Advertising : Tri-Branding

The 2007 roll-out of print advertisements in publications read by corporate resellers of golf products ensures that the TaylorMade Golf, adidas Golf and Maxfli "tri-brand" and "service" messages reach their audience. Call to action is toll-free number where sales support staff are ready to handle reseller needs and help them shine with their corporate clients, no matter how big or small. All inbound calls are tracked in CRM for reseller assignment, as well as future marketing touches and campaigns.

Market Positioning : Sales Kick-Off Event

Companies that rely on channel resellers must constantly create energy around their brands and products. Educating resellers on the power of three golf brands to service their clients was critical for the 2007 TaylorMade-adidas Golf Corporate Sales kick-off event "Playing With Fire" (click image). Leveraging tour players, the event introduced a tri-brand solution for resellers, while publicizing the launch of a new golf ball named "Fire". More than 500 targeted invitees attended during the annual PPAI Industry show in Las Vegas. Each online RSVP loaded automatically into CRM for simple follow-up and sales engagement post-event. Attendees received custom sell kits, product samples, catalogs, CDs and more to start out the year and move more TaylorMade, adidas and Maxfli product.

Market Positioning : Custom Logo Web Site

The creation of a new Custom Logo site for TaylorMade Golf, adidas Golf and Maxfli in 2007 positioned these brands (all part of the adidas Group) to compete head-to-head in the interactive marketing space with Callaway Golf and Titleist, two well-established players with a decade of experience in corporate sales. Previously, TaylorMade, the No. 1 driver company on the PGA Tour for six years running, lacked any meaningful way for U.S. corporate customers such as American Express, Coca-Cola, TD Ameritrade, Jaguar, Marriott, Dewars and others to easily discover the power of co-branding with TaylorMade's high-end golf products. The Custom Logo site has had an immediate impact on awareness and lead generation. The site also enables in-house staff to easily update product images and content. It keeps the site fresh and saves thousands of dollars in agency maintenance billings. To experience the tri-brand site, please visit www.customlogo.tmag.com/catalog. Navigate by clicking on brand logos and product categories.

Channel Marketing: Value Proposition

"Your Caddie" is a channel marketing program to serve 25,000 U.S. promotional products resellers in the Ad Speciality Services Industry (ASI). Among the biggest challenges for golf companies serving ASI customers is digital asset management, consistency of brand message, and differentiation. TaylorMade-adidas Golf Company's Corporate Sales Group began moving to its tri-brand and service message in early 2007 with a dedicated Extranet for distributors, more than a year in advance of the expected launch of an adidas Group company-wide Digital Asset Management system from a third-party vendor. The Corporate Sales Group Extranet will save the company more than $45,000 annually in staffing and overhead. It is an invaluable tool for resellers who build their own branded catalogs annually and whose selling method requires a significant visual element.

Aspirational Marketing

The Open Championship at Carnoustie in Scotland looks nothing like the 1953 black-and-white version won by Ben Hogan. One of golf's four majors, the tournament is a world-class exercise in product placement. And golfers love it. Golf is an aspirational sport, game, pastime. Weekend choppers and hackers who carry a 20 index believe that the equipment they see on TV will help them score. And if it doesn't? At least an aspirational golfer can look cool at their local club. Sergio Garcia, the Open Championship leader on Saturday, is resplendent in "Clementine" (read orange) togs. Last year, Garcia wore "banana" colors on one of the tournament's four days, an ABC/ESPN commentator commentated. Logos for all sponsor brands are visible on player hats, sleeves, back yokes, shoes, bags, head covers, balls, and even the shins of their rain pants. Garcia has six logos of the adidas brand affixed to him. Imagine how many more golf clubs and accessories could have been sold in 1953 if Ben Hogan wore just one brand on his body.

Rocky Mountain Rides

With the Tour de France running nonstop on the Versus network in my house, I've been motivated to do big miles on Saturdays and Sundays. This past weekend, I added altitude to my summer training, and got a chance to ride up Mount Evans in Colorado. At 14,240 feet, the peak is one of 54 "14ers" (www.14ers.com) in the state. That's 54 mountains taller than 14,000 feet. By contast, the tallest point in San Diego County is below 6,000 feet (Palomar Mountain or Laguna Mountain). Sitting in Boulder, Colorado, as I write this, I'm @ 5,400 feet. The views from Mount Evans are spectacular (photo above), the wind incredible, the road narrow but fair. I recommend adding this to your list of places to ride if you love going uphill. Two other great rides that I also got to experience include Brainard Lake (11,000+ feet) from North Boulder. Don't forget to stop at the store in Ward, donate a couple bucks to the water cooler fund and sample a chocolate chip cookie. The other ride worth doing is Jamestown, also via North Boulder, providing a gradual climb to about 8,000+ feet). The combination of trees, vistas and descents are a welcome change from Southern California.

iPhone

Lest we drink in too much hype of the new Apple iPhone, I've got admit while the device is visually stunning and completely engaging on first touch, it's not perfect. For the most part, the media have fallen in love with iPhone. If you are thinking of buying one, spend a half hour minimum at an Apple store or AT&T store. Try all the features. Compare with your current device. The iPhone "keyboard" is a bit clumsy for anyone who is adept at typing @ 60 WPM on a Blackberry. And although Web surfing is amazing, you only get to taste it on Wi-Fi signals while in Apple store. Everything else? Pretty sweet indeed. Next generation will be an improvement.

Excerpts of Column by Nora Ephron in NYT

SIX STAGES OF EMAIL

Stage One: Infatuation
I just got e-mail! I can’t believe it! It’s so great! Here’s my handle. Write me! Who said letter writing was dead? Were they ever wrong! I’m writing letters like crazy for the first time in years. I come home and ignore all my loved ones and go straight to the computer to make contact with total strangers. And how great is AOL? It’s so easy. It’s so friendly. It’s a community. Wheeeee! I’ve got mail!

Stage Two: Clarification
O.K., I’m starting to understand — e-mail isn’t letter-writing at all, it’s something else entirely. It was just invented, it was just born and overnight it turns out to have a form and a set of rules and a language all its own. Not since the printing press. Not since television. It’s revolutionary. It’s life-altering. It’s shorthand. Cut to the chase. Get to the point...

Stage Three: Confusion
I have done nothing to deserve any of this: Virus Alert. FW: This will make you laugh. FW: This is funny. FW: This is hilarious. FW: Grapes and raisins toxic for dogs. FW: Gabriel García Márquez’s Final Farewell. FW: Kurt Vonnegut’s Commencement Address. FW: The Neiman Marcus Chocolate Chip Cookie recipe...

Stage Four: Disenchantment
Help! I’m drowning. I have 112 unanswered e-mail messages. I’m a writer — imagine how many unanswered messages I would have if I had a real job. Imagine how much writing I could do if I didn’t have to answer all this e-mail. My eyes are dim. I have a mild case of carpal tunnel syndrome. I have a galloping case of attention deficit disorder because every time I start to write something, the e-mail icon starts bobbing up and down and I’m compelled to check whether anything good or interesting has arrived...

Stage Five: Accommodation
Yes. No. No :). No :(. Can’t. No way. Maybe. Doubtful. Sorry. So Sorry. Thanks. No thanks. Not my thing. You must be kidding. Out of town. O.O.T. Try me in a month. Try me in the fall. Try me in a year.

Stage Six: Death
Call me.