Bringing Golf to the FOREground

Winter has left the building, and spring has sprung in. A sure sign of that is the opening of many golf courses and the commencement of tournaments. Golf is a favorite pastime for many reasons, but notably because it can be a very sociable and relaxing sport.

This year, golf seems to be trending strongly, and that is supported by several factors that are impacting growth. Murray Siegel of Towel Specialties, says, “We are finally seeing steady signs of coming out of the ‘golf’ recession and there are specific impact reasons ranging from increased investments in corporate tournaments, golf courses making rounds of golf more affordable, an industry trend to make clubs more user friendly and most importantly the number of new youth golfers is on a steady rise again.”

There is an interesting shift happening in golf. Gabe McGraw, director of golf for Gold Bond, says that rounds of golf are down and golf courses are closing across the country due to the settling of the economy. However, junior tournaments have increased, and the multiple personalities currently on the PGA tour sparks new interest.

This year, says McGraw, one of the largest factors affecting golf in 2017 will be if Tiger Woods will play again and if he does, to what level. No matter one’s feelings for Woods, he says, the legendary golfer affects our business.  When he is in contention, people tune in avidly; if he plays and is in contention this year in a tournament, the attention will be huge. “Golf is fortunate to have so many very good players on tour right now, but you can see an uptick in network ratings when Tiger plays.”  

An infusion to the industry – and thus opportunities for distributors – is the rise of Topgolf. “The rise of Topgolf and similar ranges are now the hot trend,” comments Brian Porter of Pro Towels. “It is fun, engaging, not time consuming, and cost effective. You accomplish the same amount of face time, if you were with a foursome of clients, but without the commitments.”

Mark Hobbs of PCG Line adds, that whether it’s Topgolf or modified rounds of nine holes for simple enjoyment for a little while, “the continuous development of the game is critical to its survival. I think we have to let go of our past interpretation of the game and embrace the new changes and subsequent diversity it now provides. But when it comes down to it, golf in one way or another will always be the ‘game of business’ and we intend to market accordingly since the demand is still strong.”

Trends to Note

A report of what was hot at the recent PGA show comes from Margit Fawbush of BIC Graphic, whose product managers attended. They noted such things as “fashionable and colorful” rubber slip-on golf shoes that are slip-on and rubber (similar to Croc®)  multi-function belts with integrated golf tools; solar sleeves; hats with lasers or sunshades built into the brim;  novel colored golf balls with such finishes as matte and crystal; innovations in golf tees; golf gloves with bright color accents and built-in technology; and divot tools with additional functionality.

Siegel says he is seeing a continued rise in golf towel activity, most noticeably in functional products. In this category, Towel Specialties has introduced new fashion looks, functional fabrics, multi-functional versa-loop™ technology and most recently its new Colorfusion™ imprint technology.

Pro Towels’ microfiber golf items, says Porter, especially the waffle weave, with a “more retail touch and feel, have performed exceptionally well.”

Hobbs says he is increasingly receiving a very strong demand for full color and “client specific” customized golf accessories. PCG Line offers 100 percent made-to-order custom golf head covers where each panel can be a client-specific material color as well as have multiple logos placed on the covers themselves. PCG Line’s cover program uses an all-inclusive pricing structure including free setups and shipping. “Also,” he shares, “we have invested in the equipment to produce full color decorated metal and plastic golf accessories like poker chips and divot tools.”

In McGraw’s view, buyers want products that will have use beyond the golf event.  In the past, simply buying a golf item like a dozen golf balls was good enough; however, today’s savvier customers want their investment to last beyond the tournament. “Instead of traditional golf balls, customers now want a golf glove, or a golf kit with several items included,” he says.

Phil Martin of Warwick Publishing agrees, noting that Warwick’s golf-themed photo folders are used to present and display golfer portraits or action shots for participants to commemorate the event, and remind them of your client and its event branding on the front cover. “These are perfect for golf tournaments, reunion golf outings, country clubs, resorts, golf stores, and more,” he offers. Options include the Golf Gatefold, Single Golf Photoframe, the Golf Ball Texture Double-sided Folder.

Pulling it together calls for creativity and guidance, the latter especially if you are not that well-versed in the game of golf, which, says McGraw, is a approximately $70 billion a year industry in the U.S. He encourages distributors to take advantage of those companies and their executives who are experts to consult and plan promotional products and garments for the client’s event and specific goals.

Because there are competitors selling golf programs and events all the time, says Siegel, the challenge is refreshing your lineup to change from very predictable client meetings and offerings. “The end buyers and corporate program merchandisers are used to budgeting and ‘getting what we always get.’ Our goal is to get them excited about the investment they are making,” he emphasizes. “Teach them how products received at the event can have an after-life and should be looked at as long-term investments and not ‘golf cart/trash can leave behinds.”

Porter underscores that distributors should not sell piece meal but an entire package; distributors should be a one-stop shop, in a cost-effective manner. “A wearable, cap, golf towel, tees, cooling towel, golf balls and perhaps some markers, all in a nice tote, cinch bag or cooler, is a great beginning,” he says.

Sarah Hobson of Webb Company also agrees that the “perfect promotional item for golf is something different than the ‘standard’ golf products.” She notes that many distributors says their clients want more than straight golf-related items and apparel, in order to make a stronger impact.

For example, Webb’s two-piece Golf Ball Mint & Lip Balm Sleeve (#PRBK) is the product she says Webb’s distributors have been the most excited about showing their clients for their golf events coming up. The full-color custom sleeve provides ample space to print more information such as sponsorship logos, coupons/promo codes and team information. “This summer we’ll have a new golf ball sunscreen (#GBSC) and will expand this to a three-piece gift,” Hobson reveals.

Corporate outings and charities remain prominent for golf, but Hobbs observes that there is an increased amount of exposure in company e-Stores and online retail merchant sites that want to use golf as a branding tool to distinguish themselves. “Many boutique stores, from coffee shops to new-age barber shops, enjoy offering promotional golf items to enhance their brand/image,” he comments.

Overall, he adds, when working with your client for a successful golf event, “Boring simply does not cover it anymore.”

Mark Hobbs of PCG Line: “One of the more memorable case studies involved a distributor who created a program for a very large international luxury car manufacturer. A direct mail piece was sent to prospective buyers of luxury cars asking them to come and test drive one of their new vehicles at a local dealership. When potential buyers participated in the test drive, the dealership would give them a gift card with a special code on it asking them to go online to visit a specific landing page dedicated to this test drive program. Once they entered the code proving that they had indeed participated, the distributor’s fulfillment center shipped a very high-end golf putter with one of our custom-made golf putter covers. The program was very successful and lasted for three years.”

Gabe McGraw of Gold Bond: “Golf gear extends beyond the essentials. Tifosi sunglasses enhance your game by reducing glare and filtering light. A construction company sponsored a charity tournament and wanted to give away something different from the traditional golf balls or drinkware. The sponsor ordered multiple styles of eyewear so each player could choose which one s/he liked best. It was a hit! The players loved the personal attention while selecting their glasses, and the sponsor was thrilled to have an item with such longevity.”