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

2. 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

3. 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

4. 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

5. 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

6. 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 alone

7. 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

8. 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

9. 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!

10. 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

11. 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
R/C Paul Mermelstein, SN at