We thought it would be interesting to talk to a few golfers about Tiger Woods and his current situation…especially as it relates to a lucrative Nike contract. So we went to the Longview Golf Centre with a camera and a list of questions. This video is what a few golfers said about the situation. We’d love to hear your thoughts.
What would you do if you were the Marketing Director of Nike Golf?
If you haven’t read Blue Ocean Strategy, it is a highly thoughtful discussion of how a product strategy can make the competition irrelevant. A red ocean represents bloody competition and a blue ocean represents a market where there is no competition. To zig, while competitors zag.
Books like these have great examples of successes and few examples of failed attempts. Still there is much to be learned. The simple truth is it’s very hard to succeed doing what your competitors do. Sure you can sell some product, but you never can really break out. Yet the temptation to follow a successful competitor’s lead is great. It feels safer.
The key to sleeping at night is to make a breakthrough idea feel safe. We’re not talking about deluding ourselves into warm feelings of security, we’re talking about doing homework with your target audience to develop breakthrough communications, or strategies. After all, if you know that your audience will act on your communications, or buy into your strategy, there’s not much risk in implementation.
Start with foundational research that explores how your consumer relates to you and your competitors. How do you fit in your consumers’ lives? What are the rational reasons to buy your product and what are the emotional attachments to your product? Once you gain that kind of understanding, you’re ready to develop a potential creative strategies. We suggest developing three to five strategies to test with your target audience. You’ll know which strategies have the best chance of success. Many times the creative that wins, is the one you thought would lose. That’s when you know you have created Blue Ocean Creative.
