The Swing of Things
5. MAKE IT A SET
Is your client looking to use golf products as more of a gift than a giveaway? Waller suggested combining divot tools, ball markers, hat clips and the like into bundles, complete with custom packaging. "We also have packaging, which has been really big for us, where buyers can have a divot tool with three extra ball markers, or a hat clip set with three ball markers, or even a money clip-type set," Waller said. "When they're giving a gift at an event, they like these sets because you're giving them more."
6. BELIEVE IN BRAND NAMES
Name brands carry a lot of cachet in the golf market, especially among seasoned golfers who want the best possible gear. Give yourself an edge over competitors selling generic items by partnering with a supplier that carries products from the top brands in golf. "I think that brand names are recognized in all aspects of life—especially in apparel, footwear, etc.—and golf is no different," Wyskochil explained. "Most people would choose a $12.00 Nike golf ball over a $12.00 generic golf ball. If there is a promotion in a name-brand product and they can get the name-brand product for the same price as a generic or lesser-known product, most likely they will go with the more recognizable product."
7. GIVE THE GIFT OF GIFT CARDS
Golf-related gift cards work for employee rewards or as general gifts, but you could also try using them for clients looking to drive purchases with customer incentives. "Many years ago Callaway created a promotion that with every dozen golf balls purchased you would receive a free Callaway golf gift card," Wyskochil said. "This was one of the most talked-about promotions I can ever recall."
8. DON'T FRET ABOUT THE ECONOMY
If you're hesitant about selling golf products due to concerns about the economy, don't be. Yes, golf items are more luxury than necessity, and yes, consumer spending on golf equipment has yet to climb back to pre-recession levels, but sales have been trending steadily upward after bottoming out in 2009. According to statista.com, consumers spent almost $3.4 billion on golf items in 2012; even if that's not quite pre-recession, it's still a massive amount. Retail demand is generally a strong indicator of demand in the promo industry, so these figures are a good sign for promotional golf product sales. "I believe that golf sales did suffer during the recession, but our sales are increasing as the years go on," noted Wyskochil.