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the art of Buying Golf Gifts by Perkal

"How to select memorable prizes and giveaways for a hard-to-impress group

Outstanding gifts and prizes can make an ordinary golf event memorable and a great one unforgettable. Here's how to identify items your players will appreciate long after the event is over.

THE RULES

Budget wisely. Make sure the amount set aside for merchandise is appropriate for the event and the relationship with the people you're inviting. If your tournament is hosting CEOs, you'll need to allocate more money than if it's a recreational option at an employee training meeting.

Gifts aren't prizes. ""Tee prizes"" are actually gifts with the host's logo, presented to all participants. True prizes are awarded only to contest and tournament winners. Since you want everyone to go away happy, the winners' prizes can be a bit higher-end, but most of your merchandise budget should be devoted to the gifts everyone will receive.

Know who's on the tee. You will serve the attendees better by knowing the gender, age, frequency of play, etc., of as many players as possible. Request golf handicaps for making up the pairings. If you're giving away apparel ask for sizes at the same time.

Go for name brands Consider the perceived value of the gift before selecting a brand. Even a trinket has cachet if it's from Tiffany; to a golfer, names like Callaway, Titleist, Nike and FootJoy are the equivalent.

Think ahead. During peak season, demand for golf products can run ahead of production capacity. Place orders at least eight to 12 weeks before the event. If you host multiple golf events, reduce your costs further by consolidating the orders. The best vendors will discount items based on total volume for all sites and dates.

GOLFERS' FAVORITES

Over the years, we've discovered which items work best -- and avoided the rest.

Apparel. Golf shirts, vests and outerwear are appropriate both for casual wear and for play, so even nongolfers appreciate them. For today's mixed-gender groups, brands like Ashworth, Cutter & Buck, Tehama and Antigua make quality men's and women's styles. Reserve a total quantity well in advance of your event and fine-tune the sizing after your invitees respond. (Order a few extras for last-minute player changes.) A chest logo in your standard colors is fine for your employees; clients prefer a more subtle embroidery placement or color.

Headwear. Choose a six-panel cap; floppy, unconstructed styles generally are best. For a hot, sunny site, straw hats or visors are also good choices. (Men's visors have straps; women's clip on.) If your group is trendy, cloth ""bucket"" hats are new again.

Accessories. Golf-specific items include divot repair tools and clubhead covers. Bag tags, valuables pouches, ""rescue"" kits filled with firstaid items, shoe bags and sport duffels are great for travel or golf. Other versatile gifts: watches that hang from belt loops or golf bags, and diaries with special pages for tracking golf scores and statistics. These accessories are a safe choice when you have limited information about your group. High-end accessories like golf bags and travel covers make excellent prizes.

Golf balls. If your company stocks balls, give a sleeve to everyone. Otherwise, don't bother -- you pay a premium to put a logo on small quantities. For the best pricing, buy at least 120 to 144 dozen balls.

Clubs. These can be wonderful prizes, but they need to be fitted to the individual. It's best to give a gift certificate, and leave the selection to the winner. The exception: Most golfers will be eager to try the hottest new putter.

Awards. Useful decorative gifts, like framed golf art or fine serving ware, score more points than dust-catching trophies. Skip the gold-plated putters, surely the least-used prize ever conceived.

Nina Renaud is a principle of Corporate Golf, a San Francisco-based specialist in golf merchandise and planning for corporate events.

Click here to see our selection of Golf gifts"

This article was published on Sunday 03 December, 2006.

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