Brand Management Among Pro Golfers

If you need pointers on brand management, look no further than some of the golfers on the PGA Tour. Of course, the Tour also provides great examples of pros who do a horrible job connecting with fans, and I'll discuss both in this blog.

Earlier this week, I had the opportunity to attend the pro-am at this year's Wells Fargo Championship in Charlotte. The sun was out, the heat was high and most of golf's biggest names were in attendance. It was an enjoyable day and time well spent.

I elected to hover around the 18th hole. Not only is it among the most difficult holes in the PGA Tour, but it also allowed me to watch how the pros handled the crowds that gather at the end of the course. Apparently, camping out near the 18th hole provides fans with the best opportunity to obtain autographs.

The experience allowed me to witness firsthand how individual golfers manage their brand, as determined by how they value their relationship with fans.

Phil Mickelson, for instance, demonstrated why he had broad appeal among golf fans. Lefty quietly told some of the course workers that he was willing to stick around after his round to sign items, as long as fans were respectful to each other. True to his work, he signed and signed and signed. It was a positive experience for virtually all in attendance.

There were other golfers who stood out. Jim Furyk and Robert Garrigus signed gloves and handed them to kids. Miguel Angel Carballo, an Argentine golfer who failed to make the cut, played around with kids in the crowd before awarding prizes. Even phenom Rory McIlroy took the time to sign items and interact with fans.

I also understand that Ricky Fowler, who won this year's tournament, endeared himself to fans by handing out Avengers toys along with balls and gloves. Fowler goes the extra distance to distinguish himself from other golfers, wearing head-to-toe orange on the last day of the tournament, making him hard to miss against the course's vibrant greens!

Assessing how these golfers worked the crowd, there were several takeaways worth sharing:

• Eye contact is important. Mickelson in particular excels at looking at people while he interacts and signs items. It invites short exchanges and makes fans feel as though they are connecting with the athlete;
• Entertain. Carballo was masterful. He would flip a coin and hand the winner a signed glove. Actually, he pulled out four gloves as he walked the line, creating memories and shaping his image as a guy who has fun on the course;
• If you are going to come out to sign, make it a worthwhile effort. Those who came out and signed a handful of items were viewed negatively. The application? Simply providing a service is insufficient as people expect so much more in terms of performance;
• Develop an easily recognizable brand. Again, Fowler's apparel choice stands out. Jason Day also stands out with his purple shirt, hat and shoes. Garrigus has a distinctive signature: a simple RG with a smiley face. People remember those types of things.

All of these guys had a clear understanding that their actions and interactions impact their brand value, an intangible that goes above and beyond the purse they are all anxious to win this weekend. They make their fans feel special and appreciated.

In contrast, there were a few golfers who didn't follow these lessons. It shouldn't surprise many readers that Tiger Woods would top the list. Granted, he still gets massive crowds of people wanted his signature, so many that it would have taken him hours to pledge his time in the same fashion as Mickelson. If anyone could benefit from a rehabilitated image, it would be Woods. Instead, he put on his shades, avoided eye contact and blazed through the phalanx of fans. He signed intermittently, then ducked into the clubhouse as quickly as possible.

Trevor Immelman, the 2008 Masters champion, did the same thing as he quickly made his exit after completed the pro am. (Neither Woods or Immelman made the cut this year, saving either of them from having to wade through fans on Saturday and Sunday.)

There are tangible ways to value what you do, such as golf rankings, winnings, etc. But there are also intangibles such as fan appeal and reputation, which can over time be converted into more tangible benefits. Remember how many advertisers ditched Woods after his scandal? One has to wonder if those companies would have given him the benefit of the doubt if he had worked harder on relationship building as he built his storied career.

Mickelson is set to be enshrined into the World Golf Hall of Fame on Monday. Given his efforts to be a genuine human being, there are countless people who should be overjoyed to see him get to that place in his career. Lefty said at a press conference Wednesday that believes he has at least five more years of high-quality golf left in him. That's good news for those who will continue to linger around the 18th hole waiting for him to finish numerous rounds in the future.