at least in boosting the entire Greek category at Dannon's own expense. Fage and Chobani will be thankful.


Source: Mintel

Morning Drive, Morning Miss

Last December, when I heard the Golf Channel was set to air its first live morning show, I was ecstatic.  Out here in L.A., one can handle only so much NPR and Colin Cowherd in the morning, so this was a true blessing in my life. Even during my time in Chicago, I was thirsty for some commuter-friendly golf content to complement the morning shuffle.

Did GC drop the ball on this one?

I was familiar with Erik Kuselias from ESPN and had heard good things about Gary Williams from the PGATour Network. And while the content would focus primarily on golf, it promised to feature news and commentary about stories from a wide range of subjects. Right up my alley, for sure. Well, not entirely so.

While they set up the studio to look like a radio show, it’s strangely only distributed on television. In taking something out of the world-wide leader’s playbook (they clearly copied the production of ESPN’s Mike & Mike in the Morning),  did they forget it was a radio show before it was simulcast on television?   In addition to no radio stream, Morning Drive has no podcast or smart phone app. I’ve reached out to show personnel to see if there was something in the works and…..Bubkis.

The show does air at 6 AM out west, so I am able to get about 15 minutes of content from the other room while I’m performing my morning routine. I’m sure the advertisers love that.

Perhaps there’s not a big enough market to justify a national syndication for the show, but that doesn’t mean it can’t be distributed through some sort of smart phone technology (app, podcast, etc). How have they missed this? Granted, I haven’t looked at their ratings so maybe the numbers look good and the show’s doing enough for their loyal advertisers to justify their ad spends.

So if the Golf Channel’s target markets for Morning Drive are golf bloggers (and others that work from home) and retirees sitting on their couch at 7AM, well done, fellas. You’ve nailed it. But if the Golf Channel wants to reach anyone else – you know, the majority of golf fans that are on-the-go – they might want to rethink how they’re distributing a show like Morning Drive.

The Golfer's Ultimate 6-Pack

     Golfers love beer and beer loves golfers. It's continues to be a long-lasting, meaningful relationship. Can someone package that up for us, please? Absolutely. Bridgestone, the #1 ball-fitter in golf, is partnering with Michelob ULTRA this summer in a way golf and beer lovers have not yet seen.


The Golfer's Ultimate 6-Pack will be hitting retailers on May 23rd, just in time for those Father's Day rounds. Believe it or not, it should be the first retail package to combine beer and golf balls (Bridgestone e6's) at a single point of purchase. No word yet on exactly where these points of purchase will be.


The promotion serves as a great complement to Bridgestone's more conservative commercials where staff members gloat about their high-performing balls while sipping on iced tea in a dark clubhouse.


And this is hardly the first venture into the golf world for Michelob, the official beer sponsor of both the PGA Tour and the LPGA. With only 95 calories, Michelob ULTRA serves drinkers who like to think they have 'active lifestyles.' It now aims to be the on and off-course six pack for those golfers who want to maintain their six packs..... all while getting 3 sheets to the wind on the course with their buddies. 


My question is why limit this to Father's Day? I'm sure there's some Moms that would be down with this, right? Plus, this would be a great stocking stuffer, hand out at charity scrambles and bachelor parties.  

TaylorMade: The #1 Driver In A Shrinking Market

     Last Thursday, TaylorMade's new R11 driver was made available to the general public. This came about a month after the Carlsbad, CA manufacturer launched one of its most aggressive (and expensive) advertising campaigns ever, titled "Only R11." In addition to its staff professionals endorsing and sporting the products for the first month on Tour, the brand's promotion strategy included a "white out" at the Farmer's Insurance Open and at other offline and online locations. The now familiar TV spot listed below, courtesy of indy shop, NYCA, goes against the grain of golf manufacturers' traditional 'cookie-cutter' promotions. The spot includes children's voices singing a chorus "One of These Things is not like the Other" as traditional, black-crowned drivers from competitive brands cross the screen in an almost Apple-esque digital parade. The final driver is TaylorMade's category changing, white-crowned TaylorMade R11 Driver which dramatically interrupts the procession followed by the call to action: "Go online, research the driver and go fork over $399 for our new product. We'll talk to you next year."  

     I salute TaylorMade for doing something different. It's innovative, creative and differentiating as it goes from cookie-cutter to cookie monster. And people are definitely talking about it. What's come crystal clear to me though, in the past two weeks as I read blogs and speak to serious and casual golfing friends, is that this TV spot represents the ongoing battle of manufacturers for a bigger piece of the same pie. A pie where perceived value reigns king at the premium price point. The target market consists of only serious golfers and those that need - and can afford - something more than a good golf swing. TaylorMade thought outside the box and perhaps they'll capture even more than their current, industry-leading 40% market share. 
     According to Mintel, during the past 15 years, the classic 'Baby Boomer' has made up more than half of the male golfing population. In turn, the golfing industry has relied heavily on this retiring, wealthy demographic as its primary consumer. But as this generation ages (the first wave of the Baby Boomer generation is now entering their mid to late 60s), the sustainable growth of the game - and equipment sales - comes into question. With increased competition from active sports and financial constraints hindering increased participation on multiple levels, TaylorMade must give more attention to the 'Echo Boomers' and navigate a strategy towards younger demographics, that essentially creates a bigger pie for themselves. 40% market share sounds good in the short-term, but it doesn't mean much if that market is getting smaller and smaller. Their long-term growth depends on it. And it'll require a heck of a lot more than a Sesame Street song and a white driver. 

TaylorMade's R11 arrived at golf stores last Thursday, but this was hardly the first time we've seen it. The Apple-esque been part of TaylorMade-adidas Group's biggest media spend ever

Rounds are Down, Tweets (and Social Media) are Up

Players, journalists, businesses and fans of golf are increasingly connected to the game via Twitter and other social media outlets. Breaking news, such as Rory McIlroy and Lee Westweed not playing the Players this year is coming from Twitter instead of traditional media outlets. I follow professional journalists and bloggers on my couch while watching tournaments to get extra insight from those that are behind the ropes. I'm not alone in this activity.

That said, sports marketers are constantly coming up with new and creative ways to engage fans both at home and at live events.The next step for most sports is creating an in-game experience for its fans that goes beyond the blogs and tweets of living rooms. For example, Brian Grey at Bleacher Report recently wrote an article discussing the idea of a digital sports bar. He envisions an ultimate online experience that brings all the exciting content about his sport team into the palm of his hand. Mingling with fans on Facebook isn't enough anymore. Fans check into sections, talk trash with rivals, and bond with fellow supporters all with the click of their mobile phone. This all sounds great, but what about the golf fans? One of the most frustrating things about attending a golf tournament is that a fan can't bring his/her cell phone into a tournament. Because of this, fans are only partially engaged. How will the Tour, it's tournaments and sponsors, deal with this development/opportunity, if at all?

There's clearly a huge opportunity here given the extent to which sports/golf fans have embraced social media. While visiting a tournament, fans could check into holes and corporate tents while tagging players as they walk the course. A live, online social community for fans could draw more spectators, speak to a new demographic and bring more eyeballs to the sport we love. However, we can't do this without a device. I understand we can't trust fans to turn their ringers off, but what about renting a smart device that takes pictures (silently), is loaded with social media applications and contains course maps and GPS tracking of groups? A number of companies would sponsor the hell outta something like this. I would.

Technology is changing the way we consume sports. Golf is no exception. Obviously. But I seriously hope the Tour and its governing bodies have the flexibility to keep up with the steep slope of technology demanded by the general public. With the demand for courses and rounds being down due to the recession, technology represents a clear answer for the sustainable growth and development of the game. 

The PGA Tour and Sponsorship ROI

     One of the issues confronting the PGA Tour right now is it's teetering relationship with some of its sponsors. While the Official 2011 Schedule won't be released for another month or so, there are a handful of tournaments that remain sponsor-less and a game of musical chairs has ensued to try and fill various gaps in next year's schedule. The Heritage Classic has moved, Memphis' status is uncertain, The Bob Hope Classic is without a sponsor and Deutsche Bank is rumored to be questioning its financial commitment, to name a few. The short-term impact is a non-issue for us fans; there will be golf next year, regardless. But the long-term issues facing the Tour's business model are hard to ignore and how Finchem and Co. deal with these issues will shape the tour's development and success over the next decade.
     The economic crunch has obviously forced corporate partners to re-evaluate their financial commitments and think long and hard about sponsoring future events. Pretty basic stuff, right?  Taking this closer look, however, has raised bigger questions than just the advertising and sponsorship budgets of big name sponsors.  Now they're investigating the true ROI on these dollars. The sophistication and complexity of sponsorship in the global marketplace make it extremely difficult to decipher one's return on investment (ROI), especially when using what SponsorMap call 'antiquated' ROI valuations. These techniques simply can't keep up with the new complexities. In short, it's  harder and harder for companies to value and quantify the ROI of sponsorship and now they're thinking twice. Just like the consumer, corporations have become more mindful of where the dollars are going.  Corporations are operating leaner than ever and the good ole days of throwing money around - when regulations were far more lenient - are over.  It will be interesting to see how this all shakes out.

Nike's Waiting Game

A new poll from Harris Interactive lists golfer Tiger Woods as "America's favorite sports star." At the same time, a survey from E-Poll Market Research in June listed Woods as one of the "most disliked people in sports."

These polls raise tough questions for marketers when trying to determine who they should hire to endorse their products. Nike has remained loyal to Tiger through all the turmoil which was really their only move. In the long run, Nike needs Tiger a lot more than Tiger needs Nike. They couldn't drop him. They wouldn't have a golf brand if it weren't for him. But unlike Gatorade, Accenture and AT&T - who's brands were more sensitive to off course behavior - Nike could hang on to Tiger because his on-course dominance was what drove their image and demand for their product. Now his golf is suffering and no one knows for how long. Like most of us, Nike thought he'd be back to form by now.

As if essentially losing your #1 endorser wasn't enough, Anthony Kim has been sidelined most of the year with an injury. He returned at Bridgestone this past week and fired rounds little better than Tiger. With two of their top horses out the race, it's surprising they've done so little to raise positive awareness for their brand. The best move for Nike could have been to do nothing. Perhaps they were being fiscally conservative. But while TaylorMade-adidas picked up Camilo Villegas to balance out the "dislikable" Sergio Garcio, Nike Golf 's quiet summer playing a waiting game for Tiger has hardly paid off. They're still left will Stewart Cink, Paul Casey, Lucas Glover, K.J. Choi and Justin Leonard as endorsers and while they aren't disliked like Tiger and are surely playing better golf than Tiger, they aren't close to being called "American's favorite sports stars."

Golf In 3-D

Sports fans are staying home more than ever. According to Nielsen, ratings for major sporting events have been strong this year, including the record set for the most-watched Super Bowl ever. Events such as The NBA Finals, The Stanley Cup, and World Cup have all drawn record TV audiences this year as both the slumping economy and HDTVs have given fans reason to stay at home. Even if the economy improves, however, expect this trend to continue. Why battle the prices and the crowds when you can sit peacefully and conveniently on your couch, cocktail in hand, alongside friends and family? According to a Nielsen study done in April, an estimated 52 percent of American homes had HDTVs and were actively using them. That compares with 33 percent a year earlier and 17 percent in 2008. And as John Rowady pointed out in a recent MediaPost article, hardcore sports fans are already hungry for the next level – 3D.

"3D is all about improving the consumer experience at home. And like all things in sports, advancements in technology are welcome only if they look and feel authentic. While there's a lot of room to grow, there's no doubt that 3D makes the experience of watching an event more realistic."

And of all sports, golf and its hardcore fans have arguably the most to gain from 3-D technology. Given the “touring” nature of the sport, most golf fans catch the action at home. And so the sport relies heavily on its network broadcasts to bring the tour to its fans. Alongside HD, networks have recently invested in new technologies like swingvision and shot-tracking technology to keep fans engaged. And it’s been great. But 3-D is positioned to revolutionize how we experience golf. The importance of understanding a distance or a slope can’t be emphasized enough, and the extra depth afforded by 3-D imagery takes this understanding right to your la-z-boy. A course’s natural, rolling landscapes - filled with trees, sand traps and lakes positioned at various depths - are visually conducive to a 3-D broadcast. In addition to medicinal marijuana patients, this experience should be highly appreciated by golf fans and wildly entertaining to non/prospective fans.

We’re obviously not there yet, but it’s only a matter of time until the technology is perfected and the cost to advertise in 3-D becomes worth it. A recent WallStreet Journal article suggested that the cost to advertize in 3-D is 30-40% more than a traditional tv ad. But if the growth of HDTVs is any indicator, it shouldn’t take long for manufacturers and consumers to catch up. If they aren't already, executives at CBS, NBC, the Golf Channel and the Back 9 Network should be all over this.

U.S. Open Ramblings

It's been four days since I left the 2010 U.S. Open at Pebble Beach. Needless to say, it was a grand and memorable experience. Back to the real world now. I'm still relatively exhausted, a little sun and windburned and still in awe of the experience. I've been collecting my thoughts on the storied venue and the tournament itself and I thought I would share the stream-of-consciousness ramblings of a first time attendee:

• Tom Watson - Television doesn't do the man justice. Not only does he crush the ball at 60 years old giving hope to those that still haven't found their game, but he does so with unparalleled grace. As Red said of Andy Dufresne in Shawshank, Tom "strolls the course like a man in a park without a care or a worry in the world." I found so much comfort in watching him play the game. Didn't expect that. And on Father's Day, with his son, Michael, on the bag, it was a real treat.


• The GolfWorld Is Flat - Flatter now more than ever. We've known for quite some time that major fields traditionally carry an international flavor, but have the foreigners ever been so prevalent on the leaderboards as they are now? Of the 26 events in the U.S. this year, 12 were won by foreign players. I even spoke French with some spectators on Saturday (I never thought to ask if they were with Havret groupies or not) It will be interesting to see how the flattening shapes future developments of the tour(s) and the industry as a whole. I strongly believe we're headed for a Global Tour at some point.
  
• Russell Henley and Scott Langley - Had Justin Leonard not birdied the 72nd hole, the co-low amateurs would have been exempt from next year's open. Bummer. Maybe the low amateur(s) should auto-qualify for the following year's open? How could that be a bad thing? Both were favorites of the galleries and unlike Sergio Garcia, who continuously whining his way around the golf course, it's refreshing to see these young guys bask in the beauty of the tournament and it's setting. Like Watson, they were a joy to watch.


• Pebble Beach - Aside from trying to score well on the open setup, if there ever was a place where a golfer could be at peace with themselves and God, Pebble is the place. The Cliffs of Doom are downright heavenly if you don't have to hit golf balls around them. Standing between the 9th fairway and the 10th tee was my favorite place all week. In the sun, close to the ocean and allowing you to watch approach shots on nine and tee shots on 10. Not crowded either. More on the crowds in a second.



17th hole - When standing by the green, it was simply a beautiful hole with a storied past. It didn't look that long either. Nicklaus needed a 1-iron here? Really? It's down-hill. Harmless really, especially when the pin is front right (as it was on Saturday). Then I walked back to the tees and lost any romantic feeling for this hole I previously had. The green was somewhere down there, but all I could see was sand traps, rough and ocean. Couple the wind and a back-left pin placement, and it's no wonder why it got so much criticism. But it's the U.S. Open, fellas. Quit complaining. The USGA gave you the shortest hole ever at a U.S. Open in 7 and a driveable par 4. And Ryan Moore? Ryan, we get it. You'd be more comfortable if the USGA had a Wyndam Championship setup, so you could fire a -16? (like he did in his only PGA Tour victory).


Tiger's almost there. His charge on Saturday was incredible. He's definitely got the look and the swagger back. Anyone who witnessed his 2nd shot on 18 on Saturday knows that. It's only a matter of time for his game to get back to form. And the crowds loved him more than ever. Go figure.


Ernie - As much as we tend to feel sorry for him, he does bring this on himself. I think he needs an on-course additude adjustment at these majors. Maybe put some vodka in that water bottle of his? He mopes around the course like he's Ior making bogeys, missing putts and feeling sorry for himself. Listen, if you're not happy, you're not relaxed, right? And if you're not somewhat relaxed, how are you going to make big putts in a major? He wasn't this tense when he was winning majors. The miss on 15 said it all. It's clearly all 'between the ears' for the South African and he's running out of time.

Dustin Johnson - Until Sunday, he was living proof of how certain players can feel so comfortable on certain courses. Regardless of the changes since February, he was dominating Pebble once again. But as great as his 66 was on Saturday, I think the young gun would've been in better position if he was two back of the lead and NOT in the last group... on Sunday with a 3 shot lead...in the U.S. Open... The pressure of the major and the marquee names coming after him proved to be too much. It was a shame, but no one's counting this kid out any time soon.

Graeme McDowell - Like last year, this year's U.S. Open proved to be a Darwinian test of survival. McDowell was clearly the fittest and he survived the onslaught of the world's best players in some of the most pressing conditions. Congrats to Graeme. My wife saw him on Leno and thinks he's hot.....so do I. Golfer? check. Accent? check. Loves beer? Check. Style and class? check. What's not to like?




Finally, Size Matters - It sucks being short at the U.S. Open. My 5-foot 7 stature can battle the crowds of a St. Jude Classic or even a FedEx Cup Playoff event, but to brave the Tiger-roaring crowds on Saturday and Sunday at major? Never has my vertical limit been so challenged. When Tiger pummeled his 2nd shot on 18 on Saturday, I had to balance myself on an elevated plank that supported a hospitality tent to even catch a glimpse. As always, there are options to accommodate . American Express was again giving out the "Champtionship Vision" TV's, the hand-held, portable devices that show live video coverage of the marquee groups. They also had the ear pieces streaming the action on ESPN Radio. The radio device makes sense in order to keep up with the leader board, but if you're going to watch it on TV, why even come to the course ? Then there are the golf periscopes and as much as I want to ridicule these submarine captains (above), they're practical as hell. Yes, I could weasel my way through the crowd in some instances, but in the future, when the galleries are as testing as the rough, I'll embrace my inner Captain Nemo and get my hands on one of these puppies. The Mickelson Group, out of San Diego, CA, has them at decent prices.

Personal Branding and Tiger's Online Brand Buzz

Corporations are constantly paying large sums on money to be associated with elite athletes. Is it really worth forking over that much money? It must be. Why else would they do it? In the past ten years, we've seen more and more athletes establishing a personal brand. Personal branding leans on the tenant that success - either social or economic - comes from self-packaging. From Michael Jordan to Tiger Woods, we've seen the power of personal branding in sports as billion dollar companies shape their marketing campaigns around just a few individual personalities. These campaigns have lasting impressions and continue to engage multiple generations of consumers. Michael Jordan hasn't played basketball in eight years, but if you type in the word "air" into Google's search bar, the first suggestion/drop down is "Air Jordan." For us consumers, it's sometimes less about the product than it is about the person pushing the product.

In his heyday (before last November), Tiger Woods was perhaps the most lucrative personal brand ever and we understood why. He was the best. His crisp, clean, diverse image brought youthful dominance to a wrinkled sport. He was a no-brainer for marketers and ad agencies alike. But what about now? How is he being perceived after all of....THAT. Can he still demand that “billion-dollar athlete” respect from advertisers? Internet Marketing guru Jeff Bullas addressed this very question, specifically in terms of social media and the online community's perception of Tiger.

In comparing Tiger’s "Brand Buzz" to the buzz of the number one global brand, Coca Cola, he found that Tiger generated 437% more buzz on social media and online than the #1 brand in the world in a 24 hour period. Incredible. In short, Bullas suggested little has changed and that sponsors would be wise to keep Tiger in their foursome as even the world’s #1 brand couldn’t keep up. The analysis demonstrates that Tiger is still is one of the world’s largest athletes and most widely discussed icons. He generates a ton of buzz and can swing demand for product. But wait a second. There's two problems with Bullas analysis: First, he snagged his data just two days after Tiger announced his return to competitive golf at Augusta, when Tiger’s trending online had peaked. Second, his data doesn’t take into account the “sentiment” of said buzz. Sponsors aren't going to stick around simply because there's a lot of buzz. They need positive buzz. Just ask Accenture, Gatorade or BP.

So now it’s the middle of June, and most of Tiger's transgressional dust in the blogosphere has settled. Deciding to take Tiger's buzz-temperature myself, I included a “sentiment” metric as well as a comparison of Tiger’s buzz to that of other elite athletes (just for kicks). The analysis comes directly from socialmention.com. While it doesn't contain complex algorithms and may not be as credible as Nielsen. However, this convenient analytical tool does a fine job of capturing the volume and mood of a brands' online buzz.
Not surprisingly, the buzz about Tiger has retreated to more natural levels, but now carrying a more negative sentiment than most of his fellow athletes. *(See below for an explanation of the metrics.) Tiger still has huge reach (more than any golfer ever) and when an athlete is discussed as much as the #1 global brand, it's no wonder why sponsorship dollars are so huge. He appears to be on par with elite athletes in terms of buzz volume (reach, strength and passion) as well as mention frequency. On the other hand, the 3:1 Sentiment ratio suggests the sponsors that dropped him are justified in doing so. This sentiment could explain why we haven't seen Tiger sign on with a new sponsor. Companies could be waiting both his swing and his sentiment to return to form. Then again, with the divorce still being settled, Team Tiger probably halted all business negotiations.

Companies that don’t value buzz sentiment as much as they value pure buzz volume will be lining up to carry Tiger's clubs in no time. We'll see who he chooses to align himself with. Sooner or later, he'll start winning golf tournaments, but winning those lucrative sponsorships? I don't think he can return to that 'billion dollar athlete' until he's mentioned in a more positive light. At least that's what social media and the online community are saying.

-Via theflopshot.net

*Strength - Likelihood the brand is being discussed
Passion - Measure of the likelihood that individuals talking about your brand will do so repeatedly
Sentiment - Ratio of mentions that are generally positive to those that are generally negative
Reach - Measure of Influence; # of unique authors divided by total mentions

Google Suggests Golf

As Google continues to take over the world, we're constantly reminded of how they collect and store everything we do on the world wide web. Aside from privacy issues, there are obvious benefits for marketers and even us commoners. Take the Google Suggest feature. Google Suggest returns search queries based on other users' search activities. These searches are algorithmically determined based on a number of purely objective factors (including popularity of search terms) without human intervention. All of the queries shown in Suggest have been typed previously by other Google users. This is great for market researchers, but it also has the makings of an endlessly fun parlor game. It offers answers to what are on people's minds and what the masses are really interested in. So what does it suggest about golf? What can it tell us about the game and some of it's personalities? Take a look.

Tiger Woods - No surprise. Still, I can't help but wonder what it suggested last October.


Camilo Villegas - Workout, Girlfriend, Clothes.


Arnold Palmer - Womanizer? Yep.


Why Is Golf... They pretty much nailed it.

Why Do Golfers... - What? two pairs of pants?

Colin Montgomerie - There's a video of him cheating? No thanks.

Sergio Garcia - Prom Queen? While Google is suggesting a different SG, they still might be on to something here.

Natalie Gulbis - Stretching....She just can't shake that stretching photo.

Kelly Tilghman - Interesting.

Have You Heard The Newsy?

I recently read about a startup called Newsy. Located in Columbia, MO - right across the street from Mizzou's School of Journalism - Newsy is the brainchild of Jim Spencer, a Mizzou alum and a former exec at AOL, NBC and AskJeeves. Most would call it a news aggregator in video form, but Newsy would prefer to be dubbed a news "analyzer." It attemps to address our frustrations with the possible biases of a single news source by painting the whole story with a number of different brushes. The folks at Newsy splice and dice video clips from multiple sources across the political spectrum and put it all together. Instead of flipping back and forth between FOX News and MSNBC, why not watch a condensed version of both? As a friend of mine might say, "Not too shabbs!" Take a look.....



While this is supposed to be a golf blog, I have to post something that was tangentially related to golf....Cougar was the best I could do.

Multisource political news, world news, and entertainment news analysis by Newsy.com

Between Tiger's Ears

Jack Nicklaus was a great golfer, perhaps the best the game has ever seen. He practically invented course management and his incredibly smooth swing tempo was the key to both his unmatched ball-striking and distance control, helping him capture 18 career majors and 72 professional wins. While not the greatest putter, he came through when it counted. In addition to his golf talent, Jack has publicly and repeatedly credited his family and friends as integral pillars that supported his illustrious career. We see this time and time again with successful people.

In 2001, when it became public that Tiger was dating Jesper Parnevik's Swedish nanny, critics argued that such a relationship would be a detriment and distraction to his golf game. Jack silenced these critics though by citing the crucial role his wife, Barbara, and his four children played in his storied career. He could not have done it alone.


Nine years later, the world’s #1 golfer is faced with losing what Jack had claimed to be so integral to his success, yet most of the media is concerned with his neck and his coach. Tiger has experienced loss before - be it his father in 2006 or even a golf tournament here and there - but in the past, he's always had a club in his bag that got him out of those hazards. He's now lost sponsors, fans and a coach, but he'll win back his sponsors, most of his fans, and find a new coach in no time. But losing his wife....for good?? and what that means for his children? He just can’t walk into a golf tournament and forget that his kids might be moving to Sweden.



Golfdigest's Sr. Writer, Ron Sirak, recently discussed the mental, physical and mechanical pieces of the Tiger Puzzle While all three elements may be struggling in their own right, the loss of those closest to him has proved to be a migrane headache for his mental game and the ultimate challenge to his golf game. His life off the course must start to repair and rebuild itself for his swing to come back to form. A mentally stable Tiger doesn't miss cuts or withdrawl from tournaments. I think Tiger would admit he returned before he was mentally ready. He's won on a broken leg before and contended on Sundays when his mechanics were all but in order. A WD and MC in back-to-back starts proves that what is so paramount to all our golf games -the game between our ears - holds true for Tiger and is undoubtedly the true source of all his struggles.

As independenetly successful Tiger might have been, he's faced with losing what helped propel Jack to all his victories. Tiger did dominate the tour while transgressing and leading a wild double life on the side. But he still had a home, wife and children to lean on when he needed it. Jack needed that support and Tiger needs it now. Unfortunately, and at no fault but his own, it is possibly gone.

Posting from Geoff Shackelford.com

This post is a follow up to a thread from Geoff Shakelford's blog discussing Steve Elling's Up and Down piece. You can see the full thread here.

I think both Steve E and BenSeattle touched on some the silver-lining surrounding this TW fiasco that many in the golfworld overlook: the groupthink tendencies of the game's hierarchy are prohibiting the game's organic growth that it so desperately needs. With all the eyes on the golf world, it's a huge opportunity to grow the game and capture a new audience. Filtering the media might ensure some degree of decency and integrity (which is fine), but the extent to which and how they have controlled the media and one's access to the game will undoubtedly keep potential golf consumers outside the ropes. It leaves a bad taste in people's mouths when the 'prince' doesn't have to answer the tough questions....Maybe I'm reading into it far too much, but I think it reminds people of all the reasons why they haven't picked up a golf club or watched on Sundays: it's a country-club sport where the game, the venues and its players are protected from the outside world. Does the game lose integrity when Tiger answers these questions? I'd argue it promotes integrity, if anything.
They might be protecting a product that's responsible for the game's growth the past ten years, but they're making a long-term mistake by turning fans away and clinging to their self-prescribed etiquettes and integrities. How do they plan to capture a progressive generation? These are their future consumers. Adapt a little. I wonder how - and to what extent - they would filter the media if we were in Phoenix this week. Some of this needs to change or we'll have all these new courses with no one to play them. Hey, at least it won't be backed up!

Two Golfers; Two Images

When the Tiger Woods Nike ad first aired during the Masters, it was only hours until it went viral on the 'net. It currently holds the #2 spot on Ad Age's Viral Video Chart.
However, of the 11.2 million total views thus far, 51% are of parodies. Nike's Stefan Olander claims that "Imitation is the sincerest form of flattery. We love when people engage and participate in the storytelling. Any confident brand should be." I'll agree that there's some good in engaging consumers on multiple levels as such, but I also think that the ad had a John Daly-esque engagement that is very un-Tiger. People were making fun of Tiger and Nike. Not normal. Remember this ad? It also included Tiger's deceased father's voice. Up until Saturday afternoon at the Masters, Tiger and his new Nike ad - along with his newly branded on-course demeanor - were the talk of the tournament. Tiger was smiling and shaking hands with the galleries all while hitting fairways and making putts. He was playing great golf and everything was under control. But when the putts didn't drop and the curse words did, the critics of both his brand and his game were left with more questions than answers. Similarly, his new ad engaged consumers, but it left a new and unkown taste in their mouth for the Tiger brand. Tiger is still one of the world's most recognized brands, but his brand's identity or what it represents is not clear to the the consumer and Nike definitely faces an up-hill battle to redefine his image.

Enter Phil Mickelson.

As Tiger's chances faded and his brand became harder to interpret, Phil's chances were realized and his sponsor was rewarded. Everything..and I mean EVERYTHING went right for Phil in his well-deserved victory at Augusta. From the 5-under stretch on Saturday to his second shot at 13 on Sunday, his on-course performance was the perfect pairing for what he was dealing with in his personal life. It was a Disney movie in HD, a feel good ending that couldn't have worked out better for Billy Payne and golf's traditionalists who desperately needed a feel-good story. It was also great for Phil's sponsors. Words like mistress, scandal and bootyism were replaced by family, integrity, and focus. Those are great words for your spokesperson to be associated with. Turning the first couple pages of the post-Masters Golf World issue last week, I wasn't suprised to see a Barclay's ad congratulating Phil and leveraging this picture perfect ending, but I was suprised to see how direct some of the verbage was. (An identical, full-page ad appeared in the WSJ the following week). Both ads depict an emotional Phil embracing his cancer-stricken wife just off the 18th green. They read:

"Congratulations to Phil Mickelson and his family on his victory ... Phil demonstrates why he is a great ambassador and role model for the game of golf. He personifies the game's values of integrity, focus, and precision, which are at the core of how we at Barclays are committed to earning success every day for our clients.”

Wow. They might as well have said, "We're really glad that Tiger is not our spokesperson." Considering the moral scrutiny that financial institutions are under, this couldn't have worked out better for the limey asset manager. Despite some gambling rumors, Phil has shown himself to be an honest gentlemen both on and off the course. Good for him and good for Barclays. He's been a great investment and what happened at the Master's took his brand to the next level.
Moreover, this all makes for more storylines, better competition and highly entertaining golf for ther rest of us. We'll be watching Tiger and Phil do battle at the PLAYERS and the year's remaining majors. I can't wait. It's gonna be great competition and we'll be watching every swing. But we'll also be watching their sponsors...to see how they react to the victories and failures of their most valuable and dynamic spokesmen.

Laughing Out Loud - PGA Tour Edition

So the other day a couple of buddies and I were discussing the glorious instance that is laughing out loud or "LOL," as it's commonly used in the electronic parlance of our times.* Well, we concluded that it's extremely underrated - whether you're the one laughing or the one causing the laughter - and that most people forget the value it can add to the rat race that is their daily lives. It can turn a bad day into a good one. I thought about this in the context of sports, specifically the PGA Tour and how seriously the game is presented to us. Other sports have embraced the light-hearted elements of their games, why not the PGA? We see baseball players playing clubhouse pranks on one-another, pre-game shows with comedians and guys snappin' towels at each other's derrieres in the lockerroom. We love it. We can see it on the field and in the broadcast booth. Whether it's baseball players supermanning across the infield tarp during a rain delay or Charles Barkley making inappropriate comments, we're happily engaged with the sport on multiple levels. The LPGA even has it, why not the PGA? At the Kraft Nabisco Championship (one of the LPGA's majors), the winner and her caddie traditionally jump into the water hazard adjacent to the 18th green to celebrate their victory. Augusta? Probably not, but you get the idea.
Basically, the PGA Tour needs a jagerbomb....from the broadcast booth to the personalities on the course. The answer isn't more Hank Haney projects and Pro-Ams. It's more Phoenix Opens and a bunch of happy people enjoying a 'la vida loca' golf experience. The game's frustrating enough, guys. Oh, and a reminder, it's still a game. Help us relax, laugh a little and have some good ol' fashion fun. The raucous 16th hole in Phoenix draws the biggest crowd on tour. Hmmm... you don't need an MBA to see the business connection here. Would more Phoenix Opens make the sport LESS marketable? I don't think so. Doesn't everyone involved want to grow the game, widen the audience and get more eyeballs on the product? Absolutely. I can't think of one good reason why this is a bad idea. Cheers.

And now....a conversation about laughter that will make you laugh.....

*It should be noted that using "LOL!" when you aren't actually LOLing is a haphasard misrepresentation of your self and only dilutes the true value of real laughter. Think before you "LOL."

JERRY: So the roommate laughed at everything I said.

GEORGE: Wow.

JERRY: It was a great sounding laugh too, kind of lilting and feminine--none of those big coarse "ha's." You know those?

GEORGE: Oh yeah: HA-A-A, HA-A-A.

JERRY: Yeah.

GEORGE: Hate the big coarse "ha." Hate those.

JERRY: And the worst part of course is that she also possessed many of the other qualities prized by the Superficial Man.

GEORGE: I see.

JERRY: So as you can see, I've got a bit of a problem here.

GEORGE: Well, if I hear you correctly--and I think that I do--my advice to you is to finish your meal, pay your check, leave here, and never mention this to anyone again.

JERRY: Can't be done, huh?

GEORGE: The Switch?

JERRY: "The Switch."

GEORGE: Can't be done.

JERRY: I wonder.

GEORGE: Do you realize in the entire history of western civilization no one has successfully accomplished the Roommate Switch? In the Middle Ages you could get locked up for even suggesting it!

JERRY: They didn't have roommates in the Middle Ages.

GEORGE: Well, I'm sure at some point between the years 800 and 1200--somewhere--there were two women living together.

Shots Heard Round The Golf World

Thanks to Charter Communication's lack of 'communication,' I haven't been able to get on the 'net to share my thoughts on all the Masters shenanigans. Honestly....no television, either. I had to catch the coverage at the public course's clubhouse down the street with their boisterous Men's Club providing commentary. It was awesome. And so was this year's Masters. Whether it was Billy Payne's hypocrisy, Ricky Barnes' belt buckle or golf writer Dan Jenkins' racist Tweets, there's a lot that needs to be addressed. I've decided to carve out some time in my afternoons this week (when I'm usually napping under my desk) to collect my thoughts and share some of the golf-related goodness out there on the world wide web.


First, Rick Reilly's recap and perspective on Sunday at Augusta. If Phil is the Thrill, is Tiger the Sullen...?

I love golf. I love the majors. I think Augusta National GC is one the most beautiful courses I've ever seen and hope to get there some day, but Chairman Billy Payne's scolding of Tiger was disgusting and is yet another instance where the club's elitist attitude has left a bad taste in my mouth after a tremendous tourney. While practically comical, his remarks reeked of a hypocrisy that few - the media included -addressed. Why not? The Chairman of a club that doesn't allow women scolds Tiger for the way he treated women?? Ha! Talk about writing checks your body can't cash. Look, I have no problem with a bunch of stuck-up Southern 'gentlemen' wanting to have guy time and tell nasty jokes to one another. I covet and cherish my guy time. But, Billy, please don't publicly lecture us on what our children's role models should or shouldn't be doing. Perhaps most of the media were too caught up in the actual GOLF going on to cover this. I know I was. It finally took the fired-up, non-golf writer, Bill Simmons, to put this into perspective for me on Monday. Check it out here.

Did you hear about esteemed golf writer Dan Jenkins' Racist Tweet Ha! Granted, I think we're all getting a little too racially sensitive these days, but seriously, dude, way to be a professional and prove that the golf world isn't just a bunch of Billy Paynes. We're all really impressed. He HAD to be boozing for this to happen, right?


An authentic (WORN) Green Jacket is being auctioned at
American Memorabilia. Current bid is $1,750. They don't tell us who wore it or when it was worn. So its some dead member's jacket and this is how they plan to cover some of the estate taxes? Hmmm...and its a size 58....No thanks.



I had a friend point out that Ricky Barnes was wearing a "69" belt buckle on Sunday. If that doesn't cement his L7 weenie-status, then I'm sure this 2002 photo we found of him will. Yes, ladies, he's jumping rope with a 5-iron.


Finally, John Tesh puts all our suspicions to rest by confirming that he did, in fact, date Oprah....Winfrey. Oprah, we hope you wore a condom.

PHOTOS : Tiger's Practice Round on Tuesday

Photos Courtesy of Zimbio.com