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What Do Tiger Woods And Kerry Katona Got In Common?
At first glance it would be conclusive to say that the answer is nothing. After all Tiger Woods is one of the most successful sportsmen of our time. Commanding the highest earnings within the sports industry, amassing over $1billion in income, Tiger currently sits second only to Jack Nicklaus in a number of major wins within the game of Golf.
Alternatively, Kerry Katona is a former singer with the British pop group Atomic Kitten, who during her time with the group had limited success. Kerry went on to become a minor celebrity and TV personality in the UK.
So is it true to say there really is no comparison between them?
The immediate answer to that is yes. However there is a comparative point to be made between the two individuals in relation to marketing.
Marketing is all that we are and all that we do. As a company it is how we answer the telephone; how we and our employees dress; it is our branding; the quality of the customer service we provide; our opening hours; punctuality of delivery and it is certainly the way we behave.
Recently, following the public airing of her personal problems, including; drug use, bi polar disorder and marital difficulties, Kerry Katona has seen the termination of a large contract with frozen food giant Iceland and subsequent bankruptcy and eviction from her £1.5 million home.
Similarly, due to extra marital misdemeanours, Tiger Woods is now seeing sponsors and endorsers terminate contracts with him. Accenture, Tag Heuer and Gillette are the three main sponsors to publicly distance themselves. And as the publicity continues with more and more woman stepping forward to announce their relationships with Tiger, it may be possible that other current associates will step away too.
These two individuals and their fall from status, serve to emphasise that success can be determined by how we market ourselves and our business at all times. We can review further examples of key public figures, who have received negative media due to their personal conduct, and the effect this has had on their careers. For example; The decline of Gordon Brown’s political popularity during his handling of the banking crisis in the UK; Katie Price aka Jordan’s brand decline following the handling of her divorce from Peter Andre, and most recently, John Terry the Chelsea and England Football club captain who has lost his title as England Captain due to his behaviour off the field.
What’s more, the ubiquitous rise of social media such as Facebook and Twitter provide platforms for continuous personal and corporate exposure. It is therefore becoming increasingly important to ensure that the behaviour of those in the public eye in particular, is congruent to their fans and corporate sponsor’s demands.
With small business marketing it is imperative to portray an image and service which clients expect. This should be a key driver for any company’s marketing strategy. Failure to do so may not result in the experiential damage sustained by Tiger and Kerry, but the potential risk, both reputational and financial, should be large enough to ensure marketing activity conveys the right image of a company at all times.
About the Author
Nathan Tarrant is a small business marketing expert, along with being one of only a handful of accredited coaches for the most successful marketing series in history, Guerrilla Marketing. With over 20 years success in helping small businesses expand and become profitable, Nathan has helped turn failing small businesses around as well as being invited to join the management team of a five year old business and took sales from 3 million pounds to 47 million pounds in just three years.
Jupiter Jack – The Hands Free Cellphone System for Your Car – As Seen on TV
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Luxmo universal car vent or dash mount phone holder with adjustable grip $2.18 Universal car holder suitable for cell phones, all iPod, iPod mini and other MP3 players and devices. Adjustable configuration allows attachment to car dash or air conditioner vent. Padded side protects your device and prevents slipping. Suitable for anything 1 1/2 – 2 1/4 in. (38-57mm)…. |
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Jupiter Jack HandsFree Universal Car Radio Speakerphone $2.97 Jupiter Jack As Seen On TV turns your car radio into a speaker phone. Simply plug the compact Jupiter Jack unit into any cell phone headphone jack, tune your car radio to 99.3 FM and start talking. Enjoy crisp, clear conversation as the sound is transmitted through your car speakers while keeping your hands on the wheel. Jupiter Jack is an inexpensive alternative to costly blue tooth systems. Fits… |
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Jupiter Jack $4.97 Jupiter Jack is an easy to use device that turns your car radio into a hands free speaker phone! It’s easy to use. Simply plug Jupiter Jack into your cell phone’s headset jack and tune your car radio to 99.3 FM and start talking hands free! It’s that simple! Jupiter Jack features a built in microphone that transmits your voice clearly while you hear your caller’s voice clearly through your car’s s… |
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Rechargeable and Recordable Mega Phone $9.99 Rechargeable and Recordable Mega Phone Hand-held megaphone with shoulder strap that is recordable and rechargeable. Powerful megaphone projects your normal voice loud enough so kids will come running ! Super at sports events. Volume control trigger, is lightweight and portable Features: 10 Watt transmitting distance of approximately 200 meters |
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Motorola DROID RAZR HD Dock with Rapid Wall Charger – Retail Packaging – Black $44.50 Start living large with the Motorola HD Dock for DROID RAZR. The HD Dock is a desktop charger that also delivers multimedia. It lets you see your content on the big screen, connect to external speakers, enables one-touch access to your favorite apps, enables the webtop app for multi-tasking, keeps your phone charged – and it remembers yours settings. The Motorola HD Dock is equipped with a 3.5mm a… |
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WOWee One Power Bass Portable Speaker for iPad, iPhone, MP3 Players, Laptops, Mobile Phones, and Personal Game Systems (Black) $79.99 - WOWee one power bass portable speaker- Standard driver and a Gel Audio driver that delivers a bass sound and dimension that is significantly above what is available from any loudspeaker technology of a similar size- Enhanced bass sound- Built-in rechargeable battery- Audio input via 3.5mm audio cable (included)WOWEEONE… |
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Pop Star Karaoke Just Plugs Into Tv Kids + Volumes 1 & 2 $29.99 You’ll receive a Pop Star Karaoke Singing Mic with Mega-Hits Cartridges Volumes 1 & 2. This makes home karaoke easy. It just plugs into your TV using the A/V jacks. Lets you karaoke to the 5 songs, along with the 20 songs in the additional cartridges that are included. The song lyrics appears on the screen. Includes bonus games such as Memory Test and Piano Pad. It has volume control built-in. Als… |