Category Archives: Video

The LPGA’s Funny Girl – Tiffany Joh

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Another US Women’s Open has come to a close and most bloggers will be writing about the winner, Na Yeon Choi but I’m going to highlight a player that did not even make the cut — American golfer, Tiffany Joh.  Why?  Because, whether it is intentional or not — she is in the process of building a unique personal brand.

This year Joh is struggling a bit with her game and is 115 in the Rolex World Rankings.  However, Joh is a solid player and shows promise.  Joh won twice on the LPGA’s Future tour.  As a member of the LPGA 2011 Rookie Class, Joh had an excellent year with $237,365 in earnings and ranked eighty-seven (87) on the Rolex Women’s World Golf rankings list.  Joh also had a top 10 finish in 2012.  She was second at the Navistar Classic.  Unfortunately for Joh, it was the tournament Lexi Thompson (Golf’s newly anointed “phenom”) made history as the youngest winner (at age 16) on the LPGA.

So what makes Joh unique?  The PGA may have the Golf Boys but the LPGA has Tiffany Joh.  She loves music and has become known for her music videos.  This week, the week of the 2012 US Women’s Open, she posted her most recent video on her YouTube channel (Just Your Morning Cup of Joh.)   The video is All I Do is Win (LPGA Remix).  A parody of the song, “All I Do is Win” by Ludacris.

Joh has had a YouTube channel since 2008 but she really got noticed for her LPGA video last year “Grip It” (a parody of Freak Nasty’s 1996 hit song “Da’ Dip”).  It’s amazing how she get’s her fellow LPGA players to be silly on video.

Not only is she clever and creative with music videos but she has a great channel title “Just your morning cup of Joh” and user name “CupofJoh” and has a cartoon-like drawing (self-portrait – I’m guessing) and uses it as her YouTube channel and Twitter background.  All creating a unique personal brand.

The one thing that surprised me is that her website does not carry this branding.  However, if you visit the website, Joh’s humor and attitude come through loud and clear with just a single page stating “You are a Nerd…Websites are for Nerds.”  Is she ahead of the curve or just representative of her generation who live on social media?  I believe it is the later.  After all, the websites of the big golf stars are supported by big sponsor money.  So Joh’s site may get an upgrade if she lands a major sponsor.

It’s not just that Joh is using social media but she is savvy too — do you think the timing of the recent video was a fluke? No way.  The US Women’s open gets more press than any other women’s golf event and Joh’s video was all over twitter (at least the people who tweet about golf).

As I mentioned earlier, Joh did not make the cut at the US Women’s Open but her sense of humor never fails.  Here is a screen shot of her tweet from the airport the next day:

Tweet from Tiffany Joh on Missing Cut at US Women's Open

If you are old school and think golfers should only get noticed for their golf achievements than Tiffany Joh’s style may not be your “cup of tea” (or joh); but I respect the fact that she has developed a personal brand that sets herself apart from all the other young female golfers on tour.

The LPGA’s Marketing Challenge

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The LPGA has a challenging issue in the American market.  The challenge is to change the perception of the LPGA in the mind of the average American golf fan.

What is really behind this challenge?  Let me share a recent conversation I had with other golfers on the Wednesday before the Wegmans LPGA Championship.  I was playing golf with a group of women (all play a lot of golf and are passionate about their sport).  I asked if they watched the LPGA and they all said no because the top 10 women golfers are all Korean.  Their perception is that the LPGA is becoming an Asian tour.  Their declaration that the top 10 players are all Korean is not correct. They were surprised when I told them both Stacy Lewis and Christie Kerr are in the top 10 of the world rankings; and that Stacy Lewis had won two of the last three LPGA events.

On Thursday, I started watching the Wagmens LPGA Championship.  It looked like an American might actually win this major tournament; Paul Creamer, Christie Kerr, and Stacy Lewis were playing well.  Then, on Sunday,  a Chinese player, Shanshan (Jenny) Feng shot an amazing 67 and won.  She is the first Chinese player to win but this means that the current title holders for the four LPGA majors are all Asian (from Korea, Taiwan, and China), and this is “the story” that is focused on in the media.

On the golf channel, both Ron Sirak and Tom Rosenforte raised the issue of what Feng’s win means for the LPGA.  Ron Sirak even suggested that it might mean the LPGA Championship could be held in China in the near future.  In Beth Ann Baldry’s GolfWeek online article she also pondered what Feng’s win means… “For all we know, decades from now this tour might be based in China. Crazier things have happened.”  These golf commentators are adding fuel to the fire and provide even more proof of the “image battle” facing the LPGA marketing team.

So what’s the LPGA to do?  They have tried very hard to position the tour as a “global” tour and promoted Yani Tseng so that fans can embrace her.  This is an important message because the huge growth in golf will be from markets like China.  But frankly, that doesn’t really help with the immediate (and sensitive) image issue facing the tour in its key market, the United States.

It is important to give credit where credit is due and the leaders of the LPGA are reinvigorating the tour overall. For example, they have added events, gotten new sponsors, and they have a really great new marketing campaign for 2012 —  “See why it is different out here.”  I promise, you will enjoy the video below.

They also have embraced social media as I highlighted in my previous blog post “Funny Tweets from LPGA Golfers.”

Now this is all great but the problem is that the message is not getting out to the average golf fan (at least not where I live).  The ads I see for the LPGA are only on the golf channel and mostly shown during coverage of the LPGA.

So what is the LPGA to do?  Well, here are a few suggestions.

  1. Get the Golf Channel to show the new ad campaign during broadcasts of the other tours; especially the PGA.  I get why the new ads are shown during LPGA coverage, but to me this is “preaching to the choir.”  As a marketing professional, this has always been a “pet peeve” of mine — showing ads that are intended to reach new customers to viewers already engaged with your product.
  2. Target an ad campaign to the viewers that “long for the days of Nancy Lopez.”  Heck, get Nancy to do some ads to promote the new breed of American players.  The message is that if you liked Nancy Lopez, then watch Stacy Lewis.  Which brings me to the next issue.
  3. Promote the heck out of your top American players.  Stacy Lewis is #2 in the Rolex world rankings — make a big deal of it.  Play off the developing competition between Stacy Lewis and Cristie Kerr to be the top American.  It’s great that the golf announcers talk about it during the broadcast but take advantage of it in your marketing (use all that great TV footage for some great viral videos).
  4. Expand social media and create a Pinterest strategy.  First, I give credit to the LPGA for having an official Pinterest page; but it has no strategy to engage Pinterest users. The strategy right now looks like they just put up some images as placeholders. They are missing a huge opportunity to brand the LPGA (as well as women and golf)  on a social media site whos biggest demographic is women. I can think of lots of quick wins for their Pinterest presence.
  5. It’s great that the LPGA has embraced Twitter with their players; but now it’s time to see if they can get some love from their brothers on the PGA. The young golfers on the PGA tour “are champions” (excuse the pun) at tweeting and some of the PGA players have huge followings.  I am curious if PGA players follow the LPGA.  If yes, see if they will tweet about it.
  6. Focus on grassroots marketing (and not just when the LPGA is in town for a tournament).  Basically create an outreach program with content that golf associations can use in their eMarketing channels.  There are many golf organizations that are key influencers in their markets and could be the local cheerleaders of the LPGA but they need to be given the messaging and the stories to push.

This blog post may seem like I’m on my soapbox but it just irks me that the golf media has to keep the focus on the large number of Asian players on the LPGA.  Since the media is determined to keep it as a top story; it is up to the tour to create the stories to give the home fans something to embrace.  Many of the American LPGA players are trying hard to step-up and compete (should I say it again, Stacy Lewis is #2 in the world) so they are doing their part.

Golf fans are passionate about their sport and usually have a favorite player (or players) that they follow.  For golf fans that like to cheer for the “home town players,” the LPGA has a lot of great American players to promote in the US market.  Golf fans love to watch great drama unfold during tournament play.  The LPGA has all these things, but right now it seems to be the best kept secret from the average golf fan.

Professional golfer’s new tool — A chainsaw for Kevin NA

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This week the PGA goes to Texas for the Velero Texas Open and the most written and talked about moment, prior to the tournament, is not about last year’s winner but about Kevin Na’s score on the par-4, 9th hole — the score was 16!  If you like to see “melt downs” watch the video.

So what will Kevin Na shoot on the 9th hole this week in Texas?  My guess is he will be happy with par but hoping to birdie the hole to show everyone that the 9th hole is not going to be his nemesis.  Na has a great sense of humor about it.  He went back to the place of his melt down this week and took a chainsaw to the overgrowth (photo from PGA tour).

PGA Tour Image of Kevin Na

Now that is one way to destroy your demons on the golf course.  And, now for a disclaimer — stunt by a professional golfer, do not try this on your home course.

The great, good, bad, and the ugly at the Masters

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Everyone that watched the Masters will have an opinion on moments that were great, good, bad, and ugly. There is no shortage of examples but I’ve picked one player for each category and I also share the player I believe manages to fall into all four categories.

First, the greatest moment had to be Bubba Watson on the second hole of the sudden-death playoff.  His 40-foot hook-draw shot from the trees, off the pine needles, on to the green to put himself in position to win was awesome.  Of course it ended in the most touching moment when he was embraced by his mother (normally, the wife is there to share the moment; but his wife was at home with their new baby son).

My vote for the number one good moment — the run that Matt Kucher was making on Sunday to finish with a 69.  When Kucher made an eagle on the 15th hole (par 5) and went to 4 under par it was just fun to see a player so happy.  There was no arrogance, just joy, in his response.

Unfortunately, the bad moments in professional golf tournaments are not always bad shots but bad behavior.  Tiger woods wins the bad moment award for drop-kicking his putter. Tiger later apologized but I am tired of professional athletes misbehaving and apologizing later.  These are “adults” and need to stop acting like children when something goes wrong.

My favorite player, Phil Mickelson, had the ugliest moment. His effort to try to hack the ball out of the bushes at the 4th hole resulted in a triple-bogey. What was he thinking?  I mean that would be the kind of stupid shot I would try (not because I could make it but because I am an amateur and don’t always make good decisions).  On the other hand, I’m not totally surprised by his choice. I like Phil because he is a risk taker and is exciting to watch.  Unfortunately, this time it turned out ugly.

So what could possibly be great, good, bad, and ugly?  It is the final round score card of the low Amateur, Patrick Cantlay.  Look at the card below — birdies, bogeys, double-bogeys, a quadruple-bogey, and eagles!  Most golfers would have fallen apart after what Cantlay did on the 13th and 14th holes (quadruple-bogey and double-bogey) but he turned it around on 15 with an eagle.  What a great final four holes — eagle, birdie, birdie, par!

Patrick Cantlay Score Card

Cantlay is viewed by many as the best amateur in the game right now and getting the “low amateur” trophy is a good indicator of his future. By the way, other past “low amateur” winners include Tiger Woods and Phil Mickelson.

LPGA – First Major of the Season

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This week the ladies play in the first major, The Kraft Nabisco Championship.  In many ways this is “The Masters” for the women.  I say this because it is their first major of the season (as is The Masters for the men), it has been played at the same course (Mission Hills Country Club in Rancho Mirage, California) since its inaugural tournament (again, The Masters is always played at Augusta National), and the winner jumps into “poppies pond” at the 18th hole as part of the tournament tradition and they are given a bathrobe when they get out of the pond. Many have said the robe is the LPGA’s version of a green jacket (o.k., it is not a green jacket but hey, it’s better than just standing in dripping wet golf clothes).

The tournament was not always a major.  It started in 1972 as the Colgate – Diane Shore tournament.  I remember watching it as a young girl and thinking how exciting it was that the company my dad worked for had a golf tournament.  In 1983 it became a major and the sponsor was Nabisco.  Amy Alcott won in 1983 and two more times.  In fact, in 1991 when she won for the third time she jumped in the pond — this was the beginning of the tradition.  The video below gives a great overview of the history of this tournament.

This year all the golf pundits are saying Yani Tseng will win.  It seems like a “no-brainer” given she has already won 3 times this year, won last week by 5 shots, and is the number one female golfer in the world.  But I’m hoping for an upset like last year.  In 2011, Stacy Lewis beat Tseng by three shots.  Below is a nice video for Stacy Lewis.

Don’t get me wrong.  Yani Tseng is an amazing player but I want an exciting major — and that will only happen if someone can challenge Tseng.  My ideal ending on Sunday would be to see Cristie Kerr go head to head with Yani Tseng and win.

Nicknames for Golf’s Toughest 3-hole Stretches

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This week the Honda Classic is played at the Champions course, PGA National in Florida.  It is most famous for three holes (15,16, and 17) that are statistically some of the hardest holes on the PGA tour.  This 3-hole stretch of golf is called “The Bear Trap.”  At the 15th hole there is a large bear statue and a plaque for The Bear Trap.

It was designed by Jack Nicklaus (whose nickname is “The Golden Bear).  Below is a video of Nicklaus describing the holes; as well as Nick Price describing it from a players perspective.

It got me thinking about what other nicknames I could remember from watching golf on TV and surprisingly I could think of quite a few nicknames for other 3-hole golf stretches including:

Amen Corner at Augusta National (holes 11,12, and 13) where the Masters Tournament is played in early April.  This is probably the most famous nickname and was coined by Herbert Warren Wind in an article he wrote for Sports Illustrated in 1958.

The Green Mile at Quail Hollow (holes 16,17, and 18) where the Wells Fargo Championship is played end of April.

The Horrible Horseshoe at Colonial (holes 3,4, and 5) where the Crowne Plaza Invitational is played in late May.

Of course, this makes we wonder if I have a really good memory or watch way too much golf (I’m afraid it is probably the latter).

Why Spit on a Golf Course?

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During the playoff at the Northern Trust Open Keegan Bradley spit incessantly.  And it is not just my opinion.  One of the TV commentators said something like, “You wouldn’t think he had any spit left.”  The other commentator was questioning the fact that Bradley must know he has cameras on him so why is he spitting with everyone watching. And then they noted that he will certainly be spoken to when he gets off the course. There was so much buzz about it that Bradley actually tweeted an apology.

Keegan Tweeted Apology for SpittingSo I give Bradley credit for apologizing but it did make me wonder if this was against the rules of golf.  In my research I found that it is not listed in any rules but tournament officials do have discretion (based on code of conduct) to fine a player. To my knowledge Bradley was not fined but I wondered if any player has ever been fined. The answer is yes. Tiger Woods was fined last year, in February at the Dubai Desert Classic.

Tiger spit on the green (of all places) and the commentator was spot on with his analysis. The well-known British golf announcer,  Ewen Murray said “…there are some parts of him (Tiger) that are just arrogant and petulant. Somebody now has to come behind him and maybe putt over his spit. It does not get much lower than that.”  The amount Tiger was fined was not disclosed, and like Keegan Bradley, Tiger apologized  via twitter but it is still disgusting and unprofessional.

Some online comments, at the time, were saying that it was wrong to fine Tiger.  Most of them seemed to feel that spitting is just part of sports.  Yes, many professional athletes spit when playing sports (you see it in football and baseball when the show the players on the sidelines or in the dugout) but is it really necessary or just a bad habit?

I can’t speak for other sports fans.  I can only speak as a golf fan.  For me, golf is supposed to be a “gentleman’s sport” and spitting is not a trait of a gentlemen.  Spitting is just plain gross and incredibly disrespectful of the group coming up behind you on the course.

It is not just the professionals that have this bad habit.  Unfortunately, if you have played golf, you have probably seen a guy spit on the course.  So to all the guys out there that have this “bad habit” — why don’t you try to “conquer it” and give the group behind you some respect.

Eagles for Education

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This week I want to highlight another interesting charity that is tied to the performance of the golfers during a tournament, Eagles for Education.

Chevron Corporation introduced Eagles for Education last year at the tournament they sponsor in December.  The donation amount increased each day and on the final day of the tournament an eagle was worth $100,000.  According to Chevron’s State of Energy Newsletter, “A total of 13 eagles and one double eagle were scored, resulting in an additional $530,000 for the nonprofit partners.”

Chevron has continued this charitable program in 2012 and this week at the AT&T Pebble Beach ProAm, 46 eagles were recorded.  The donation amount per eagle was not as significant as it was at Chevron’s event last December but it still generated a great deal of money. The per eagle donation was $8,000 for a total of $184,000.

The next stop on the tour is the Northern Trust Open and according to their website Chevron is bringing Eagles for Education to the Northern Trust Open and donating $2,500 for every eagle recorded during the tournament.

The other interesting event that Chevron ties to their participation at the tournaments is a STEM (science, technology, engineering and mathematics) Zone to educate youth. At the tournament they will have a demonstration on some type of science or technology based on golf to make it fun.  For example, the flight of a golf ball which is demonstrated in this Chevron World Challenge video.

If you want to see a more in-depth discussion of the program watch the Golf Channel’s Video on the Chevron STEM Program.

A Tribute to Annika Sorenstam

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I think if you ask the average person who is the best female golfer of all time, many would say Annika Sorenstam.  Annika turned pro in 1993 but her career took off in 1995 when she won her first US Women’s Open.

In 2008, Annika retired at the age of 38 from her professional golf career with an astonishing 89 career wins, 72 LPGA tour victories, and 10 major championships.  To put that in perspective; Tiger (now age 36) has 95 worldwide wins, 71 PGA tour victories, and 14 major championships.  In terms of on course success, Annika is the “Tiger Woods” of women’s golf.  However, unlike her male counterpart she has lived her personal life with complete integrity (no scandals for this great golfer).

Annika  was named the 2012 recipient of the Bob Jones award.  This is an honor bestowed upon by the USGA to a person that epitomizes “distinguished sportsmanship in golf.”  Annika still plays a huge role in golf today with her efforts to grow the sport. She is a very busy lady with her foundation, her golf academy, and her involvement in golf course design (she and Jack Nicklaus have submitted a bid to build the golf course for the 2016 Summer Olympics in Rio.)

The tribute video below is lovely because it is a mix of her personal life (her family speaks), the impact she has had on golf, and her focus on the health of children.

Congratulations to Annika!

E*Trade Baby – Great Golf Commercial

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The super bowl was last night and hard-core New England fans might be down in the dumps because the Pats lost. Not me. I am focused on humor today.

Once again there were some great commercials during the super bowl; including a new E*Trade Baby Commercial.  I love the E*Trade Baby and it reminded me of my favorites ads.

Of course, one of my favorite’s is the ad with the golf theme where he calls his golf partner, Frank, a “Shankopotomis.”

http://www.youtube.com/watch?v=783CfN2R18k&feature=related

But my all time favorite commercial is when the baby is in a “time out.”

http://www.youtube.com/watch?NR=1&v=Fmw23Ad9aLM&feature=endscreen

It’s Monday, football (like golf) is just a game.  If the ads above don’t make you chuckle, find something that does put a smile on your face today.