Ping Quietly Scores an Ace

January 29th, 2011 by admin Leave a reply »

It’s always impressive when a company performs a sincere act of generosity, particularly when they don’t call attention to it.  And it’s better yet when, despite the lack of self-promotion, consumers somehow find out about the generous deed.

I recently received an email about a wonderful program in which Ping provides a full set of golf clubs to military veterans who participate in the Wounded Warrior Project.  As this article explains, Ping modifies their clubs so they can be used by these heroes regardless of whatever appendages they might be missing.

Now emails like the one I received are making their way to golfers everywhere, making them aware of Ping’s admirable actions and suggesting that it might be nice to reward Ping by making them the brand of choice when it’s time to buy a new driver or set of irons.

My only hesitation in giving Ping high marks for a powerful public relations coup is that it suggests this was a conscious–and exceptionally clever–attempt to build their brand equity rather than a sincere and selfless effort to thank these veterans who have given so much for their country.

Ultimately, I decided that whether Ping is being exceedingly clever or exceedingly generous, they are more than deserving of a rave review.

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