Marketing Phil v. Marketing Tiger - Huge Lesson in Positioning
Posted by Mike Harris on Tue, Apr 13, 2010 @ 11:24 AM
Once again we're seeing a real time case study of marketing strategy unfolding.
Could those post-Masters interviews with Phil Mickelson and Tiger Woods possibly have been more polar opposite? Phil was the epitome of what every man wants to be and what every woman wants in a man. Strong, courageous, devoted to wife and kids, top of his game. Tiger was the epitome of a harsh, perfectionist taskmaster who simply can't stop beating himself up even after placing a highly respectable 4th place in a major tournament after being out of play for more than five months.
A happy Phil Mickelson with his 3rd green jacket
I can't begin to imagine how many mothers, wives, girlfriends, aunts, grandmothers and other women will be buying Mickelson-endorsed products as gifts for upcoming graduations and Fathers Day. Those photos of Phil with his wife and kids after winning the 2010 Masters Tournament are forever positioned in millions and millions of minds around the world and will drive huge product sales for his endorsees. If I were Nike's head marketing honcho I'd be crawling up Phil's driveway in the Ranch on my hands and knees towing a Brink's truck behind me.
But what about Tiger's marketing power? Did it suffer from the verbal pummeling he gave himself on-camera after the tournament? Heck no. Tiger
is still the world's uber golfer, regardless of a painfully emerging image of a guy who's just way too hard on himself...perhaps pathologically so. Regardless, the world has always clamored after top athletes in every sport and will continue to do so in Tiger's case. He did a respectable job of owning up to his transgressions. He did a respectable job of getting himself back in the game. He's clearly signaled that he's back. He's doing the right things.
Nike's marketing strategy clearly, undoubtedly must be to endorse both of these magnificent golfers. Phil will appeal to one crowd, Tiger will appeal to another crowd. I can't remember when I've seen two overlapping positionings that have the combined potential for covering such a gigantic swath of a vertical market.
Let's see which company pulls off a truly powerful marketing strategy regards Phil and Tiger.