A Hole-istic Approach
An unfortunate fact of planning outdoor promotions is that sometimes it’s going to rain. Instead of letting a little precipitation wash away your event however, why not turn it toward your advantage and bring some umbrellas for backup? “We don’t want to think about a golf outing with rain, but when it does rain, you become an instant hero,” said Richard Meth, vice president of sales for Rainkist Umbrella, Edison, N.J.
Besides their large imprint areas making them, as Meth described, “walking billboards,” golf umbrellas have a high perceived value and are also one of the few items attached to a golf promotion that can see use outside the sport. “I think when you’re talking about golf umbrellas, it doesn’t always have to be for that golf event,” said Meth. “It could also be used or kept in your house for that rainy day.”
From ball markers and divot tools to golf towels and even water bottles, there is a host of small miscellany available for branding at golf tournaments. Such items can be sold separately, but it is also possible to bundle them together as a gift bag or kit.
John Ratliff, vice president of national accounts for Crown Products, Mobile, Ala., provided some advice on using this bundling tactic. He recommended knowing your customer’s budget, who the attendees are and the intention of the product in a quality versus quantity sense. “For example, do you need a Titleist name brand ball or will an import ball suffice?” he asked. “Obviously, if an import ball is included then maybe the budget can accommodate an additional item or two.” Ratliff explained that these choices can make a great difference in the cost and the perceived value of the kit, which is why its important to know the end purpose of the items. A kit intended to be a gift for every event participant should be structured differently than singular “award” packages, like something meant for a hole sponsor or winner of a “best shot” competition.