How different is marketing Metamucil and toothpaste from womens golf?
This isn’t my first time marketing to women. Crest’s core audience consisted of women. But really the most important thing I think in marketing is getting to know what people want. I have spent most of my time in the new job asking questions and listening to learn the business. Of the LPGA Tour’s 24 tournaments in 2010, 11 will be held outside the United States. What are your outlook and goals for the tour both domestically and internationally? Our brand had already gone global before I got here. I didn’t come here to stunt any international growth. This will always be a U.S-.based tour that will showcase women’s golf around the world. The tour had 34 events in 2008, 27 in 2009 and just 24 in 2010. How do you stop the downward spiral? I’m not setting any numbers. I certainly want to put our players out more than 24 times. We’ll add a couple of events to the existing 2010 schedule. In the 1970s, Philip Morris began supporting women’s tennis to market its Virginia Slims brand to women. I
