Out of the PoS Woods

Last week’s article (“Sponsors welcome Tiger Woods’ return, MarketingWeek.co.uk 17 March’) pondered Tiger’s return to the course. His sponsors have generally stood by their man – noise-lovers such as Nike are unlikely to worry about further media interest. But the question for some sponsors must be his impact – for richer or poorer – at the point of sale.

Tiger
Tiger: A hit with mums in Tesco?

Take EA Games for instance. Notwithstanding the rapidly growing mobile space, it’s generally acknowledged that future growth in the category will come from family gaming, and that is already in evidence with the growth of platforms like the Wii.

Because of this, it’s expected that incremental sales will materialise from mainstream grocery where mums (and dads) are more likely to shop a category merchandised in a familiar environment. But would mums run away from Tiger in Tesco right now?

You can hardly imagine him roaring back but then again, he’s hardly serving his paymasters if he simply skulks in the point of sale long grass.
It’s a tricky balancing act yet one his sponsors will have to get right – you need plenty of activation to justify that kind of sponsorship money and opportunity.

Bruce Ferguson, Group account director, Billington Cartmell

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here