February 2, 2010
Fore! Look out, Tiger Woods - according to our latest poll results, your brand is in trouble.
If our latest survey is any indication about how the shamed professional golfer’s image will affect the sale of his products in this industry, then there’s a long road ahead for the marketers who deal in Tiger Woods’ merchandise. Earlier this year, I posted the following question:
Are you less likely to sell Tiger Woods branded products to your clients in light of recent news?
The answer options were simply: Yes, No and Maybe.
Being from the old school, I immediately thought the answers would be predominantly “No”, that people would be more likely to buy and sell these products due to the meteoric rise in media scrutiny. The old adage There is no such thing as bad publicity stuck out in my mind, and I suspected the results would lean toward “No”.
Somewhat to my surprise, almost half (178, 48%) of our respondents replied they’d be less likely to sell his name to their clients. Here are the full results broken down in a visual:
I suppose, then, that infamy does come at a steep price. Unfortunately, it won’t be Tiger Woods who pays up (he’ll be just fine financially), but those who are trying to repair and unload his branded merchandise.