How is TaylorMade dominating its industry with the help of Public Relations?
Tiger Woods is the symbol of golf globally today. Not everyone watches golf, cares about golf, or knows any famous golf players but almost everyone knows Tiger Woods. TaylorMade Golf has built an empire by signing the world’s top golfers and using its image to sell top-of-the-line golf equipment.
People who play golf typically enjoy watching golf and as consumers want to play with the clubs that winners play with. Rory McIlroy, Dustin Johnson, Colin Morikawa, Rickie Fowler, Scottie Scheffler, and of course Tiger Woods, are just some of the massive names in golf that TaylorMade Sponsors. If Tiger Woods says TaylorMade is the best, then who is going to argue with one of, if not the greatest golfer of all time?
However, having the big names behind their brand is where TaylorMade draws its power. They use campaigns and social media posts to their advantage consistently. There is a YouTube video of all the TaylorMade heavy hitters having a long drive contest to promote the new Stealth Driver golf club. There is a Twitter post of Tiger Woods, Rory McIlroy, Colin Morikawa, Scottie Scheffler, and Tommy Fleetwood taking swings in full mascot uniforms. No one was identified and fans were asked to guess the golfers behind the costumes before TaylorMade revealed which famous golfer was which.
Another aspect of TaylorMade’s success is its website. They have clearly laid out all their athletes that you can click on. When clicked on, the reason why they chose TaylorMade is shown, the clubs they use, their specifics, and what ball they play with. The viewer can then add those items directly into a shopping cart and buy them, allowing them to own the same clubs as the pro they love.
In conclusion, TaylorMade was able to create a strong product that drew in a good majority of the top golfers in the world. That is all fine and well, however, it is their ability to use the media in unison with their stars that allows the buzz around their golf equipment to thrive. Seeing players use certain clubs when they are competing is one thing, but to see them in the media having a good time and playing around with the clubs is even more effective. Plus, when you have the biggest name in golf on your team that certainly makes this whole effort a lot easier.
Bio: Theodore Baker is a senior at California State University, Northridge studying journalism with an emphasis on public relations. He has a passion for sports and emergency services. He hopes to find a career either representing athletes, sports teams, or the fire department.