PSILOG
HOW TO EARN 30 MILLION DOLLARS?
by Philip De Wulf on 25/05/2007
Tags Media Television Golf Callaway
Ask Callaway TV. Now here's an example that proves my position in my latest post. Content is king. Even boring golf content. For some it's so interesting they adapt their media behaviour for it. For who? Ah. That's where superior profiling comes in. TV ( and radio) stations have been doing it for years ( some with us) and use the profiling to steer content generation, not just for positioning and communication. That's the key for success. Too bad I'm a Taylormade fan (see fellows button below). So yes...the brand plays a role too but not the leading one.
Related article from 'Madison and Vine'
Callaway TV Will Help You Cure Your Slice
Golf Giant's Online Branded Venture Features Video Tips From Mickelson, Others
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CHICAGO -- When he took over as Callaway Golf's top marketing executive last spring, Bill Kneese, a veteran of package-goods behemoths Unilever and PepsiCo, wasn't accustomed to his consumers caring all that much about his products. It didn't take long for him to realize golfers are a lot more interested in their gear than Pepsi drinkers are into their cans. The result of that thinking: Callaway TV. |
Comments
by LJones on 24/12/2007
Thankyou, Philip for the information on the subject of content rich material. Your post here evoked a question I immediately had: Does content serve the purpose of depth? And if so, How much more context can be derived out of each piece of information? It makes perfect sense to me that an ad, in and of itself, can open an infinite number of windows to additional 'selling points'.
I only mean to phylosophize a bit but, I am amazed at the amount of insight compressed in such a small paragraph.