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 Gifts matter. If you fail to put thought into your gifts, you potentially doom your outing. Its not that you need to break the bank, but golfers need to feel they received value in return for their entry fees. A gift pack can immediately foster a great impression, help you cultivate long-term relationships, build your brand and serve as a marketing tool for your event and organization.
If youve cut back on your gifts and think youre saving, know that scrimping on gifts can actually cost you more in the long run—affecting your ability to retain golfers and fill your next outings field.
To invigorate your gifts and help make participants feel special and appreciated, I talked with a few pros and vendors to find out whats the latest when it comes to gifts and gift packs. Heres what they had to say.
Hottest gifts right now? What trends are you seeing?
Danny Ackerman, PGA, head professional, Longaberger Golf Club, Nashport, Ohio: Hottest gift, Titleist FootJoy shopping spree. Trends, giving the customer more options.
Tom Davidson, PGA, director of golf, Circling Raven Golf Club, Worley, Idaho: Hottest trend we have seen is going away from the prototypical gift to a store setting where the participants can pick and choose their own gifts.
Larry Difloe, general manager, VIP Recognition, Cypress, Texas: Traditional gift items (apparel, caps, equipment, luggage items) are always a mainstay. Lately we have seen a preference for boxed gift sets that add to the overall presentation. We continue to do well with Signature Golf Hole Photo themed items. They can double as a gift or as an award. Having the ability to carry away a visual memory of the great golf course you played will find its way into an office, den or wall in a home. Coupled with the outing logo in the picture or on the item [it makes] a great gift!
Brian Lucas, vice president of sales, Titleist Corporate and Retail, Fairhaven, Mass.: At Acushnet Company were seeing a trend towards customization. Customized Titleist and Pinnacle golf balls have always been a very popular choice for outings, but were seeing increased demand for custom packaging, headwear, gloves, bags, accessories and apparel. Customized merchandise is a very effective way to brand an event and connect to the participants long after the event has concluded.
Bill McKinley, assistant golf professional, Canterbury Golf Club, Cleveland: GPS devices and laser rangefinders (UPRO GPS, Bushnell rangefinder.) As far as trends go, people are still all about the 'tech shirts. Adidas, Under Armour being the top sellers in that area.
Bill Troyanoski, general manager, Saddle Creek Resort, Copperopolis, Calif.: Apparel, mens and womens and performance wear and traditional, is very popular right now. Participants enjoy receiving a nice shirt or piece of outerwear as a welcome departure from golf balls, hats and towels.
What impact do you think the economy will/is having on gifts given at golf outings?
Ackerman: Tournament directors are looking to downsize. But this could be the time to set yourself apart from others. Downsizing could be beneficial short term but could create long-term losses.
Davidson: We are seeing a slowdown in group business sponsored by large corporations. They are looking for ways to cut costs and a golf outing is considered a luxury item.
Difloe: We have seen it on a limited basis with corporate outings. Either they might be skipping a year or they are 'cutting back or 'watching their costs more on their golf outing. Which ultimately means they may be cutting a gift item or two out of their gift pack that they would have included in the past or just budgeting less for their goodie pack.
Jim Keenan, marketing director, Ahead/Kate Lord, New Bedford, Mass.: It should help tournament directors understand that donations for gift packs hurt more than they help. Golfers want better value for their tournament fee and budgeting for a better gift pack not only helps promote and brand their event better, it helps keep attendance up. Youd be surprised what even a small budget portrays in perceived value.
Lucas: We believe the tough economic climate is swinging the trend even more towards practicality. During difficult economic times such as these, its more important than ever to make every dollar count. Every dollar an outing spends must generate a positive return on investment. With regard to gifts, it is essential that every participant goes home happy and this can be achieved by providing useful quality products and brands.
Nick Mirizzi, director, corporate markets, TaylorMade-Adidas Golf, Carlsbad, Calif.: This is a three-fold answer: In challenging economic environments customer retention (not losing your best customers to the competition) is very important. For this reason the gifting process will not stop but will be more focused toward top customers.
 In challenging economic environments new customer acquisition becomes more and more challenging. For this reason targeting (rifle approach not shotgun) new customers and then delivering them to the bottom line is top of mind. To get new customers companies must spend; they will just spend smarter.
2009 will be the year of the promotion. Since no one is jumping out of their seats to spend money today, corporations around the country are currently developing plans to motivate consumers and customers to buy. Promote to drive activity!
Troyanoski: I believe the economy will have more impact on the number of corporate golf outings than on the actual gifts supplied at the outings. Events at Saddle Creek are still executed in a 'classy fashion, and quality gifts are part of the experience.
What does your company offer in terms of gift packs/bundles?
Difloe: We do not have select gift packages per se with two to three different price points that would include various items, i.e., cap, bag tag and towel. We can easily customize a package to mix-and-match to better fit their gift needs rather than limit them to two to three options. We also have a gift pack that offers on-site photography with same-day service and includes your golf photo in a frame along with a 'free leather shoe bag. Or we have a two-piece embroidered leather luggage special that has been well received.
Keenan: Almost everything. From small accessory packages that include divot tools, hat clips, money clips, wallets, etc., to caps, cap combos (T-shirts or polos), cap/shirt gift sets to complete cap, accessory and apparel gift boxes. Theres something for every budget, all sized and boxed with size labels for easy registration.
Lucas: Acushnet Company can provide quality brands and quality products at different price points across every equipment category. Our sales representatives can work with golf professionals/event organizers to create gift options from across the Titleist, FootJoy, Cobra and Pinnacle product lines. Packages include hard goods like Pro V1 golf balls and Vokey Spin Milled wedges as well as soft goods like headwear, golf bags, FootJoy shoes and a wide selection of merchandise from our accessory lines. By having a variety of options from which to choose, gift packages can be tailored to fit the tastes of any outing audience.
Mirizzi: TaylorMade adidas Golf Ashworth combines the best golf brands into one package. From TaylorMade golf equipment and accessories to adidas Golf footwear, apparel and accessories to Ashworth apparel the entire golf package is covered.
Best high-end gift pack/bundle? Best low-end gift pack/bundle?
Ackerman: High end, a Titliest FootJoy shopping spree. Low end, a sleeve of balls, golf cap, golf towel and divot repair tool.
Davidson: Ogio travel cover and suitcase for high end. Best low end: Skin-care products, mens and ladies, customized with our logo.
Difloe: For our company, high end would be a leather luggage set or mix of leather accessories. Low end might be an inexpensive shoe bag and valuables pouch or towel.
Lucas: There is no best gift pack in either the high-end or low-end category, because weve seen that one size does not fit all. However, some attractive high-end gifts might include Pro V1 golf balls and a Titleist stand bag or FootJoy MyJoys shoes, customized with the event logo. For something different, Major League Baseball, National Football League or collegiate golf product is always a big hit.
For a mid-range gift, golf professionals/event coordinators might consider our custom-packaged Tournament half-dozen, that showcases six custom balls set into black foam. Another unique idea that might be fitting for a commemorative event is the Prestige Silver Foil dozen, a custom-packaging option that allows an event or corporate logo to be printed on a satin finish, silver foil box.
Finally, custom 2-ball tubes with golf tees are very popular and functional for outings with limited dollars to spend.
McKinley: High end: A putter or other club with the persons name etched in. Low end: Dozen golf balls and a glove.
Most popular gift packs for a man? For a woman?
Ackerman: Man: something they dont usually buy for themselves (i.e., rangefinder, shoes, rainsuit). Women: gift card, they love to shop and it also increases the opportunity for an upsell.
Peter Boyko, Toucan Golf, Mansfield, Ohio: Our more popular items for men are bag tags, golf balls, towels and classic divot tools. For women, bag tags, towels, hat clips, pouches.
Davidson: The most popular has been the store concept that allows the participants to pick from dozens of different categories based on their needs. We see many of the participants choosing items that are intended for their spouse, children or a friend as gifts or a thank you for letting them play that day.
Troyanoski: For men, pullovers, sweaters and shirts in the warm weather months. For women, golf shoes, visors and shirts.
How can all-in-one gift packs be presented creatively?
Ackerman: Custom package with shirt, fleece and divot repair tool all with golf course logo and/or charity or corporate logo. Great presentation!
Davidson: We have presented gift packs in luggage pieces depending on the size of the gift pack, from small valuables pouches to a full-sized suitcase. Most of our groups are looking for functionality. If they are going to spend money on the presentation they want it to be functional.
Keenan: We offer great gift box options that are all creative but its really more on how you use them. For instance, a multi-day member guest tournament might opt to give part of a gift pack at registration, then exceed expectations by offering more, like a cap/T-shirt combo at the dinner table too.
Lucas: Try to merchandise gifts, just as you might see them displayed in an attractive golf shop. Use tables, fixtures, even mannequins if appropriate, in prominent, high-traffic areas that show off the gift products and packages that are available to participants. Use decorative materials to dress up the display or reinforce a theme. Visit retail establishments in your area for ideas and seek out the guidance of the shop merchandiser at the host site.
Mirizzi: Here is a great opportunity to brand—put all the items in a custom box that represents the companys brand.
Troyanoski: The two chances you have to be creative are the package itself, and what goes in it other than the golf-related gifts. We have (what has become locally famous) a bottle of local Calaveras County-made wine with one of the holes from Saddle Creek etched on the bottle. Weve also given throw blankets in the past with a stitched picture of the resort.
Do the packs need to be golf-themed?
Ackerman: Not necessarily, even though most are. Thats where creative thinking comes into play—you must try to be unique. Sunglasses, watches, luggage, custom pen and pencil set are all items you wouldnt normally think of with golf but make for great presentation gift packs.
Davidson: Absolutely not. In fact I could make a case that the farther you go away from golf items the more memorable it will be.
Lucas: Creativity is the key, offering the participant something of value and something that they can use. For the right participant audience, a combination of golf and non-golf-related items might be the perfect answer.
One example that immediately comes to mind is an outing in which our Titleist sales representative and a head golf professional designed a package that included Pro V1 golf balls, a Titleist Players glove and a set of crystal drinking glasses with the event logo. The package was unique and though Acushnet is not in the crystal business, the package worked because the brand impact of the crystal was similar to that of Titleist. The participants perceived great value in the grouped gifts and the head pro hit a homerun with the outing.
Troyanoski: At Saddle Creek, weve embraced our environs—the gold, copper and wine country—and our gifts (such as the wine) reflect our place in the world, not just the game of golf. Providing non-golf gifts is a delicate procedure, but if done correctly, these are the gifts the event becomes known for.
April Miller is editor of Golf Event magazine. | 
