Use of the New Boating Primer At Boat Shows D5 Marketing: 2011 Spring Conference Use of the New Boating Primer At Boat Shows

New Boating Primer Great introduction to boating concepts Not a course, but a new boater companion Gateway for introducing potential students to USPS Great for Boat Shows

Use This Valuable Resource Carefully Primer includes high value information Intellectual property, belongs to USPS Printing costs not insignificant Use this resource to full advantage But don’t just give it away

Incentives and Rewards The primer is NOT an enticement to talk to you or come into your booth It is a reward for spending time with you and showing real interest and probability It is a takeaway, that reminds them of the great meeting they had with you It is a connection for follow-up conversations by you

What NOT To Do Don’t: Don’t forget: Leave it on the table for anyone to take Hand it out to any passerby Give them out to anyone who just asks Don’t forget: It CAN be used to full advantage It CAN be a great recruiting tool It CAN be a takeaway for qualified candidates

What You Should Do Qualify potential students and new members Exchange it for their contact information Invite them to the next meeting, course, event, or so on Use their contact information and follow up Use the phone, not just email alone

What Do You Mean “Qualify”? People who you truly believe will probably take a course and/or join a squadron You need to talk with them first Not a quick in and out conversation You continue to talk about opportunities They linger and ask a lot of questions Your gut instinct says YES! about them

The “Interview” Questions Boating interests? Family’s involvement? Experience? Boat owner? Respond to ways to meet their interests THEN go over primer Table of Contents

The Close DON’T expect them to sign up as a member right away. Great if they do, but it’s rare. Ask if they would be willing to come to a meeting, take course, etc. If so, get them signed up Get their contact information Then give them the primer as a takeaway FOLLOW UP!

Summary USPS has a lot to offer The primer is only the tip of the iceberg It’s a valuable resource Use it to get contact information Get a commitment for some next step, whether a course, meeting, or whatever Follow up

Additional Resources “Boat Shows and Public Events”, a training presentation on how to run a booth at a show, what to do, how to talk to people USPS Marketing Committee (MARCOM) Webpage on USPS.org has many instructional presentations on marketing your squadron USPS Trifold brochures and PowerPoints Email: R/C Paul Mermelstein, SN at pmermelstein@verizon.net