NCET Biz Tips: Making your golf tournament a standout success
NCET helps you explore business and technology
Peter Fishburn
Golf tournament season is just around the corner. Are you planning a fundraising tournament or being asked to be a sponsor? There are many ways for both the organizer and the sponsors to make the event successful and enjoyable for everyone. The key is prior planning to take advantage of the options which are available to you.
Summer is full of tournaments, however, why should a golfer choose yours? I am sure your cause is a good one, so are the others. People support causes they relate to and want to support. They choose tournaments they have enjoyed in the past with a reputation for taking care of golfers.
Promoting your tournament early is very important. This allows golfers to select the tournaments they want to support. Once they have committed to a tournament, they may not be able to choose yours. To encourage early signups, offer an early signup gift. Bluetooth speaker, headphones, golf kit, beer cooler, etc. Send out teasers for what golfers should expect to encourage early signups, and for them to bring in companion golfers.
Create fun and interactive events for everyone to participate on the day of the tournament. Little activities or contests before the shotgun start. Putting contest, raffles, guessing contests, mulligan tickets. Bring in a golf demonstration. This is where a little creativity would be useful.
Sponsors are an integral part of the tournament as it is their support which make the whole event happen. They also can choose which tournaments they want to support. First, sponsors should select a tournament which matches causes they believe in and if possible, the participants are people they would like to meet.
Just as important, how does the tournament promote their sponsors? Tournaments should make opportunities for all sponsor levels. Not only does this help businesses get their brand out in front of audiences, it also increases the amount of funds that are raised. This can include sponsors for awards, raffle, lunch, putting contest, longest drive and closest to the hole. Example, all the paper plates, cups and napkins can be branded. Of course, the quality of the food served is important.
The organizer should offer a variety of golf tools for a sponsor to display their brand: golf towel, pic tools, tees, etc. Hole sponsorships is a popular tool to raise money. What does the sponsor normally receive? A placard with their name on it and if they choose, they can be at the hole. A recommendation would be to require the sponsor to be at the hole with some type of activity. This is important for two reasons, the sponsor receives greater exposure, and golfers would have a more enjoyable tournament which is the goal.
Should the tournament have 144 golfers, more entry fees, or 128 which would allow the day to move faster? Best ball or scramble? This depends upon the skill of the golfers. Goodie bag, yes, or no? You may want to control what goes into the bag to add value to the tournament. Think about selecting a gift for all the attendees to say thank you for supporting your cause. This could also be another sponsorship opportunity.
Finally, you should be thinking and planning for next year’s tournament. Make sure you have collected everyone’s email, sponsors information so you can reach out to them for next year. Book the golf course for the following year. This is critical, if everyone enjoyed the tournament they will come back. Business will sponsor again because of the exposure they received. Next year’s tournament will easier and possibly more successful.
NCET is a member-supported nonprofit organization that produces educational and networking events to help people explore business and technology.
NCET Board Member Peter Fishburn is with Brown & Bigelow. He has been in the promotions business for over 25 years. Reach out to Peter for branding ideas for all your events.