In the last few months we've seen a horrific downfall of an incredible role model to families, future athlete's and our children. Or at least we thought he was that. As he smiled and told us his story of youth to stardom little did we know that corruption had set in and Tiger Woods was not all he appeared to be.
As a marketer for 14 years I often follow trends, fads and beyond that, what WORKS in the marketing world.
We all know that SEX sells.
But when a celebrity or sponsor for a wholesome industry falls, what do we do next?
Athletes are viewed as the people to listen to by our kids. They influence at a level that very few others do. So when a company permits their star athlete to just 'move on' and continues to market them despite the fact that they have CLEARLY fallen from their post- what kind of message are we sending?
We've become PIMPS in marketing and our stars are our whores.
A recent article published on http://www.WorkingMomsOnly.com hit the head on the nail. Publisher and CEO MaryEllen Tribby has a mission statement that reads:
" WorkingMomsOnly.com is the world’s leading website and newsletter for the empowerment of the working mom.
Our mission is to supply the tools that can give EVERY working mom the ability to lead a healthy, wealthy, and more balanced/blended lifestyle. To create a community where millions of working moms from all over the world come together in support and celebration of each other.
Working moms have more influence on what our world will look like in the future than any other single group of people. Their responsibilities are endless. Working moms deserved to be respected, honored, and praised for our contribution to society."
A good question to ask might be WHAT is Nike's mission statement.
In her article Tribby states:
"It would have been so easy for Nike to do a commercial that eliminated Tiger from the equation. A commercial that really had a lesson for young athletes. One in which character trumped exceptional athletic ability." Link to article
Comments from some of her readers were:
Brian T. Edmondson says: April 19, 2010 at 1:54 am
MaryEllen,
Very entertaining, educational, and informative post (edgy title too!).
I agree with you on the point of Nike being the “bigger whore”. It’s obvious that they are trying to capitalize and further their brand off the coat tails of Tiger and his “transgressions”; which is a questionable move… getting his deceased father involved, absolutely despicable.
I searched Nike’s site to see if they had a Core Values statement such as what you mentioned above. Though they seem to be placing a big emphasis on “sustainability” and other hot corporate buzzwords, they lacked any language to indicate a sleazy marketing campaign like the one mentioned above would violate any values they may have.
But then again, based on Nike’s past business practices, why would we expect anything more from a company that is only focused on one thing… maximizing their bottom line at any expense… including integrity.
Brian T. Edmondson
Is this a new twist on Nike's "Just Do It!" slogan?
What is your thought on this situation!
In case you missed the entire article- here it is:
A Marketing Lesson From a Whore
I'd love your thoughts! If you are STRONGLY AGAINST this campaign by Nike and their 'whore', would you mind retweeting, sharing this on Facebook, putting this on StumbleUpon & Digg?
We need to say:
ENOUGH IS ENOUGH! Working Moms might be the only real leaders who could have the courage to do it!
MaryEllen Tribby sure did send a spark through the airwaves! Chime in on MaryEllen's article! DIGG her article! Share it, blast it, send it out 5x today!! WHO is the real whore? Nike or Tiger?
