Client relations are important for any company, especially with high value customers. These days sophisticated loyalty and corporate entertainment programs may feature fine dining, fashion shows and concerts. Golf days are also very popular and are particularly cost effective during a recession.

Car manufacturers, banking and financial services companies and lifestyle brands all commonly use golf as an alternative approach to immersing key clients in their brand and cementing client relationships.

What makes a golf day an effective communications platform? The answer lies in the nature of the sport itself, exclusivity and breath-taking scenery which combine for a highly memorable day out.

Golf is a very unique sport. Unlike concerts or gala dinners, participants have five to six hours to freely walk along the fairway and chat around the green edges. Players compete with themselves as much as their opponents and it is said that golf is for friendship, which reveals why golf is a welcome social activity for business as it provides an opportunity to exchange ideas with important and influential guests.

Most top-tier golf courses offer limited access to non-members, but the clubhouse doors can be unlocked for a round through corporate sponsorship. A relaxing day in the open air with good company amongst magnificent views and landscaping is a strong draw that encourages participation and offers fertile ground for appreciating brand positioning and values.

Rather than just turning up and playing, the key to a successful golf event is attention to detail and creativity. Appropriate grouping of guests is essential. In addition to grouping players according to their backgrounds, gender balance or language ability, organizers need to group guests to match handicaps to ensure the entire group plays at the same pace. Uninterrupted play keeps participants happy and allows the event to run smoothly and to schedule.

Tees, fairways and greens can usually be branded to increase brand exposure. Side events also offer effective ways to ensure your guests never forget your products. New or exclusive products can be used as dream prizes for a hole in one; the latest sedan model could be used for limo services, or a glass of premium whisky could be shared at the 19th hole with a star golfer. Collectively a golf day offers a brand experience that will be relived in the memory again and again.