Friday, August 9, 2013
Wednesday, July 17, 2013
Lookin’ Good On The Links with Promotional Golf Shirts
The right apparel can help complete a top-notch golf event. And, don’t forget the promotional golf shirts.
From a high-end promotional golf shirts to a $1 bag of golf tees, every giveaway on the golf course is important. Here are five pieces of advice to consider before choosing apparel and other promotional items for your next golf event.1. Determine the Crowd
The number-one thing is, you have to consider what kind of people are going to the event,’ says Michael Kaufman, owner of Wear It’s At, a promotional apparel distributor. He notes that the type of golf event typically determines the amount of money you can spend on it. ‘You have to consider budget, too. How much are you prepared to spend per person’ A lot of times, these things are for charity and you have to be a lot more frugal.’
The number-one thing is, you have to consider what kind of people are going to the event,’ says Michael Kaufman, owner of Wear It’s At, a promotional apparel distributor. He notes that the type of golf event typically determines the amount of money you can spend on it. ‘You have to consider budget, too. How much are you prepared to spend per person’ A lot of times, these things are for charity and you have to be a lot more frugal.’
Ryan Andrews, president of Venture Marketing, a promotional products distributorship, says it’s important to ask yourself these questions, particularly about the centerpiece of all golf outings: promotional golf shirts,logo golf shirts, logo polo shirts, and promotional polo shirts. ‘How are the shirts being used’ Are they handed out at an event to clients, or are they client gifts, or for internal use, or sales rep uniforms’ Usually, if it’s a client gift, you’ll want a higher-end shirt than if the shirts are worn as part of an internal uniform.’
Andrews points out that all the big-name golf brands, such as Ashworth Inc., Greg Norman, Cutter & Buck, Tehama, Ping and Nike, have entered the promotional products world. ‘After you know the usage, determine if a particular brand is important,’ he says.
2. Go High End
Many golf events are part of an expensive gathering for valued sponsors or top employees. As such, attendees are going to expect high-quality items, says Ford Smith, a rep for American Solutions for Business, a promotional products distributor. ‘When you’re doing country club-type deals, you’re going to want to get into some really nice glassware, plaques and different awards,’ he says
Many golf events are part of an expensive gathering for valued sponsors or top employees. As such, attendees are going to expect high-quality items, says Ford Smith, a rep for American Solutions for Business, a promotional products distributor. ‘When you’re doing country club-type deals, you’re going to want to get into some really nice glassware, plaques and different awards,’ he says
Kaufman works with real estate companies, home builders and apartment associations that embrace the high-priced products. One of his clients is Peirce-Phelps, a residential heating and air conditioning distributor that hosts a golf event for its ‘Million-Dollar Club,’ a collection of top sales reps. ‘We did a high-end Ping golf shirt with the logo on the chest, an embroidered ‘Million-Dollar Club’ logo on the chest and a Carrier air conditioning logo on the sleeve,’ he says. ‘It was very, very well-received.’
Many of the classier golf outings feature additional festivities. Pam Bennett, another client of Kaufman’s, is the executive director of the Apartment Association of Greater Philadelphia. Bennett has been running an annual golf tournament for her company’s sponsors for 19 years. ‘I always give out a very good golf shirt. I’m talking stuff that retails for $60 to $75,’ she says.
But the AAGP’s outings are most famous for their luxurious post-tournament dinners, which feature whole lobsters and filet mignon. Accordingly, Bennett orders lobster bibs and cocktail napkins from Kaufman. ‘We have really nice cloth bibs for each person at the table, and we have the platinum sponsors’ logos screened on to the cloth,’ she says. ‘These sponsors have paid $10,000 a year to have those sponsorship, and in a room with 250 people, to have their name plastered across them makes them very happy.’
3. Be creative
While golf polos are the staple of any golf apparel program, there’s plenty more out there. Kaufman suggests also considering items such as golf umbrellas, rolling cooler bags and gift kits that feature a divot tool and a ball bag clip.
While golf polos are the staple of any golf apparel program, there’s plenty more out there. Kaufman suggests also considering items such as golf umbrellas, rolling cooler bags and gift kits that feature a divot tool and a ball bag clip.
Andrews recently distributed a hybrid golf club ‘ a club that combines the characteristics of an iron and a wood ‘as a giveaway for the Ronald McDonald House Golf Classic. ‘All the players were amazed at such a high-end gift, and several players actually used the club during the round,’ he says. ‘This was a high-perceived-value gift, as the charity spent less than $40 for a name-brand hybrid with a logo on the head cover.’
4. Provide Non-Golfing Items
As evidenced by Kaufman’s bibs and cocktail napkins, a great golf apparel program isn't limited to golf-exclusive items. ‘Another good suggestion is to throw in some small items if you have an additional $5,’ Andrews says. Products like logoed sunscreen bottles that golfers can attach to their bags, or a first-aid kit that fits in the bag.
As evidenced by Kaufman’s bibs and cocktail napkins, a great golf apparel program isn't limited to golf-exclusive items. ‘Another good suggestion is to throw in some small items if you have an additional $5,’ Andrews says. Products like logoed sunscreen bottles that golfers can attach to their bags, or a first-aid kit that fits in the bag.
Smith has done work with a company that sponsors golf outings in Mexico. Many of the company’s employees like to head to the beach when they’re done golfing. He makes sure to cover those needs, too, by providing low- and mid-priced products. ‘For the beach, consider nice beach towels and tote bags to put everything in,’ he says. ‘Another popular item is oversized T-shirts ‘ a lot of women like those ‘ and of course, sunscreen and lip balm.’
Smith points out that while some may see these items as independent from a trip to the golf course, a lot of folks choose to keep them securely in their golf bags for future outings. ‘Most people keep an item in their golf bag or their trunk,’ Smith says. ‘These are some really nice items that people keep.’
5. Don’t Forget the Ladies
In the past, nearly all golf wearables were geared toward men. Not anymore, Andrews says. ‘All clients will enjoy getting a nice name-brand golf shirt, but now the ladies are happy as the apparel manufacturers have greatly improved ladies’ apparel over the last few years,’ he says. ‘It’s more fashion forward, and the sleeves and waists are more fitted.’
In the past, nearly all golf wearables were geared toward men. Not anymore, Andrews says. ‘All clients will enjoy getting a nice name-brand golf shirt, but now the ladies are happy as the apparel manufacturers have greatly improved ladies’ apparel over the last few years,’ he says. ‘It’s more fashion forward, and the sleeves and waists are more fitted.’
Women may be more selective about their attire than men ‘ many women prefer sleeveless golf shirts, for example. So it’s good to get input from the recipients, if possible, before making a selection.
Shopping List
Here are the essential items for any golf outing:.
- Polo shirt: A necessity for the golf course. They are comfortable, performance-based and affordabel. They bring company awareness and allow advertising to a limitless client base.
- T-shirt: Great for giveaways at golf tournaments, and an inexpensive way to promote your brand.
- Ladies’ golf shirt: Women need a performance-based shirt. They want to be trendy but comfortable.
- Jacket: This item is always needed any time of year for weather changes. In the fall, golfers will use their jacket in the early morning and evening tee times.
- Gloves: A staple that every golfer needs and will always use.
- Hat: Everyone wears a cap while golfing. It’s the perfect accessory to complete your golf apparel.
- Hat clip: A trendy way to carry your ball marker.
- Visor: Women prefer a visor to a cap. They’re comfortable and a great look for golfers.
- Shoe bag: Many golfers find this a useful item, but not necessarily one that they’d buy.
- Golf clubs: Every golfer wants to find that ‘magic’ club and will always use the one that works the best.
- Golf club cover and headcover: Like the golf bag, custom covers offer great visibility, especially when they are creatively done.
- Golf bag: Custom golf bags offer maximum visibility.
- Golf balls: Like the glove, golf balls are a staple item that every golfer needs and uses.
- Clear grip: A very cool, unique way to brand a golf club.
- Divot tool: Every golfer should repair their divots, but they may need to be reminded to do so. This gift is good for the game and the course.
- By Nora Sevaslian
Monday, March 15, 2010
It’s the latest.It’s the greatest.But is it a waste of money? »
By T&N Promotions Plus
76.1% of consumers studied said they could remember the brand name of a company that gave them a promotional item in the past year, versus 53% who could remember a TV or print ad from the past month, and only 27% recalled an online ad. Promotional products — from logo T-shirts to brand-stamped rose petals — really work. And there’s plenty of research data to prove it. Which explains why in a search-marketing-mad world the promo products industry is quietly raking in nearly three times more ad dollars. More data and tips.
They’re on your desk, on backs at the gym, on nightstands and breakfast tables, and each time a free promotional product is put to use it’s causing an impression.
Promo products from logo-ed mugs to baseball hats are the advertisement that keeps on messaging, in some cases for years. Consider this recall rate data:
Banner ads 27%; print and TV ads 53.5%; promo products 76.1%.
So, although the average promo product — basically anything you give away with your logo on it — often costs more per unit than any other ad unit CPM, the extra impressions and branding warm-fuzzies make promo products more cost effective than you may think.
That’s why at $16.9 billion spent per year, US marketers are investing almost three times as much in promotional products than they are in much-hyped search marketing.
Research data roundup: The numbers behind promo products
Whether the goal is to increase consumer loyalty, warm up business prospects or encourage your biggest brand fans’ evangelism, a promotional product campaign can work harder for you than almost any other type of messaging.
Here’s the data organized by campaign goal for you.
-> Long-lasting/repeat exposure.
o 73% of those who used the promotional product that they had received stated that they used it at least once a week.
o 45.2% used it at least once a day. Source: L.J. Market Research, DFW Airport Study, 2004
-> An increase of company image
o 52.1% of participants reported having a more favorable impression of the advertiser since receiving the item. Source: L.J. Market Research, DFW Airport Study, 2004
o 76.3% of attendees had a favorable attitude toward the company that gave them the product. Source: Georgia Southern University Study, 2003
-> Generation of business
o 52% of participants in the study did business with the advertiser after receiving the promotional product.
o Of those who had not done business with the advertiser that gave them the product, almost half stated that they were more likely to do business with the company that gave them the item. Source: L.J. Market Research, DFW Airport Study, 2004
-> Increase in referrals
o Accompanying a request for referrals, an offer of a promotional product incentive or an offer of a promotional product incentive and eligibility in a sweepstakes drew as many as 500% more referrals than an appeal letter alone. Source: Louisiana State University and Glenrich Business Study, 2005
o Customers who received a promotional product were 14% more likely to provide leads than those who did not. Source: Baylor University, Mary Kay Study, 1993
o Salespeople who handed out promo items received 22% more referrals than those who did not give out free gifts. Source: Baylor University, Mary Kay Study, 1993
-> Higher recall
o 76.1% of participants could recall the name of the advertiser on the promotional product that they received in the past 12 months. In comparison only 53.5% of participants could recall the name of an advertiser they had seen in a magazine or newspaper in the previous week. Source: L.J. Market Research, DFW Airport study, 2004
-> Recall at tradeshows
o 71.6% of attendees who received a promotional product remembered the name of the company that gave them the product. Source: Georgia Southern University Study, 2003
-> Greater reach
o 71% of business travelers randomly surveyed at DFW Airport reported receiving a promotional product in the last 12 months.
o 33.7% of this group had the item on their person — a coveted location for ad messages.
0 55% of participants generally kept their promotional products for more than a year.
o 22% of participants kept the promotional product that they had received for at least six months. Source: L.J. Market Research, DFW Airport Study, 2004
5 Considerations — How to pick the best promo product for your campaign
Biggest mistake: when you’re selecting a promo product to offer your marketplace, don’t assume the most unusual or most costly item will work the best. Here’s what will work:
1. Your target demographic
Just because you think something is ultra-neat or beyond-dull doesn’t mean they do. (Example, IT professionals surveyed in March 2005 said they yearned for iPods, although most tech marketers were bored with offering them.) Consider what they are likely to throw away, what they’ll keep, what they’ll give to the kids and what will make them run around the office showing absolutely everyone.
2. Value
Promo products can have one of three values (not necessarily tied to the price you pay for them); either they are:
a. extremely useful so the prospect will keep them close and refresh the impression frequently (think mugs, T-shirt, pens, oversized chip bag clips)
b. lavishly valuable so the prospects will be impressed by the value you place in your relationship with them; (think consumer electronics, leather-bound books, etc.)
c. unique and cool so your prospect will start a viral “look what I got” campaign on your behalf with their friends and colleagues (think roses with logo-embossed petals, light-up ice cubes, etc.)
3. Your brand
Think over your brand and campaign to see if there is a tie-in you can make. The more you can relate the item to the rest of your messaging, the more powerful the campaign as a whole becomes.
4. Logos
Many brands’ logos, in particular in B-to-B, were not designed with promotional items in mind. Will the logo be big enough within the limited print-space to stand out at a reasonable distance? Also, do you have logo colors restrictions you must obey? And don’t forget your URL or toll-free phone number along with (or in place of) your tagline.
5. Distribution
How heavy is the item? What type of shipping will work and has it been tested? (Some pens have been rejected by the post office because they broke through envelopes when mail sorting equipment bent them.) Plus, can you brand the shipping carrier and also is it possible to insert additional materials such as a note? What are the additional costs associated with this?
Also, if you are planning to mail the item to prospects and consumers, how do you intend to make sure that only “qualified” prospects get it? Do you need to clean your database beforehand or add rules, regs and deadlines onto an online form?
By T&N Promotions Plus
76.1% of consumers studied said they could remember the brand name of a company that gave them a promotional item in the past year, versus 53% who could remember a TV or print ad from the past month, and only 27% recalled an online ad. Promotional products — from logo T-shirts to brand-stamped rose petals — really work. And there’s plenty of research data to prove it. Which explains why in a search-marketing-mad world the promo products industry is quietly raking in nearly three times more ad dollars. More data and tips.
They’re on your desk, on backs at the gym, on nightstands and breakfast tables, and each time a free promotional product is put to use it’s causing an impression.
Promo products from logo-ed mugs to baseball hats are the advertisement that keeps on messaging, in some cases for years. Consider this recall rate data:
Banner ads 27%; print and TV ads 53.5%; promo products 76.1%.
So, although the average promo product — basically anything you give away with your logo on it — often costs more per unit than any other ad unit CPM, the extra impressions and branding warm-fuzzies make promo products more cost effective than you may think.
That’s why at $16.9 billion spent per year, US marketers are investing almost three times as much in promotional products than they are in much-hyped search marketing.
Research data roundup: The numbers behind promo products
Whether the goal is to increase consumer loyalty, warm up business prospects or encourage your biggest brand fans’ evangelism, a promotional product campaign can work harder for you than almost any other type of messaging.
Here’s the data organized by campaign goal for you.
-> Long-lasting/repeat exposure.
o 73% of those who used the promotional product that they had received stated that they used it at least once a week.
o 45.2% used it at least once a day. Source: L.J. Market Research, DFW Airport Study, 2004
-> An increase of company image
o 52.1% of participants reported having a more favorable impression of the advertiser since receiving the item. Source: L.J. Market Research, DFW Airport Study, 2004
o 76.3% of attendees had a favorable attitude toward the company that gave them the product. Source: Georgia Southern University Study, 2003
-> Generation of business
o 52% of participants in the study did business with the advertiser after receiving the promotional product.
o Of those who had not done business with the advertiser that gave them the product, almost half stated that they were more likely to do business with the company that gave them the item. Source: L.J. Market Research, DFW Airport Study, 2004
-> Increase in referrals
o Accompanying a request for referrals, an offer of a promotional product incentive or an offer of a promotional product incentive and eligibility in a sweepstakes drew as many as 500% more referrals than an appeal letter alone. Source: Louisiana State University and Glenrich Business Study, 2005
o Customers who received a promotional product were 14% more likely to provide leads than those who did not. Source: Baylor University, Mary Kay Study, 1993
o Salespeople who handed out promo items received 22% more referrals than those who did not give out free gifts. Source: Baylor University, Mary Kay Study, 1993
-> Higher recall
o 76.1% of participants could recall the name of the advertiser on the promotional product that they received in the past 12 months. In comparison only 53.5% of participants could recall the name of an advertiser they had seen in a magazine or newspaper in the previous week. Source: L.J. Market Research, DFW Airport study, 2004
-> Recall at tradeshows
o 71.6% of attendees who received a promotional product remembered the name of the company that gave them the product. Source: Georgia Southern University Study, 2003
-> Greater reach
o 71% of business travelers randomly surveyed at DFW Airport reported receiving a promotional product in the last 12 months.
o 33.7% of this group had the item on their person — a coveted location for ad messages.
0 55% of participants generally kept their promotional products for more than a year.
o 22% of participants kept the promotional product that they had received for at least six months. Source: L.J. Market Research, DFW Airport Study, 2004
5 Considerations — How to pick the best promo product for your campaign
Biggest mistake: when you’re selecting a promo product to offer your marketplace, don’t assume the most unusual or most costly item will work the best. Here’s what will work:
1. Your target demographic
Just because you think something is ultra-neat or beyond-dull doesn’t mean they do. (Example, IT professionals surveyed in March 2005 said they yearned for iPods, although most tech marketers were bored with offering them.) Consider what they are likely to throw away, what they’ll keep, what they’ll give to the kids and what will make them run around the office showing absolutely everyone.
2. Value
Promo products can have one of three values (not necessarily tied to the price you pay for them); either they are:
a. extremely useful so the prospect will keep them close and refresh the impression frequently (think mugs, T-shirt, pens, oversized chip bag clips)
b. lavishly valuable so the prospects will be impressed by the value you place in your relationship with them; (think consumer electronics, leather-bound books, etc.)
c. unique and cool so your prospect will start a viral “look what I got” campaign on your behalf with their friends and colleagues (think roses with logo-embossed petals, light-up ice cubes, etc.)
3. Your brand
Think over your brand and campaign to see if there is a tie-in you can make. The more you can relate the item to the rest of your messaging, the more powerful the campaign as a whole becomes.
4. Logos
Many brands’ logos, in particular in B-to-B, were not designed with promotional items in mind. Will the logo be big enough within the limited print-space to stand out at a reasonable distance? Also, do you have logo colors restrictions you must obey? And don’t forget your URL or toll-free phone number along with (or in place of) your tagline.
5. Distribution
How heavy is the item? What type of shipping will work and has it been tested? (Some pens have been rejected by the post office because they broke through envelopes when mail sorting equipment bent them.) Plus, can you brand the shipping carrier and also is it possible to insert additional materials such as a note? What are the additional costs associated with this?
Also, if you are planning to mail the item to prospects and consumers, how do you intend to make sure that only “qualified” prospects get it? Do you need to clean your database beforehand or add rules, regs and deadlines onto an online form?
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