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Brilliant Results

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RELATIONSHIPS

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RESOURCES

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RESULTS

March 2006 Vo l . 3 , N o . 3

Golf & Hi-Tech 18 Hole-In-One Companies Goody, Goody, Goody

Bags!

The WorldIceGolf Championship

Photograph &RXUWHV\RI :RUOG,FH*ROI &KDPSLRQVKLS Committee

The Golf Elite


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Rush Service... ASI 88060

Same-Day Ship Lanyards with your logo!

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Contents

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Vol. 3, No. 3

73 8

20

COVER STORY 8 GOLF GOES HI-TECH

Our interview with Mark Marney, CEO of The Golf Warehouse and Steve Tangdall, Corporate Sales Director, opens the door to the emerging presence of Internet based suppliers of promotional and corporate merchandise.

features

SCORE A HIRING HOLE-IN-ONE WITH A THROUGH RESUME REVIEW 48

HOLE-IN-ONE COMPANIES 20

Learn the secrets of resume review and how a thoughtful approach can help you become the Tiger Woods of the resume review process, quickly identifying top contenders for quality hires. By: Tracey Turner

This overview of 18 champion players in the world of corporate/golf promotional merchandise provides a wealth of information for companies looking to make their next links experience memorable. POWER BRANDING ON THE LINKS 32 Playing golf to create or build a business relationship is the new power lunch. This insightful article points out that the quality of your tournament is often judged by the quality of your promotional merchandise and provides hints to make sure yours is a winner. By: Tanya F. Maier CHARITY & GOLF – A PERFECT MATCH 38

PERFORMANCE FABRIC GOLF SHIRTS 41 This article provides information on the technology that goes into making a golf shirt that provides comfort for the wearer. Quality shirts aren’t just fabric anymore, they are highly engineered performance fabric. By: Roger D. Carroll

HOW TO PREPARE FOR A TOURNAMENT 68

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ADVERTISING INDEX 72

Get FREE information from this month’s advertisers CALENDAR 76

5 SIMPLE WAYS TO IMPROVE YOUR GOLF ON THE COURSE 66

Follow these easy to master tips from a renowned golf trainer and write smaller numbers on your golf scorecard the next time you play. By: Mike Pedersen

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PUBLISHER’S LETTER 6

THE LAST WORD 78 Brilliant Results speaks with David Capano, Director of Corporate Sales for The Greg Norman Collection, about this company that THE WORLD ICE GOLF has experienced a 23% increase in its core golf business and11 consecutive quarters of CHAMPIONSHIP 50 If you thought landing in the rough was tough on double-digit growth. your home course, you don’t know tough until you have played this course. Take an interesting OFF THE CUFF 82 look at golf that is just a bit different. Golf Terms, Truisms & Chuckles

Golf tournaments are obvious generators of charitable funds. This is the story of golf and charity, but it is also the story of how one new promotional products company is making charity a focus of their business plan.

GOODY BAGS 42 Gifts Your Guests Will Remember (for the Right Reasons)No event today – corporate, fundraising, sports, consumer or other – is considered complete without the ubiquitous gift bag, filled with all types of brand-building swag. Make sure your ‘swag’ leaves the right branding impression. By: Nancy A. Shenker

departments

Written by the author of the best-selling book How To Break 80 And Shoot Like The Pros, learn how to play your best golf by develop a pre-tournament routine and following it the day of the event. By: Jack Moorehouse THE BUSINESS OF GOLF: 73

Why Every Female Executive Should Know How To Swing A Golf Club Today many of the biggest deals start with relationships built on the links. Female executives cannot afford to be without a golf club in their business arsenal. Use these tips from a successful female golfer to become an executive who golfs.

columns IT’S ALL PERSONAL 54

“Peak Performance in Golf, Business & Life” By: Dave Ribble WHAT WORKS PRESENTED BY THE PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL (PPAI) 56

Successful Case Studies and research for your next powerful promotion. INDUSTRY NEWS FLASHES 64 Find out what is happening in the promotional merchandise and incentive industries.

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RELATIONSHIPS | RESOURCES | RESULTS

Brilliant Publishing LLC

Publisher’s Letter

9034 Joyce Lane Hummelstown, PA 17036 Ph: 717.571-9233 Fax: 717.566.5431

OVER THE PAST WEEKS as Brilliant Results has focused on the annual Golf Elite issue, I have joined an elite club of my own. Frankly, it is a club I thought I wasn’t ever going to be eligible to become a member of, but life is often a surprise. The club I have joined is the Mother’s Club and the new life that made me eligible for membership surprises and delights me everyday. (Note: picture does not begin to show how cute he is!) My husband Robert, Monte Jacob Landis As you read this issue, you will Berman & Myself. discover ways to bring life to your golf promotional programs in articles like Power Branding on the Links, and you will discover new resources for those creative memory point promotional products in our feature presentation of 18 Hole-In-One Companies. Our cover interview with TGW illustrates the power that the Internet is bringing to the game and The Goody Bag… is filled with suggestions to insure that your ‘swag’ selections are remembered for all the right reasons. For those who enjoy reading about a real golf challenge The World Ice Golf Championship is just the story for you. On the other hand if the challenges you face are closer to home then check out 5 Simple Ways to Improve Your Golf… and How to Prepare for a Tournament. This month we also have a special feature for the ladies on The Business of Golf (gentlemen may also find some useful tips). If business success is your passion, then golf is your game and the Brilliant Results Golf Elite issue is your magazine.

PUBLISHER / ADVERTISING

So, as I continue to learn what multi-tasking really means, enjoy your reading and remember to Have a Brilliant Day,

Maureen Berman 541-788-5022

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Maureen Williams-Berman..... maureen@brilliantpublishing.com 541-788-5022

EDITORIAL Editor in Chief MaryAnne Morrill 717-571-9233 Senior Editors Michelle Donofry, Pierce Roberts Style Editor Charity Plata Asst. Editor Mildred Landis

Contributing Writers Jeffrey Dobkin, Roger D. Carroll, Tanya F. Maier, Jack Moorehouse, Mike Pedersen, Dave Ribble, Tracey Turner, PPAI - What Works Section Nancy A. Shenker

Circulation For any questions regarding circulation, please email: circ@brilliantpublishing.com

PRODUCTION / DESIGN Art Director Percy Zamora

Photos Courtesy: www.greenland-guide.gl/icegolf/press.htm ©Drambuie World Ice Golf Championship, Tanya F. Maier Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 6085869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offices. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 3. Number 3. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2006 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

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3 - L A Y E R

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P E R F O R M A N C E

S Y S T E M

BASE LAYER 1: B A S E - T E C H BODY MOISTURE MANAGEMENT Comfort Benefit During Climactic Change: Keeps your skin dry and cool

MOISTURE TRANSPORT: All products within the Base Layer have the ability to rapidly remove moisture from the skin. The unique fiber construction in each garment transports the moisture from the skin to the outside layer of the fabric thereby dispersing it over a wider area than traditional fibers. This action causes the evaporation process to accelerate, keeping you dry and comfortable during physical activity.

REGULATOR LAYER 2: T H E R M A L - T E C H BODY HEAT MANAGEMENT Comfort Benefit During Climactic Change: Keeps your skin warm

REGULATOR LAYER 3: O U T E R - T E C H COMPLETE BODY PROTECTION Comfort Benefit During Climactic Change: Protects the Inner Layers

B A S E

The Thermal Layer keeps you warm while simultaneously preventing the body from overheating. These specialized garments are constructed from ‘intelligent fabrics’ that allow excess body heat to escape through the pores of the garment thereby keeping you within a comfortable body temperature during physical activity.

T E C H

THERMAL INSULATING AND BREATHABLE:

INNER-LAYER PROTECTION The Outer Layer consists of garments that are specially designed to protect the inner layers from severe climactic conditions such as wind and rain. Each piece is designed to enhance your oncourse experience by providing the user with a variety of choices to fit your style of play in inclement weather. From 100% waterproof, seam-sealed jackets to feather weight wind wear, each piece in the outer layer has its own unique functional features (custom zippers and pulls, functional pocket placements, draw cords) that are designed with the golfer in mind.

®

C O R P O R A T E

a s i / 3 7 1 2 8 w w w . a s h w o r t h c o r p o r a t e . c o m


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Golf &

Hi-Tech TECHNOLOGY HAS LONG BEEN a part of golf. However, up until recently it has primarily been used to improve golf equipment or to analyze individual golfer’s swings. But the Internet has had a resounding impact on the information and purchasing side of the game of golf. This month Brilliant Results decided to explore this side of technology by contacting a company dedicated to providing the largest and broadest selection of golf products in the world on their website. The Golf Warehouse was started in 1998 by Mark Marney and Mike Marney, who are TGW’s CEO (Mark) and President (Mike). This company’s mission statement is to ‘Bring together a team of dedicated people who love golf and believe it is their job to help you enjoy this great game even more!’ Every employee shares the same commitment to excellence. A commitment that will assure

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that each and every customer has a rewarding and enjoyable shopping experience. In May 2005, Steve Tangdall was hired as the Corporate Sales Director. Steve had been in the golf industry since 1980 working in various positions from golf course management to big box retail to Country Club General Manager to B2B representative in the promotional merchandise industry. With Steve’s personal golf related experiences, TGW jumped into the promotional/corporate merchandise arena with both feet. Brilliant Results was pleased to have Mark Marney take time from his schedule to answer our first few questions and to have Steve provide answers for the final four – we’re talking golf not basketball even if it is March!

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BR: What led you to develop an Internet based company? TGW: The Internet is the newest form of human communication. It really doesn’t matter what we we’re selling, the Internet is a great way to reach a large number of customers very quickly. BR: What do you consider the most fundamental requirement for success as an Internet based company? TGW: First off you have to separate Internet and Company. The Internet is no more or no less a form of communication. On the other side a company is still a company and you have to operate this entity just like you would any other operating company. You have to focus on product, convenience, customer service, etc. BR: How important is incorporating the latest technology advances into the operation of a web site? TGW: We consider this to be of the highest importantance. Improving your technology is an everyday job. To a certain extent you have to “run scared” and believe if you don’t push the technology envelope your competition will.

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BR: Do you believe more brick and mortar golf equipment suppliers will increase their Internet presence in the future? If so, why? TGW: I believe many already have and more will. The problem is it takes tens of millions of dollars to operate like TGW. Most of the brick and mortar operations do not have that kind of financial backing.

“Finding the customer, providing the right product at the right price and giving exceptional service and follow through.”

BR: In your opinion what is the most important service The Golf Warehouse offers its clients? TGW: TGW specializes in Selection, Information, Customer Service and Price. We are the one stop shop for all your golfing needs. BR: What prompted The Golf Warehouse to enter the corporate and promotional merchandise sales arena? TGW: Simply put – “By Popular Demand”. TGW’s reach in the golfing community is so great that we were getting hundreds of requests from customers for logo balls, shirts, bags, travel covers, tournament prizes that getting into corporate and promotional product was a natural extension. BR: What do you think is the most important factor in achieving success in the corporate sales environment? TGW: This is also pretty simple. Finding the customer, providing the right product at the right price and giving exceptional service and follow through. Most of our customers either volunteer or are asked to

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procure merchandise for their company golf outing or an upcoming corporate event. TGW’s Corporate Sales Staffs goal is to make our clients task as stress free as possible by offering a tremendous selection at unbeatable pricing and on time deliveries. BR: How does The Golf Warehouse differentiate itself from the other golf product suppliers in the marketplace? TGW: Usually we are differentiated in three areas. One would be TGW’s access to a vast array of product. Two because of TGW’s low overhead we are able to offer exceptional prices. And three would be exceptional service. BR: Aside from the numbers, in your opinion what is the single most important thing that makes a company successful? TGW: Selection, Prices, Service. An imaginative and dedicated workforce that is constantly looking for better and more efficient ways of operating. BR: Of the marketing campaigns you and your team have developed which do you feel is the most notable/recognizable and what was the key(s) to its success? TGW: The golf market is easily definable. In other words the customers are pretty easy to find. You just need the money to do it. TGW has largely depended on advertisements shown on The Golf Channel to reach its customer base.

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P E R F O R M A N C E . L U X U R Y. S T Y L E .

Now available for qualified promotional product distributors. gnccorporate.com Š2006 Reebok International Ltd. All Rights Reserved. Greg Norman and the Greg Norman Collection logo are registered trademarks of Great White Shark Enterprises Inc. PlayDry is a trademark of Reebok International Ltd.


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BR: How do you use promotional merchandise and/or direct marketing strategies to increase awareness of The Golf Warehouse and market to Corporate America? Can you give our readers some examples? TGW: TGW uses items such as logoed golf tees that we give away with every purchase. We have given away logoed balls in the past. We had a logoed “pocket rules book” that we gave away. BR: What do you see as the hottest trends in golf equipment for 2006? TGW: Two of the hottest trends come to mind. One is “moment of inertia”. This has a lot to do with the positioning of the weight in the club head, which reduces “twisting” on off center hits. You are seeing this advancement primarily in drivers and putters. Two would be the continued use of hybrid clubs. These are clubs like the Taylor Made Rescue club that are half iron/half wood. Players usually replace their 2,3 or 4 iron with the new hybrids because they get the ball in the air much easier.

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YOU NEED TO WORK & PLAY WITH THE MARKET LEADERS www.BallPro.com

A Market Leader In: Product Quality Management, Customer Service & Customer Loyalty

INCREASE YOUR GOLF TOURNAMENT PROFITS! Don’t let your customers get their golf tournament prizes from someone else! Offer them a new alternative. The Ball Pro Gift Card Program has everything you need! Go to www.BallPro4Gifts.com to see all the available items. Go to www.BallPro.com to order your gift cards today!

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BR: Based on the apparel requests you have received, what do you see as the hot apparel color trend for 2006? TGW: The two hottest new colors are a Tangerine (orange) and Apple (light green). 2006 will be filled with a full color pallet and a few retro products like plaid shorts and a wider use of seersucker. There will also be more “tech” fabrics like Nike’s Dri-Fit which wicks moisture away from the body. BR: What are your customer’s favorite golf product brands and what do you think is the reason? TGW: Favorite brands remain pretty stable. Taylor Made, Callaway, Titleist and Nike. These are the brands that the pros play. They spend more on R&D and simply have a continual pipeline of new and interesting product. BR: Which golf product do you find is used most often as a promotional item for golf tournaments and other golf themed marketing campaigns? TGW: Golf balls, without a doubt. We do offer many other suggestions to our customers, logo hats, custom umbrellas embossed valuable pouches etcetera. They don’t seem to get lost as quickly as golf balls.

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BR: Do you have any final thoughts or advice for our readers about the use of promotional merchandise and direct marketing strategies in their overall marketing efforts? TGW:Clients appreciate unique, well thought out gifts or incentives that are useful and have great- perceived value. It is our job to find and deliver such merchandise to our customers. BR: Do you remember the last promotional product you received and from what company you received it? TGW: It was a ruler from a home improvement company. I can’t say that I remember the name of the company or where the ruler might be. BR: What is your personal favorite promotional or incentive merchandise item? TGW: It comes as a package, A Tour Staff Bag in the golf bag are 3 Cleveland wedges an Odyssey White Steel putter in the ball pocket a dozen Titleist ProV-1 golf balls and in the apparel pocket a Foot-Joy wind shirt, all of course with your own company name or logo. •

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18 Hole-In-One Companies

18 Hole-In-One

Companies SOMEWHERE IN THE COUNTRY there is a foursome on the course and in the rest of the nation avid golfers are getting their clubs ready. Whether they are playing for business or the business of pleasure, golf has become a major part of American life. In the business world it is the venue where many of the big deals start or finish and in the world of charity it is often the difference between success and failure for the cause. With all of this on the line, smart organizations realize the importance of having players remember their golf game after they leave the nineteenth hole. The most effective way for that to happen is to make sure your players whether employee, client or donor take something away from the game beyond their scorecard. Realistically that something is going to be a promotional product and savvy sales and marketing departments will make sure that product is creative and effectively relatable to their business or cause. To help your next promotional product soar like an eagle instead of missing the mark like a bogey, Brilliant Results has provided a solid overview of 18 Hole-In One companies whose merchandise creates golf memories that linger long after the last putt is sunk. In addition, we have devoted this entire issue, our Golf Elite, to the game. Fore!

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Aprons Etc

Arnold Palmer ® Golf

Price Point Range:

Price Point Range:

• Prices Range from $19 to $150

• Prices Range from $28 - $42

Styles & SKUs:

Styles & SKUs:

• Aprons Etc.’s Executive Sportswear Line features 13 Nautica items (caps, tees, shirts and jackets) with single item prices ranging from $19-$145 • Our Executive Sportswear Line also includes the OOBE garment line. This selection contains 14 products (shirts, jackets, 1 travel bag) from $36-$150. OOBE’s line offers coordinating women styles.

• 14 STYLES - Polos, sweaters, windshirts

Hottest Colors/Products for 2006: • Colors- sage, sea mist, wedgewood, butter

Hottest products: Hottest Colors/Products for 2006: • Colors- Nautica stayed true to their roots using 100% cotton sunlit colors with names such as Lighthouse, Flare Red, Horizon and Popsicle. OOBE selected a generally more subdued palate of colors for their upscale casual line of fabrics such as Sage, Butter, and Lagoon. • Technology- OOBE provides a wide range of high technology fabrics. The fabric features include Hydrovent (moisture wicking and quick drying performance), Supplex (windproof, soft and strong, quick drying, water resistant fine filament nylon developed by Dupont.), Ciba (Antimicrobial Treatment), Hytrel (breathable waterproof and windproof polyester elastomer developed by Dupont) and Scotchguard (Soil release treatment by 3M).

What do you want corporate America to know about your brand? • Aprons Etc. is a US manufacturer and importer of textile products and related items, specializing in the promotional, uniform and display markets. Our product line is comprised of 3 divisions, The ETC. Line, Display Solutions and Executive Sportswear. • Our sewing and distribution facilities in Greenville, South Carolina provide the majority of our custom manufactured items along with large capacity screen print and embroidery operations, allowing for fast turns for our Distributor network. • A strong import network supplements the domestic operation. This allows Aprons Etc. to be competitive on large programs that require items, which are more labor intensive and have long lead times. • Aprons Etc. also distributes products for select companies such as Nautica, OOBE and VF Imagewear.

• Products- Micro Pima Polos and Dobby Weave Teflon Windshirts

What do you want corporate America to know about your brand? • We focus our Bill Blass Premium, Arnold Palmer and NYNE brands on better fabrics with innovative fabrications to yield the highest quality apparel in the Industry. Mercerized yarns in knits, wrinkle-free wovens, Teflon coated fabrics for stain and soil repellency, and micro-fiber blends give our brands distinction and a reason to exist in today’s crowded wearables market. Capital Mercury Apparel also manufactures knits and wovens for some of the industry’s top private label brands. - Information provided by Tim Shields, Brand Manager Arnold Palmer/Bill Blass Premium, NYNE

- Information provided by Pam Pennington, National Accounts Manager

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18 Hole-In-One Companies

Ashworth ®

BallPro ®

Price Point Range:

Price Point Range:

• Ashworth, the leader in innovations since 1987, continues to provide the most advanced technical apparel in the industry with knits starting at $39.99 - $75.00, sweaters and pullovers $65.00 - 95.00, and windwear/outerwear $65.00 - $199.00.

• Popular yet cool and lasting golf accessories that can be branded with your corporate logo include: The switch blade divot tool $10, Slider hat clips $5 Micro fiber eyeglass towel $6, Shoe Trees $17 Groovy club cleaning brush $8, Ball retriever-collapsible $32 Rainstix golf bag umbrella $22, Dri stick Club rest $15 Carabiner clip on golf bag watch $11-$27, Golf Bags $50-$200, Callaway golf tournament tin $34 Callaway Driver or putter and balls in a gift box $269-479

Styles & SKUs: • Ashworth Corporate Authentics collection showcases our most popular styles from the Ashworth line and includes a variety of knits, sweaters, vests, bottoms, and jackets. These are the foundation of any balanced casual wardrobe, created especially for golf and/or a corporate outing. The styles chosen for Authentics represent quality, simplicity and timeless appeal easy to wear, fashion correct, always reliable.

• As you can see many of these items are things you would like for yourself. Now you get the idea of long lasting golf value.

Hot Colors or Products for 2006?

What do you want corporate America to know about your brand?

• The number one new item at the 2005 PGA show was the Ballzee golf ball cleaner (retail $4). The golfer no longer needs to bring a big towel on the green to clean his golf ball as this is a mini towel that is wet but will stay dry in your pocket.

• From its inception, Ashworth apparel has become synonymous with qualities such as sophisticated, classic, contemporary and comfortable. A rich and refined color palette that makes a statement about style and elegance will carry you from a day on the links to an evening on the town.

• The number one new item in 2006 was “The Fuzzy” protective eyewear by Sunbuster (retail $100). These glasses are used on the PGA tour and help you better read the greens.

• Ashworth apparel is also suited for the workplace, with beautiful solid knits and signature jacquards. The collection also offers a complete line of button down woven shirts that can be combined with a fine pair of tailored Ashworth trousers. The solid values of creativity, care and quality that build integrity into the Ashworth brand are the same values that have made Ashworth the number one brand in golf apparel worldwide. - Information provided by Kellie Claudio, Vice President of Corporate Sales

What do you want corporate America to know about your brand? • What should you give away for golf outings, sales calls, trade shows, gift with purchase, holiday gifts, sales meetings is always difficult but it does not have to be. In the United States there are 37 million golfers of which 26 1/2 million are over 18 years old. This represents 12% of the U.S. population over 18. • Ball Pro has been in the promotional products industry since 1978 and is a leading custom logo’d golf and sporting goods supplier. We use promotional product distributors as our sales force. Golf balls represent 55% of our business. Many people hand out logo’d golf balls for all of the reasons mentioned above. It is a path of least resistance. People lose them so you are sure they can use them. Are you making the best use of your marketing dollars? It is time for you to think about golf accessories. Like with golf balls, we sell a lot of the same thing over and over: golf towels, tees, umbrellas, valuables pouch, shoe bags, divot tools, etc. Wouldn’t you prefer to give away something that is new and unique with a longer lasting message?

- Information provided by Tim Hansen, President

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Blake & Hollister

Calconix/ TimeZone ®

Price Point Range:

Price Point Range:

• The ASI price points for 732 would be $32.00, 232 -$31.00, 831- $40.00, and 231-$39.00

• Approx $20.00

Your Promotional Picture Frame Source

Styles & SKUs: Styles & SKUs:

• Model # TZCO-DTBM

• 732 and 232 - White, Black, Frost Pink, Navy, Frost Sky, Lt. Maize 831 and 231 - White, Black, Frost Pink, Navy, Frost Sky, Lt. Maize and Lt. Sand

Hottest Colors/Products for 2006:

Pastel Colors are hot in men’s and ladies include soft pinks, blues, tans and maize.

• The TZCO-DTBM is a patented, new design from Calconix/ TimeZone®. The clip watch incorporates four built in tools to be used by both the serious and recreational golfer: a bottle opener, a removable magnetic ball marker, a concealed and retractable divot repair tool and a rotating bezel to keep player on pace for a 4 and a half hour round.

What do you want corporate America to know about your brand?

What do you want corporate America to know about your brand?

Attention to details separates Blake & Hollister from the crowd. Finely crafted, our New Elite Collection constructed from Caustic Burned Double Mercerized fabrics, gives these selections the best vibrant colors with an ultra soft hand found in our marketplace. Fashionable styling with our new Modern Fit will make Blake & Hollister Elite your choice for quality knitted sportswear in Men’s and Ladies’.

• Calconix/ TimeZone® has been an innovator in the promotional products industry since 1984. Other golf products include ball markers, traditional and custom divot repair tools, golf picture frames and hat and belt clips ( with ball markers).

Hottest Colors/Products for 2006:

- Information provided by Chris Smith, Vice President

- Information provided by Ronnie Alschuler, National Sales Manager

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18 Hole-In-One Companies

Cutter & Buck ®

Greg Norman Collection ®

Price Point Range:

Price Point Range:

• The following is a range of recommended MSRP’s: From $40.00 (classic Tournament Polo) to $135.00 (CB WeatherTec™ Four-in-One Jacket)

MSRP for knit polos: $44 to $88 MSRP for outerwear: $60 to $120

Styles & SKUs:

Styles & SKUs:

• The best response of individual styles has been the following 12 items (in no particular order) • _ CB DryTec™ Birdseye Polo (men’s and ladies) _ CB DryTec™ Mock (with _ zip Mock for the ladies) _ Ladies _ Sleeve Colorbock Half-zip Mock _ CB DryTec™ Monterey Polo (men’s and ladies) _ 60/2’s Mercerized Diamond Jacquard – Signature Collection (men’s and ladies)_ Signature Pima Flat-back Crew (with full zip version for ladies) _ All the new colors in the L/S Nailshead Woven (Cardinal Red, Cutter Pink, Melon, Palmetto and Rope) _ The style redesign for the ladies version Milano Rib V-neck Sweater (men’s and ladies) _ CB WeatherTec™ Bainbridge Jacket (men’s and ladies) _ CB WeatherTec™ Shoreline Jacket (men’s and ladies _ Micro Suede City Bomber (men’s) _ Ladies Quilted JacketWhat do you want corporate America to know about your brand? • Dedicated to a new era of product leadership and industry-leading design, Cutter & Buck is proud to unveil its finest Corporate collection to date, ranging from enhanced performance pieces to customizable classics. Cutter & Buck’s trademark commitment to quality fabrics, superior craftsmanship and exceptional value is evident throughout the collection, which boasts an all-new Signature series this season. • Cutter & Buck has completely changed the way they design, spec and manufacture their category-leading product in an effort to offer the finest quality, fit and selection. These are fundamental, not incremental changes that illustrate Cutter & Buck’s commitment to the industry and our consumers for the long term. • In addition, for every men’s style Cutter & Buck now has a coordinating ladies’ style, critical for promotional products distributors to bring to their Corporate end-users. Not only can Cutter & Buck distributors merchandise by style, but they can also merchandise by color since many of the same colors carry through a variety of styles. • As companions to their core short-sleeve knit offering, the 2006 CB Classics collection also features significant enhancements to their long-sleeve knit collection, three new long-sleeve wovens, an entirely new sweater range and exciting new additions in both windwear and outerwear. • Cutter & Buck has catered to every possible end user need with the 2006 line to include specific offerings aimed at employee recognition, company golf events, trade shows, employee uniforms, corporate retreats, company “stores” and client gifts.

• Styles include knit polo shirts, mocks, woven dress shirts, sweaters, outerwear bottoms and headwear. Men and Women coordinates have been introduced and are doing well. Total number of styles: 37 and total SKUs (color/style) are 118.

Hottest Colors/Products for 2006: • Hottest Colors: Blues, oranges and greens. • Hottest Products: Our PlayDry performance products as well as the PlayDry Mercerized and Weatherknits. Performance is really driving our business.

What do you want corporate America to know about your brand? • Greg Norman Collection, a division of Reebok, is a leading marketer and distributor of golf-inspired sportswear and accessories targeting active, sophisticated men and women who range in age from 35 to 55. The Collection, influenced by one of the world’s leading golf professionals, has become a complete lifestyle brand. • Continuing to differentiate itself from the competition with its moisture wicking, PlayDry® technology and combination of Performance, Luxury, and Style, the Greg Norman Collection extends its focus beyond core golf and moves into lifestyle sportswear. • Greg Norman Collection has a dedicated corporate division bringing the same best selling golf products to corporate markets. We have a service infrastructure dedicated to the corporate markets and resell our products through a select group of promotional product distributors nationwide. - Information provided by David Capano, Director of Corporate Sales

Information provided by Brian Thompson, Vice President of Corporate Sales

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Quite possibly, the most economical sales pitch in the world. COURSE NAME: WARWICK'S MARKETING 101 COURSE DESCRIPTION: A customer sales call costs the average company $283. A letter or email sent to a customer costs $98. FACT: Your company's name on your customer's desktop calendar, 365 days a year, costs less than a penny per day. CALENDARS WORK.


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18 Hole-In-One Companies

GRQ Products ®

King Louie / TimeOut ® Apparel

Price Point Range:

Price Point Range:

• Prices range between $5.00 and $45.00

• Our shirt prices range from $19.95 to $45.00. Jackets run from $34.95 to $65.00.

Styles & SKUs: • 26 different Golf Items, ranging from repair tools, desk and bar accessories, key tags, etc…

Styles & SKUs:

Hottest Colors/Products for 2006:

Hottest Colors/Products for 2006:

• Hottest Products: The Legacy Repair tool has become our hottest item over the last 2 years. With this item you have a Repair Tool, Ball Marker, Shoehorn, but also a Club Rest and Cigar Tool. With the smooth satin finish and the unique design, it has really become our hottest 2006 item.

• Hottest Colors: Hot colors include melon, sage, coral, cool lime, and sky blue.

What do you want corporate America to know about your brand? • GRQ Products is the exclusive supplier of the Golf Vision product line. Golf Vision, is a European style product that has enjoyed success in Europe for years and was introduced to North America less than two years ago. Most people have not seen these products before, so it is a great opportunity to answer their questions regarding “What’s new in golf products, for events, gifts, giveaways, etc…” With its superior quality and fabulous finish, the Golf Vision line will make the impression you have been looking for.

• Over 35 golf specific shirts and jackets, including 16 for ladies.

What do you want corporate America to know about your brand? • King Louie/TimeOut Apparel is the only major manufacturer willing to private label your corporate apparel with your own logo. After all whose brand are you promoting anyway? Combine that with a custom hangtag we do for you and you have a complete branding package for your event, charity, product, movie, book, etc… - Information provided by Roger Carroll, Vice President of Marketing

• At GRQ Products we strive to provide the best service possible. We seek your continued business, and the best way to accomplish this is to give you what you want the first time and every time. We encourage you to look through our entire line of products and combine a list of items together to get the perfect set of items for your participants at an event. Combine our entire line with no restrictions. - Information provided by Jeff Taylor, Distribution Manager

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Liz Claiborne ®

Sierra Pacific ®

Price Point Range:

Styles & SKUs:

• Price points for the Claiborne golf line start at $26.50 for our biopolished jersey polos to mercerized polos at $41.50

• Featherlike Twills #0281, 3281, 5281,,5283 available in 12 colors in Means up to 6X & 13 Colors in ladies XS-2X • Ladies Fashion Twills # 5207 & 5209, each available in 5 colors, XS-2X

Styles & SKUs: • Claiborne golf has 4 styles for 2006

Hottest Colors/Products for 2006: • Hottest Colors: Soft Pink, Skye Blues & Stone/Khaki pastels.

Hottest Colors/Products for 2006: • Hottest Colors: Algae green, tangerine, red pepper.

What do you want corporate America to know about your brand? • This is the first year Claiborne for Golf has been introduced to the promotional products industry.

What do you want corporate America to know about your brand? • You’ll always have timeless classics, features not generally found elsewhere, comfortable, fashionable, always available, quality products at reasonable price points. - Information provided by Mark Goldwater, Sales and Marketing Manager for Sierra Pacific and Featherlike.

• Variety is available in the golf market with stylish options from solids, to mini stripes, mercerized to biopolished.

- Information provided by Rhonda Johnson, Marketing Manager

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18 Hole-In-One Companies

Sweda ®

TGW ®

Price Point Range:

Price Point Range:

• Our price points range from as low as $0.59, to $30.00.

• TGW has the ability to help customers in all price ranges from custom personalized golf tees (.07 cents each) to custom logo golf clubs and golf bags. (could be over $500.00 each) and all price points in between.

Styles & SKUs: • Sweda offers an excellent assortment of golf related merchandise which includes: Mugs, water bottles, pedometers, frames, sport bags, hats & visors, coolers, binoculars, pens, watches, executive putter travel sets and gift sets. We have 782 golf related SKU’s!

Styles & SKUs: • TGW has over 25,000 SKU’s to choose from at www.TGW.com many of which can be customized, including balls, bags, clubs, apparel, accessories and much more.

Hottest Colors/Products for 2006: • Hottest Products: Our hottest products have been the PB4068 Sliding Golf Ball Pen, and the GFC001 Executive Putter On –The- Go. • This pen is so unique; we have a patent on it! The golf ball on the clip slides up and down, [great stress reliever!] and there’s plenty of room on the barrel for the customer’s logo / imprint. • The GFC001 Executive Putter is the perfect gift for closest to the pin, longest drive etc. It features a full size putter, wood cup & ball in a convenient and elegant zippered travel case.

What do you want corporate America to know about your brand? • Sweda is an ISO 9001 certified, top 25 supplier and manufacturer of promotional products. We’re very proud to offer our customer’s a quality product at a competitive price, with on time delivery. We have fourteen distinct product categories, and we have the selection and styles to meet every application and budget.

Hottest Colors/Products for 2006: • Hottest Colors: Tangerine (orange) and Apple (light green). • Hottest Products: Our Hi-Tech fabrics like the Nike Dri-Fit which wicks moisture away from the body. Golf Club wise it has to be the Hybrid clubs like the Taylor Made Rescue, the hybrids replace 2-3 and 4 irons in players bags and are much easier to hit than the long irons.

What do you want corporate America to know about your brand? • The Golf Warehouse, TGW, is the premier on line golf superstore in the world, offering the largest selection, unbeatable prices and excellent customer service. TGW also offers an outstanding Corporate Sales Division that will help with all of your Corporate and Promotional needs. - Information provided by Steve Tangdall, Corporate Sales Director

- Information provided by Steve Weisbaum, Director of Marketing

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Towel Specialties®

Vantage Apparel ®

Price Point Range:

Price Point Range:

• The Towel Specialties Golf Collection features price points from $2.65 to $13.50.

• Vantage golf items are aggressively priced, ranging from $15.00 - $20.00 for basic piques; $20.00-$30.00 for fashion knits; and $25.00-$40.00 for performance fabrics and upscale polos. A large selection of windshirts is available from $30.00 - $50.00 depending on fabric and style details.

Styles & SKUs: • Our line includes 8 different golf towels in a variety of styles (including solids, argyle, woven. and sublimated). Our collection of Turkish Signature Towels is available in 18 colors.

Hottest Colors/Products for 2006: • Hottest Colors: White, navy, red, royal blue and black are still very popular for embroidered logos. White, of course, is best suited for multiple-color screen-printing.

What do you want corporate America to know about your brand? SIMBA GOLF TOWELS • Towel Specialties is the industry’s exclusive supplier of the Simba Collection of woven jacquard golf towels with a free personalization option (as shown in the Oracle towel). For NO EXTRA CHARGE, any corporate sponsor can distribute these towels at a golf outing with the name of each individual participant. Using 100% Egyptian cotton, these towels are woven in America with a low 72 piece minimum. SIGNATURE TURKISH TOWELS • Turkey is to terry towels what Switzerland is to chocolates. Our Turkish towels represent the best that the industry has to offer. The double-shearing process yields the plushest, softest towels anywhere. The white towels are optically brightened, giving them a “whiter than white” appearance that further enhances a logo. - Information provided by Murray Siegel, Marketing Director

Styles & SKUs: • The 2006 Vantage collection features more than 500 styles and colors for men and women. Most products are stocked in sizes XS-3XL with all woven shirts and several outerwear styles available up to 5XL and in Tall Sizes.

Hottest Colors/Products for 2006: • Hottest Colors: Color continues to excite with new resort shades like Pistachio, Citrus & Tangelo. Athletic colors like Sport Red, Carolina Blue and Texas Orange are also top choices for 2006. Technical fabrics offering the ultimate in comfort, climate control and UV protection are “hot” for golf and any other sport related event. Vantage has introduced new performance fabrics across all product categories including polos, t-shirts, windshirts and even headwear!

What do you want corporate America to know about your brand? • For nearly 30 years Vantage has been chosen more often than any other brand of identity apparel by leading corporations, resorts, golf courses, colleges and casinos to promote their names and logos. In fact, the Vantage brand can be found in over 1500 top pro shops and is proud to have been selected by the USGA as a licensee for the last four U.S. Open events. With one of the largest apparel selections in the industry, Vantage offers top-quality, value-priced polos, wovens, sweaters, jackets, fleece, tees and headwear in an extensive array of colors and sizes. In addition to over 125 in-stock styles, Vantage also offers custom apparel manufacturing and direct import services. • Vantage has been voted the #1 embroiderer in the industry for 10 years running and also offers in-house screen-printing, transfer embellishment and multi-media decoration services. Standard lead-time for embroidered orders is just 3 days with priority rush service available when needed. - Information provided by Ira Neaman, President

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18 Hole-In-One Companies

Warwick Publishing ®

World Wide Line ®

Price Point Range:

Price Point Range:

• Price points range from as low as $0.65 on up to $3.72

• From 5.95 to 6.95 for 11” x 18”. Optional Edge-to Edge imprint available, hook and grommet for additional charge

Styles & SKUs: • We have both easel backed photo frames and simple portrait folders that all do well in the golf market. Approximately 20 SKU’s.

Hottest Colors/Products for 2006: • Hottest Colors: in our particular product line are black and green.

What do you want corporate America to know about your brand?

Styles & SKUs: • Dynamic, vivid full color imprint on a durable 11” x 18” cotton/poly towel. The towel is available with a optional full color Edge-to-edge imprint as well as an optional hook and grommet for additional impact. This item is great for sporting events, golf tournaments and outings, fundraisers, corporate events, commemorative gifts and specialty shops. The quality of imprint on this towel is absolutely amazing and unsurpassable.

• Warwick provides a wide variety of sizes, colors and price points in its line of photo frames and portrait folders. We also have the capability of doing a variety of imprint colors from a simple one color hot stamp on up to four-color process on numerous designs. Best of all the frames are made from high quality paper lined chipboard, which gives them a high perceived value at a very reasonable price. We have photo frames and portrait folders that hold a single picture or two pictures. Sizes range from Polaroid 600 to 5 x 7 in both horizontal and vertical formats.

What do you want corporate America to know about your brand?

- Information provided by Phil Martin, Vice President of Marketing

- Information provided by Kimberly D. Newell, Executive Assistant

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• World Wide is the industry leader in four color process sublimation. With over eighty items in our 2006 catalog printed in four color process sublimation this allows you the customer to show a diverse array of products with the same quality imprint for continuity. World Wide is known for their many exclusive products such as, full color glassware, full color shirts, full color mystique color changing mugs and much more.

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Power Branding

on the Links

BY TANYA F. MAIER

PLAYING GOLF TO CREATE or build a business relationship is the new power lunch. A round of golf with a client or prospect, business partner, supplier or even with a boss or colleague is a productive way to build bonds. It gives you a unique opportunity to spend four to five hours of uninterrupted time together. Yes, it’s longer than a lunch, but during 18-holes of golf, you will learn more about an individual than you ever could over a bowl of pasta. Once I know a prospect is a golfer, I make sure that we go out golfing together. In a survey done in 2001 by Robert Half International, executives said that their most successful business meetings were outside the office conducted over a meal. The second most popular place was on the golf course. Since golf is usually followed afterwards by lunch or dinner, it becomes a “two birds, one stone” situation, as you maximize your time in creating a relationship with an individual.

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A BDO Dunwoody/Chamber CEO/Business Leader Poll done a few years ago reports that 47% of business leaders polled say that those who do not play golf may be excluded from some business opportunities. It’s a must in corporate America to play golf. As an executive, HR Manager or marketing specialist, it’s also important to realize the tremendous branding opportunity surrounded in golf. Americans spend about $20 billion on golf equipment, clothing and products according to the National Golf Sales Representatives Association, and approximately $25 million is spent on the gifts and tournament prizes for corporate golf outings, meetings and incentive programs. The products range from useful accessories such as visors, towels and golf balls to even high-ticket items like golf clubs or exotic vacations.

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“A round of golf with a client or prospect, business partner, supplier or even with a boss or colleague is a productive way to build bonds.” If your company is considering offering promotional items in a local golf tournament, it is important to remember that some meeting planners for golf tournaments acquire gifts and donations at the last minute; so make sure your company’s items are done in advance, complete with logo, as it may be difficult to get printing turned around in a day or two. Whether your company sponsors golf tournaments, donates gifts and prizes or entertains clients on the links, it’s important to know what options are available and to include them within your marketing strategy. You don’t need to be a golfer (although, it can help!) but remember it is all about standing out from the crowd.

A WHOLE LOT OF GOODIES There are several indicators on what makes for a great golf tournament, but at times the quality of the tournament is often judged by the quality and the amount of “free stuff” the players get for participating and that is referred to as the “goodie bag.”

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The most lavish offerings can be found at corporate sponsored golf tournaments or golf incentive programs. These are usually given to participants during registration before the golfing begins and can include golf balls, sunscreen, golf tees, divot repair tool, bag tags, books, etc. What is important is to plan for something that a golfer can use that day on the course as well as perhaps even after the game is over, like a water bottle or a coffee mug. To make a lasting impression, spend a little extra for a quality goodie bag. Go with brand names of golf balls that the professionals are using. For instance, Tiger Woods plays with a Nike ball and so does Michelle Wie. Other high-end brands for golf balls include Titleist and Callaway. Another idea is to provide a plastic range bucket for the tournament and then the pail can be filled with a cap, balls, and other items. I attend several corporate golf tournaments every year, and these types of promotional items are noticed and talked about among the players. I have also received golf tees in packaging that looks like a pack of gum or a highend pocket function knife and divot tool. Creativity and ingenuity are key factors in power branding in a golf tournament situation.

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In a goodie bag I received at a women’s golf tournament last summer, Chicks with Sticks, there was a small pad and pen. And since I’m always taking notes while I drive, this item to this day, remains in the slide door of my car and within arm’s reach when I need it. I liked it so much that I’m even thinking of doing that promotional item for my own company. Great publicity doesn’t need to cost a lot. As an avid golfer, I would rather receive something more practical than a book on the rules of golf. Golf balls do come in handy but since I play with the Maxifli Noodle ball – those that I receive I tend to give to family, friends and fellow golfing companions.

DRESS FOR SUCCESS Golf apparel is great since you can find wearable merchandise at any price level. The trend is toward higher quality. The Promotional Products Association International ranks wearables as number 1 among imprinted product sales, accounting for 22.5% of the market. Even though the obvious choice may be to go with a baseball cap with your logo, this is something you may want to rethink. So many companies donate caps that they tend to pile up in cupboards, get tossed, or given away. This is not the most effective method of promotion. And for me personally, I like to purchase my own to match my golf outfit or as a souvenir during a golf vacation. I still have and wear a cap that I bought when I played Torrey Pines golf course in California several years ago. Remember, with caps and golf apparel, there is definitely a personal taste factor. A golf shirt is classic and again, quality is important. Stick to a light color shirt over a darker color. On hot days, no golfer wants to wear black or navy. Also try to include the company logo as discreetly as possible, either on the sleeve or even on the back collar. I have recycled a few nice golf shirts from tournaments because the logo was on the front and huge! Go with less is more. It will be much appreciated by the typical golfer. Make sure to insist that your supplier gives you a range of sizes. You can also offer golf shirts at tradeshows as well as have staff wear them on site. They can also come in handy for other occasions. When working for an IBM Business Partner, we organized a CIOFly from Montreal, Quebec, Canada to the IBM plant in Rochester, MN and on the flight back, handed out golf shirts to the IT Managers and VP’s.

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We thanked them for coming on the trip and planted seeds for continued business building relationships by saying, “Although, there was no time for golf this time, my colleagues and I will be following up with each one of you to schedule a round.” Depending on your budget, there are also brand names such as Callaway, Adidas, and Ashworth. I don’t think it is necessary to spend top dollar, but I do believe you should go for a good quality shirt. Make sure your wearables aren’t too thick. Also, it is essential that they are made from breathable material. Other apparel could include golf socks, pullovers, vests, windbreakers and rain suits. Short-sleeve fleece vests as well as windbreakers are very practical for the golfer. I have won (and continue to wear) a few vests from various golf tournaments over the years.

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A SUPER PRIZE Awards and prizes are usually greater in value than items for the ‘goodie bag’ and given to the tournament winners (for instance, first-place foursome with the lowest score in a Vegas style tournament). The prizes are handed out after the dinner, as are the prizes for the other winners of individual contests (such as Closest to the Pin, Longest Drive-Men, Longest Drive-Women) that were a part of the tournament are also given. A company can also sponsor a hole-in-one on a designated Par 3 hole. Because the odds of someone getting a hole-in-one on a designed hole are between one in 11,000 and one in 20,000, it is normally a local dealership that provides a car or a travel company that supplies a lavish vacation. You’ll need to purchase specialized hole-in-one insurance that pays up should a participant knock the ball in the hole from the tee.

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“The biggest disadvantage to equipment is that avid golfers often prefer to select the clubs and other golf equipment from manufacturers they are loyal to.” When donating prizes, it is best to avoid giving golf equipment. The biggest disadvantage to equipment is that avid golfers often prefer to select the clubs and other golf equipment from manufacturers they are loyal to. If this is a last minute request from a meeting planner, buying a few gift certificates from the local golf store chain has always worked well for me. Attach a personalized letter or even include a box of logo golf balls with the certificate to stand out from the crowd. Be careful with perishable items. I once donated several gift baskets with a golf theme that included chocolate. It melted during the hot day of the tournament. Oops. Don’t let this happen to you. High-end items such as crystal or a clock could make for a great award and tend to be engraved with the name of the event, location and date along with the company name and/or logo. You may also wish to include the category such as first place or champion or second place or runner-up. Work with your promotional products professional and ask the meeting planner a few questions to help personalize your gifts or awards. Does the tournament have only men participating or are there women too? Is there a theme? What prizes have you collected so far? Remember, this is a great occasion to make an impression and give your company some exposure. Having participants remember the gift or award your firm gave can have a lasting impact.

OTHER IDEAS Golf lessons, golf frames, golf books and golf packages are also popular and well received gifts during a tournament. Personalize them by including a letter on company letterhead and business card of an executive or contact. Ensure that you have the name of the winner and do a follow-up call within two or three months via email. This is the perfect way to start or reinforce a business relationship. Just because it is a golf tournament, you don’t have to stick to golfing products. Weekend getaways or spa treatments donated as gifts usually go over very well with participants, especially the female golfers.

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Promoting your company or brand at a golf tournament is not rocket science. What you want to do is be strategic and original at the same time. The opportunity is there – you just have to be brilliant in your marketing efforts and your company will be on par in making a lasting impression. • Tanya F. Maier is a Motivational Speaker and Business Golf Guru of Foresight Strategies, a company that believes that everyone should have a driving ambition. Foresight Strategies offers corporate golf, sales and motivational seminars as well one-on-one coaching. She also runs an exclusive golf league for executive women in Montreal, QC, Canada called Foresight Golf Girls. Contact her at infowc@foresightstrategies.com or (514) 639-6907 or visit www.foresightstrategies.com. Brilliant Results | March 2006 37


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Charity & Golf –

A Perfect Match PROMOTIONAL MERCHANDISE, charity, celebrities and golf have been a perfect foursome right from the start. With over a 100,000 tournaments of one kind or another held each year and over a third of them for charity, the association of a golf tournament with charity is natural. From well-known events like The Cadillac Invitational, the largest corporate sponsored amateur event in the world, and the BMW Charity Pro-Am, to Angels on the Fairway and Caddy for A Cure, Inc., golf provides a wonderful venue to raise money for worthwhile causes. As a matter of fact, the USGA receives hundreds of grant applications from a diverse group of non-profit organizations that range from small, grass-roots efforts with one instructor, to large, national organizations that have multi-million dollar budgets and hundreds of staff. Although these organizations couldn’t be more differ-

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ent, they share two things in common: They believe that the game of golf can change peoples’ lives for the better, and they work year after year to raise the funds that keep their programs going. So whether it is the Hilton Head Celebrity Golf Tournament distributing $200,000 to the neediest families affected by Hurricane Katrina or the $15,000 raised by a local Medical Society to benefit a children clinic, charity golf tournaments have surpassed the raffle and the carnival to become a fund-raising staple across the country. The fact that promotional merchandise will be used at almost all of those tournaments is a given. And, if a promotional products professional is a part of the team developing that merchandise

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i t will most likely be creative and a memory point of the event for the participants. What may not be known is that many of the companies that will supply that promotional merchandise have made contributing to charity a part of their business plan. At the recent PPAI Expo, Brilliant Results met the owner of one of those companies. A relative newcomer to the promotional products industry and specializing in a unique golf promotional product, we felt their operating policy with its focus on charity highlights one of the seldom mentioned and very positive things that promotional products bring to the table. When Westy Foss and his partner formed Gotta-Grip, LLLP, they agreed that sharing our success with quality charitable organizations would be an important part of the company operating philosophy. With sales and marketing efforts starting in earnest in January 2006, Gotta-Grip, LLLP made a $25,000.00 commit-

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ment to The Boys and Girls Club of Metro Denver (BGCMD) in February. Boys and Girls Clubs across the country provide a safe and positive environment for youths from disadvantaged neighborhoods and are one of the country’s highest regarded youth mentoring organizations. Gotta-Grip, a new-patented product, useful for golf, and conforming to USGA rules, by its nature, will help charitable organizations in other ways too. Because it lends itself to multiple logos, making it extremely attractive to tournament directors and corporate sponsors, thus helping charity events line up more corporate participation. Since it is truly useful for golf, it will be likely continue to hang on participant’s golf bags for an entire season, an attractive incentive for corporate sponsors. This year Gotta-Grip LLLP also plans to introduce a new concept called a “purpose driven tag”. Along with the normal product tag, the “purpose driven tag”, available at the charity’s request, will outline the cause related purpose of the event, along with highlights of the charity’s goals, activities and other opportunities they support.

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The “Get-A-Grip” Foundation introduces golf to at risk kids (at no cost to them) and in addition to lessons, provides education and life skills training. Further, putting its money where its mouth is, earlier this year 90 Gotta-Grips were donated to the Esteban Toledo PGA Pro-AM held at Cresta Verde Golf Club in Southern California. Mr. Toledo, a Touring Professional, lends his name, time and talent to the tournament that bares his name and benefits the “Get-A-Grip” Foundation. The “Get-A-Grip” Foundation introduces golf to at risk kids (at no cost to them) and in addition to lessons, provides education and life skills training. All amateurs received Gotta-Grips embroidered with “Esteban Toledo Pro-AM”. In addi-

tion, each of the 18 touring professionals who participated in this year’s event received a Gotta-Grip embroidered with their names, courtesy of Gotta-Grip. The positive feedback for this gesture from amateurs and professionals alike underscored the difference a promotional product can make.

FOR THOSE READERS CURIOUS AS TO WHAT A GOTTA-GRIP IS, FOLLOWING IS A PRODUCT DESCRIPTION: Gotta-Grip is a new product for golf that is patented, and conforms to the USGA Rules of Golf. To use it, you simply insert a golf club (grip-end) into the bottom (star-slit) end of the Gotta-Grip, squeeze and twist similar to wringing out a wet towel. In three seconds, a polymer, that is 100% safe, is applied that makes the grip feel brand new. It comes with a ring to attach it to the golf bag (as you would a golf towel), and it comes with an instruction card as well. Gotta-Grip is manufactured and distributed to the promotional products industry exclusively by Legend Manufacturing in a choice of four colors: red; black; yellow and navy blue, plus, custom embroidering is included as part of the product offering. Brilliant Results believes this is one of the most unique golf products to come along in a long time and we are pleased to highlight the fact that it not only helps golfers get that ‘new feeling’ back in their clubs, it strives to do good and give those less fortunate a shot at a ‘new’ life. • To learn more about Gotta-Grip go to www.gotta-grip.com. Promotional distributors can learn more at www.legendmg.com

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Performance Fabric Golf Shirts

BY ROGER D. CARROLL

ONE TREND OF GOLF SHIRT DESIGN that appears stronger than ever is the use of performance fabrics. Initially designers were concerned most with fabrics that had moisture wicking capabilities. But now fabrics are also being treated to be soil and stain resistant and in some cases can actually protect you from the sun’s damaging rays. Some of the more popular attributes of performance shirts are as follows:

MOISTURE MANAGEMENT Simply put all shirts in this category move moisture from the skin area to the outside of the garment where the moisture evaporates quickly. We all enjoy the feel of cotton when it is dry. The problem begins when we begin to perspire and the cotton apparel becomes wet thus becoming a wet, hot or cold and uncomfortable shirt to wear. There are a number of ways to wick moisture away from the body. Many manufacturers use a blend of polyester and cotton whereby the moisture is pulled through the polyester to the cotton where it evaporates. Some makers use spun polyester polo’s made with hydrophilic fabric. Another way to reposition moisture from the skin is having a positive ionic charge which acts like a magnet, attracting the moisture. This moisture then surrounds the fiber filaments exposing a thin layer of moisture on the outside of the garment where it evaporates quickly.

aging of the skin. Lightweight or light-colored clothes may not provide sufficient protection against the harmful rays of the sun. Several companies are offering fabric treatments with UV cutting agents. The most prominent being Ciba Specialty Chemicals.

2006 PRODUCT INTRODUCTION STAIN RESISTANCE/SOIL-RELEASE A shirt treated with a soil-release finish such as Scotchgard by 3M or Teflon by Dupont typically lasts longer and maintains its color better than nontreated shirts, which stain easier and wear out quicker from frequent laundering. A side benefit of this treatment is that the shirt tends to be more wrinkle resistant and the fabric remains soft and breathable.

UV PROTECTION One of the newer attributes of the state of the art performance shirt would be protection from the sun’s damaging UV rays. Doctors warn that prolonged exposure to both UV-A and UV-B radiation can be harmful to the skin and encourage premature

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The TimeOut Apparel division of King Louie International, Inc. has been steadily introducing performance fabrics to its line of golf shirts for many years now. This year’s introduction is definitely the most comprehensive yet. The Cayenne (Series J6080) features “Dri-Out by TimeOut” moisture wicking technology to keep you dry and cool on the links this summer. The 100% polyester shirt is then treated with Scotchgard by 3M for stain resistance and brighter colors. Finally the shirt has been treated with UV cutting agents by Ciba to increase the garment’s ability to minimize harmful UV radiation. This shirt really has it all and at a price that is at or below comparable non-performance fabric styles. The shirt is available in Melon, Blue, and Sage sizes S – 5XL in men’s and sizes S – 3XL in ladies. •

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Goody, G

Bags!

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Goody, Goody Gifts Your Guests Will Remember (for the Right Reasons!) BY NANCY A. SHENKER THE TERM “SWAG” has not yet made it into the dictionary, but no event today – corporate, fundraising, sports, consumer or other – is considered complete without the ubiquitous gift bag, filled with all types of brand-building swag. Guests leaving an event used to be given a single item as a memento. The trend has shifted over the past decade to product-packed bags (and other containers). Fueled by companies’ desire to build brand and product awareness, the availability of a wide range of “bag stuffers” seems to be on the upswing. The media today delights in reporting in detail the contents of celebrity gift bags. For example, the gift for each presenter at the recent Golden Globes awards was comprised of a whopping $62K worth of branded merchandise, coupons and other goodies. In fact, the booty had to be packed away in a treasure chest, rather than a traditional bag! Most marketing events, however, do not involve a red carpet or celebrity clientele who expect to receive a $2K diamond ring just for showing up. So, how do you, as a marketer, give your guests something memorable and appropriate? The following are general guidelines for creating gift bags, based on my own experience as a brand marketer, as well as input from business and consumer event professionals.

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KNOW YOUR GUESTS…BE SELECTIVE…BE CREATIVE Base your gift choices on what would appeal to the audience receiving the gifts, not on what YOU think is valuable. That said, just because your audience is sports-minded (for example), you shouldn’t pack the bag with anything and everything related to sports. Ask yourself the following questions as you are choosing items: – Will my guests really use this? Do they have hundreds of these already? Will the item be more likely be “re-gifted” than used by the intended recipient? (Most truthful guests will admit to having parceled out gift bag contents to their kids, employees or household help upon return from an event. That’s fine, provided visibility of the brand is what’s most important.)

GOODY, GOODY, GOODY BAGS! – Pay special attention to the size of the logo on items. Clearly, the value of gifting is to increase brand awareness, but remember that guests are not being paid to advertise products. Branding should be subtle, yet powerful. – The quality of gift items is very important. Make sure the gifts – as well as the bag – have high perceived value and will withstand the trip back from the event. As Harris

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Schanhaut, Manager of Event Marketing for American Express, notes, “If you’re doing an out-of-town event, be sure you’re giving items that will travel well through airport security and baggage check.” – Give credit where credit is due. Sponsors contributing items to gift bags are expecting as much exposure as possible. Be sure to thank them in the event marketing materials, at the event itself, and after the fact.

“LESS IS MORE” AND SOMETIMES “MORE IS MORE”

Ron Selling, Creative Director of All-Ways Advertising asserts that “the best of everything survives,” and often recommends that clients align themselves with name brands.

Although a bag stuffed with surprises can be a real treat, one amazing item can have more of an impact. For example, at a recent fundraiser for the Association for Women in Communications, a sponsor donated a fluffy spa bathrobe and slippers. These gifts were unexpected, high-quality and useful. Although the actual cost of the gift was relatively low, the perceived value was high. As the evening wore on, some of the guests even took off their high heels and donned their slippers! High-end client events call for special, meaningful and memorable items, not bags of trinkets. For an investment bank client, Special Event Specialties created a custom “captain’s boat tote,” personalized with the name of each banker and his client, an insulated wine carrier with a bottle of vintage wine, and a customized lucite tombstone, designed to resemble each client’s retail storefront. Ron Selling, Creative Director of All-Ways Advertising asserts that “the best of everything survives,” and often recommends that clients align themselves with name brands. If, on the other hand, you choose to pack a bag full of smaller items, make sure you’re creating a selection that’s eclectic, fun, useful and balanced. Again, think about the types of products your target market uses and needs.

GOODY, GOODY, GOODY BAGS!

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“From tote bags to oversized shopping bags (paper, plastic and cloth) to buckets, baskets and boxes, the options for packaging client gifts are virtually unlimited.”

Think Outside the Box (or the Bag!) • A poll of event professionals revealed these clever, practical and timely ideas for gift-giving. • Each guest received a vacuum cleaner (Michelle Sampson, A|M Shapiro & Associates)

extra for unexpected guests or problems with merchandise. Guests really do notice when they don’t get exactly the same items as their fellow guests. According to Stephanie Astic, Founder of Astic Productions, a company that produces high-end fundraisers for non-profits, “I have even gotten calls from guests who are upset because they received a different shade of lipstick from their colleague. Unless you can get enough of the same item to fill all the bags, select something else,” she advises.

• Technology-related items are hot right now — imprinted flash disk key chains, digital cameras, imprinted ipod dock-

WHAT’S ON THE OUTSIDE COUNTS TOO!

ing stations (Jennifer Owens, Boundless Network)

From tote bags to oversized shopping bags (paper, plastic and cloth) to buckets, baskets and boxes, the options for packaging client gifts are virtually unlimited. Be sure that your outside packaging is durable, portable and eye-catching. Again, think through how your guests will transport their “loot” home from the event. If they are flying back or taking public transportation, you don’t want to inconvenience them with hard-to-carry or awkwardly shaped items. AllWays Advertising often provides collapsible “weekender” bags at out-of-town events, so guests can use them for the items they’ve collected during their trip.

• Interactive gifts can get guests involved. For a launch of a book about weight loss camp, each guest got autographable camp pillowcases, so they could create a memento for the guest of honor author (Stephanie Jo Klein, Klein Creative Communications) • Event-goers got birdhouses wrapped in flower pots, with miniature gardening tools (Hali Shipon, MissGift.com) • Prior to a sales meeting in Bermuda, invitees were sent a tube consisting of sand, confetti in the shape of martini glasses, sun block and sunglasses (Wendy Parsley, Quint Strategies) GOODY, GOODY, GOODY BAGS! • Chocolate, chocolate and more chocolate. Several giftgivers said they often include logo-ed sweet stuff in bags. Beware warm weather, however!

New product/service companies are often a great source of gift bag items. They are looking for widespread exposure and often don’t have the budgets to buy “traditional” advertising. Some marketers make the mistake of filling bags with coupons and promotional materials from their sponsors. Unless the value is extremely high, most of this “paper” goes straight into the trash. If you do include coupons, ask your sponsors to package them in a creative way – special envelopes, attached to a small gift item, etc. No one wants a bag full of paper as a gift! Remember, all guests are created equal! Be sure to secure enough of each item and even allow a few

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WELCOME OR FAREWELL…WHEN DO YOU GIFT? As you’re planning your event, think through the most appropriate time to hand out your gifts. Although putting a treat on every chair for a sitdown dinner could be logistically convenient for the event planner, guests may become distracted early on in the evening as they comb through their bags and discuss the contents.

GOODY, GOODY, GOODY BAGS! Gifts upon parting have several advantages, but just make sure you have a process and enough staff in place to ensure that every guest receives a bag upon departure and that you are able to enforce a “one per customer” policy. Stephanie Jo Klein, President of gift bag marketing firm, Klein Creative Communications, once created custom bracelets with “gift redemption tags” on them. Guests turned in the tags for a gift bag, but got to keep the bracelet.

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You might also consider sending gifts after an event. If you have an accurate attendee list, postevent gifting can be a great way of re-establishing contact with your prospects, thanking them for attending, soliciting feedback and finding out how else your company could serve them. Although this requires some extra planning and expense, the gift then becomes part of a longer-term marketing strategy, rather than a point-in-time occurrence. Ultimately, that’s what business gifting is all about – a way to build awareness, and impress, inspire and motivate your clients and prospects. As long as you don’t lose side of your “swag strategy,” you’ll deliver a great gift – every time! Nancy A. Shenker is the founder and principal of theONswitch®, a marketing company specializing in growing start-ups and transforming established brands. Her corporate and event marketing experience spans 40 industries and includes senior marketing positions at Reed Exhibitions, Citigroup and MasterCard International. She can be contacted via www.theonswitch.com or at nancys@theonswitch. com. Article ©2006.

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Score a Hiring

‘Hole-in-One’

With a Thorough

Resume Review BY TRACEY TURNER

TRYING TO HIRE the right marketing professional can provoke enough stress to make anyone long for an afternoon on the golf course If you don’t have a strong recruiting pipeline, you may be in the position of posting a want ad — and watching the resumes pile up. Narrowing the list of contenders may be so time-consuming that you wonder if you’ll ever again get to hit the links. But before you trade in your golf clubs for reading glasses, take heart: With a thoughtful approach, you can become the Tiger Woods of the resume review process, quickly identifying top contenders. Following are key attributes to look for, which all of the best marketing resumes share:

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FOCUS, FOCUS, FOCUS Good golfers have to keep their eye on the ball — and so do top-notch marketers. The ability to identify and understand a customer’s needs and offer goods or services that specifically match those requirements is crucial. Savvy industry professionals employ this same talent when searching for jobs by crafting highly targeted cover letters and resumes. Noteworthy applicants take the time to tailor their resumes to your organization by focusing on the skills, experience, accomplishments and technical proficiencies most applicable to your firm’s open position. Additionally, instead of simply citing previous job titles and employment responsibilities, top candidates go a step

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“Before you tee off the resume-review process, take time to develop a system that will help you make efficient and unbiased comparisons.” further by providing specific examples of how they positively impacted their previous employers’ bottom line.

PROFESSIONAL POLISH Minor errors will undercut your golf score — and the same types of mistakes can signal a candidate who either lacks attention to detail or isn’t that interested in the job at hand. In terms of actual writing mechanics, be wary of resumes that contain poor grammar or even a single typo. A polished resume features clear, concise and consistent language. Weak resumes are filled with space-filling jargon and ambiguous phrasing such as “familiar with” or “knowledgeable about.” Put simply, communication is king in the marketing profession. The best applicants understand this and make sure their resumes fully reflect their detail-oriented approach.

PERFECT PRESENTATION Golfing luminaries make it their business to look the part, and so should marketing professionals. In an industry that involves effective presentation and packaging, it’s important to see evidence of these abilities in a well crafted, strategically designed resume. To that end, look for a clean format that highlights the professional’s most

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impressive qualities. Resumes that appear haphazard or are cluttered with extraneous elements should raise red flags. Remember, a resume is like a personal sales pitch or advertisement, and if candidates can’t properly promote themselves, they may not be any better at marketing your company’s products or services. Before you tee off the resume-review process, take time to develop a system that will help you make efficient and unbiased comparisons. Avoid the temptation to review resumes as they come in; instead, save them to review all at once, paying particular attention to each candidate’s focus, polish and presentation. By eliminating application materials that lack one or more of these elements, you ‘ll be able to get out of hiring mode and back into the swing of things before you know it. • Tracey Turner is executive director of The Creative Group, a specialized staffing service placing creative, advertising, marketing and web professionals with a variety of firms on a project basis. For more information, visit www.creativegroup.com.

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The

World Ice Golf CHAMPIONSHIP

IF YOU KNOW ALL there is to know about golf then you are probably familiar with the World Ice Golf Championship…maybe you have even played the course. Held almost 600 km north of the Arctic Circle, on the west coast of Greenland in the little town of Uummannaq amid huge icebergs containing thousand-year-old ice, the World Ice Golf Championship brings together 20 golfers from all over the world. It is in the midst of this fantastic scenery that Uummannaq, Greenland offers the best, most extreme and spectacular ice golf course on earth. The course is laid out in March on the fjord ice, close to the town a week prior to the actual championship. Its shape is determined largely by the positions of icebergs in the fjord. The course is a nine-hole par 35 or 36, ideally consisting of 5 par 4’s, 2 par 3’s and 2 par 5’s. The distance is about 5-7% shorter than a normal average golf course. The “green” is white and the ball is red, but apart from that ice golf is very similar to traditional golf, although it is necessary to adjust the course itself and the rules of the game to suit the unusual conditions that prevail on the ice. After a few strokes, however, the

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These Photos were downloaded from www.greenland-guide.gl/icegolf/press.htm Copyright Drambuie World Ice Golf Championship

players very quickly get a feel for the special conditions. Golfers must be prepared for the fact that the foundation is variable and can be very different from hole to hole. On one side of an iceberg there can be a lot more snow than on the other, and the ice is very different from that on an ice rink. Over the very hard ice surface is a layer of frozen “powder”, which makes the surface itself rough and uneven. www.brilliantpublishing.com


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A BRIEF HISTORY OF THE WORLD ICE GOLF CHAMPIONSHIP

“With support of the local community, Uummannaq Municipality and Greenland Tourism the World Ice Golf Committee was set-up to establish the ice golf championship.”

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Ice golf was known right back in the 17th century. A painting by the Dutch painter Aert van der Neer (1603-1677) shows players with a club in their hands attempting to get a ball into a hole in the ice covering a frozen canal in Holland. The World Ice Golf Championship was the brainchild of Mr. Arne Neimann, a local resident and hotel proprietor on a small island called Uummannaq, off Greenland’s North West coast. In 1997 Mr. Neimann challenged architect Rolf-Henning Jensen to design Greenland’s first golf course, which proved remarkably easy to do. With support of the local community, Uummannaq Municipality and Greenland Tourism the World Ice Golf Committee was set-up to establish the ice golf championship. The World Ice Golf Championship in Uummannaq has become a genuine and inimitable international golfing event. The Championship enjoys the sponsorship of such companies as Coca Cola, Tele-Post, Hilton, Borsen and LasØ.

THE TOURNAMENT The tournament is played over 2 days and consists of 36 holes of stroke play. 9 holes are played in the morning and 9 holes are played in the afternoon both days. Thus a stipulated round is 9 holes, after which a break may be taken and clubs may be changed. The day before the Championship the players also compete in a ‘Ryder Cup’ style tournament, called The Niemann Cup, as a tribute

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to Arne Niemann. It is a great way for participants to get used to the freezing conditions, playing on ice and the layout of the course before taking part in the World Championship tournament. As in most championships, the player with the lowest gross score after 36 holes is the winner. There are also prizes for the best players in two handicap groups with the maximum handicap allowed being a 36. Again per standard tournament play a tie for first place is settled in a sudden death playoff. Prices are awarded in accordance with the Amateur Rules as recommended by the Royal & Ancient Golf Club of St. Andrews at presentation taking place during the Gala Dinner at Hotel Uummannaq.

13°F. Clothes layering is recommended along with warm boots – golf shoes are not a good idea! It is also wise to practice wearing winter golf gloves and don’t forget good sunglasses for the bright sun. Playing golf on ice is not easy and the ball can do some crazy things but

be patient and enjoy. A good sense of humor will also help! • Additional information about the World Ice Golf Championship is available from the World Ice Golf Committee, Greenland, P.O. Box 202. DK-3961 Uummannaq, Greenland or E-mail: icegolf@golfonice.com

RULES OF THE WORLD ICE GOLF CHAMPIONSHIP The competition is played in accordance with the Rules of Golf as approved by the Royal & Ancient Golf Club of St. Andrews 2000, and additional local rules and conditions of competition as approved by the tournament committee. Two local rules that often come into play are: Whites” will be defined by a small wall of snow or a red line. The whites may prior to a shot be smoothed with a scraper provided for the purpose. Thus the putting line may be touched and improved. If a ball is lost, a new ball may under penalty of one shot be put in play, at a point as close as possible to the spot where the original ball is deemed to be lost. (No loss of distance).

EQUIPMENT Golf clubs with a steel shaft are best in the cold. The organizers recommend bare bags containing a half set of clubs, as there are no carts on the course. Balls are issued at the tournament. However, the most important ‘equipment’ is warm clothing as the temperatures range from 7°F to -

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Maximize The Benefits Of Using A Promotional Consultant Whether you like it or not, self-service is now considered

and/or an industry regional association. Also, look

the norm. What started more than 40 years ago with

for an individual with CAS (Certified Advertising

self-service gas stations has mushroomed into

Specialist) or MAS (Master Advertising Specialist) after

help-yourself kiosks everywhere you go—banks,

his or her name. These initials ensure that the individual

stores, restaurants, car rentals, gift registries,

has completed the rigorous educational requirements

airline and hotel check-in, and on and on.

nesessary to earn this coveted designation.

Serving yourself may work fine for these businesses,

• Engage your promotional consultant early in your

but when the image and reputation of your company or

planning along with your marketing and creative

brand is at stake, you want a professional guiding you.

team. The consultant can bring many ideas to the

That’s what you’ll get with a promotional consultant.

table to enrich your promotion from the outset, give you resources you never dreamed of and save

Just like a doctor, lawyer or certified public accountant,

you time and money.

a promotional consultant brings knowledge, experience and training you won’t get from buying

• Let your consultant know how he or she can make

products on the internet and going it alone. Once

your job easier. If experience has taught you that

you engage the talents of a professional, you’ll

your clients are too busy to respond to the usual

breathe easier, knowing your promotional consultant

promotions or that your boss is never satisfied,

has the skills to obtain the results you are seeking.

share it with your consultant. Sharing information can help you both succeed.

Here are some ways to get the most from your Your promotional consultant is ready to offer per-

relationship:

sonalized customer service—and even a little hand• Hire smart. Look for a promotional consultant who is

holding if needed. Take it and relish it. Good cus-

a member of the industry’s trade association

tomer service is never outdated—you just have

(Promotional Products Association International)

to know where to find it.

To find a professional promotional consultant, visit

Presented By:

PPAI’s buyer website at www.buildapromotion.com.

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Find a promotional consultant at www.buildapromotion.com

INDUSTRY: Retail—Disney Channel Stores

CHALLENGE:

RESULT:

Parents of young children are very much aware of the Disney Channel Stores in their area retail malls. But driving more traffic and sales to the stores, drawing attention to an upcoming Disney Channel TV program, When Dinosaurs Roamed America, and creating goodwill in one promotion was the challenge facing Brand Marketing Manager Roxy Gribben.

Gribben reports, “We saw a 67-percent average sales increase in the 12 participating stores. We know the promotion to tune in to Discovery Channel’s When Dinosaurs Roamed America as successful because the program was rated in the top 10 in cable TV history. We also created goodwill with 85,000 happy children receiving free dinosaur tattoos.”

SOLUTION: Gribben called promotional consultant Lawrence Moran, CAS, Summit Marketing in Atlanta, Georgia, for ideas. “I knew the retail stores were placing dinosaur-themed dioramas (three-dimensional scenes with brightly painted dinosaurs) in the mall and taking Polaroid photographs of children in front of them. To draw traffic to the stores, I suggested colorful photo-frame magnets to hold the pictures as gifts with purchase,” says Moran. To enhance the dinosaur theme, store employees and photographers at the diorama exhibit donned t-shirts and hats imprinted with the name of the TV program. Dinosaur tattoos were liberally distributed to all who visited the stores or stood for pictures. “Kids drive traffic and like temporary tattoos. They loved the free dinosaur tattoos—and they dragged or nagged their parents to visit the stores to get these tattoos,” says Moran.

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FACT: According to studies, incentive sales programs have the highest percentage of success in achieving their goals at 88.30 percent, followed by consumer/user programs at 83.70 percent and dealer programs at 83.10 percent.

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INDUSTRY: Computer Software—iChoose

CHALLENGE: Every company has goals—some easier to attain than others—to stretch employees, grow the business and give everyone something to work toward. iChoose, an internet software company, decided to dream big with its goal to increase the number of people downloading its software by 100 percent. No small task, considering the software wasn’t really needed to make online purchases. How could iChoose encourage online shoppers to buy things using its software?

media kits to radio and television stations. Each shirt featured a retro design and website on the front, with the words “download this t-shirt” on the back. The excitement was brought to the basketball court when 84 iChoose employees raced to squeeze into two size 50XL t-shirts during a Dallas Mavericks basketball game halftime show. This unusual activity broke the Guinness World Record for the “Most People Inside A Single T-Shirt” and got the attention of local television stations and newspapers.

SOLUTION:

RESULT:

Knowing a big goal required a big promotion, Kim Martin, director of consumer relationship marketing, called on promotional consultant Joleen Wilson of The Miller Company in Colleyville, Texas. Together, they developed the “Great Online T-Shirt Giveaway” to attract people to the iChoose website and give them an incentive to download the free software. To generate buzz, size 9XL imprinted t-shirts were shipped with

As a result of all the publicity, more than 50,000 imprinted shirts were mailed to consumers who visited the iChoose website and downloaded the free software. “Giving the consumer an incentive to download was the key component in getting the word out,” Martin says. “Even the shirt itself was designed to continue the promotion with the back reading ‘download this t-shirt.’” At the start of the promotion, iChoose declared its goal to increase the number of downloads by 100 percent. But the five-month-long promotion was such a great success, downloads increased by 260 percent.

FACT: T-shirts continue to be one of the most popular promotional items because of their versatility. Choose from crews and v-necks, short and long sleeves, ladies’ cuts in fitted, classic and relaxed styles, a rainbow of colors and sizes from infant to 10XL. To add your logo and message, both silk screening and embroidery fit tees to a T. 58 Brilliant Results

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Find a promotional consultant at www.buildapromotion.com

INDUSTRY: Education—BUDGEText

CHALLENGE: BUDGEText wanted to increase the profitability of the Colorado State University Bookstore by persuading approximately 1,600 faculty and textbook coordinators to submit their textbook adoptions for the next semester on time. Cindy Kuerston, a promotional consultant with BJ Enterprise in Tulsa, Oklahoma, met with BUDGEText Vice President of Business Development Anne Bell, and they determined that promotional products could effectively get the message to the targeted audience.

SOLUTION: “We decided to use promotional products to promote a drawing for 20 vacation getaways. Faculty and textbook coordinators were eligible to win trips if their book adoptions were turned in on time,” says Kuerston. To create excitement for this campaign, bookstore personnel—wearing Hawaiian-print t-shirts and logo-imprinted sunglasses and carrying colorful bouquets of imprinted helium balloons—hand-delivered textbook adoption packets to the textbook coordinators in each university department. The textbook adoption packet contained a passporttravel wallet with a brochure explaining the program and qualifications to enter, pair of sunglasses and letter outlining the contest rules. The printed materials were highlighted with graphics of the campaign mascot, Buford the Bulldog, wearing the same sunglasses as in the packet and proclaiming, “I need a vacation. Do you?”

RESULT: BUDGEText found this program so successful that for the next semester it was placed in eight additional university bookstores across the country. “The bookstore’s retail transactions on the first day of buyback showed an adoption increase from 65 to 95 percent. In addition, we saw a customer increase of more

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FACT: A Baylor University study found that customers who receive promotional products are more willing to provide leads than those who don’t receive promotional products.

than 10 percent, book-count increase of more than 17 percent and dollar increase of more than 30 percent,” says Bell. “Aditionally, our wholesale transactions showed a 5.8-percent book-count increase and a 4.4-percent dollar increase.”

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INDUSTRY: Media—Saint Cloud Times

Host and Fanslau also launched a citywide effort to maximize the community’s enthusiasm. They did this through a series of “Buzz Breakfasts,” where city officials and disc jockeys were delivered breakfast every morning during conversion week. Along with breakfast and the morning paper, the Buzz Breakfast bag contained a different promotional item each day—a travel mug on day one, t-shirt on day two, baseball cap on day three, yo-yo on day four and a latte mug on day five. The paper also hosted a VIP reception for city dignitaries, vendors, advertisers and government officials to unveil the new logo and conversion theme, “Your Place To Be.” To further emphasize the message, Host and Fanslau used radio, TV and billboard advertising.

CHALLENGE: Depending on who you ask, change can be a bad thing. Anything that alters daily routines can cause cranky moods and unhappy sighs. But ask the Saint Cloud Times, and it’s a different story. To this daily newspaper, change is good. And since it’s been an afternoon paper for more than 120 years, it figured a little change couldn’t hurt. How could it easily transition to a morning paper after the community was accustomed to reading the news in the afternoon?

SOLUTION: Dennis Host, director of marketing for Saint Cloud Times, knew converting the paper to a morning edition could cause quite a jolt to daily readers and advertisers, not to mention a reorganization of the workday for newspaper employees. Working with promotional consultant Michael Fanslau, MAS, of Saint Cloud, Minnesota-based Image Builders, Host got a promotional campaign underway by planning weekly Q&A sessions for employees, where they received appreciation gifts including latte mugs, travel mugs and t-shirts.

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RESULT: Saint Cloud Times’ change to a morning paper was very well-received, with a two-percent increase in sales. “By all accounts, the campaign was a huge success,” Host says. “The promotional items truly supported our overall efforts and have been very successful in extending our promotional hype during the conversion.”

FACT: Distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products.

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Find a promotional consultant at www.buildapromotion.com

INDUSTRY: Manufacturing—Cooper Tire & Rubber Co.

CHALLENGE: Cooper Tire & Rubber Co. knew it needed to dismantle the 60-year-old smokestack at its manufacturing facility in Findlay, Ohio. However, this historic landmark, which had not been used since 1996, had become an icon on the city skyline—and people loved it. So the tire company wanted to put a positive spin on its removal to get a favorable response from both its 2,000 employees and the local citizens.

SOLUTION: To win employee and community support, Cooper Corporate Communications Manager Debra A. Crow worked with promotional consultant Mark K. Mueller, CAS, Mark K Inc. in Findlay, Ohio, to create a multi-faceted campaign to raise money for the local Habitat for Humanity program with the theme, “Bringing Down Our Bricks To Build Theirs Up.” For a $15 donation, people purchased a white brick with Cooper Tires imprinted on three sides. An adhesive-backed commemorative brass plaque with a picture of the smokestack and the construction and raze dates was included with the brick purchase. “Acrylic key chains with similar graphics were distributed to the employees,” says Mueller. “Those employees who donated $2 to the fundraiser on Jean’s Day received a commemorative button that read, ‘Re-Tire the STACK.’” Also as part of the fundraising efforts, commemorative t-shirts were sold for $10 and a set of commemorative photos for $5.

RESULT: After expenses were paid, Crow reports, “We had a goal of donating $5,000 to the local Habitat

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FACT: A major consumer electronics manufacturer discovered that gift cards are not as effective at improving workplace performance as non-cash incentives. By switching from gift cards to a non-monetary incentive system, the company enjoyed a 34-percent increase in sales during a one-year period.

for Humanity—and we exceeded this by $1,000. More than 500 bricks with brass plaques were sold, and the employee fundraising efforts were very successful.” Mueller adds, “I believe this campaign deftly sidestepped a potential employee and community backlash for rearranging the city skyline.”

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INDUSTRY: Shipping—Shippers Paper Products

CHALLENGE: Ever wonder if anyone actually pays attention to the “Fragile” or “Handle With Care” messages written on shipped boxes? Chances are probably slim. That’s why Shippers Paper Products, a manufacturer of load securement products for the freight industry, designed an innovative new air bag. The direction of unique zebra stripes on the air bags indicates proper installation, which means safe arrival. Sounds great, but how could Shippers promote its latest product?

SOLUTION: Since the air bags featured zebra stripes, Eric Lott, director of marketing, knew a smart campaign could be built with the theme, “The Zebras Are Coming.” Teaming up with promotional consultant Dale Bryant of Columbia, Tennessee-based The Edge Promotional Products, Lott began the themed direct-mail campaign. The target audience consisted of 1,800 freight industry customers and prospects. Lott and Bryant wanted to mail something that would generate curiosity about Shippers, so they began the campaign with a custom-printed soundcard featuring a zebra stripe pattern. The soundcard played stampede sound effects and was secured inside its package with the new air bag product.

FACT: While you can triple the response rate of a direct mail piece by including a letter, you can include an inexpensive promotional product, such as a stress ball, and boost your response to 4.2 percent. But if you include an incentive for a more expensive product instead, such as a calculator, with the letter, response rates have been shown to more than double.

The second mailer maintained the continuity of the zebra stripe pattern and “The Zebras Are Coming” theme. Only this time, it was in the shape of a can. Interested, recipients opened the cans to find squeezable stress zebras inside, inviting them to “Relieve the stress of load securement.” Finally, a third mailer created an instant visual connection with the previous mailings. It contained a sales letter and product information literature.

RESULT: More than 300 calls from customers and prospects were attributed to the promotion, directly resulting in sales of more than $500,000. “We received overwhelming response from our customers reinforcing our position as the industry leader in product innovation,” Lott says.

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Find a promotional consultant at www.buildapromotion.com

INDUSTRY RESEARCH: The Power Of Promotional Products

P R O M OT I O N A L P R O O F Whether for a birthday, holiday or any day, when

So if you want customers to keep the promotional

you give a gift you want the recipient to like it.

gifts you give, talk to your promotional consultant

Forget the polite smile and feigned gratitude to mask

when making marketing and advertising plans.

the furtive plans to regift. No, you want the recipi-

Together, you can choose decorated merchandise

ent to love your gift so much that it is kept and

that is both useful and attractive, giving your pro-

used frequently.

motional products the attention—and retention— needed to build your brand for years to come.

It’s not so different with promotional gifts. While giving an important customer a crystal clock engraved

Now that’s the power of promotional products.

with your logo is different from surprising your sweetie with a silver necklace, the desired effect is the same. You want this important person to remem-

Why Promotional Products Are Kept

ber you and your company. So if you are trying to thank the long-term client or woo the elusive

Other 3.3%

prospect, promotional products can get the job done.

In a PPAI study* designed to explore the impact and exposure of promotional products, more than 75 per-

Informative 1.0% Attractive 20.2%

cent of the respondents said they keep promotional products because they find them useful. Additionally, another 20 percent keep these items

Useful 75.4%

because of their aesthetic value.

*Promotional Products: Impact, Exposure And Influence Study © 2006 Promotional Products Association International

PPAI—the promotional products industry’s only international not-for-profit trade association—offers education, mentoring, public relations, publications, technology, tradeshows and legislative support to its 7,000 global member companies.

www.brilliantpublishing.com

PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL 3125 Skyway Circle North Irving, TX 75038 888-I-AM-PPAI (426-7724) www.ppa.org

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INDUSTRY NEWS FLASHES ~

PROMOTIONAL PRODUCTS BEAT TV AND INTERNET The promotional products industry received a publicity boost via MarketingSherpa, Inc.’s newsletter, which includes free practical know-how and case studies and is e-mailed to 173,000 marketing, advertising and PR pros every week. The February 14, 2006, e-mailed edition featured the subject header, “Which $16.9 Billion Ad Vehicle Beats TV & Search” and the feature story, “Research On The $16.9 Billion Promo Products Industry: Why T-Shirts & Pens Can Out-Do TV & Internet.” Written by Research Analyst Hope Hopkins.

AMERICAN INTERCONTINENTAL TRADE GROUP, INC. HAS NEW PRESIDENT & CEO Murray L. Dorfman, founder, president and CEO of Los Angeles, California-based supplier American Intercontinental Trade Group, Inc. (UPIC: AITG), appoints Les Dorfman, CAS, as president and CEO. Murray is now chairman of the board. Les Dorfman promotes Ruth Ern, previously controller and accounting department manager, to executive vice president of administration, and Susan Guldbeck, previously imprinting director, to executive vice president.

PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL (PPAI) LAUNCHES NEW WEBSITE The new site is designed to be quick and intuitive while incorporating great new user features and a fresh look. After months of development, the enhanced site, www.ppa.org, was activated following The PPAI Expo in January.

SITE OPENS REGIONAL OFFICE IN EUROPE IAEM PINNACLE AWARD Tom Corcoran, president of Corcoran Expositions, Inc. and Corcoran Conferon Expositions, LLC, recently received the Pinnacle Award, IAEM’s recognition for extraordinary achievement in the exhibition management field, during the recent Expo! Expo! at the Georgia World Congress Center, Atlanta.

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SITE announced today that the organization’s first regional office has opened in Europe with other regional offices planned to open later this year. The opening of this office is in line with SITE’s strategic plan, which is to raise the global awareness of SITE; to enhance member value; and to provide and promote businessto-business opportunities for members. Currently, 33% of SITE members are based in Europe.

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NEW PRODUCT PAVILION AWARDS First Place (Distributor Pick) JMTek - CorporateKey LED Scrolling Message Badge - USB Runner Up Goodhope Bag Ind. Inc. G-Tech Five Button Collection Runner Up Magic Bean Wishes - ProAdSpec Inc. Magic Bean Wishes

GREG NORMAN COLLECTION ANNOUNCES NEW OUTERWEAR The Greg Norman Collection adds an expansive outerwear collection aptly named Waterproofs to its PlayDry assortment. Each 100-percent-guaranteed waterproof piece is seamsealed offering both men and women golfers ultimate protection from harsh weather conditions on the course, while providing an added element of style. Additionally, GNC’s Waterproofs promise to be wind-resistant, breathable and noise-free.

IMA APPROVES NEW GLOBAL SPECIAL INTEREST GROUP The Incentive Marketing Association’s board of directors has approved the formation of the Global Incentive Council. This special interest group (SIG) will be formed by a collective group of incentive companies that provide or are seeking to provide global incentive solutions to corporate America.

IT’S ALL ABOUT THE PRODUCTS Months before The PPAI Expo 2006, a call was sent out to 1,600 exhibitors, requesting samples of their newest products, especially those products they anticipated being popular in the coming year. The 637 different new products received from more than 365 suppliers were prominently showcased at The New Product Pavilion. More than 9,000 promotional consultants visited the area and voted on what they considered to be the best new product for 2006. Below are the results:

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2006 WORLD’S BEST HOTEL AWARD WINNERS The World’s Best winners were selected by a blue ribbon panel of Luxury Link travel editors and Luxury Link VIP users. Luxury Link is the world’s leading luxury travel web site. The selection process was based on the panel’s determination of service, facilities, location, and uniqueness of property and overall levels of luxury. The Top 10 Award Winners are: 1. Amandari - Bali, Indonesia; 2. Amankila - Bali, Indonesia; 3. Ana Mandara Resort - Nha Trang, Vietnam; 4. Arizona Inn - Tuscon, Arizona; 5. Bellagio - Las Vegas, Nevada; 6. Biras Creek Virgin Gorda, British Virgin Islands; 7. Blackberry Farm - Walland Tennessee; 8. Bora Bora Lagoon Resort - Bora Bora, French Polynesia; 9. Burj Al Arab - Dubai, United Arab Emirates; 10. Charleston Place - Charleston, South Carolina

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5

Simple Ways

To Improve Your Golf On The Course BY MIKE PEDERSEN

WHEN YOU GO OUT to golf you’re hoping for a good round. I know I do. How often does your outcome match what you hoped for? Do you usually shoot the scores you had envisioned before you teed off? If not, do you ever evaluate where and how you could have saved strokes and avoided those blow up holes? I’ve got 5 easy tips for you to implement immediately that will shave 4-6 or even more strokes off your score the next time you play. Give them a try and see what happens. Here they are:

1.

First off you’ve got to put the proper fuel in your body before you leave home. Most golfers don’t give it a second thought. They either don’t eat at all before they leave home or they eat something that is not going to give them the long-term energy they’re hoping for. So whether it’s lunch or breakfast before you leave you need to consume a complex carbohydrate and a good protein source. This combination will warrant the best use of your energy for the long haul. An example for breakfast would be a bowl of oatmeal and a couple of eggs with a piece of fruit or a juice. For lunch you could have a turkey sandwich on whole wheat with a piece of fruit. Include lots of lettuce on the sandwich and try to avoid mayonnaise or butter.

2.

The second tip is to properly warm up your body before you even hit your first ball. I see so many

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golfers show up 5 minutes before tee time, hack a few balls and head to the first tee. Those golfers are headed for a double bogey right off the bat - but hey they’re just getting “warmed up” right ? A better approach is to give yourself at least 30 minutes before your tee time. First do some dynamic (movement oriented) stretches to prepare your body to perform. Things like arm circles, partial squats, toe touches, etc. Then take some half swings with a 7 iron. Now after that you’re ready to hit some wedges. You’ll find with this approach your hits on the range will be much better, which will build your confidence.

3.

Drink lots of water even before you leave your house. Try to consume up to a gallon of Water before you get to the course. This will help you absorb and digest your pre-game meal and hydrate your muscles for optimal performance. Don’t take www.brilliantpublishing.com


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this lightly. Dehydration causes energy loss, lack of focus and concentration and fatigue later in the round. And remember, that’s before you even come to the course. Once you get there you should be drinking water every hole.

4.

Don’t wait ‘til you get tight to stretch on the course. You should be constantly moving your body and stretching your joints while you play. I see and hear too many golfers complaining of tight lower backs or shoulders during the round, What amazes me is that with all that complaining they do nothing about it. Why? Think of your body as a machine. If the machine starts to break down – fix it. I mean stretch those areas while you’re playing. You’ll see a big difference in your swing mechanics late in the round.

5.

Snack while you play. No I don’t mean the full meal at the turn with a beer. I mean bringing fruit and nutrition bars to eat every 4-6 holes. When you supply your body with the proper nutrients your energy levels stay balanced and you will avoid those mental lapses late in the round. How many times have you had a good score only to blow up late in the round? I’ll bet more than a couple of times. I know I have. Treat your body like a Ferrari not a Ford Pinto. • Mike Pedersen is considered the TOP Golf Trainer on the web. He has several successful golf fitness websites and has come out with a new, cutting-edge golf fitness e-book. For more information, visit his web site at www.PerformBetterGolf.com

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How

To Prepare For A Golf Tournament BY JACK MOOREHOUSE PREPARING FOR A GOLF tournament, as golf instruction explains, is one of the keys to playing your best golf. If you play in golf tournaments, develop a pre-tournament routine that prepares you for the day ahead. One challenge when preparing for a tournament is time. You might not have much time before teeing off, so make sure you get to the course early as possible. A pre-tournament routine gets the most out of the time you have and lets you work on a lot of things in a short amount of time. Good structure in practice is something that all good golf instruction will tell you. Many routines start with stretching. It warms you up. It helps prevent injuries. And it loosens the muscles. Many golf tips describe stretches you can incorporate into a sound stretching sequence. Include stretches that focus on those muscles receiving the greatest stress during your

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swing. Target areas are your trunk, thighs, arms, shoulders, neck, and back. The sitting trunk rotation stretch and the shoulder-andthigh stretch are two good stretches to include in your routine. These stretches can not only lower your golf handicap, but they will help you avoid some common injuries as you get older. A pre-tournament routine also includes time on a practice tee. Before hitting, take two or three clubs from your bag and swing them a few times. This exercise warms you up and prepares your muscles before hitting a ball. Next, start hitting balls. Begin with a wedge to get a feel for your swing, then move to a mid-iron. Work on swing technique while you hit the wedge and mid-iron. Concentrate on your swing trigger, if you have one. Approach it the same way you would your golf lessons.

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After a few minutes of working on your swing, work on your specifics. Imagine yourself out on the course and in a specific situation. Use your pre-shot routine. Visualize each shot. And hit it as if the shot counted. Note the distances you hit each shot that day. Knowing how well you’re hitting a club helps during the tournament when it’s time to choose a club. Select specific targets and try to hit them. It’s important to play target golf, even on the practice tee. In fact, play target golf whenever you hit a golf ball, unless you’re working on a specific swing fault. It helps you get the most out of each practice session, as many golf lessons explain. Work on those shots that you might encounter during the tournament — punch shots, fades, and draws. Practice any type of shot that you think might help during the tournament. Hit a few of each. Use the same techniques emphasized in golf instruction manuals.

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Finally, a good pre-tournament routine includes putting. The star drill helps you get the most out of your time on the tee. Find a hole on the practice green that has a slight slope to it. Then take five balls and spread them in a star pattern around the hole about 3 feet away - practice putting from this distance. Then move the balls out to 4 feet, always keeping them in the star pattern. By spreading the balls out in a star pattern, you get the most common putts you’ll face on the course. Pick out a target line. Visualize the ball going in before putting. Then putt the ball. Also, try lagging a few long putts, just to get the feel for it. Spend about 15 or 20 minutes putting, if you have time. There are other drills you can use in place of the star drill. The key is finding one that works for you. Golf lessons tell you to keep your head down when putting. Use your pretournament routine to work on keeping your head down on putts 5 feet or less. The earlier you look up on short putts, the more likely it is you’ll miss. Many professional golfers, including Nick Faldo, wait until they hear the sound of the ball hitting the bottom of the cup or know the ball has definitely missed the

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cup before looking up. It’s a good way to force yourself to keep your head down. Another challenge when playing in a tournament is that you might be playing a course for the first time. If that’s the case, find someone who has played the course and ask him or her how it plays. Find out as much information about the course as you can. That knowledge will help you during the tournament. Actually, this is good advice anytime you play a new course. Good course management can help you lower your golf handicap. Playing in golf tournaments is fun. It’s a chance to play different formats and different courses, ones you might not play otherwise. It’s also a chance to play against golfers with a variety of golf handicaps. To play your best golf, develop a pre-tournament routine and follow it the day of the event. • Jack Moorehouse is the author of the best-selling book How To Break 80 And Shoot Like The Pros. He is NOT a golf pro, rather a working man that has helped thousands of golfers from all seven continents lower their handicap immediately. He has a free weekly newsletter with the latest golf tips, golf lessons and golf instruction.

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TheBusiness

of Golf:

Why Every Female Executive Should Know How to Swing a Golf Club BY TANYA F. MAIER MEN HAVE BEEN NETWORKING and making deals on the links for years. Now more than ever is the time for every woman to know how to swing a golf club and use golf as the effective business tool that it is. As more women climb up the corporate ladder and expand their networks, they need to be part of the game. Regardless of the role you have in a firm - it’s a simple fact that people will do business with you if they know you and like you. How can people get to know you and your business better? There are several ways: marketing, PR, networking, attending seminars and conferences or inviting a prospect to lunch. However, another way is on the golf course. Where else will you have someone’s attention for five hours? The one thing golfers love more than playing golf, is talking about golf! Golfers love to talk about their scores and the latest courses they’ve played. So if you play, you’re included in an elite inner circle with your boss, your business associates and/or clients. Golf For Women magazine recently reported that 73 per cent of the career women they polled agreed that playing golf has helped them develop relationships and network for business.

CREATING STRONGER BUSINESS RELATIONSHIPS Golf is a friendly game. Throughout a day off the tee and on the greens, you can hear: “Great shot!” or “Nice drive.” or “Good try.” I still remember pulling off an amazing shot over a tree

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while I was with one of my clients. I took my 8iron, opened up the blade, closed my eyes and swung. When I didn’t hear the sound of the ball hitting a branch, I opened my eyes to see it ten feet by the cup. Still to this day, my client and I talk about that shot. In the five hours it takes to play, you create positive feelings and share experiences. These feeling are remembered long after the round is forgotten. This is the most successful way to build stronger business relationships. One of my close friends works for a pharmaceutical company and had an opportunity to play golf with her new boss. A funny incident happened on the links and it broke the ice between them. A few months later, she got a promotion. How do you know when you are ready for business golf (referring to inviting and playing golf with prospects, clients, business associates, suppliers and partners)? When you can hit the ball consistently, regardless of the distance and you are comfortable with the golf etiquette. If you are a beginner, take golf lessons from a teaching professional. If you haven’t played golf in two or three years, then I recommend you sign up for refresher lessons. It’s important that you realize that your golf game will improve if you play more often. Even if you only get out once a week for 9holes, it’s better than not getting out at all! The EWGA (Executives Women Golf Association) is a premier force in promoting women’s golf. It is a not-for-profit organization formed in 1991 and has 20,000 members in over

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Photos of Tanya Maier, founder of Foresight Golf Girls, an exclusive women's league based in Montreal, Quebec, Canada with a fellow members Lynn and Kristen.

115 Chapters across the U.S. and Canada. There are golf outings scheduled each week in your city. Joining a league will ensure that you play more often and you’ll also have an opportunity to network with other businesswomen. To learn more about the EWGA, visit their website: http://www.ewga.com/

KNOW AND RESPECT THE GAME This is a game where sportsman/womanship is paramount. Golf is an easy game to cheat at, but the only person you are cheating on is yourself. Golf is more than a game of honor, it has its own code of etiquette or guidelines of courtesy that every player is expected to follow. What does that mean for you? If you know the etiquette, you will impress others; fellow playing partners, co-workers, or business associates. In addition, you will be a pleasure to play with – no matter what your score is or what level of golfer you are. Here are just a few things to remember: Turn your cell off, if possible. At some of the private golf courses – it is actually mandatory. Also, always mark your ball with a marker. Be proactive; ask someone if your marker is in his or her line. If it is, you will need to move your marker either to the left or right one putter head length. And, most importantly, do not step on someone’s line on the green. Consider that the line of the putt – the path the ball should follow to the hole – is holy ground. Lastly, make sure you play ‘ready golf’. Be ready to hit each shot; have your golf glove on and the club you want to hit with in your hands. Your fellow playing partners will appreciate your knowledge of the game and it will also ensure that the five hours on the links run smoothly.

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PLAY IN GOLF TOURNAMENTS A business associate of mine who started a recruiting company recently realized that it was during a golf tournament that she met her partner. She was a ‘newbie’ on the links and during the Vegas format, she bonded with her golf cart partner who showed her some of the basics of the game. Today, they run a success firm and use golf to make new contacts. I play in at least six golf tournaments per year and the main purpose is to meet new people, network, and have some fun out on the links. I have met several business partners as well as now clients of mine via the golf course.

LEVERAGING GOLF Remember all you female executives - it doesn’t matter if you can drive the ball 220 yards or 100 yards or if you shoot 95 or 125. What does matter is how you score as a host and fellow golfer. Again, it’s not the final score that will be remembered, it’s the attitude of the player and the shared experiences. If you know about the etiquette, you are bound to leave a positive and lasting impression, that’s the key to building relationships. So take up golf ladies! Learn more than just how to swing a golf club – leverage golf so that it is an effective networking tool for you. • Tanya F. Maier is a Motivational Speaker and Business Golf Guru of Foresight Strategies, a company that believes that everyone should have a driving ambition. Foresight Strategies offers corporate golf, sales and motivational seminars as well one-on-one coaching. She also runs an exclusive golf league for executive women in Montreal, QC, Canada called Foresight Golf Girls. Contact her at infowc@foresightstrategies.com or (514) 639-6907 or visit www.foresightstrategies.com. www.brilliantpublishing.com


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2006 April

Calendar

April 3 – 5

Los Angeles Majors Market Fall ‘06 California Mart Exhibit Center, Los Angeles, CA Information at: www.californiamarketcenter.com or Call: 213.630.3600

April 5 – 7

Pocket PC Summit at CTIA Wireless I.T. & Internet Las Vegas Convention Center, Las Vegas, NV Information at: www.pocketpcsummit.com or Call: 310.567.4844

April 9 – 10

Premiere Birmingham 2006 Birmingham Jefferson Convention Complex, Birmingham, AL Information at: www.premiereshows.com or Call: 800.335.7469

April 9 – 12

HRMStrategies 2006: IHRIM Conference and Expo Washington DC Hilton And Towers, Washington, DC Information at: http://www.ihrim.org/events/2006spring/index.asp or Call: 866.236.6879 x 203

April 12 – 15

National Business Educations Association – NBEA 2006 New Orleans Marriott Conference Center, New Orleans, LA Information at: www.nbea.org or Call: 703.860.8300

April 20 – 22

American Bar Association – ABA TECHSHOW Sheraton Chicago Hotel and Towers, Chicago, IL Information at: http://www.abanet.org/techshow/ or Call: 312.988.5615

April 22 – 27

NAB2006 – National Association of Broadcasters Las Vegas Convention Center, Las Vegas, NV Information at: www.nab.org/conventions or Call: 202.429.5300

April 25 – 26

Printsource New York Hotel Pennsylvania, New York, NY Information at: www.printsourcenewyork.com or Call: 212.352.1005

April 26 – 28

Human Resources Outsourcing (HRO) World – New York New York Hilton and Towers, New York, NY Information at: www.hroworld.com or Call: 203.878.2577

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brilliant results

TM

May

RELATIONSHIPS | RESOURCES | RESULTS

May 3 – 4

The Incentive Show Jacob K. Javits Convention Center, New York, NY Information at: www.theincentiveshow.com or Call: 703.488.2809

May 4 – 6

The Awards & Custom Gift Show – Fort Worth Fort Worth Convention Center, Ft. Worth, TX Information at: http://www.nbmshows.com or Call: 800.560.9941

May 7 – 9

ASD/AMD’s Atlantic City Variety Merchandise Show New Atlantic City Convention Center, Atlantic City, NJ Information at: www.merchandisegroup.com or Call: 800.421.4511

May 7 – 9

12th CFO Summit The Westin Innisbrook Resort, Palm Harbor, FL Information at: http://www.cfosummits.com or Call: 1.246.417.5329

May 8 – 10

The Annual Conference for Catalog, Internet & Multichannel Merchants (ACCM) Lakeside Center @ McCormick Place, Chicago, IL Information at: http://www.catalogconference.com/ or Call: 800.559.0620

May 10 – 11

Advanced Promotional Marketing Workshop USA WEEKEND, 535 Madison Avenue, New York, NY Information at: www.pmalink.org or Call: 212.420.1100

May 15 – 19

GTC West 2006 Sacramento Convention Center, Sacramento, CA Information at: http://www.govtech.net/gtc/index.php/GTCWest2006 or Call: 916.932.1357

May 16 – 18

Assn for Information & Image Mgmt – AIIM On Demand Expo Pennsylvania Convention Center, Philadelphia, PA Information at: http://www.aiimondemand.com/ or Call: 888.824.3004

May 16 – 18

ISPCON Spring 2006 Baltimore Convention Center, Baltimore, MD Information at: http://www.ispcon.com/Spring2006/ or Call: 303.482.3045

May 23 – 25

The ASI Show – Philadelphia – Advertising Specialty Institute Pennsylvania Convention Center, Philadelphia, PA Information at: http://www.asishow.com/ or Call: 800.546.3300

* To have your show listed in our Calendar please send your information to Brilliant Results magazine. *

www.brilliantpublishing.com

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TheLast Word

Collection vative products that combine WHEN A COMPANY experiences 11 Performance, Luxury and Style. consecutive quarters of double-digit Most notably, the Ultimate Greg growth that is an attention getter. Norman Polo and Luxury PlayDry When that growth includes a 23% combine cutting-edge technology increase in its core golf business, with a compelling color palette not that is a company Brilliant Results always found in the promotional wants to have The Last Word in our wearable marketplace. Their Golf Elite issue. The Greg Norman women’s product line for 2006 will Collection, a division of Reebok coordinate back to a key item International Ltd., is a leading offered in the men’s collection to worldwide marketer and distributor David Capano create a winning combination for of men’s sportswear, golf apparel Director of Corporate Sales and accessories. Established in 1992, Greg the corporate/promotional sector. In cooperaNorman Collection is inspired by one of the tion with the market’s top promotional distribuworld’s leading golf professionals, the man they tors, the Greg Norman Collection strives to offer call “The Shark”. The Collection began with a the highest level of quality and innovation in golf-inspired knitwear line and has since branded, golf-inspired sportswear. For a look behind the scenes at this winning become a complete lifestyle collection, identicompany, Brilliant Results had the pleasure of fied with the four-color shark logo. With a Mission Statement “To become a speaking with David Capano, the Director of leading global resource of golf sportswear Corporate Sales. Prior to joining Greg Norman apparel and accessories, inspired by the legacy Collection, he served as Vice President of Sales and lifestyle of Greg Norman,” the company and Marketing within the apparel specific divicontinues to differentiate itself by creating inno- sion at Vantage.

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TheLast Word

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TheLast Word

“I entered the promotional/corporate apparel sector seven years ago after working in sales and marketing positions within business-to-business distribution.�

BR: How long have you been involved in the promotional/corporate apparel sector? DC: I entered the promotional/corporate apparel sector seven years ago after working in sales and marketing positions within business-to-business distribution.

commitment to excellence resonates just as strong in this market as it does in our other sales divisions.

BR: How did you become involved with the Greg Norman Collection? DC: Two years ago, I was recruited in an effort to evaluate the feasibility of adding a corporate division to the Greg Norman Collection eventually launching and managing the additional distribution channel.

BR: How does the Greg Norman Collection differentiate itself from the other apparel suppliers in the marketplace? DC: First, our product. As I mentioned before, we stand by our high-quality product and our proprietary moisture-wicking fabric PlayDry brings an added element of differentiation. Second, our service structures, which are designs specifically for the corporate market, are efficient and user-friendly.

BR: In your opinion, what is the most important service that the Greg Norman Collection offers to its clients? DC:We bring the same high-quality products, which drive our golf division to the corporate market with a guarantee of deep inventories and quick turn-around service.

BR: Do you offer your full line, or just a portion of it to the corporate market? DC: A subset of the golf line, GNC corporate products are offered throughout a 12month season and deeply inventoried for at once purchasing. This works best for the corporate market.

BR: What do you think is the most important factor in achieving success in the promotional apparel environment? DC: Long-term thinking and maintaining a focused distribution policy leads to success within the promotional market. Our

BR: What is your most popular item(s) in the corporate market, and why do you think that is? DC: In addition to wearability and style, GNC performance products truly offer an added value. These products are continually well received among end-users as well as distributors.

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TheLast Word

“Companies should consider its audience and what works best for those recipients.�

BR:Of the marketing strategies/campaigns you and your team have developed which do you feel has been the most successful and why? DC: Each product we offer provides something different, so there is a great deal of value in educating distributors as well as sales representatives about our line. Naturally, product seminars have been one of the most affective marketing strategies. These events ultimately help deliver our product to the enduser after distributors become fully educated.

BR: Do you notice a greater demand for your brands in certain industry sectors, i.e. financial, pharmaceutical, construction, etc. and is one brand more popular with one sector than another? DC: We see the typical trends among top-tier industry sectors such as financials; however, GNC has experienced a breadth across all industries, as more and more companies only want to associate themselves with premium qualities. BR: How do you distribute your brand to the corporate market, i.e. promotional consultants, company reps, wearable wholesalers, etc.? DC: GNC works with dedicated corporate sales representatives who in-turn work with limited and targeted promotional distributors.

www.brilliantpublishing.com

BR: How do you use promotional products to increase awareness of the Greg Norman Collection? What products do you use? DC: We try to utilize our own apparel because it gives the distributor customers and their customers an opportunity to test GNC products. BR: Do you have any final thoughts or advice for our readers about the use of corporate logoed apparel in their overall marketing efforts? DC: Companies should consider its audience and what works best for those recipients. Furthermore, like any product, purchasing the best in value within a respective budget will always provide the best return on investment. BR: What is your favorite promotional product? DC: Any product that delivers a clear concise long-lasting marketing message. And of course, stylish performance polos are among my favorite promotional products.

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Off The Cuff

Golf Terms, Truisms & Chuckles barkies - side bets won when a golfer’s ball hits a tree on a hole on which he makes par. Most groups playing barkies stipulate that leaves don’t count. back door - the rear edge of a hole from the perspective of the player making the stroke. hosel - the hollow part of an iron club head into which the shaft is fitted knee knocker - (aka: “tester”) a short putt that, for whatever reason, is challenging. waggle - movement of the club head prior to swinging. 1. If you really want to get better at golf, go back and take it up at a much earlier age. 2. The game of golf is 90% mental and 10% mental. 3. Since bad shots come in groups of three, a fourth bad shot is actually the beginning of the next group of three. 4. No matter how bad you are playing, it is always possible to play worse. 5. The less skilled the player, the more likely he is to share his ideas about the golf swing. 6. Golfers, who claim they don’t cheat, lie. 7. A golf match is a test of your skill against your opponent’s luck. 8. The shortest distance between any two points on a golf course is a straight line that passes directly through the centre of a very large tree. 9. You can hit a 2-acre fairway 10% of the time, and a 2-inch branch 90% of the time. 10. Hazards attract; fairways repel. 11. You can put “draw” on the ball, you can put “fade” on the ball, but no golfer can put “straight” on the ball. 12. A ball you can see in the rough from 50 yards away is not yours. 13. If both balls are in the bunker, yours is in the footprint. 14. Don’t buy a putter until you’ve had a chance to throw it. 15. Every shot pleases someone. Author Unknown “Do you play golf?”

“Do you play golf?”

“Yes, I do. I play in the mid-80s.”

“My average drive is 300 yards!”

“Wow. I had no idea! Are you really that serious?”

“You must be really good.”

“Well, if it gets any colder I don’t go out.”

“That’s 150 yards ahead, and 150 yards to the right, or the left.” Chuckles courtesy of Jeffrey Dobkin

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Model TZCO-DTBM

Charm and custom keytags from TimeZone®

We also produce caddy keytags

• Spinners • Die Struck • Cloisonne or soft enamel colr fill • Charms on split ring or dangle chain • 3 D mini replicas • Leather keytags - stock and custom All orders produced in our ISO 9002 certified factory.


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