Tag Archives: LPGA

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.

Kevin Na’s personal frustration translates to golf fan frustration with slow play

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The big story from the 2012 Players Championship was Kevin Na’s endless struggle with his pre-shot routine.  What I thought was fascinating was that the press was so empathetic and forgiving.  Normally, the press would be very critical but this time it was the fans that were outwardly critical.  The fans were respectful the first three rounds but by the 4th round, the fan frustration was evident with the haggling Na had to endure.

What led to this “gentler and kinder” press?  The answer appears to be in the fact that he did not hide from their questions.  Many reports stated Na “is refreshing” in his admission of his problem.  He not only apologizes to his playing partner but opens up in his press conference explaining:

“I’m trying to get comfortable with my waggles. It’s usually a little waggle, half waggle, little waggle, half waggle, and boom, supposed to pull the triggers. But if it doesn’t work, I’ve got to go in pairs.  So it’ll go four; and if it doesn’t work, it’ll go six; and after that, just — there’s a lot going on in my head. (Laughter).  And it’s not — I’m not being nice to myself, trust me. I’m ripping myself.”  See more of Kevin Na’s press conference at PGAtour.com

Now, I certainly have sympathy for any personal struggle but I must admit that more than once I was yelling at my TV — “just hit the ball.”  Eventually, I turned away from golf (something I rarely do on a Sunday of a big tournament).  I’m sure I am not the only fan that stopped watching.  My reaction is something golf cannot afford. The goal of the golf industry is growth (both in the fan base and in recreational play) and risking that a percentage of the current fan base might “walk away” from a telecast is going in the wrong direction.

Even though the tournament officials put Kevin Na on the clock (which added to his stress); it did not appear (to me) to quicken the pace of play.  Slow play is one of the biggest issues in golf today (both in professional and recreational golf).  If the professional golfers are role models for “how to play” then they need to send the message that playing slow is not acceptable.

Many tour players have expressed their dislike for slow play but it helps the cause when big name players take a stand.  Yesterday the biggest of big name players, Tiger Woods,  stated his opinion on how to fix slow play on tour.  Currently the fine for slow play is $5,000 up to $20,000 depending on the situation.  Tiger Woods said that he believes a penalty stroke should be accessed for slow play.  Woods explained:

“Strokes is money….what’s the difference between first and second [at the Players] right now?… $800,000…that’s one shot, and that’s the difference. That’s what people don’t realize, that one shot is so valuable out here.”

I completely agree with Woods, given the income of professional golfers a $5,000 fine is nothing but a stroke is significant.  A stroke not only impacts the wallet for the professional; but it could impact where they place in the tournament which can also carry over to Fed-Ex points and world rankings.  All of these combined make a stoke penalty a more meaningful deterrent.

Finally, I think the PGA could learn something from the LPGA.  Both the PGA and LPGA do have stroke penalties in the rules for slow play.  Both the PGA and LPGA give the slow player a warning before giving a violation.  But the difference comes when the first violation is given to a player.  The  PGA only imposes a fine; not a stroke on the first violation. The LPGA imposes a fine and stroke on the first violation.

Final word — gentlemen it’s time to follow the ladies lead — give a stroke penalty for the first violation of slow play.

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.

The Gender Gap in Golf Prize Money

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Wage gaps have been reported for years and it has been a sore point for anyone that believes in pay equity.  If you are not aware of the statistics, according to the National Committee on Pay Equity, “The wage gap remained statistically unchanged in the last year. Women’s earnings were 77.4 percent of men’s in 2010… according to Census statistics released September 13, 2011.”

If you accept that there is an overall pay gap then it should not be a surprise that ladies golf tournaments have much lower total purses (prize money) than men’s tournaments.  The basic logic for the gap is popularity of the tour.  The PGA is more popular and has a larger fan base so it attracts big sponsor dollars.  It should be noted that the PGA purses have increased greatly since Tiger Woods turned professional. Why, because Tiger made the sport so much more popular and even bigger sponsor money followed.

I thought it would be interesting to see what the difference was in recent tournament prize money for the various tours.

PGA versus LPGA

This week the top male players are at the Accenture Match Play, the other PGA players are at the Mayakoba, and the Ladies (LPGA) are in Singapore at the HSBC.  Here are the total purses and winners take for each tournament:

Tournament Purse Winner’s Take Home
Accenture Match Play $8.5 Million $1.4 Million
Mayakoba Open $3.7 Million $666,000
HSBC Women’s Classic $1.4 Million $210,000

I also was curious to see the difference between events sponsored by the same company. Lucky for me, HSBC sponsored both the Dhabi Desert Classic and the Women’s event in Singapore.  The Dhabi Desert Classic had a purse of $2,031,296 and the winner took home $451,131. The HSBC Women’s Classic (as noted above) had a purse of $1.4 Million and the winner took home $210,000.  I do think HSBC should be given credit for sponsoring both a women’s and men’s event; even if the prize money was not equal.

To give even more perspective on the gap, let’s compare the second place prize money of recently completed events.  The second place money for the LPGA HSBC was $102,564 and for the PGA Northern Trust Open was $580,800.  Another comparison of note — At the Northern Trust Open, the four men players tied for 4th place, each made $259,875.  That’s right, they made $49,875 more than the winner of the LPGA player at the HSBC.

Nationwide Tour versus Futures Tour

Now here are some numbers for the tournaments that the up and coming stars of golf play (i.e. think of these like the farm team leagues in other sports).  The PGA has the Nationwide Tour and the LPGA has the Symetra Futures Tour.

Tournament Purse Winner’s Take Home
Nationwide
Bogata Open		 $600,000 $108,000
Future Tour
Florida Natural Classic		 $125,000 $11,000

Champions Tour versus Legends Tour

There is also one final comparison to be made and that is the senior tours (for players over the age of 50).  The men play on the Champions Tour and the women play on the Legends Tour.  Now this is a bit less fair of a comparison because the senior ladies really do not play as much compared to the senior men but since they do have tours, I want to share an example.

Tournament Purse Winner’s Take Home
Campions Tour (Men)
Allianz Tourament		 $1,8 Million $270,000
Legends Tour (in April)
Walgreens Charity Classic		 $200,000 not listed (but obviously it will be lower than the men)

It is clear the gap in prize money is huge across the board.  Since the main earning years are on the two main tours (PGA and LPGA) I think that is where the issue really hits home.  It’s hard to say what would be fair if you assume that purses are driven by the ability of the tour to increase the popularity of the tour and in turn the size of the fan base.  You could even say that the payout for the men on the PGA tour is outrageous given the winner on the PGA often takes home over a million dollars for a week of work.  But it is what it is.

Obviously, as a women I find this an incredibly sad state of the game. I would like to see larger purses for the women.  Unfortunately, I don’t think the purses in women’s golf will ever be as large as the men’s but let’s hope over the next few years the leadership of the LPGA can make strides in increasing popularity of the tour and the fan base so that they can impact the size of the gender gap in golf tournament purses.

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!