So many golf tournaments gifts to get, so little time!

Within the average major metropolitan area, there are thousands of golf tournaments taking place every year.  Some big, some not so big, but they all try to make sure that the people who pay to play in them are rewarded by a fun and fulfilling day on the course. 

If they can do this, then maybe the golfers will spread the word and next year’s event will grow even bigger with less effort to get participants.

While most people would probably not list golf tournament gifts as the single-most reason they play in these tournaments, these items are worth their weight in “repeat customers”.

The challenge is to attract players to YOUR event knowing they cannot play in every single tournament in their area each year.  How do the good tournaments do this?

The big ones look no further than their own back yard to start.  We played in a charity tournament last year that featured our Gotta-Grip product as part of the goodie-bag golf guests received along with shirts, hats, balls, etc. 

One thing that really surprised me was the amount of money they raised for their charity, over $300,000 for one day of their multi-city tour.  A major fast food restaurant chain put this particular series of golf tournaments on. 

They had nice gifts logo’ed with sponsor’s names and also had a great spread of food and entertainment.  I asked how they made this all happen and the answer was, in part, due to their ability to seek participation from those who service their franchisees: French fry companies, soft drink companies, meat suppliers, napkin companies, etc. 

Smart thinking.  The event geared towards raising money for a worthy cause first looked from within their circle of influence to ensure a lion’s share of the sponsorship, while accepting additional sponsors that see the light as the popularity of the event grows over time.

We happen to be in the tournament golf gift business and have been marketing our patented golf product for the past two years, so we have experienced the phenomenon of how a good gift can serve as a conversation starter and real integral part of the day. 

In the promotional industry, it has been said that an item with a logo has a much better chance of carrying the company message than almost any other form of advertising.  Hence the growth of this industry.

However, there is much about advertising at a golf tournament that is fleeting: the message is gone the moment the event is over.

Several examples are hole sponsorships and fairway signs, sponsored tee-boxes, and balls ending up in the water?

What are tournament directors and committees to do?  The answer is keep doing what you are doing but add value where you can by offering golfers gifts that will impress AND have a lasting effect.  Every time a golfer uses something they received at a tournament, they will be reminded of the tournament and in the case of the logo’ed items, the sponsor of that tournament.

Some tournaments overlook the best way to achieve having more to offer.  Match up sponsors with products, not just fairway signs and holes.

Any item that displays a sponsor’s message or logo can go a long way to paying for themselves and in some cases become a profit center for the tournament.  If you have items that can hold multiple logos then you have an advantage.  You can charge for sponsorship on an item multiple times.  Think of NASCAR for a minute.  They sell many logos that cover the cars that race every week and for a lot of money.  Even a little 4” to 12” sticker can cost tens of thousands of dollars to be on a single car.  Sponsors gladly pay this money hoping that someone will notice their logo while a car is travelling around the track at speeds over 150MPH.

Now look at the impression a logo item at your next tournament will have and think about how valuable that “real estate” should be.  Chances are you may come up with ideas you never thought possible.

One common theme you will see me apply throughout all my articles is that giving more is always the way to get more.  It is up to the committees to influence the type of guest they recruit to play in these events and to attract sponsors that understand this concept.

Major credit card companies spend well over $100 to acquire new customers.  Why?  Because it pays.  How much will you spend on your golf guests to ensure they keep coming back and keep donating? 

Consider your next tournament as a campaign to acquire new donors or potential customers of your cause.  Then, look at your sponsors as potential providers to your potential customers and it then becomes a race to see how creative you can become in putting these two together.

The last thing I will say about golf gift giving is try to find things that people don’t already have a garage full of at home.

Enjoy Golf!

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