From One Engineer to Another

Tiger Woods And A B2B Marcom Lesson

Monday, December 14, 2009 by Rick Short [Rick Short]
Scott Barbour/Getty Images http://sports.espn.go.com/golf/news/story?id=4736735As business to business marcom practitioners, we occasionally sponsor events and may even hire a spokesperson to help us promote our products and services.  In hopes of improving our business we associate our brand with theirs.

So, what happens when we want to cut the connection (for whatever reason)? Sometimes it is a simple matter to let the relationship expire and disappear into the night. Other times it may not be that easy - or private.

Take the Tiger Woods situation. Here we have one man, several corporate partners, and several big, public decisions (as well as executions).  So, how is it being done? Here are two versions:

Version 1: ACCENTURE - aka "bridge burning"
According to an article in syracuse.com: 
 
 

In a statement Accenture said, "...given the circumstances of the last two weeks, after careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising."


Version 2: GILLETTE - aka "leave the door open"
According to an article in espn.go.com:

"As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs," said Gillette, a division of Procter & Gamble.

Now, imagine your role is to assure your company is seen in the best possible light. This includes being honest, ethical, positive, wholesome, etc. All the good things.  Which version accomplishes this goal?  I believe that both receive an equal score.

Also, imagine that you desire a clean and clear break from a spokesperson. Which version accomplishes this goal? I believe that both receive an equal score.

Then, imagine that you want to portray your company as having a degree of class while leaving the door open to any potential relationship with the celebrity. Which version accomplishes this goal? I believe that Gillette aced it.

In fact, I believe that Gillette has earned the 2009 "Elegant Parting Of The Ways" award. Their method should serve as an example for all of us to study and learn from. No one was disparaged, everyone (including their customer) was respected, the message is clear, and there are no questions.

This is effective and exemplary Marcom - and a technique that will work in the B2B realm.
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Comments for Tiger Woods And A B2B Marcom Lesson

Monday, December 14, 2009 by Jim H:
I've always known Gillette to be classy in the way they treat customers and business situations. They won me over when they sent a gift wrapped Mach 3 kit to me on my 18th birthday. They spent a little effort and money but gained a lifelong customer. I hope Tiger also remembers the way they handled his situation.
Monday, December 14, 2009 by Dave M.:
Gillette has a more male dominant customer base while the same cannot be said of Accenture. Now which audience do you suppose would be more offended with his behavior? If you are seeking as many women as men, then it makes sense to drop this guy pronto. Keeping Woods also means you have to explain the logic to your own employees. Try justifying that to your female employees and execs.
Monday, December 14, 2009 by Rick Short:
I don't believe that either company "kept" Woods. I believe that one has irretrievably lost Woods. I also believe that both can tell everyone that they are currently not associated, nor doing business, with Woods. Nuanced, I understand. And, Dave, I have to agree that I don't truly understand Accenture's dynamics or pressures. You very well could be pointing out something that I am totally blind to. I'll keep watching this. Thank you for the comment.
Tuesday, December 15, 2009 by Gary Slack:
Rick, I think Accenture had to very publicly sever all ties with Tiger Woods to immediately change the conversations going on with its consultants at client locations all over the world. As the first sponsor to take a bold stand and fully cut these ties, Accenture looks smart and decisive to its current and future consultants and clients, male and female. For consultants, nirvana is being in the consideration set, and while both highly sought after MBAs and prospective clients may keep wearing Nikes and using Gillette products with little conscious thought, they are likely to be more much analytical in choosing (or remaining with) their employers and consulting partners. Not that Gillette was wrong, but I would give my own 2009 "Soundest Parting of the Ways" award to Accenture.
Tuesday, December 15, 2009 by Rick Short:
An article on BtoBmagazine adds some color - especially the comments: http://ow.ly/MtFE
Thursday, December 17, 2009 by Anny:
Great example to support the points! Thanks for sharing the lesson.

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