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Golf Themes and Events Can Really Drive Sales!
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| The massive popularity of golf makes it a natural for promotions. With 26 million loyal fans and players, golf-related promotional products are sure to be retained and appreciated. So join the club and tee off on this opportunity to drive home your message. | |
According to the National Golf Foundation (NGF), 26 million people – including six million women – played golf in 2002 at nearly 16,000 courses across the United States. And total golf spending in 2002 topped $24 million, with over 80% of that going toward green fees and club dues. But that leaves nearly $5 million for golf and golf-related products – a tidy sum by any measure. What does all this mean to you? Well, it’s an indication of just how powerful the lure of golf is these days, which is why it also makes for a great promotional opportunity. Some recreational sports are easy to play with little or no equipment. For many, all you need is a ball. Golf is different. Not only do you need a ball, you need a lot of them, along with a bag, set of clubs and a handful of tees. And if you plan on going out more than once or twice a year (read: most golfers), you’ll need a whole lot more: golf shoes, towels, divot tool, ball marker, club covers, bag tags, etc. Needless to say, golf can be an expensive sport, what with all the accoutrements. But that can be a good thing for you. Most golfers are happy to accept and use a product that can make their next outing a bit easier and more affordable. “Golfers can be fanatics about the sport,” says promotional products counselor Ken Goldstein. “If they’re into golf products, they’ll usually want more.” And what kinds of products resonate with golfers? Teeing Off Golf balls are an obvious choice. Golfers love getting them. Whether you’re Tiger Woods or Dan the Duffer, you’re probably going to lose at least one every game. Virtually all golfers keep extras in their bag for just this reason or, occasionally, to practice their swing. Some people even collect imprinted golf balls as a reminder of where they’ve played, which makes them a must-have for any pro shop or vacation resort. Tees are another product golfers are always happy to get. “People need tees,” says promotional consultant Brian Marks. “It’s not something they think of getting. People are going to use them and they’re putting your logo on the golf course by doing that.” The good news is that tees are inexpensive and can be imprinted with a company name or message in many different colors. Some golfers prefer wood tees because they’re biodegradable and tend to give a little more. Others like the durability of plastic. Both are available promotionally. You may not consider towels golf equipment, but they come in handy for cleaning off balls and clubs, as well as your hands and forehead. They’re available in numerous colors and can be screen-printed or embroidered for a more sophisticated look. And the best part is that they make a highly visible billboard for your ad message when they’re attached to the side of a golf bag for easy access. While they’re on the green, golfers use divot tools to repair “dents” where their ball landed and ball markers to mark their “spot” on the green. The two are frequently combined in a simple snap-together set and are also available separately. Both come in many different styles, in metal or plastic. One of the newest ball markers is a magnetic version that attaches to a cap, outside a sock or otherwise clipped to the clothing. Pick Your Event One of the easiest and most popular ways to distribute imprinted golf products is in conjunction with a golf event. Tournaments, fundraisers and corporate outings are all great places to reach a targeted audience. Each event attracts a different type of player, however, so be sure you know who you’re dealing with. Company outings come in two basic varieties: The first is an employee day – typically a reward for top performers or a companywide event with scaled-down golf events or miniature golf courses for the whole family. Hand-outs might include golf balls, tees, towels, visors and umbrellas, all bearing the company logo. The other type of corporate golf event is for clients and prospects, designed to simultaneously reward loyal customers and court future business. In this case, more upscale products tend to be the order of the day because they make a better overall impression. Silver-plated keytags and watches are just two examples. Fundraising events offer the chance to reach a large group of people from all walks of life. Small cloth or plastic bags filled with tees, divot tools, balls and ball markers are an effective way to disseminate your message to an audience that’s come to raise money for a good cause and have a good time. Free products add to the goodwill and allow attendees to associate you with a positive experience. Coolers, golf gloves and caps are also popular golf-related items. They make nice additions to goodie bags that can be given out to all contestants and contributors. Coolers can even be used as goodie bags, filled with products imprinted with a message that ties into the event. Tournaments are another situation altogether. Unlike corporate outings or fundraisers, participants are usually serious players who have come to compete. In some cases, they may have forked over some serious green to enter a tournament. That’s why, in cases like these, it’s essential to make the prizes suitable to the magnitude of the event. Prizes & Awards If the golf event you’re involved with is a small tournament, a basic trophy or plaque is an acceptable prize. However, if it caters to charity donors who have contributed large sums of money or players who have shelled out big bucks for entry fees, prizes should be selected accordingly. “ Some events charge $3,000 and $4,000 to enter,” explains promotional products counselor Ed Grace. “At those events, you need to give away nicer gifts than at a local Saturday morning tournament. Running and organizing a good golf tournament is really a competitive situation. The players are like customers. When they put money up to play in the event, they’ve got to feel they got their money’s worth.” Remember, not only the lowest score is awarded a prize; often, they’re presented to winners in several categories, such as the longest drive, closest to the pin, hole in one, best score, worst score, etc. Some tournaments have contests that aren’t tied to any game. One involves attendees buying numbered balls which are then dropped from a helicopter above a green. The ball nearest the hole wins a prize. “A lot depends on how the promoters are positioning the event,” says promotional consultant Jared Johnson. “I’ve seen firms use everything from costly crystal awards all the way down to simple bag tags and little commemorative items.” And don’t forget about event sponsors. It’s true that they pay to have their name on the literature and signs at “their” holes, but a special gift can make them feel appreciated and eager to participate next year. Consider awards, plaques, clocks or an imprinted golf ball in a wooden display box. The Golf Lifestyle One area of golf merchandise that often gets overlooked is lifestyle products. As the game becomes a larger part of the lives of many, they not only play whenever they can but also enjoy attending golf-related events, often filling their homes and/or offices with golf-related products. “There’s no question that golf is a lifestyle,” agrees promotional consultant Todd Hansen. “People like to entertain around golf, like to make it known they golf, and like to have golf memorabilia around them. Some even live in a resort community or have one as a second home.” The NGF reports that up to 15% of golfers – nearly four million – have a permanent residence at a golf-course community. People like this are perfect candidates for a golf-themed gift. Some items can serve a dual function, both as an award and something that can be incorporated into a recipient’s lifestyle, such as a set of drink coasters. Hansen suggests a framed picture from a tournament, engraved with the name of the event and date. “It says, ‘I played in this tournament and won,’ but can still be presented as a trophy,” he says. The 19th Hole As you may have guessed, golf products are more than just another promotional merchandise category. They represent a world of advertising opportunity, with an unwavering fan base that can’t get enough of it, and are willing to pay for the privilege. And you can offer them free products bearing your logo or ad message that they’re almost sure to use. See you at the clubhouse. Matt Histand is associate editor of Imprint. |
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| Keep your car clean and golf shoes protected with a logoed shoe bag – a must-have accessory for avid golfers who disregard bad weather. Ask for asi/88575; My-Bag Line – specify Winter Imprint. |
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There’s a lot to remember to when playing golf. Make it easier by giving out a pocket-sized tip book offering advice on all aspects of the game. Ask for asi/49520; Dewald Line – specify Winter Imprint. |
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| Divot tools help maintain the green. This one also comes with a magnetic ball marker and shoe-spike remover. Ask for asi/38620; BMI Line – specify Winter Imprint. |
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Watches make popular prizes at tournaments. Imprint them with a sponsor’s name or name/date of the tournament as a keepsake. Ask for asi/76675; Pedre Line – specify Winter Imprint. |
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| Don’t over look an opportunity to get your logo on a golf-themed desktop item that will be seen every day. Ask for asi/79682; ProActive Line – specify Winter Imprint. |
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Not every golf product has to work on the fairway. Some are designed around the game and make nice gifts for participants or as part of a golf-themed promo. Ask for asi/62570; IMC Line – specify Winter Imprint. |
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| Even if the event is for charity, an award for the best golfer can give participants something to shoot for, plus it makes a great keepsake for home or at the office. Ask for asi/47745; Crystal Awards USA Line – specify Winter Imprint. |
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Keytags are an inexpensive and classy way to say thanks for taking part in a tournament. They’re also a subtle reminder of the event throughout the year. Ask for asi/78140; Pinnacle Designs Line – specify Winter Imprint. |
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| Whether handed out alone or with a golf tee and divot-fixer, a pouch like this allows for easy access and provides a large, highly visible imprint area. Ask for asi/63500; Tee Line – specify Winter Imprint. |
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There are a lot of golf balls bouncing around the fairway. Make sure you know whose is whose with a golf ball marker pen that puts your own personal stamp on each ball. Ask for asi/91485; Top Market Line – specify Winter Imprint. |
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| Bag tags are a simple way to identify members of a group, participants in a tournament or to simply identify a golf bag. Imprints can be as simple or bold as you like. Ask for asi/34256; All In One Line – specify Winter Imprint. |
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Cooler bags are often welcome because they can be used on or off the course. This resembles a golf bag and has a place for several cans of soda, a cell phone, car keys and tees. Ask for asi/43512; California Innovations Line – specify Winter Imprint. |
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| Never search your
pockets or bag for that pesky ball marker again. This magnetic
holder simply attaches to the side of a cap or shirt front.
Ask for asi/68550; Spotit Line – specify Winter Imprint. |
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