Golf events can be split
into two distinct types; golf tournaments
and golf outings. Although each of these
can be effective marketing tools they are
very different events with very different
expectations from the participants.
The golf tournament can
take many forms and serve many purposes.
Almost all corporate golf tournaments today
are linked with a fund or charity supporting
some worthy cause. 24 golfers should be
the minimum and the field can grow to more
than 200 over time. Unlike the "outing"
the tournament take on more of an event
atmosphere with banners and hole-sponsors,
food and beverage stations, and even raffles
and auctions. The format for the competition
becomes much more important and you want
to try to incorporate as many awards as
possible. Safe format for such events is
commonly called a Scramble. The basic premise
is that each golfer drives the ball then
group selects the best shot and then everyone
hits again from there. This continues until
the ball is in the hole. The Scramble allows
for all skill levels to play together and
elimates the need for a handicap system.
However, if your field is comprised mostly
of experienced golfers and you are holding
your event at a nicer course, you may want
to consider a traditional stroke play format
to allow the golfers to place the course
as it was intended. Since participants are
charged a fee to attend the gift bag becomes
extremely important. Quality should not
be forgotten but quantity becomes very important
when trying to heighten the perceived value
of your gifts. Think about mid-range
golf shirts, hats,
and golf
accessories. You can often get other
sponsors to contribute an assortment of
gift items so, if you can swing it, a lightweight
duffel is good for consolidating and
distributing everything you have.
Golf outings are generally
small; anywhere from 4 to 20 golfers. The
golf outing should be a quiet setting ideal
for creating bonds and getting a business
done. The smaller setting makes the event
seem a bit more exclusive but are much easier
to plan. Getting tee times for smaller groups
requires shorter lead times and will often
provide you with a wider variety of course
options. You will likely not have a problem
if you have to cancel one of your foursomes
at the last minute. This is very important
as, unlike a golf tournament, you will be
picking up the tab. Typically the golf outing
will have less formalized competition. You
can expect the groups to wager amongst themselves
and perhaps against the other foursomes.
Depending on your group, you may want to
award a prize or two but avoid creating
a tournament atmosphere. Remember, the purpose
of an outing is for a select group of clients
and colleagues to get together and enjoy
a good day of golf and comradery. Keeping
with the exclusive theme, think quality
not quantity when selecting your gifts.
Windshirts,
high-end
golf shirts, or leather
bags are all good choices. A custom
logo embroidered specifically for the outing
will also add a touch of class. You can
use you own logo as well but keep it subtle,
perhaps embroidering a tone-on-tone version
or placing it on the sleeve. |
