BUSINESS
to BUSINESS
Golf Events
Event managers are often expected to think
up an innovative event solution for a client’s
specific need or target audience. These days
the solution is quite likely to be a businessto-business – or B2B – golf day, structured
to provide a platform off which a company’s
staff can entertain customers and clients,
and engage with them.
You can be as creative as you like about
planning one of these occasions, but
there a few basic rules that always need
to be followed if a golf event is going to
be successful. And it’s the guests who will
decide whether it was, in fact, a success.
They will do so according to three basic
criteria: the format of the day, the quality
of the gift pack and prizes, and the venue.
Of these the format is probably the key. If
the competition scoring format is wrong
for the handicap levels involved, or is
insensitive to less proficient players, or if the
field is too big, then you are likely to have
one of those days where a six-hour round
is the average. This in all probability will be
followed by an interminable prize-giving at
which the host company’s MD is a distant
and unrecognisable speck at the end of
the room, and by the time he or she has
finished speaking, many players will have
fallen asleep, face down, onto a plate of
congealed Chicken à la King.
Don’t be afraid to be innovative, and be led
in this by your event management company,
but get the basic elements right from the
outset.