Just as a puppy should be for life, a corporate golf shirt should be for 20 rounds, not just for the day, or in most cases, the bottom of your client’s golf bag, never to see the light of day. So little thought goes into the one thing that’s usually left to the end of all the planning for an event and based on what’s left in the kitty to spend on what’s loosely described as a golf shirt, when for most participants, it’s the one thing they remember from the day and would like to wear again if only they didn’t look like the king of the mountains leader in the Tour de France.
Millions are spent on corporate identities every year, keeping the wheels of the branding world ticking over, and God forbid if someone sends out an email with the wrong font or use wrong the Pantone colour for a logo, but hey, if you’re responsible for the corporate golf day entertaining possibly our 100 best clients and influencers, spending hundreds of thousands of dollars in the process, you are allowed to throw away that very expensive little brand identity book we had printed up for everyone to follow, just as long as we come in under budget, you will be fine… or so it seems.
I recently stayed at friends in Dubai and the previous day he had attended a golf day put together by a very well-known brand of paint. He showed me the shirt he had been given to wear for the day and I have to say, it was a very nice shirt until the organisers had plonked a very badly embroidered company logo on the chest, which had already started to ball up and cheapen the shirt to the point it was passed over to the maid to use. Now my point is, we have all been there, done that, thrown the shirt straight in the gardening clothes pile, ready for when you’re told to mow the lawn and prune the roses.
The thing is, the world we live in today, there should be no excuse for last minute shirts with poor design and thought, as the tools are there for all to use. To start with, most companies understand that they need at least 3 to 4 versions of their corporate logo/brand in a number of colours, to be able to accommodate today’s media world, so no, you don’t need to put that green and purple logo on a red shirt. Actually you don’t need the logo full stop if you have a strong corporate colour and identity, you could, for example, produce something with your colours, leave off the logo and just have that printed inside the shirt with the event and date, as long as your client knows who gave him the shirt, he will tell someone else where he got it the next time he plays, he doesn’t have to be a walking billboard for you.
And in terms of producing shirts & apparel that match your corporate colours, the technology has been around for a while that can reproduce exactly what it says in the handbook, in as little or larger numbers required. The process of sublimation has come a long way since it was introduced 10 years ago and coupled with the advancements in fabrics to use, means we can all have exactly what we want, when we want and in the numbers we want, we don’t need to purchase 200 shirts that are nearly the colour we want and add a logo that kind of looks like what we asked for.
Surely the goal should be to get your clients to wear your corporate golf shirt for the rest of the season, champion your company and spread the word. His mouth will be your billboard, not a King of the mountain cycling shirt and remember, next time you have to organise a golf day, think puppies and what you are doing, you don’t want to walk into a charity shop next month and find your golf shirts hanging on the rack.
That ends today's lesson – scribe dapper dan morby, founder of www.balls.world golf apparel. We hate waste as much as the next guy, so we don’t do it.