GolfTEC Events
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It's All About Me!

"The royal road to a man’s heart is to talk to him about the things he treasures most.” To connect with people, you need to understand their passions. As some of the world’s leading companies are discovering, our powerful event marketing platform can be applied to sporting events beyond golf. (…)

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The Great Mash-Up: Social Media + Event Marketing + Technology

When you bring a couple of new technologies and mediums together in novel ways, you’ve got the right mix to fascinate audiences. Sure, we’ve all witnessed the rise of social media + event marketing. Chances are that you’ve directly participated in a few or more social media channels yourself, whether related to an event or(…)

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Event Marketing: Discovering New Clients through Shared Values

While executing events for the world’s most successful companies, we’ve learned a thing or two about what it takes to discover new clients. Yes, you need a high-quality product and brand to attract a new audience – but that is not enough. In order to develop “authentic customer relationships” that have lasting value to your(…)

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Using Event Marketing Technology to Create Brand Loyalty

Transforming Engagement into Sticky Customers |  Most people think that the best way to hold onto customers is through “engagement” — interacting as much as possible with current and potential clients in the name of building relationships. It turns out that that’s rarely true. Why? For many consumers, the rising volume of marketing messages is(…)

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Corporate Hospitality: Building The VIP Experience

Savvy Ways to Use Corporate Hospitality as a Business Development Strategy | We don’t promote tossing people around at gala events. We certainly don’t suggest that your wife’s no-holds-barred birthday fete is justification to let loose the Corporate Amex. However, we do know that just as there are myriad sensible occasions to gather your client(…)

It’s All About Me!

GolfTEC_Events_Center_Attention

Despite our busy world of hyperactive social media buzz and ubiquitous marketing messages, there is one principle that governs all: your own thoughts and experiences are likely your favorite topic of conversation.

On average, people spend 60% of conversations talking about themselves—and this figure jumps to 80% when communicating via social media platforms such as Twitter or Facebook.

There is seemingly endless research on the topic of why our favorite subject is ourselves, but what we’re talking about today is how this powerful truth impacts you. (A bit of irony that we want to talk about you?) After all, we’ve learned from master communicator and author Dale Carnegie (Winning Friends and Influencing People) that “…the royal road to a man’s heart is to talk to him about the things he treasures most.” To connect with people, you need to understand their passions.

What does this powerful principle mean? Well, for starters it means that people are at the core of every matter. Regardless of whether you are in financial services, real estate, healthcare, teaching or sales…you are in the “people” business. It seems a trite and overused expression, but if you figure out how to motivate people, you are likely to be successful in life.

This fundamental principle also explains why our events are so successful. We create experiences, and then content that relates directly to an individual’s passion. The proof is in the math: when we host an event where we capture a participant’s golf swing, 85% percent of the participants visit the emailed link to view their results. This WebLessons® engages event attendees unlike any other email because people want to see themselves and learn how to improve their performance.

On average, that individual spends 16 minutes within the WebLessons®! And, it not only stops there, individuals want to share the experience with others (Look at me! Look where I am!) across all forms of social media. Thanks to our branded technology platform built around each event’s sponsor, the resulting exponential impact of just one event is enough to make companies think more about how to integrate our event marketing technology within their broader marketing mix. Our clients get to talk about themselves, while connecting with their clients and prospective clients who love learning about themselves. It is a royal road to brand loyalty, indeed!

As some of the world’s leading companies are discovering, our powerful event marketing platform can be applied to sporting events beyond golf.

GolfTEC Events Volleyball AVP Championship

Did you know that our innovative g-SWING technology can be applied to sports beyond golf? GolfTEC Events’ motion capture and event marketing technology pushes the boundaries of education and entertainment. GolfTEC’s g-SWING technology can be applied to many other sports: volleyball, skiing, snowboarding, baseball, basketball and tennis, to name a few.

 

When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion. – Dale Carnegie

 

Where can our powerful event marketing expertise be applied? You tell us.

We have created experiences to match passions in multiple environments: Tennis at the US Open (we provided 5,000+ lessons); Volleyball at the AVP Championships. We do not always have to provide full lessons. Just capturing the video using our systems is an excellent start to capturing and sharing the moment and expanding your brand through the participant’s social channels.

 

Amex US Open GolfTEC Events Tennis Lessons

We can apply our innovative motion capture technology to a broad sports audience whether we are capturing a tennis swing or a golf swing.

Depending on your audience, here are a few ideas to connect you with your target clients:

  • Baseball – Throwing or hitting analysis at a baseball game

  • Basketball – Free throw/shooting analysis

  • Football – Field goal attempt or throwing a football

  • NASCAR – Tire change/pit crew

  • Other ideas are welcome!

 

Show Me the Love!
Create Brand Intimacy with Clients

 

How do you show your clients that you care about them? Some clients want to be showered with gifts. Some react when given positive feedback and reinforcement. Others prefer quality time. Here is a vehicle that suits all preferences, enabling you to thrust your brand front and center.

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As event marketing leaders who help the world’s leading brands effectively communicate with their clients and prospective consumers, we’ve shared ideas about how to use event marketing to cut through the noise in order to build a greater sense of brand loyalty from your best customers.

“We show our corporate partners how we add value to their events by creating unique, interactive impressions upon their clients. For example, at each event we develop one-on-one relationships with each participant – strictly adhering to the objectives of that client’s overall branding strategy – so that each person walks away with a favorable impression of the experience. We very much see ourselves as an extension of our clients’ brand and therefore we are very sensitive to the details that formulate that overall impression,” says Steve Bauerle, GolfTEC’s Vice President of Business Development.

The most important concept here is that customers are loyal to companies that share the same values. Use your event as a platform to show your customers how much you share in common with their philosophies and beliefs.

 

According to a Harvard Business Review study of over 7,000 consumers here and abroad, “of the consumers in our study who said they have a brand relationship, 64 percent cited shared values as the primary reason. That’s far and away the largest driver.”

 

 

Ready to talk to us about your next event?

 

Request a Customized Proposal

 

About GolfTEC

GolfTEC is the undisputed leader in golf instruction. Over the past decade, we have taught millions of lessons with our patented g-SWING teaching system and have brought this experience to events for the world’s leading companies. We combine g-SWING, which utilizes digital video and motion analysis, with a Certified Personal Coach™ to provide the most comprehensive web-delivered lesson available.

All lessons are transformed into WebLessons® so event attendees can continue to enjoy their lesson long after the event. The result is a powerful one-to-one connection with clients that forms on event day, yet is entrenched even after the event has ended — clients spend an average of 16 minutes at your site reviewing their event ‘souvenir’. Now you have a captive audience both during and after the event.

 

 

The Essential Guide to Hosting a Corporate Golf Day

GolfTEC Corporate Golf Day

Over the past 15 years, we’ve had the opportunity to execute hundreds of corporate golf days. As the global leader in golf improvement, GolfTEC brings you this guide to hosting a successful corporate golf day from our perspective:

 

Preparation

First, you should outline your key objectives for the golf outing.  Why are you hosting the event, and what do you hope to accomplish? Here are four objectives that we most often hear from our clients:

 

Boost quality time with prospective or current clients

 

Chances are that your company already knows the benefits of hosting a corporate golf outing. After all, golf is the world’s leading corporate sport. Few other sports can lure senior executives from their heavy workloads and other commitments – especially when considering that a well-organized golf day is a 6-hour relationship building tool. If you compare this to the average 20 minute appointment with a harried client, you understand that a corporate golf day can do wonders for your business relationships.

 

Interact with clients in an environment where they are most receptive

 

Whether your goal is to share information, gain insights regarding a possible new business strategy or service line, or educate clients about a new product offering, a well-planned corporate golf outing sets the right environment for relaxed conversation. However, do not assume that that the mere act of inviting a client to play a round of golf is, in itself, enough to build that relationship. The devil is in the details. Pay attention to the details and remove any obstacles that get in the way of a smooth, relaxed day.

 

Networking

 

If you are known for creating an environment that fosters networking amongst all of your participants, your value increases. Make sure you create lots of opportunities for your guests to mingle – and not just with you, but with other guests who can help that individual’s business as well. Thoughtful pairings boost your favorability ratings.

 

GolfTEC VPAR

A well-executed corporate golf day provides an opportunity to pair attendees up with each other for the benefit of each other’s goals. Sharing values reinforces relationships and distinguishes your company from your competition. Photo: VPAR.

 

Thank clients for their patronage

 

A corporate golf outing is an ideal way to say thanks to your clients for their continued support. Aside from the invitation to get out to play for the day, take advantage of all of the subtle ways to further illustrate your appreciation for your clients. Think through everything from the meal selection to the gift bags other amenities that can be incorporated into your golf outing.

 

The bottom line: Getting people excited about an event means getting to work well before the event itself.

 

We’ve run events for the world’s leading companies. We’ve learned what it takes to get an event kicked off so that by event day, we’re already building on momentum that was created in the days or weeks prior,” says Geoff Hiland, GolfTEC’s Director of Events.

 

 

Perform a site visit prior to your corporate golf day

Visit the site as if it were through the eyes of your guests. For example, look at existing onsite signage. Ensure that the following critical elements are clearly indicated. If not, you may need to order additional signage prior to your corporate golf day:

GolfTEC Events bullet  Will there be clear signage and communication as guests arrive/pull into parking lot?

GolfTEC Events bullet  Is the registration/check-in area easy to find and welcoming?

GolfTEC Events bullet  Are the driving range, lunch site and other important event locations clearly marked?

GolfTEC Events bullet  Meet with the professional staff

  • What will they provide?
  • How many staff members are available to help with bags?
  • What are your expectations for food & beverage carts on the course?

GolfTEC Events bullet Format: What works best at that facility?

  • Choose the correct format for your corporate golf day
  • Make certain that the format is fair for the group of players you expect
  • Most corporate golf days will include players of all levels, so make sure the format is fun and enjoyable for each member of the group
  • Here are some golf tournament format recommendations:
    • Modified Four-Person Scramble: This format works well when you have an overall mix of better players. In this format, all competitors should play a ball from the tee. The team then chooses a preferred ball position from which to play their second shots. Players play their own ball for the remainder of each hole. The Team Score is the sum of the two low scores for each hole. Play can be either a Gross Competition (no handicap allocations) or Net Competition (where handicaps are applied and deducted from the Gross Scores).  In any case, the max score is a bogey.
    • Scramble: This format works well when you have a wide range of players.  If you collect handicaps/skill level prior to the event, then you can assign each playing ability with a letter, e.g. A, B, C and D. Equalize stronger players with less experienced players, e.g. each team has one player at each level A, B, C, and D.
    • Team Game: Perhaps a Ryder Cup-style format works well for your group. This kind of format encourages teamwork, and may be just the ticket for your specific event.

 

The bottom line: The good and bad with golf is you have players of all levels.  This is good because with the right format, you can bring all of these players together for a day and make them competitive as a group.  However, this is challenging because experience levels and comfort levels are not consistent amongst all of your guests.

 

GolfTEC Events Corporate Golf Outing

What is the most important thing to consider at this stage of your corporate golf day? Overall, the day should be fun, relaxing, and meaningful for each of your guests. A well-planned event ensures that each player – regardless of ability – enjoys the day.

 

Run a Well Thought-Out Event

In addition to hosting a great tournament day for current and prospective clients, here are a few ideas for tournament add-ons that will greatly enhance your corporate golf event:

 

GolfTEC Events bullet  Swing capture
  • Help your guests improve their golf game
  • Personalized WebLesson drives clients back to your website
  • Adds scale, as participants can share their experience with friends via social media
  • 85% of participants return to view their lesson and stay for an average of 16 minutes
  • Swing Capture Information Sheet (link to PDF)

 

GolfTEC Events bullet  Beginner Clinics
  • These clinics take place during the outing and welcome new or non-golfers to your event
  • Beginner clinics and golf tournament end at the same time so that everyone can go to awards/dinner together
  • Beginner Clinics Information Sheet (link to PDF)

 

GolfTEC Events bullet  VPAR
  • Bring the interactive and exciting action of live scoring to your event
  • Enhance mobile and social branding opportunities
  • VPAR Live Scoring

 

GolfTEC Events bullet  Beat the Pro/Celebrity
  • On a Par 3, conduct a beat the pro contest with pro or celebrity
  • If your guests hit it closer than the pro, they win a prize!

 

 

The Checklist

From beginning to end, here are essential elements that you need to communicate to your golf outing participants:

 

GolfTEC Events bulletDoes your online registration/information page contain clear information regarding:

  • Recommended arrival time?
  • Availability and accessibility to food and type of food served?
  • Expected length of play?
  • Post-event activities and timing?
  • Information about the golf course?
  • This golf course is known for…
    • Course tips and strategies, e.g. “Practice your putting as the greens are large and have a lot of breaks.”
    • Information for non-playing guests, e.g. activities peripheral to the course and area

     

GolfTEC Events bullet How will you handle the arrival of your guests:

  • Do you have an adequately staffed welcome desk?
  • Have you communicated to the golf course staff how to:
    • Assist guests with bags?
    • Directing guests to your welcome/registration area?
    • Will the facility staff assist in setting carts?

     

GolfTEC Events bullet Will you offer Beginner Clinics for new or inexperienced players so they can participate as well?

GolfTEC Events bullet Would your event benefit from offering Tournament Capture (PDF link)?

  • You can even use this service to add more groups to the course.  Add an “extra hole” and set up the capture station on the driving range or adjacent to that course’s signature hole.  For example, groups can visit this station on their way from hole 18 to 1.

GolfTEC Events bullet Will you offer Live Scoring for guests with mobile devices?

GolfTEC Events bullet Gift bags:

  • Have you ordered gifts you would like to provide with enough lead time?
  • Are you going to place them on the carts or hand out at registration?

GolfTEC Events bullet Do you have any celebrity or event additions to incorporate within your event?

  • Beat the Pro or Celebrity

GolfTEC Events bullet Are you mindful of timing and efficiency?

  • Be on the golf course and drive around and meet up with groups
  • Do you have marshalls? One slow group can make the day miserable for many of your guests so it is important to help any teams that fall behind the expected pace of play.
  • Remember, many of your guests are very busy and have strict schedules

GolfTEC Events bullet Do you need team photos?

  • Digital photos are the standard
  • Have you assigned the task of capturing candid photos throughout the event?

GolfTEC Events bullet Plan for rain.  If it rains, do you have a space and alternate activities planned?

 

Following Up After the Corporate Golf Event

By delivering something of personal value to your individual players after your event, you create two things: First, the opportunity to distinguish the value of your golf event versus all others. Second, the opportunity to share your sponsor’s brand and messaging to each participant.

 

At a very minimum, for the most successful corporate golf day events you should include the following items on your post-event checklist:

 

GolfTEC Events bullet A personalized email thanking guests for participating in your event

GolfTEC Events bullet A recap of the event including results

GolfTEC Events bullet Access to corporate golf day event photos

GolfTEC Events bullet BONUS: Access to a personalized WebLesson

 

You should have certain technology at your fingertips – for example, GolfTEC Events incorporates a personalized WebLesson based on the golf swing capture during the event. This WebLesson includes video playback, audio tips from a coach, and video drills to help improve swing flaws. Swing capture does not slow down play or distract the golfers.

 

“The GolfTEC Events WebLesson is an incredible branding tool since we know that over 85% of event attendees spend over 16 minutes then reviewing that WebLesson. It’s a captive audience,” explains Hiland.

For example, generating a personalized WebLesson (User name “0556-00030″ and Password “daveb”).

 

GolfTEC Events Corporate Golf Day

GolfTEC Events WebLesson Screen

Even after the event, you can build on the enthusiasm from the event to encourage social media sharing, discussion about game improvement, and dialog about your brand.

 

 

What about all of the latest golf tournament technology?

Interactivity is redefining golf events. Never before have you been able to experience such a 360 degree view of your golf day: mobile apps to track your progress through live leader boards in real-time as the game unfolds, golf swing capture analysis delivered right to your inbox, and the ability to share your experience with colleagues around the world. These are all opportunities to leverage your brand and connect with people in unprecedented ways. However, all of this cool technology can also clutter your golf event unless it is employed in the correct manner.

GolfTEC Events Real Time Scoring VPAR

Players can track their progress through live leader boards, enabling them to check out the competition, and see what’s happening elsewhere on the course, in real-time as the game unfolds. Photo: VPAR.

 

GolfTEC Partner, VPAR, developed a live scoring system that enables a complementary, immersive event day experience. In addition to engaging your event attendees with the tournament swing capture, you can provide real-time leader board, game play tools such as GPS integration and social media sharing opportunities. GPS integration helps individual player performance by informing the player about the layout of the next hole, and exactly how far it is to the pin. It helps players decide which club to take and what shot to play.

GolfTEC Events Live Scoring Branding

Photo: VPAR

 

The Branding Trifecta

A great corporate golf day offers opportunities for individuals to improve their game performance, share the experience with others, and builds your brand identity – all at the same time.

 

When you take advantage of the best technology – golf swing capture, live scoring and real-time leader boards, social media sharing and tools to help players understand the course layout and strategy – you create extraordinary golf events.

 

“This is where we shine — it’s event day. Our experience hosting hundreds of events means we’ve thought through every aspect of the logistics, event design and contingencies. We know how to use the best technology out there to enhance the player experience. We’re ready to engage players regardless of player ability. We can offer personalized instruction for beginners either informally or formally as a Beginner Golf Clinic to make them feel at ease. We know which game format works best for various types of events and player ability. We know how to engage the players and rise the competitive spirit in a fun way,” says Cory Boillot, GolfTEC Events Manager.

 

As one example, Boillot suggests that you communicate with golf event attendees prior to the event via a customized, branded email — perhaps including a welcome video and suggestions and tips for the event itself.

 

“Let your players know their swings will be captured on the day of the event. Whether we need to operate unobtrusively during course play, or set up as a “19th hole” on the driving range, we can capture each player’s swing on event day. This swing analysis is then packaged as an online personalized WebLesson, which opens up a huge opportunity for your sponsoring companies to communicate with event participants even after the event,” adds Hiland.

 

GolfTEC Events corporate golf day

Generate excitement in advance of your event by letting players know their golf swings will be captured on the day of the tournament, while reinforcing your brand identity. Customized messaging reinforces your brand’s values, purpose and mission. 

 

 

 

The lingering effect of a well-run golf event is overwhelmingly positive,” concludes Hiland.

 

Use your upcoming golf event as an opportunity to promote your sponsor and enable attendees to share their excitement with others. Engaging an online audience before the event creates valuable online exposure. Event sponsors are eager to create dialog around a brand’s values and mission, and social networks are ideal to spread that word.

 

Plus, getting players excited about the event helps you get everyone registered for the event in advance, which helps your event planning committee deal with those inevitable changes that will occur along the way, whether it relates to a menu substitution or changes to game format.

 

GolfTEC Events VPAR Live Scoring Mobile

Kick it up a notch with leader board and GPS functionality across mobile platforms. Photo: VPAR.

 

“When you take advantage of the best technology and our expertise in hosting golf events for the world’s leading companies, and pair that with improving individual player performance, the result is extraordinary golf events that benefit every participant.” states Hiland.

 

Creating the right environment encourages your guests to linger, mingle during cocktail and dining events, and strike up a conversation with your sales reps on the course. Whatever the end goal of your specific golf event, creating the right environment comes down to choosing a golf event management company that knows how to walk the event planners through everything from pre-registration, on-site registrations, signage placement, branding opportunities, tournament format, access to food and beverage and other amenities, lighting and power availability, placing gift bags and premiums, to where, how and when to position key elements of your event such as celebrity or dignitary tie-ins.

 

It’s a long list, and unique to each event. By including these essential elements in your corporate golf day, you will boost the value of your event to your players while improving the return on your corporate sponsor’s investment.

 

 

A great corporate golf day offers opportunities for individuals to:

 

  • improve their game performance
  • share the experience with others
  • builds your brand identity

 

 

 

Want to learn more about hosting a great corporate golf day?

 

What happens behind the scenes? GolfTEC Events customizes each corporate golf event to meet the objectives of our client. Whether selecting our Tournament Capture service or extending our event service to include VPAR’s innovative live scoring, we will create the best corporate golf day event for you and your golf outing participants.

Tournament Capture PDF Link

Link to VPAR

 

Request a Customized Proposal

 

 

 

 

Event Marketing: Discovering New Clients through Shared Values

Discover New Clients | GolfTEC Event Marketing

While executing events for the world’s most successful companies, we’ve learned a thing or two about what it takes to discover new clients. Yes, you need a high-quality product and brand to attract a new audience – but that is not enough. In order to develop “authentic customer relationships” that have lasting value to your brand, it’s time to focus on sharing your values.

This month, we’re sharing three event marketing strategies to help you unearth valuable, new clients:

 

1. Put a Face to your Brand

We’ve already blasted the myth that a high volume of interactions build relationships. This is because we know that shared values build relationships, not simply the act of frequently mingling with your audience. Therefore, sometimes you need to engage your audience offline as well, in an environment where you can lead with a commonly held philosophy on particular issues that you, your business, and your customers share in order to forge new, lasting relationships.

The reason that the most successful companies are dedicating ever more resources toward event marketing is because well-designed events efficiently communicate a company’s beliefs and values to a large base of consumers. When your values align, the resulting connection is based on a much deeper bond than you can achieve even with the most sophisticated presentation highlighting your features and benefits.

Get to Know GolfTEC Events

You need to effectively convey your values while you have their attention.

“Hosting an event where you are emphasizing shared values builds a stronger sense of community. It puts a face to your brand. You are no longer an abstract corporate identity or mission statement on a web page – now you are a living, breathing individual or group of individuals supporting a common cause or shared values,” says Steve Bauerle, GolfTEC’s Vice President of Business Development.

“The scale of the event does not matter as much as defining an event where your customers get to know who you are, and what you stand for in comparison to all of the other companies out there,” adds Bauerle.

According to the Edelman Good Purpose Survey, promoting a cause through an event builds community, creates loyalty, and builds brand awareness.

“Consumers are not only increasingly accepting of brands looking to do well by doing good – they are expecting it. The savviest companies are finding ways to dialog with stakeholders in a way that is timely, relevant, authentic and differentiated.”

How do the most successful companies marry profit and purpose? They do this by developing social-purpose driven participation platforms – such as ongoing events that highlight a company’s values while gathering people in offline settings.

 

The goodpurpose® study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The survey was conducted in 16 countries among 8,000 adults, and is the only global, longitudinal study of its kind. 

 

 

2. Grow your Sales through Discovery of your Shared Purpose

A common trait of top performing sales executives is an understanding that sales is the process of asking the right questions and sharing the appropriate stories until your client naturally comes to a mutually beneficial conclusion. These top sales executives have likely learned every form of sales technique along the way, such as “solution selling,” “smoke out” or “overcome” objections, or the “assumptive, either/or or value added close.” Regardless of the technique employed to engage in a dialog with a potential sales prospect, they only work if your dialog seems natural, honest or genuine.

Just like any relationship, having a genuine interest in a prospective client is the first step to success. You need to understand his or her perspective and challenges. The second step is to share concrete examples of your success that are relevant to what you just heard. Remember: No one wants to listen to your well-scripted list of features and benefits, especially if they don’t relate to the client’s real challenges.

 

GolfTEC Event Marketing

Spark conversation around your shared purpose.

 

How can hosting an event help you discover new sales prospects?

Rather than asking people to subject themselves to your sales pitch, invite them to work on their golf swing. Put their interests ahead of yours. Then, listen. Remember the adage of having two ears and one mouth for a reason? Demonstrate your ability to ask the right questions and then actively listen. If you have established the right environment, you can then share stories that demonstrate where you and your company share the same purpose and values as those of your prospective client. This discovery of shared values and purpose will leave a lasting impression on your prospective client.

 

3. Spark an Organizational Conversation   

Thanks in part due to social media, each member of your organization is a brand ambassador. Together they amplify your brand exponentially – and whether that message is positive or negative is something that smart leaders are paying increased attention these days, as they engage with employees in a way that resembles an ordinary person-to-person conversation more than it does a series of commands from on high.

As an example, Coca-Cola created a formal ambassadorship program, aimed at encouraging employees to promote the Coke image and product line in speech and in practice. Special events bring employees together in order to discover different facets of the brand image. Coke’s intranet reinforces these events by providing resources such as a tool that connects employees to company-sponsored volunteer events. The program centers around a list of nine ambassadorial behaviors, which include helping the company “win at the point of sale” (for example, by suggesting that employees take it upon themselves to tidy store displays in retail outlets), relaying sales leads, and reporting instances in which a retailer has run out of a Coke product.

When employees feel passionate about their company’s products and services, they become living representatives of the brand. This can and does happen organically—lots of people love what they do for a living and, therefore, will talk it up on their own time.

Just as with your client-facing event marketing and social media, the challenge is to find ways to use conversation to manage the flow of information in an honest, authentic manner. Slick marketing materials have as little effect on employees as they do on customers. One-way broadcast messaging is a relic.

 

“In the standard corporate communication model, top executives and professional communicators monopolize the creation of content and keep a tight rein on what people write or say on official company channels. But when a spirit of inclusion takes hold, engaged employees can adopt important new roles, creating content themselves and acting as brand ambassadors, thought leaders, and storytellers.”

–Boris Groysverg and Michael Slind, Harvard Business Review

 

Corporate events are no longer structured as top-down, command and control center types of occasions with unilateral communication. Nowadays, events are designed to enable an ongoing dialog, to share ideas, and communicate concepts that would just get lost in the clutter of any other medium.

“Modern event marketing is high-touch, with the ability to adjust whether what is needed is high quality versus a high quantity of dialog. Our events are designed to help our clients communicate their values to all stakeholders, whether that needs to be accomplished inside of a couple minutes or a couple of hours.” states Bauerle.

Ready to use our event marketing technology to discover new clients? 

Request a Customized Proposal

 

 

Brand Ambassadors: Who’s Representing You?

GolfTEC Builds Brand Ambassadors

Every individual representing your organization serves as a brand ambassador |

Whether you’re marketing sports cars, PCs, or ocean cruises, or building racetracks, software or ships, you’re making brand promises that are supported — or not supported — by the people who work for you. Of course, this includes your employees who dream up and develop your products, communicate with your customers, and service what you market.

However, anyone representing your company while facing your customers, however indirectly, gives meaning and dimension to your company’s brand promise. Therefore, every individual representing your organization serves as a brand ambassador whether he or she understands your brand promise or not.

 

What’s the risk?

We may be stating the obvious, but customers do not build a passionate connection to a company through their company policies, customer service procedures, or organizational charts. This is because customers are people, and they connect to other people and not inanimate objects. Predictably, when people feel a positive connection with other people, they begin to feel warmly toward the company represented by those individuals.

Therefore, most people agree that your business representatives are critically important contributors to the strength and health of a company’s brand relationships. These individuals have a significant impact on customer relationships.

So, the risk is having poor brand ambassadors is that all of these relationships often far outweigh the influence not just of your carefully crafted advertising message, but also significantly impact the prices you charge for your goods and/or services and, ultimately, the return on each of your painstakingly designed storefronts.

Invest in developing strong brand ambassadors, and you will see the favorably impact on your organization.

 

GolfTEC brand ambassadors

If fulfilling your brand promise is truly in the hands of each of your organization’s representatives, it follows that you would reasonably spend as much time nurturing their understanding and commitment to your brand promise as you spend crafting your advertising, designing your packaging, and outfitting your stores. But it seems that’s rarely the case.

 

This month, we’re talking about the critical importance of choosing strong brand ambassadors to represent your company – whether they are representing you at a home office shindig or competitive global trade event.

“Understanding each of our clients’ brand strategy is essential to representing a brand. Our role is to reinforce that brand at all times by proactively engaging our guests, extending professionalism at all times, and remaining diplomatic while striking a common interest so that we help our clients build relationships with their clients,” says Steve Bauerle, GolfTEC’s Vice President of Business Development.

“Why companies should give great care to who represents their brand is because strong brand ambassadors are catalysts for your brand’s most passionate promoters. In turn, they attract new loyalists who are, for example, more forgiving of service errors. These passionate consumers advocate consistently in a manner that benefits the brand in a lasting way. Our role extends well beyond showing up and entertaining people.”

 

Lessons Learned about Brand Ambassadorship

In a nationwide survey conducted by the Gallup Panel, where Gallup representatives spoke with over 3,000 individuals employed across a full spectrum of companies ranging from healthcare to hotels, these individuals were asked the same questions as consumers regarding their connectedness to brands.

What Gallup revealed is that company representatives who feel “disconnected” from the brands they’re asked to represent and have little knowledge of — or enthusiasm for — what it takes to transform customer transactions into enduring relationships are more prevalent than you might think — 18.6%.

Strong Brand AmbassadorsAlthough this finding was not necessarily a revelation in and of itself, the point is that for every person who is not fully on board with your brand – whether an employee or hired event staff — you are missing critical marketing and brand-building opportunities.

If your front line representatives indicate that they have little or no understanding of whatever supposedly differentiates your company’s products and services from those offered by the competition, how far are you falling behind the competition?

“The companies we represent at events are successful in part because they understand the importance of being represented by a very strong team who extends the resources of their strongest brand ambassadors,” says Bauerle.

“These companies recognize when they need additional, professional brand ambassadors to fill out their team. This means we play a very proactive role in reinforcing what a brand stands for. We create an environment that extends the brand identity.”

GolfTEC Brand AmbassadorsHowever, there is a silver lining even if you think your current brand representatives are not yet operating at full speed. While you work to motivate and educate employees, you can make up some of that distance by selectively choosing who represents your brand at critical events.

Gallup developed an index of “brand ambassadorship” created from two core items. Employee responses — using a five-point rating scale — together reveal how well the company’s brand promise is understood and show the extent to which it represents a point of common employee pride. These two items are:

  • “I know what my company stands for and what makes our brand(s) different from the competition.”
  • “I’m extremely proud of the quality of the products/services my company offers.”

Combining these ratings reveals three meaningful groupings of employees:

  • Brand Ambassadors strongly agree that they know what their company stands for and take great pride in what it markets.
  • The Uninformed or Uninspired agree, but only mildly, that they have real pride in what they market and know what makes it stand apart.
  • The Disconnected have neither pride in what they provide nor a feeling for why it’s any different from what other companies offer.

 

GolfTEC Brand Ambassadors

Think it matters who you hire for your next trade show, event or VIP hospitality suite? Your strongest brand ambassadors possess numerous traits that exemplify the qualities of your brand. They also understand what your brand stands for, and know how to act as a catalyst while representing your brand’s offerings.

 

As market leaders in golf event management, we offer these ideas about brand building and the importance of selecting the strongest brand ambassadors to represent your organization:

Strong Brand Ambassadors Build Strong Brands

1. Talk about what your brand stands for – and then repeat it.

The good news from the Gallup research is that about 30% of your brand’s representatives feel strongly that they know what makes your company different. Even though there may be dissention amongst those strongest supporters regarding precisely how you differ, what is most important is that you are having the ongoing dialog.

2. Extend that dialog all the way to your frontline representatives.

To your core team, your brand identity may be obvious. However, it’s worth restating the obvious and extending your mission, values and differentiated benefit throughout your organization, especially when your marketing initiatives kick into high gear.

3. Strong brand ambassadors proactively engage people in things that interest them.  

Strong brand ambassadors know how to proactively initiate conversation with others while promoting your brand. They know how to strike a common interest and are comfortable engaging in robust discussions while warmly dealing with even difficult people.

4. Strong brand ambassadors exemplify the qualities of your brand.

Strong brand ambassadors are leaders. They embody the values, the character and the overall image inherent to the brand. They know how to transfer your brand’s favorable qualities to your customers, so that they feel also feel that they embody those same favorable qualities.

5. Seize the opportunity to build a relationship with your audience by getting the right people to represent your brand.

Speaking about your brand is one thing; building a solid relationship with your target audience is another. The latter is more important. Your brand ambassador’s face-to-face encounters with your audience are significant because these interactions create the opportunity to start and build a relationship between your customer and your brand. In case you missed it, see our article about Transforming Engagement Into Sticky Customers.

 

6. Strong brand ambassadors know how to amplify.

Along with many other qualities, strong brand ambassadors know how to use the latest technology that your target audience recognizes. Your brand ambassadors should know how to help your audience use social media tools to share their positive experiences with others. They know how to spread enthusiasm.

“There is an attention deficit in the marketing world. Brands, consumers – everyone is pushing out content. To clear the clutter, connect with your brand’s biggest advocates by talking about your values and connecting on a very one-to-one level,” says Bauerle.

Ready to hire strong brand ambassadors? Selecting the right brand ambassador to extend your brand persona is an essential part of any marketing strategy.

Request a Customized Proposal

Using Event Marketing Technology to Create Brand Loyalty

Using Event Marketing to Create Brand Loyalty

Transforming Engagement into Sticky Customers

Most people think that the best way to hold onto customers is through “engagement” — interacting as much as possible with current and potential clients in the name of building relationships. It turns out that that’s rarely true.

Why? For many consumers, the rising volume of marketing messages is overwhelming. Rather than pulling customers into the fold, often companies are pushing out too much information through too many channels. Brands offer dozens of options or superficial personalization, and can even push people away with relentless or poorly conceived efforts to “engage” an audience through so many channels.

What’s the problem with information overload? One of the most common consumer responses to the excess of data and choices is to forgo a purchase altogether. In short, too much choice or too much information can be paralyzing.

StimulationOver the past two decades, a wide range of experiments have shed light on how an excess of information and choice impairs decision making.

In one memorable experiment illustrating this principle, a student sets up a booth at a supermarket and presents 6 pots of jam on one day and then 24 pots of jam on another. When they had to choose from among 6 products, 30% of the consumers made a purchase. However, when confounded by so many choices (selecting from 24 pots of jam), only 3% of those consumers made a purchase.

However, there is a silver lining. One reason why marketers are dedicating ever greater resources toward event marketing is because well-designed events can reach consumers who are desperately seeking help to cut through all the noise. If events are executed correctly, consumers can connect with the brand on a much deeper level. For this reason, event marketing is critically important in fostering brand loyalty among brand advocates.

In this article, we’re going to reveal some of the biggest myths when engaging with customers. Plus, as event marketing leaders who help the world’s leading brands effectively communicate with their clients and prospective consumers, we’ll share some great ideas about how to use event marketing to cut through the noise in order to build a greater sense of brand loyalty from your best customers. Some of our ideas might even surprise you:

 

Brand Loyalty Myths

Myth #1: Interactions build relationships.

No, they don’t.

Shared values build relationships. A shared value is a belief that both the consumer and the brand share about a brand’s higher purpose, mission or broad philosophy.

Therefore, brand loyalty is built on shared values. These are similar opinions or a commonly held philosophy on particular issues that you, your business, and your customers share. According to a Harvard Business Review study of over 7,000 consumers here and abroad, “of the consumers in our study who said they have a brand relationship, 64 percent cited shared values as the primary reason. That’s far and away the largest driver.” Meanwhile, only 13% of these consumers cited frequent interactions with the brand as a reason for having a relationship.

GolfTEC Events Helps Build Brand LoyaltyHow should you market differently?

Many brands already state a higher purpose within their missions. Go back to that.

“Event marketing ideally reiterates that purpose with your audience. There is no need to clutter the event with an overload of data or product sheets filled with features and benefits – focus on communicating your brand’s philosophy and higher purpose,” says Steve Bauerle, GolfTEC’s Vice President of Business Development.

Whether it’s Tom’s Shoes commitment to others in need, or Mercedes Benz’s mission to passionately shape the future of the automobile, this higher purpose feels authentic to consumers. Breathe life into your brand by sharing stories, words, images and messages that reiterate your company’s values.

“If you provide a credible basis for shared values and relationship-building, the event will make a lasting and favorable impression on your consumers,” says Bauerle.

“Then, we reinforce that system of values throughout our unique follow-up with your consumers,” adds Bauerle.

As a case in point, brand marketers often believe that consumers interact with them on social media to join a community and feel connected to the brand. But consumers have little interest in having a relationship beyond the merely transactional. Their top reasons for connecting online: to get information and discounts, and to buy things. (In case you missed it, we talked about why people engage with brands via social media here.)

To make customers “sticky”—that is, likely to follow through on an intended purchase, buy the product repeatedly, and recommend it— brand marketers must simplify consumers’ decision making. They must help them navigate the path to their purchase.
To this goal, the most effective marketers use three tactics:

Clarity

  1. They minimize the number of information sources consumers must touch as they move confidently toward a purchase;
  2. They provide trustworthy sources of product information and recommendations;
  3. They offer tools that allow consumers to weigh their options by identifying the features that are most relevant to them.

 

Simplify the purchase decision process. This means you need to simplify the way people research your products or services, and minimizing the number of information sources your consumers touch while moving ever so confidently toward a purchase. Brands create brand loyalty through simplification. [Hint: the savviest brands achieve this by personalizing the route. This might mean using technology to help guide consumers through a self-identification process, or segmenting information into useful but abbreviated snippets – think of DeBeers and the ‘4 C’s of diamond buying’ as an example.]

Then, try delivering the message of your enlightened, simplified path to purchase at an event geared toward your passionate audience. You will witness your dear consumers engage with you on a different level and very likely with your intended results.

 

Loyalty Branding GolfTEC Golf Events

 

Myth #2: The more interaction the better.

Wrong.

There is absolutely no correlation between interactions with a customer and the likelihood that he or she will be “sticky” (which we are defining here as going through with an intended purchase, purchasing again, and recommending).

Simplify your marketing message

Clear the clutter from your messaging. It will create bigger impact than offering too many choices or too much data.

Yet, the majority of marketers behave as if there is a continuous linear relationship between the number of interactions and money spent. Many household brands each send customers over 300 emails annually. Repetition does not correlate with spending, because what you quickly discover is that the linear relationship flattens much more quickly than you think.

Just like the example of having 24 pots of jam thrust at you at once, these repeated emails offering “helpful” information quickly become an overwhelming torrent. Soon, and without realizing it, brands add to the information bombardment consumers feel as they shop. This actually reduces stickiness rather than enhancing it. Especially as the latest Google and Yahoo email systems helps users prioritize and sort incoming emails, it is critically important that you minimize how many of your emails go unread. Email systems are using every bit of data about which emails you read, delete or worst of all – marked as spam – and your impact is greatly diminished with each additional ignored email.

How should you market differently?

Instead of relentlessly demanding ever more consumer attention, treat the attention you do win as precious. Each time you generate a new touch point, ask whether this next email campaign/flyer/print advertisement/etc. is going to reduce the cognitive overload consumers feel as they shop. If the answer is “no” or “not sure,” go back to the drawing board. When it comes to interacting with your customers, more isn’t better.

This is where event marketing really shines. Event marketing creates loyalty. Nothing bonds a consumer or buyer to a brand like an experience. By sharing your brand’s values, mission or purpose into an event that is memorable – that you can hear, see, taste, touch, or smell — you build powerful connections to your brand.

Brand Loyalty

Use events as an opportunity to thank clients for their loyalty, and listen to how and why they are connecting with your brand.

Invite your top consumers to a VIP event. Use the opportunity to thank them for their loyalty, and listen to how and why they are connecting with your brand. Ask them to share that with others who might have the same values.

“Clients who understand they share a passion with their clients are deeply connected through shared experiences. We help companies share their mission or purpose so they can connect with consumers at golf, tennis, volleyball, and other events…the point is to share a meaningful experience that builds brand loyalty,” explains Bauerle.

 

Creating Brand Loyalty with GolfTEC

 

Myth #3: Most consumers want to have relationships with your brand.

Actually, they don’t.

Even the very definition of branding has evolved quite rapidly over the past couple of years, mainly due to the advent of social media and the decline of the influence of traditional media. No longer are brands manufactured behind corporate board rooms nor are perceptions shaped primarily based on what corporations tell us to believe through advertising. Today a brand is defined as your reputation built atop your mission and promise to your customers and the sum of all of their experiences with you.

In reality, less than 25% of consumers claim to have a relationship with a brand. This is because most consumers believe that relationships are reserved for friends, family and colleagues. You don’t have relationships with brands, you have relationships with people.

How should you market differently?

First, understand how your consumers are segmented. Sure, you will have brand advocates who want a relationship with you. Find places to connect with your consumer – get out there and mingle with your customers. Don’t be tempted to group your customers as mere statistics. Pay more attention to what your analytics are telling you about their behaviors.

Most importantly, stop bombarding consumers who don’t want a relationship. Look toward other venues to change the message to one of finding common ground – either through discovering shared beliefs, mission or a higher purpose.

“If you can connect with your consumers in a more intimate setting, or build upon a shared system of beliefs at a larger venue, the scale of the event does not matter as much as defining an event where your customers get to know who you are, and what you stand for in comparison to all of the other companies out there,” says Bauerle.

 

Building Loyal Consumers with GolfTEC

 

Myth #4. You cannot do good, win customers and create loyalty at the same time.

Wrong.

Customers want to do business and recommend brands that do social good. Promoting a cause through an event builds community, creates loyalty, and builds brand awareness. According to the 2012 Edelman Good Purpose Survey, “Accomplishing all three objectives at the same time is not a strange business fantasy. In fact, 76% of consumers said it was appropriate for companies to support a social cause while making money. So what promotional tool do businesses use to do good for the community and do good for the business? Two words: Event marketing.”

“Event marketing builds a stronger sense of community by putting a face to your brand. You are no longer an abstract corporate identity or mission statement on a web page – now you are a living, breathing individual or group of individuals supporting a common cause or shared values,” affirms Bauerle.

WE ARE GOLF met with Members of Congress during the sixth annual National Golf Day to share stories and new data about golf’s diverse businesses, employees, tax revenue creation, tourism and charitable benefits, and environmental leadership.

WE ARE GOLF met with Members of Congress during the sixth annual National Golf Day to share stories and new data about golf’s diverse businesses, employees, tax revenue creation, tourism and charitable benefits, and environmental leadership.

How should you market differently?

We all know the value of a healthy community. Whether you choose to support a national cancer prevention program or a local initiative to add sidewalks next to a busy road, your efforts are a tangible way to act as a neighborhood or community steward.

By giving attendees something memorable to hear, see, taste, touch, or smell, you build powerful connections to your brand. Few things build loyalty like creating an unforgettable event experience.

Ready to use our event marketing technology to create brand loyalty? 

Request a Customized Proposal

Corporate Hospitality: Building The VIP Experience

Savvy Ways to Use Corporate Hospitality as a Business Development Strategy |

We don’t promote tossing people around at gala events. We certainly don’t suggest that your wife’s no-holds-barred birthday fete is justification to let loose the Corporate Amex. However, we do know that just as there are myriad sensible occasions to gather your client elite from time to time, there are also just as many potential pitfalls to avoid when entertaining your VIP clients.

We’ve hosted hundreds of events for today’s leading companies. Although a small minority still views corporate entertainment as an executive indulgence, we’re here to explain why corporate hospitality events are a vital communications tool.

In this Modern Executive’s Guide to Corporate Hospitality, we also provide a few tips to ensure that your corporate hospitality events avoid the cruel judgment of hindsight.

GolfTEC Events Guide to Corporate Hospitality

GolfTEC Events Corporate VIP Hospitality Events

It’s all about relationships.

In its most common form, corporate hospitality events form around cultural, sports and art exhibitions. Mixers or pre-dinner parties segue into some form of entertainment that is meant to provide a backdrop for conversation, whether that entertainment takes the form of an acoustic ensemble or elaborate live performance. Perhaps a meal ensues, with more entertainment and convivial discussion. The success of these events relies on whether your corporate hospitality event planner struck the perfect balance of entertainment, environment and enrichment to facilitate communication.

Johnnie Walker_golftec_event_managementUltimately, all of these interactions point to one thing -> your corporate hospitality events should be relationship-driven. 

When do you know your event is over the top? Hospitality events should create dialog amongst all of your hospitality event attendees. Sure, events might include unconventional methods of entertainment, but underlying all activity should be real dialog. It’s often a matter of dose.

 

 

GolfTEC Events Golf Hospitality Events

Create Quality One-on-One Time.

Some event settings are better than others at creating intimacy with your VIP guests. How often have you attended an event where you are charged with making the rounds to meet and greet each of your guests, but that mission gets derailed mid-eve by an especially chatty plus one? Or, you find that there is just not enough time to squeeze in all of the important conversations because there are too few opportunities for quality, one-on-one dialogs?

Timing your conversations around entertainment event schedules, noise levels and availability of each of your corporate hospitality event attendees is a challenge.

Great corporate hospitality events are designed to create a flow of traffic. Rather than moving throughout the room to speak with your dignitaries, what if each guest came to you? Ideally, you would have the flexibility to control how much time you spend with each guest, while still having the complete freedom to work the room.

“Our events allow the host to linger with an individual VIP guest as they choose, but there is also an ebb and flow to the event that makes it completely acceptable for the host to opt-in or -out of certain dialogs,” states Steve Bauerle, Vice President of Business Development, GolfTEC Events.

“We create intimacy during our events that is really hard to duplicate in other corporate event settings,” adds Bauerle.

 

GolfTEC VIP Golf Events

Host an event based on a common passion.

Corporate executives have passions. Obviously, we’re passionate about golf.

When you host events based on a common passion, dialog flows easily. You are in a setting that you enjoy, that your VIP guest enjoys, and let’s face it — even if the stage of Mother Nature performs unexpectedly that day, to us even a blustery day on the course is still a great day.

Build on a common passion for your next corporate hospitality event. Would your corporate VIP’s enjoy participating in the excitement of the US Open Tennis Championships? Would they want to compete globally in a virtual golf tournament? Or, would dialog flow more readily as part of an intimate group improving their business golf skills in an intensive, on-site, private hosted reception?

Rather than inviting your key clients to a seminar, for example, you could invite a key client group to a private, 3-hour GolfTEC Instruction Center event. There, your guests nosh on the requisite catered snacks and drinks, but also meet passionate golf professionals who can spend quality time improving your client’s tendency to roll that hand over to the left as the club comes into the ball at impact. The situation creates ample opportunities to build rewarding relationships with like-minded, passionate individuals.

 

“In the financial services business, an evolution has taken place in the last several years. Everyone is going after the high net-worth investor…With so much more competition; it has become even more difficult to attract the high net-worth client. A recent success came from the introduction of GolfTEC to a prospective client. After years of declined invitations to seminars and events, a high net-worth business owner got excited by an invitation to an event at GolfTEC. His attendance at the event was the ice breaker that ultimately resulted in a multi-million dollar new relationship. GolfTEC opened a door that had been closed for years. Thanks, GolfTEC!”

Dan Thompson, Merrill Lynch

 

GolfTEC Events VIP Hospitality Events

When you build upon a shared passion with your key clients, you are building a relationship based on solid ground.

GolfTEC Events Corporate Hospitality

Connecting with your VIP guests over a shared passion is ideal, but what if you do not know their passions?

Discovery is part of the process. Ask and invite. If your VIP guests repeatedly decline, find out why. All of your VIP guests might not golf, but they overwhelmingly see the value of mingling with their cohorts who do.

Some immediate options are to create a simulated setting where golfers of various playing abilities can actively participate and enjoy. This might be the difference that increases your corporate hospitality event’s participation while igniting an emerging passion. Even if an individual’s latent golf talent is not immediately ignited by your golf corporate hospitality event, making that person much less awkward in any golf setting will be appreciated.

GolfTEC_Events_Hospitality

Discover what your VIP’s are passionate about, and use that passion as a backdrop for your corporate hospitality events. For example, we know that people are passionate about lots of sports beyond golf. Did you know that we’re the event management and technology engine behind other sports and sporting events such as the US Open (tennis) and the AVP Championships (volleyball)?

 

GolfTEC Events Planning Corporate Hospitality Programs

Give the individual lots of ways to grow.

Now that you’ve identified a way to build on a common passion with your VIP clients, enhance that individual’s life. As an example, inviting a VIP to series of golf events will fortify the relationship, especially if his or her own individual performance improves through the process.

“Every executive golfer remembers when he broke through 100, 90, 80 or par. Do you think it reflects favorably on the sponsor who made each of these milestones achievable?”Asks Steve Bauerle, Vice President of Business Development, GolfTEC Events.

Compare the outcome of inviting that same VIP to a series of musical performances. The outcome is likely to depend on how much that individual enjoyed the various musical genres, but in any case he’s not going to play the violin any better than when he started.

The best relationships are the ones where there is mutual benefit. It goes right back to that old saying, would you rather give a man a fish or teach him to fish? Teaching an individual to fish has a much more profound impact.

 

GolfTEC Events VIP Hospitality Programs

Groom your VIPs into Elephants.

GolfTEC engages clients

Your golf event partner should know how to connect your brand with your VIP guests.

Every relationship starts somewhere, and that means that some of your biggest VIPS are yet to be discovered. Great corporate events enable your cherished clients to learn more about each other. Just as your guests do not want the high pressure sales pitch, nor do you want to feel like you are standing around, waiting to be called on to the dance floor.

Savvy people don’t want to be sold – they prefer instead to experience other facets about your potential relationship outside of the context of using your product or service. In short, they want to test-drive a deeper relationship – to see if they like your temperament and style as you interact.

As they learn about you, they open up about themselves. This when you gain insights regarding their joy and pain – and whether you can help solve their problems.

Breakthrough events are the ones where you are able to really form a lasting bond with your clients. It might not be practical or desirable to host every guest for 18 holes at Pebble Beach, but a virtual round in the perfect environment of our corporate hospitality tent, with all of your key staff in arms’ reach – priceless.

“GolfTEC Events’ corporate hospitality events can give you the right setting to learn more about your clients. GolfTEC Coaches know how to facilitate conversation amongst corporate hospitality event attendees, strengthen a common passion within your client, and they do this while improving a player’s performance. It’s a corporate hospitality trifecta,” states Bauerle.

 

 

Ready to learn about GolfTEC Events' corporate hospitality programs?

Ready to talk about your VIP corporate hospitality events?

GolfTEC Events builds corporate hospitality settings that help you connect with your corporate hospitality guests:

As one example, the GolfTEC Events mobile Hospitality Program enables the complete flexibility to adapt to traffic, venue and event formats:

  • Intimate, one-on-one lessons which can be accessed and reviewed online at a custom web site
  • These lessons that can be offered during slow periods or during lower crowds, or scheduled as traffic flow requires
  • Golf Simulator to facilitate 9-18 holes of virtual golf at the world’s leading courses
  • Closest-to-the-Pin or Long-Drive contests

Each GolfTEC Simulator and Teaching  Bay, staffed by two GolfTEC Certified PGA Professionals, measures 15’ W x 20’ L x 10’ H, so it is appropriate for many hospitality settings such as hospitality tents, VIP suites, and corporate hospitality installations at tournaments and events.

Another example of an ideal setting for your next corporate hospitality event is to host the event at any one of our worldwide GolfTEC Improvement Centers.

We can accommodate from 10–100 guests with exclusive access to our Certified Personal Coaches™ and all the facilities of our Improvement Centers. Use the lobby to give a presentation to your guests or simply to mingle with, thank and develop your client base. Catered food and drink can be provided.

Guests can then visit a teaching bay for a short personal lesson, swing analysis, or equipment advice from a GolfTEC Coach. We’ll record their session on video so after the party, they can access their video through your website, allowing you to further build on your relationship.

Improvement Center parties include:

  • Three hour private party
  • Three to five teaching bays
  • Three to five GolfTEC Certified Personal Coaches
  • Custom website and email for lesson access after party

 

Request a Customized Proposal

 

The Great Mash-Up: Social Media + Event Marketing + Technology

GolfTEC Drives Social Media Engagement

When you bring a couple of new technologies and mediums together in novel ways, you’ve got the right mix to fascinate audiences. Sure, we’ve all witnessed the rise of social media + event marketing. Chances are that you’ve directly participated in a few or more social media channels yourself, whether related to an event or not.

What we’re talking about here is mashing up your event marketing programs, social media channels, and our corporate event technology for a refreshing way to build relationships with your audience.

 

Social media doesn’t drive commerce? We beg to differ. 

Although we’ve all learned that social media channels don’t drive direct sales, we do know that the social web strongly influences purchase decisions.

When you consider that US internet users spend three times longer on social media and blogs than email, you can bet we are each digesting a steady stream of opinions and advice about everything from cooking to cars.

This steady diet of social media is not confined to Americans. Australian POS provider Fedelta reports these compelling statistics in their info graphic:

  • 92% shoppers have more confidence in online information than whatever [a] salesclerk has to say
  • 50% of mobile searches lead to sales
  • 81% love to see products being used in video reviews
  • 75% said user-generated videos reviewing a product have affected a purchasing decision
  • 55% share purchases on social networks

 

GolfTEC leverages the exponential power of social media

Is your brand using every opportunity to shape online conversations about your offerings?

 

What do people want from brands on social media?

People want (1) deals and promotions; (2) reward programs; (3) exclusive content; and (4) feedback on new products – in that order. When you consider the 400% increase in social media use over the past several years, it is clear that your social media channels are a critical tool for your company. Since the application of social media to novel situations is evolving so quickly, opportunities to apply its myriad tools are mind-boggling.

 

Now, let’s talk about the convergence of social media + event marketing.  

Event marketing is growing because it is effective. Whether you call it experiential marketing, event marketing, participatory advertising, or any other name, creating events and experiences helps the savviest companies exceed revenue expectations.

US Open

Three primary strategies behind event marketing are to increase sales, boost brand awareness, and enhance product knowledge and understanding.

 

At a time when the focus of corporate marketing and communications is squarely on technology, and social media in particular, event and experiential marketing spending by brands is still growing much faster than the overall economy.

Where’s the proof? Companies that measure their event marketing programs more than doubled their event program budgets (from 2011 to 2012). Even companies that do not measure the results of their events increased budgets by nearly 5%. So, while most companies sense that event marketing works, those companies who measure their results are making serious financial commitments to future event marketing programs.

event-marketing-success-golftecEvent Marketing Institute (EMI) reported in its EventTrack 2012: Event & Experiential Marketing Industry and Best Practices Study that “…a significant 95% of the respondents said that participating in a recent event made them more inclined to purchase the products being promoted. Additionally, 71% of the consumers said they felt more positive about the company, brand or product following their event experience.”

 

Along with surveys of brands and agencies, EMI surveyed nearly 200 brands, 1200 consumers (most often at large big box retail and supermarkets) and 89 agencies that have recently participated in events and experiences to conclude that (a) event marketing is considered very important or even critical by organizations, and (b) events strengthen relationships with consumers, driving increased profitability.

In its second annual study, EMI released these additional insights at EventTrack 2013:

  • Almost 9 out of 10 consumers become regular customers after attending a live brand event
  • 95 percent of consumers reported that their participation in a recent event made them more inclined to purchase the products promoted
  • 52 percent stated that they bought the product or service promoted at a recent event they attended
  • 54 percent said they purchased the product or service at a later date
  • 88 percent of event guests who buy once said afterwards they became loyal customers

 

Where’s the opportunity for social media + event marketing? Although only 28% of brands say their social media efforts are “very integrated” with their event and experiential marketing, 49% say these two mediums are “somewhat” integrated. Across the board, further integration is a priority.

Here’s why:  Presently, social media is mainly being used to communicate event information and to reach a wider number of people. Of course, creating interesting events and driving participation by employing social media channels is part of a critical and evolving relationship.

However, the most savvy brand engineers are learning how to better connect their event audiences with online communities of clients, prospects and influencers. Technology is being used to link these seemingly different communities into one. When you merge your online and offline communities, you develop a robust environment where you participate in the dialog about your brand and gain key insights regarding how your offerings are being used (and why they are not being used!).

Now, you are part of the online dialog. You are facilitating an ongoing conversation between your company’s evangelists, brand engineers, clients and prospective consumers. You can stop pushing information, and instead shape the context of conversations and actively participate.

As a result, the relationship between events and social media channels is metamorphosing beyond mere art form into a measurable science. And, these scientific findings can benefit every department of your business enterprise.

 

So, how does GolfTEC Events technology fit in with social media + event marketing?

When you merge your events programs, social media resources and our corporate event technology, you create a trifecta of ripe-for-social-sharing-goodness that makes people engage.

 

Here’s a tip list for your next event:

Social Sharing Powered by Human Nature.  

Have you seen me lately? Narcissism is just one of several, powerful human nature drivers of social sharing. Every social media strategist needs to consider the why behind social sharing:

The compulsion to share is driven by (a) hedonism, as in sharing beautiful photographs and sharing to meet and mingle with other people; (b) altruism, as in sharing to be helpful to others; (c) homophily, which is to fortify relationships with people of the same ideals, interests and characteristics; (d) memetics, which is replicating ideas or habits across populations; (e) tribalism, or sharing out of loyalty to one’s brand or group; and, of course, (f) narcissism, as in I am fascinated with myself and you should be, too!

People are driven by each of these powerful drivers in various degrees at various times, but in any case people share for many, many reasons – and they are only too happy to do so if you establish the proper environment.

If you create sharing opportunities accessible to consumers across all platforms (via desktop, tablet, smart device, etc) your brand’s social worth is exponentially amplified in a very cost effective manner.

Overlay this primal social sharing urge with the right experiential marketing environment, and you’ve got a fascinating offering ripe for social sharing.

 

It’s still a SoLoMo world.

Social, local, and mobile integrations enable consumers to take control of their own experiences with brands. If you create fun events that provide an ideal backdrop for social sharing across all mobile and static platforms, your brand unlocks brand amplification via Facebook check-ins, Twitter hash tags, likes, and sharing of personalized video and web content.

GolfTEC Events taps into consumers’ primal social urges by creating opportunities for consumers to share their experiences at sporting events around the world: Share video of your golf swing at the PGA Championship, your tennis serve at the US Open, or your slalom ski moves at Vail.

What’s the bottom line? Create beautiful backdrops, converge the big three technology trends of social, local and mobile technology, and give your audience something to talk about.

 

Your Next Event Converts Social Media Interaction to Commerce

Events should be closely tied to sales initiatives. When your event delivers top-line growth as part of broader, integrated programs closely tied to other marketing campaigns and media, that growth can be measured and improved upon.

For example, we can create an event within an event where we can attract a new audience for your offerings – putting contests, global virtual golf tournaments, or localized competitions. During your next trade show event, in addition to interacting with your consumer one-on-one by offering personalized golf instruction at the event, try also hosting an off-site VIP event for select attendees. We’ll create an additional setting where you can engage directly, teach current and prospective clients about your product in a relaxed environment, and all of this interaction is done is a quality way.

Why does it work? People go to events to experience new things, and you’re giving them exactly what they want. You’ll quickly see that they will want to share it with their friends.

 

Create Exclusivity with Social Media Event Marketing + GolfTEC Events.

When you think about those primal urges driving social media, think about how GolfTEC Events creates an ideal backdrop for social engagement: High-profile sporting events. Pristine golf courses. VIP Events. Personalized video content. Whether the force behind sharing is motivated by an individual’s desire to impress, belong, help, or meet new people with common interests, social sharing amplifies your brand’s reach. When your event is something beyond the ordinary – our goal for every event we create for our clients – people sense the exclusivity of the occasion and share it with their social networks.

Whether you are fortifying relationships with your existing clientele, introducing your brand to an expanding audience, or earning favor with critical stakeholders of your organization, you are tapping into these undeniable human nature drivers that compel us to share.

 

Reward Social Behavior with Social Media  Event Marketing + GolfTEC Events.  

An interesting concept for events is to present an offer where guests choose their level of interaction with your brand. For example, you could offer perks in exchange for unlocking certain levels of social sharing activity.

Want a free Swing Evaluation at GolfTEC? Pay with a Tweet!

Want to earn a complimentary private party at your local GolfTEC? Contribute photos and a story about your experience with your brand to win.

Want a new set of golf clubs and customTECFIT© club fitting? Unlock chances for the prize by viewing or sharing videos about new product features.

 

 

Events, Social Sharing and GolfTEC Boosts Natural Search!

As a wonderful by-product of event driven social media sharing, did you know that your next GolfTEC event can boost your visibility in online search results?

Of course, search engine optimization is a strange brew of keyword density, context and a complex web of on and off-page factors every month. However, did you know:

  • Social media can help search engines find and index your content faster. Tweets help Google index your page within two minutes versus two hours.
  • Social activity such as likes, shares, retweets, etc. indicate to search engines you’re your content is new and interesting, and that is rewarded with a boost in rankings.
  • Your content will increase in search results for people ‘connected’ to you.
  • Social activity increases domain authority and the number of inbound links to your website.

 

Of course, the bottom line is to create memorable events—and make sure there’s significant consumer engagement long after the event is over. Ready to talk to us about your next event?

Request a Customized Proposal

 

 

Seeing Green: 10 Ways to Play More Golf (at Work!) Using Golf Simulator Technology

GolfTEC golf swing analyzer and golf course simulator

Golf simulator technology has exploded in the past few years, bringing the virtual golf experience to new heights. Long gone are the days of inaccurate shots and poor graphics, replaced by sleek, highly interactive golf experiences.

Golf simulation technology transports you to the world’s greatest courses so that you can mimic playing the actual hole at, say The Road Hole #17 at The Old Course, St. Andrews, or another notable #17 at TPC Sawgrass.

Of course, most golf enthusiasts want to find ways to spend more time playing golf. Now, by using the latest and greatest golf simulator technology, we’re here to tell you how you can spend a lot more time playing golf… and, at work while driving your business.

Advancements in the technology, coupled with our experience in adapting that technology to an event setting, means that you could be seeing a whole lot more green in your immediate future.

 

Using Golf Simulator Technology to Improve Your Bottom Line

Over the past decade, GolfTEC Events has adapted our highly sophisticated golf simulation technology to create highly-effective virtual golf experiences within a corporate event and experiential setting. What we’ve discovered over that time can help you boost your company’s performance.

GolfTEC Corporate Events Golf Simulators

Whether golf simulators are used for generating leads, team building or sales incentives, they can be used to get results. How do you use golf simulation technology to boost your bottom line? Strengthen company loyalty? Pour rocket fuel on your sales incentive campaign?

While the most sophisticated installed virtual golf simulator systems approach $80-100k – a price range usually accessible only for PGA TOUR Pros, rock stars and celebrities – did you know that this same high-powered golf simulator technology can be borrowed? And, not just borrowed, but actually made even better since none of these high-end, highly sophisticated and precise golf simulator installations include one critical aspect: interaction with a golf teaching professional.

Wait, what? Why do you need a teaching pro if you’ve got all of this great technology?

As these modern golf simulators have the capability to measure all critical ball and club parameters including the shape of your shot, ball speed, club speed, launch angle, club face angle, swing tempo, ball spin and spin axis with extreme accuracy, what do you do with all of this data?

Personal coaches help you understand and decipher the massive overload of data, e.g. what do the best players do, how your body position compares to the pros, and how your individual swing impacts your decisions regarding equipment.

 

GolfTEC golf simulator technology exceptional with coaching professionals

Golf simulator technology is leading-edge but delivers a tremendous amount of data. Personal coaches help decipher that data into meaningful tips and suggestions for game improvement.

 

“One reason why the world’s most respected businesses use GolfTEC’s technology for their corporate events is because we help them build an environment. We customize an environment for each client. And, just as each client has its own unique branding, style and values, we work with each client to personalize the entire experience,” says Steve Bauerle, VP Business Development for GolfTEC.

“The environment is the sum of the entire experience: it starts with the branding concept, then on to the space, color scheme and style of the booth, lighting, photos and digital graphic displays, all the way to the interior and exterior signage,” adds Bauerle.

 

What’s so cool about this? If you want to create the experience for your clients of playing at the Masters or the U.S. Open simultaneously with the live tournament, that can be arranged. For example, create dialog around how each individual would approach that day’s most challenging shots.

Emphasizing your company’s brilliant history? How about enabling your clients to replay some of golf’s most memorable golf moments? If you are highlighting the importance of sportsmanship to your executives there are some pretty incredible golf moments that capture that idea. Did you see Phil Mickelson’s “thumbs up” to Justin Rose as he sunk his putt on the 17th hole during the 2012 Ryder Cup? There are limitless possibilities for integrating GolfTEC Events to boost your company’s brand and image.

 

We’ve compiled this Top 10 list of ideas to help you put more green into your workplace using golf simulator technology:

 


More Green Tip #1: Lead Generation – Golf Simulators Attract Crowds

Golf attracts people. Standing at a golf simulator is an easy way to break the ice at trade shows, conferences or other large events where you are trying to connect with as many people as possible within a short period of time. Want a line to form at your booth? Go with a golf-themed event booth. Need something low-key? An event booth featuring a putting green may be better suited to your event than a full swing analysis booth.

You could also bring golf simulators into your retail environment to draw potential leads into your business setting. Even if you can only spare a 10’x10’ space, golf simulation technology can be used to help you generate leads for your business.

 

Creating the best golf simulator experience

Using a golf simulator for your trade show booth allows your company to advertise your products and provide sponsorship, while giving potential customers a virtual golfing experience using real clubs and real balls. It recreates all the sights and sounds of a real golfing experience.


More Green Tip #2: Program Participation – Golf Simulator Technology Boosts Competitive Juices

Today’s realistic golf simulators not only enable golf enthusiasts to practice and play golf indoors, they also enable individuals of all backgrounds to compete against others in virtual competitions across the world. Your US-based sales team can now compete in a virtual golf competition with your design team in London (and without the added expense and logistical challenges). Mix and mingle golf into your cocktail parties for a great stir to the usual pour.

Or, invite your trade partners to compete in a month-long golf competition leading up to your trade show event.

 

GolfTEC Events virtual golf contest

Even when the weather will not cooperate, golf simulators let players build skills and share their experiences with other players.


More Green Tip #3: Client Loyalty – Golf Simulators Attract & Retain Audiences

For example, we know that our clients who offer a single golf swing analysis session at a trade show event attracts more visitors to their booth. During the session, participants develop rapport with company representatives. Most notably, that single interaction will yield an average of 16:00 minutes of focused attention by that prospective client, even after the event has ended. (If you missed it, check out last month’s feature, Successful Trade Show Booth Ideas.)

 


More Green Tip #4: Branding – Build Your Brand with Golf

We elaborate on why the most successful companies use golf to fortify their branding strategies in our featured article, “Intense Branding,” but we’ll summarize here: If your company hosts events, sponsors golf tournaments, entertains dignitaries or provides incentives for key employees, any of these activities is an opportunity to fortify your brand identity. Read why some of the most successful companies on the planet align themselves with golf to enhance their brand imaging strategy.

 


More Green Tip #5: Expand Your Client Base – The Desirable Golf Demographic

Golf attracts a desirable demographic for most businesses. If you want to learn more about the golf demographic in general, or about the elite golf demographic that makes up our passionate GolfTEC clientele, email us. There are opportunities to connect your products and services with our clients. Or, perhaps you need ideas for how to launch your new product or service across the country. Maybe you are just looking for a great new source of potential leads for your company? In any case, it pays to know how you can boost your business with the golf demographic.

 


More Green Tip #6: Limited Resources – Virtual Golf Defies Jetlag & Travel Budgets

While it might be impractical to invite your colleagues to play Pebble Beach this week, by using the latest golf simulator technology you can tee up these holes on a moment’s notice with incredible photorealistic and flight dynamic reality. Compete against your buddies on those same holes regardless of whether they are in the same office or across the globe. Virtual golf contests enable multiple players to compete in their time zone, at their convenience, without leaving home.

 


More Green Tip #7: Scale to the Masses with Online Golf Game Simulation

In case you have missed it so far, World Golf Tour (wgt.com) is the hottest thing going in the online golf game arena. It’s no wonder – with up to 300,000 high-definition photos taken by land and helicopter and plane for each course and then overlaid with GPS accuracy – the resulting online golf game simulation experience is awesome. Now, imagine your company hosting a nationwide (or global) virtual tournament, where your participants play that tournament course at a retail location and then online (via desktop, iPad or iPhone), earning an opportunity to attend the tournament as a VIP. We can build this immersive experience for you, leverage social media sharing, and give your brand a huge boost. Sound like fun?

 


More Green Tip #8: Sales Performance – Tie Competitions to Sales Results  

Are your sales team development budgets limited? Establish a virtual golf contest where individuals compete on selected courses or holes anywhere in the world (yet without the need to travel to that course), where the entree fee is met only by exceeding their sales quota. Today’s modern golf simulation programs are sophisticated enough to track performance and provide a rich, competitive environment without all of the extensive resources required of a non-virtual golf tournament. Yet, it’s still a lot of fun, gets people excited and raises those competitive spirits to greater levels.

 


More Green Tip #9: Discover Which Equipment Plays To Your Strengths             

Now that we have collected all of this data about your golf swing using all of this great golf simulator technology, our Certified Personal Coaches can suggest precisely which driver would sing to your swing. The newest blades may be great for your colleague who is a three handicap, but your game begs for a little more forgiveness. Forget those equipment consumer reviews – your game is unique to you.  Feeling generous? Share this knowledge with your over-achieving sales team or highly appreciated client.          

 


And our More Green Tip #10:  Delegate! – Call Us for More Green into your Workplace   

Although you might not have a putting green in your lobby like we do, we know that if you share our passion for golf, we can help you find ways to put more green into your workplace. Give us a call, and we’ll help you figure out how to put our golf technology to work for your business.

 

Request a Customized Proposal

 

In case you missed them – Recent GolfTEC Events Articles:

 

 

 

 

Successful Trade Show Booth Ideas: Drive Traffic Onsite, Build Your Database and Easily Reconnect

Successful Trade Show Booth Ideas

A golf-themed trade show booth builds interest and engages attendees. Most importantly, those trade show attendees can again engage with your brand an average of 16:00 minutes even after the trade show event has ended. This is accomplished through personalized golf advice that is wrapped around your message. Does any other trade show booth idea command this level of attention?

 

Successful Trade Show Booth Ideas with Huge Impact

The idea of a golf-themed trade show booth is not new. The golf activities that take place however are highly effective at creating interest at trade show booths. What separates a golf-themed booth from a successful and highly effective golf-themed booth with huge impact is in the execution, both during the event and after.

 

Infographic GolfTEC Events Trade Show Booth Success

GolfTEC Events has 14+ years of experience staging events for Fortune 500 companies at major championship venues such as the PGA Championship, national trade shows and many prestigious PGA Tour sites. We prepared this article and checklist to help you create a successful trade show booth or exhibitor event with huge impact:

GolfTEC engages clients

Your golf event partner should know how to drive traffic to your trade show booth, optimize the volume of clients, support client engagement with your representatives, and do all of this while creating a fun and enticing environment.

  • Your trade show booth should be staffed with an experienced event management team who fully understands your objectives for the trade show.
  • Your golf event partner should have an experienced staff and the technology resources to effectively handle a queue, engage with your clients while they are waiting, and manage a large volume of people within a condensed time period.
  • Your team understands how to drive traffic to your booth/exhibit.
  • Word-of-mouth around the trade show drives more traffic to your trade show booth.
  • Your golf professionals are an extension of you as the corporate client. They represent you and your brand and direct attendees to the proper resources.
  • Your golf event partner should know how to configure your exhibitor area to optimize the volume of clients, how to support client engagement with your representatives and event message, and do all of this while creating a fun and enticing environment with a mix of intriguing golf contests and activities.
  • Your golf teaching staff should be certified professional golf instructors who know how to handle common situations that arise in a large group setting.
  • Your golf event management company knows how to take advantage of the captive audience during and after the event and facilitates conversations with your representatives.
  • During the event, your golf teaching professionals wear logoed clothing consistent with your brand and image.
  • Overall, your trade show booth should be consistent with the audience you are engaging, the experience you are trying to create, and the overall message that you are communicating.

“Businesses of every size use GolfTEC to build interest, fortify relationships with clients, and share their message. We know how to construct a trade show booth for maximum impact, traffic flow and client engagement,” states Steve Bauerle, Vice President of Business Development for GolfTEC.

Stay in touch with trade show attendees after the event

After the trade show event, attendees then login to a customized web page at your web site to review their lesson, watch personalized video drills and engage with your brand in a favorable setting.

A successful trade show exhibitor can collect thousands of quality leads per day. Then, after the trade show, there are tremendous opportunities to reinforce the message from the exhibitor event to those leads. If you reinforce a core message from the trade show through follow-up emails and partner communications channels, that message will stick.

For example, corporate partners who take advantage of GolfTEC Events WebLesson® technology offer a complimentary golf lesson to trade show attendees during the trade show event.

Those attendees then login to a customized web page at your web site to review their lesson, watch personalized video drills and engage with your brand in a favorable setting.

“We know that individuals spend an average of 16:00 minutes in a customized, branded environment where he or she is receptive to your message. As trade show attendees login to review their personalized golf swing analysis, for example, our corporate partners use this opportunity to develop a highly effective, one-to-one branding and messaging campaign. Therefore, during the event we create the excitement and interest. Then, after the event, we reinforce that positive experience while reinforcing the core message. It’s a powerful branding opportunity.”

Trade Show Booth Success

Your trade show team should know how to engage your clients and direct them to your representatives.

Trade show giveaways and promotions for golf-themed events are limited only by creativity. Generate additional leads at trade show events by offering giveaways that include golf retreats and highly desirable golf travel packages to places such as St. Andrews or Pebble Beach, a private appreciation event hosted at an Improvement Center, or custom-club fitting and equipment.

What is the key to a successful golf-themed trade show and exhibitor event? The key is to hire a professional golf event management team that knows how to plan and execute an event that attracts an audience, generates excitement, and reinforces your corporate message to your targeted audience.


“The on-site interaction with certified golf professionals and the follow-up program they set up on our website allowed us to build stronger relationships and connect with new clients both onsite and long after the event.” –Jason Banks, Momentum

 

Launching a New Product or Service to the Affluent?    

If you plan to launch a new product or service to the affluent market segment at an upcoming trade show or exhibitor event, GolfTEC Events helps companies test or launch new products and services by offering access to GolfTEC’s clientele of 275,000 affluent golfers through GolfTEC Connect.

“GolfTEC Connect selectively showcases products and services we believe to be of interest to our client base,” says Bauerle.

GolfTEC clients are an ideal audience because they represent the most influential and affluent members of the overall golf demographic:

  • Average Age: 53
  • 30% are Members of Private Clubs
  • Average HH Income is $138k (43% is 150k+)
  • 20% Spent $1,500+ Last Year on Equipment
  • 73% of households make $100,000+
  • 30% represent top management
  • 75% approve or order products or services for their business
  • Responsible for business spending of $176,000 annually
  • Highly active, affluent buying profile
  • Unique psychographics
  • Highly motivated
  • Focused
  • Determined
  • High Expectations
  • Willing to pay for the best

 

Attract, excite and retain clients

It boils down to three things: 1. attract people to your exhibit, 2. excite them about the experience, and 3. retain their attention over time.

Product launches can be announced in advance of the trade show event to GolfTEC’s clientele, offering early feedback to the new product or service. During the event, GolfTEC Events stirs up excitement and interest which is then reinforced after the event through the use of patented technology, in-store messaging at any or all of the 180+ Improvement Center locations through the US, Canada, Japan and Korea, or via targeted email or web messaging.

In addition to product launches, the GolfTEC Connect platform provides exclusive opportunities for corporate partners to connect to the GolfTEC client database through:

  • Exclusive sponsorship
  • Endorsements
  • Ads on the GolfTEC website, newsletter
  • Emails to the database
  • Product placement at Improvement Centers
  • Product trials
  • GolfTEC certified coaches (apparel, equipment, etc.)

GolfTEC Events Trade Successful Golf Booth Ideas

How to bring this proven, successful trade show booth idea to life

If you want to take your trade show booth to the next level, contact GolfTEC Events for a proposal. Our team will learn about your objectives and prepare a proposal based on your specific needs.

  • GolfTEC Events is a great way for corporate partners to target and capture the golf demographic at events while showcasing your products and services.
  • GolfTEC Events brings its cutting-edge technology and a special team of certified coaches to your exhibit with the objective of driving traffic and providing a positive trade show.
  • GolfTEC Events uses patented technology to create interactive sports experiences that go beyond the traditional structure of corporate events, offering the unique ability to customize, personalize and scale nearly every component of an event to ensure that each and every participant connects to the desired brand.
  • Experiences at these venues may include:

Golf Lessons
Golf Swing Capture
Golf Simulator
Putting
And More…

  • Our GolfTEC Events team works with you to create a customized, content-rich booth /exhibit experience to appeal to your potential clients, and engages the consumer to take action. We engage your clientele to submit their contact information to receive personalized instruction based on their interests and passion.
  • As part of every GolfTEC Events experience, a GolfTEC Certified Personal Coach™ will conduct the event, give advice, operate computer equipment and track audience participation.
  • We increase retention based on the consumer’s involvement with their WebLesson. A large percentage of the audience returns to view their WebLessons on the partner’s website, adding the opportunity for more brand and promotional communication.

 

Successful exhibitor booth ideas

A great trade show booth idea? Build excitement about your product or service, build word-of-mouth during the event to attract more visitors, and maintain a consistent message.

Request a Customized Proposal

 

In case you missed them – Recent GolfTEC Events Articles:

Solid Scorecard, Shaky Game: Executive Golf Retreats Boost Your Career


Playing business golf can be very intimidating. Even the best players in the world get nervous when they play important rounds.  Business golf is a great opportunity to spend many hours with a current or prospective client and taking full advantage is very important. The best way to maximize success is to be confident in how you carry yourself, understanding proper etiquette, and knowing the right and wrong time to talk shop.

The average golfer hits MANY bad shots during a round.  Even the best players in the world hit bad shots, so take a deep breath, relax, and have fun.  The way a player reacts and responds to bad shots is more important than all the great shots they hit. An executive who understands this basic concept can take a “bad” round of golf (is there really such a thing?) with a prospective client and turn it into an excellent business opportunity.

golftec_events_golf_retreats

Even if your scorecard reflects your solid playing technique, are you committing subtle golf faux pas during your golf round that undermine your corporate success? An intensive golf retreat designed specifically for accomplished executives might be worth its weight in gold if you discover how to master technique along with all of the more subtle points of the game.

 

Moreover, since you are spending a few hours with your golf partners, all character traits will be revealed. You learn more about a person during those four hours on the golf course than you can possibly learn about that person through business meetings.  Therefore, spending a few days on a focused golf retreat with a golf teaching professional improves your golf skill and polishes your course etiquette. The sum of your game skills and your behavior on the course directly impact whether you’re perceived as the right individual to close the deal.

Now that GolfTEC has delivered over four million golf lessons worldwide, we want to share some of the more subtle gaffs committed by executive golfers. It’s fair to say that we observe thousands of golfers each day. Yet, even the most accomplished golfers make critical missteps on the course – and these missteps are likely noticed by the people you need to impress.

Does your golf game reveal potentially off-putting behaviors to your playing partners? Are your executives losing the sale because of faux pas committed on the course? Golf retreats give your teaching professional the opportunity to closely observe every facet of your game – not only playing technique but also subtle facets of golf etiquette that impact how you are perceived by your playing partners..

Handling poor golf shots

The way a player reacts and responds to bad shots is more important than all the great shots s/he hits.

By now, you’ve likely learned that golf is a polite sport. Here are a few golf basics to show that you respect the game:

  • Be honest about your score and your handicap. Word gets out quickly if you are dishonest.
  • Observe dress codes. Call that specific club or course if you are unsure.
  • Remain still while members of your foursome are teeing off. Remain in the tee box through the last person’s tee shot.
  • Take only one practice swing in the tee box.
  • Don’t cast a shadow across the putting path of your partners or the hole when tending the flag.
  • Search for your lost ball for no more than five minutes. Help others find their errant balls.
  • Pay it forward: Fix your ball marks and at least one other, repair divots and rake the bunkers after play. Observe local course protocol: Know if you should leave the rake in or out of the bunker after raking.
  • Pick up your ball once you reach a double bogey, or max triple.
  • Save your cell phone usage for the turn, or if you must take that urgent call, politely excuse yourself and signal your partners to play on. Some clubs prohibit cell usage entirely. Stay engaged with playing partners. The cell phone has become a nuisance and slows the game down. A hot topic regarding golf course etiquette surrounds the usage of mobile devices. In our ever-connected mobile world, we are accustomed to using our phones at all times; however, the golf course is not the place for non-stop texting.

“You would not use your cell phone throughout an important business meeting. Cell phone etiquette should be similar to how you would act during a business meeting. Turn off your ringer, or if you must make an important call during your round, warn your playing partners that you may need to use your cell phone and then excuse yourself from the area,” suggests GolfTEC PGA Professional Ty Walker.

“You don’t want to be remembered as that player who could not unplug from your phone throughout the entire golf retreat.  I have witnessed this multiple times when the golfer’s nose is buried into the smart phone. Why not unplug and plug into the experience with your playing partners? Most emails can wait the duration of a golf round!” says Walker.

In addition to these fundamental courtesies, here are important factors beyond etiquette:

  • Know who you’re playing. What are their handicaps; are they serious golfers looking to shoot a score or are they enthusiastic duffers?
  • Play the tees that are appropriate for your skill level.
  • Know when and how much to talk shop.
  • Understand the physical cues that distinguish serious golfers (and therefore serious business partners). For example, the seasoned player pose – with one leg crossed, leaning on the club.
  • Have a strategy in place to deal with “challenging” personality types.
  • Invest equally in your swing, short game and putting skills.

 

Who you are playing sets the tone for your round. This dictates whether you choose to imbibe in a cold brew during the round, or wait until the 19th hole. It also weighs in whether you should talk shop throughout the round, or just a casual mention of business topics at opportune moments.

What do the pros say about that subtle issue regarding when to talk business, to what degree and who brings up the topic? Business golf experts suggest that you leave that up to the other people in your foursome—whether it’s a salesperson, your CEO, or your biggest customer.

“Shop talk is reserved for after the third hole, and ends by the 14th. Keep that talk to the fairways, so don’t talk shop on the green or on the tee.  It is distracting and slows down play. If someone else raises a business-related topic, answer that question earnestly and briefly,” suggests Walker.

“Perception is everything. Is the player confident, calm and does s/he react appropriately to setbacks on the course? We see lots of ways that golfers sabotage themselves without realizing it,” explains GolfTEC Vice President of Business Development, Steve Bauerle.

“During our golf retreats, we teach players how to manage specific situations, proper etiquette, and basic playing techniques,” states Bauerle.

GolfTEC Events Executive Golf Retreats

Successful golf retreats will teach players how to manage specific situations, proper etiquette, and basic playing techniques.

 

Why would your executive team need to go on a golf retreat? Golf retreats enable your team to focus on building swing dynamics, short game and putting skills. However, many other more subtle skills are sharpened as well. There are lots of parallels between the challenges you find on the golf course and the challenges people encounter in the office.

“Clients are sophisticated. They want long-term relationships with other like-minded individuals, and golf exposes character traits in a benign setting. Golf can be a great tool to build relationships with key clients and business partners, or it can be a few hours’ rife with potential hazards – you decide.” States Bauerle.

Once word gets out that you are a good player and humble about your skills, more people will seek your camaraderie on the course. You may even find yourself invited on that next career-making executive golf retreat.

 

ABOUT EXECUTIVE GOLF RETREATS: Fostering Deal-Making and Employee Relationships

A well-planned golf retreat should create and foster relationships with clients and colleagues. Who can argue that meeting in the relaxed environment of a beautiful golf course elicits friendly, open communication amongst participants? Golf retreats are a great way to show valued employees, clients and potential clients how much you appreciate them.

However, just throwing a group together for a few rounds of golf might not provide enough structure to fully take advantage of the time spent together and the opportunity to arm your team with the key skills needed to maximize their client golf rounds . As leaders in golf instruction, here are our ideas about how to get the most out of your next corporate golf retreat:

  1. Set the agenda. A golf retreat should include golf instruction by PGA and LPGA certified instructors who are qualified to lead discussions regarding golf etiquette and business golf standards all while using proven techniques to improve the individual’s performance.
  2. Understand your student to teacher ratio. The most effective retreats enable quality time with each individual, versus only group setting interaction.
  3. Make sure the venue is the right fit.  Combine your golf retreat with meetings and make sure the facility can handle accommodate everything.
  4. Be mindful of how your retreat might be viewed by others. While golf is essential to corporate business dealings, a poorly-designed golf retreat could look more like a multi-day funfest rather than a serious program to hone vital business golf skills. Look for golf retreats designed by professional golf event management companies who understand this distinction, and can develop a golf retreat that works within an appropriate budget.
  5. Long after the golf retreat, your players will hopefully want to continue to improve their games. If you choose a company like GolfTEC to coordinate your golf retreat, not only are you gaining access to incredible experiences during the retreat itself, but you have a worldwide network of nearly 200 golf learning centers where individuals can go to refine and build upon what was taught at the golf retreat. Consistency is key.

Setting up expectations ahead of time will ensure that each golfer knows what to expect and it prevents possible disappointment when expectations and outcomes don’t match up. We are here to learn this, provide what you want, and deliver on those expectations.  If you are interested in designing a golf retreat for your company, please contact GolfTEC Events today.

 

Request a Customized Proposal

 

Intense Branding: Planning Golf Events That Thrust Your Brand Front & Center

When Customers “Get” Your Brand |

Savvy companies recognize that brand positioning is first and foremost about its customers – the people who buy your product or service and keep you in business. It’s a natural progression, therefore, that companies align themselves with golf events as an integral component of their overall branding strategy.

Partnering with a top-notch golf event management partner ensures that you are projecting a coherent corporate image in your corporate golf events and golf tournaments.

Partnering with a top-notch golf event management partner ensures that you are projecting a coherent corporate image in your corporate golf events and golf tournaments.

 

If you define “brand” as the sum of all available information about a company, this includes both direct interaction with your company (and its products and/or services) – how well the product/service performs, interactions with customer service – and the communications channels that are used to shape perceptions, emotions and attitudes about your company (and its products and/or services) – these channels include everything from advertising campaigns, public relations, packaging, and retail and sales environments.

In any case, your customer’s impression of these direct interactions and the various communications channels form an overall impression – your brand image. What separates the best from the rest? It is a company’s ability to align of these inputs to form an intensely passionate client base that “gets” your brand and all that it stands for.

 

FRONT AND CENTER: Your Brand
Your golf events management partner should fortify your company’s overall brand image.

Your golf events management partner should fortify your company’s overall brand image.

What if your company hosts golf tournaments, supports charity golf events, hosts dignitaries at corporate golf events, or provides golf-related incentives for key employees? All of these interactions form your brand image. Are these interactions favorably impacting your brand? Are you creating intensely loyal customers?

 

Three Intense Branding Opportunities to Build Your Brand With Golf

 

Phil Knight of Nike was quoted in The Harvard Business Review, “You can’t say a lot in 60 seconds, but if you show Michael Jordan, you don’t have to.” So it goes with golf. Golf evokes integrity, honor, passion, tradition, great athleticism, elegance and pride – to name a few qualities. Regretfully, as you have likely experienced not all golf events are built equally. If your golf event is poorly planned, it will certainly detract from your overall brand image. However, an excellent golf event management company transforms golf events into brand-strengthening opportunities.

Here are three intense branding opportunities:

INTENSE BRANDING OPPORTUNITY #1: Be Fun. And Credible.

Since most golfers are passionate about improving their game, an opportunity to improve individual skills has a positive impact. For example, golf contests are fun – closest to the pin, putting, long drive – but if you have the ability to teach each individual player how to improve accuracy or garner a few extra yards off the tee, this learning interaction resonates with golfers.

Golf contests should provide entertainment, of course, but if your brand image mix includes credibility and integrity then you need a golf event planning company that exudes those same qualities to teach your customers how to improve their golf performance. Is your golf event partner solely providing “entertainment value” or are they providing entertainment coupled with a proven path to golf improvement?

“Our clients value the authenticity of our golf events. Since every event is guided by a GolfTEC Certified Personal Coach, clients know that their event guests benefit from our staffs’ deep knowledge of the game: everything from swing mechanics to proper equipment fitting and course strategy,” states GolfTEC Director of Events, Geoff Hiland.

“What most people don’t know is that our GolfTEC Certified Personal Coaches are good golfers who are great coaches. Most are PGA or LPGA professionals. But all must go through a rigorous, multi-week certification process called GolfTEC University where each individual masters a consistent approach to analyzing golf mechanics and the most productive teaching techniques. They become expert at our patented motion measurement and video analysis technology. This is followed by an extensive training period in which their teaching is analyzed and refined.”

“Our GolfTEC Events team coordinates some of the most prestigious events in the industry,” adds Hiland.

Does your golf event management team have the appropriate experience to ensure that your event logistics are suitable for the traffic volume at your event? Nothing spoils credibility more than a poorly executed event.

If you pair fun, experienced golf event professionals with your customers in a professionally managed golf event setting…watch as the excitement level notches upward!

 

INTENSE BRANDING OPPORTUNITY #2: Be Intimate. Really Intimate.

Build your brand by following up with your customers after the event – just like you would after any other business transaction – to again fortify and positively shape that prior interaction. We wonder why so many companies permit their customers to leave a golf event without creating an opportunity to follow up after the event.

Think of the positive impact on your brand when you follow up with an individual with a branded, personalized online golf lesson that addresses his or her specific swing faults. Not only do you care enough to point out the weaknesses, you sent along a couple of practice drills to overcome that pesky tendency to slice. Sure, we love branded tournament souvenirs and VIP invitations to future golf events, but really getting intimate means learning how to dig a little deeper into the relationship.

If your company AND your corporate golf event partner has the ability to create intimacy with your client at the event and ongoing, then your brand wins some serious bonus points.

“We show our corporate partners how we add value to their events by creating unique, interactive impressions upon their clients. For example, at each event we develop one-on-one relationships with each participant – strictly adhering to the objectives of that client’s overall branding strategy – so that each person walks away with a favorable impression of the experience. We very much see ourselves as an extension of our clients’ brand and therefore we are very sensitive to the details that formulate that overall impression,” says Steve Bauerle, GolfTEC’s Vice President of Business Development.

 

INTENSE BRANDING OPPORTUNITY #3: Further Their Cause.

Great leaders know that you have to win hearts and minds. How can you build intensely loyal brand-supporting customers? Build on your clients’ passion for golf by showing you are serious about improving their game.

When you work with a golf event planning company that understands your branding objectives, that partner should be able to develop customized executive golf skills improvement clinics (on the course or off), executive golf skills development retreats, golf travel incentives, and golf-themed lesson events that are appropriate for your specific budget and audience. Most importantly, that golf event planning company should be sensitive to current attitudes regarding the appropriateness of golf perks in the corporate setting. Show them you really care by improving their performance.

 

INTENSE branding with GolfTEC Golf Events

GolfTEC Events strengthens your brand by bringing the best of experiential marketing, proven golf instruction and professional golf event management to your corporate golf program. We call these brand-building opportunities “intense branding” opportunities because of their potential to favorably impact your brand image.

 

The bottom line? Each time your company hosts a golf event, golf tournament, golf charity event, corporate hospitality event, or golf –related sales incentive program, the sum of those interactions with your customers and stakeholders are either positively or negatively impacting your brand image.

The bottom line? Each time your company hosts a golf event, golf tournament, golf charity event, corporate hospitality event, or golf –related sales incentive program, the sum of those interactions with your customers and stakeholders are either positively or negatively impacting your brand image.

How does GolfTEC Events stack up in strengthening your brand image?
GolfTEC Events INTENSE BRANDING OPPORTUNITY #1: Be Fun. And Credible.

GolfTEC Events blends professional corporate golf entertainment services with its proven success in golf instruction. Building on the fact that GolfTEC teaches 26% of all U.S. golf lessons annually and delivers a consistent 95% success rate, GolfTEC’s Certified Personal Coaches have given millions of golf lessons to more than 400,000 clients. Our instructors know their stuff and have all the best instructional resources at their disposal.

The GolfTEC Events team is experienced in handling a broad volume of customers- whether 25,000 visitors in a 4-day event or just a handful of VIPs in a more intimate setting – and can design a logistically sound plan for your event. In short, GolfTEC Events lends fun and credibility to your golf event.

GolfTEC Events INTENSE BRANDING OPPORTUNITY #2: Be Intimate. Really Intimate.

GolfTEC’s leading golf event management technology creates an average of 16 minutes’ worth of brand intimacy through its WebLesson delivery format. This is an addition to the one-to-one face time at events. What can your company do with these opportunities?

 

GolfTEC Events INTENSE BRANDING OPPORTUNITY #3: Further their Cause.

GolfTEC Events works with numerous Fortune 100 and category-killer companies and understands branding objectives. We develop customized executive golf skills improvement clinics (both on the course and off), executive golf skills development retreats, golf travel incentives, and golf-themed lesson events that are appropriate for your specific budget and audience. Since we interact with so many leading companies, we are sensitive to current attitudes regarding the appropriateness of golf perks in the corporate setting.

As an extension of GolfTEC, GolfTEC Events is the world-class golf event management organization within the GolfTEC enterprise.  GolfTEC Events uses patented technology to create interactive sports experiences to help our corporate partners connect passionate consumers with their brand. Our capabilities go beyond the traditional structure of corporate events – we offer the unique ability to customize, personalize and scale nearly every component of your event to ensure that each and every participant is immersed in your brand.

 

Request a Customized Proposal

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Need more information or a proposal for your golf event? Request a complimentary event proposal or  contact us.

A Formula for Branding Success: The GolfTEC Events Menu

What’s the right combination for your brand image? Contact us and we can formulate a brand-building combination from our events menu:

What's your branding strategy? GolfTEC Events builds experiences with a great combination of people, technology and customization.

What’s your branding strategy? GolfTEC Events builds experiences with a great combination of people, technology and customization.

Golf Lessons (PDF)

GolfTEC is the undisputed leader in golf instruction. We have taught millions of lessons with our patented g-SWING teaching system and we will bring this experience to your event. We combine g-SWING, which utilizes digital video and motion analysis, with a Certified Personal Coach™ to provide the most comprehensive lesson available. All lessons are transformed into WebLessons® so event attendees can continue to enjoy their lesson long after the event. This entire post-lesson experience takes place at your website. Now you have a captive audience both during and after the event.


Putting Lessons (PDF)

Limited on space? g-PUTT might be the solution for you. Our g-PUTT experience combines our patented teaching technology with a GolfTEC Coach. All participants receive WebLessons after the event accessible at your webpage. Great for hospitality tents and trade show booths!


Virtual Simulator (PDF)

The simulator can be used for various interactive contests such as longest drive or closest to the pin. We can also custom build specific golf holes in the Simulator to promote your sponsorship. Participants can see the shape of their shot, club head speed, club face angle, ball speed, and much more. A GolfTEC Coach will conduct the event and give advice, operate computer equipment, and track winners.


Lessons Onsite (PDF)

A GolfTEC Certified Personal Coach will provide one-on-one lessons for each participant. These lessons will be recorded and accessed later over the Internet as a WebLesson®. On site instruction lessons last anywhere from five to 60 minutes.


Amex PGA 2

 

Onsite Capture (PDF)

Swing Capture and Remote Critique is an efficient option for participants that do not have time for full lessons on-site. Following the event, the attendee will receive an e-mail directing them to their lesson on the Internet. This is a time-sensitive solution that allows us to provide approximately 50 lessons per hour. All lessons are completed within 48 hours of the event.


Putting Courses (PDF)

Include a putting contest in your event with our mechanically-adjustable putting machine. There are over 72 different holes that can be played on various different levels. GolfTEC will provide golf balls and putters for each participant to choose from. We will also provide a GolfTEC Coach to work at the event and offer their expertise. Various contests can be conducted and prizes awarded to winners. GolfTEC can also create a miniature golf course for guests to putt through at the event. The props on the course can be customized with company branding or additional information. Various types of props and designs can be implemented.


Private Party at a GolfTEC Improvement Center (PDF)

Host an event at one of our nationwide GolfTEC Improvement Centers. We can accommodate from 10-100. You will have exclusive access to our Coaches and Improvement Centers. Food and drink can be provided. Click here to see a map of our Improvement Centers.


Golf Tournaments (PDF)

Commemorate the signature hole and add value to each golfer’s experience by adding GolfTEC Swing Capture. We will set up on the tee of the signature hole and capture each golfer’s swing as they hit their shot. After the tournament, each player will receive an email directing them to their GolfTEC WebLesson at a webpage designed to promote your tournament.


Golf Clinics (PD
F)

GolfTEC will provide three Certified Personal Coaches to conduct a golf clinic (also Beginner Golf Clinics). Stations will include: full swing analysis on the driving range, chipping lessons on the chipping green and putting lessons on the putting green. Each participant will spend one hour at each station and receive a one-on-one lesson, and then have their swing captured for access later on the internet.


Mobile Club Fitting (PDF)

A personalized VIP experience your guests will always appreciate. Every golfer wants to learn what clubs will perform best for them. With the GolfTEC® Personal Club Fitting you’ll give them the chance to find out.

Our process combines the accuracy of launch monitor technology with the depth of database matching. The result is a fitting that precision-matches any golfer to the perfect set of golf clubs. During a Personal Club Fitting, GolfTEC will analyze swing data and virtually test it against more than 1,000 club head and shaft combinations to arrive at a recommendation.

After the event, all fitting information is available on a custom-built web page, accessible only through your website. Guests can review their fitting, purchase clubs and relive the experience you’ve provided.


Team Photos

Our team photo service gives us the ability to commemorate a golf event with a photo plaque for every player. The team photo will be placed in a plaque and will be handed to the player at the completion of play. Each plaque will include a nameplate recognizing the event. A GolfTEC photographer will take team photos at the beginning of play and will roam the course capturing a shot from each group. All photographs will be taken in the first half of play.


Video Games

Need a fun environment? Perhaps kid friendly? GolfTEC will set up a Nintendo Wii and display monitors at your event.


Event Management

Our GolfTEC Events professionals will manage every aspect of your event. From event registration to onsite activation to post-event follow up, our team will provide the results you are looking for.