1. Boat Shows & Public Events
D5 Marketing: 2011 Spring Conference
Boat Shows & Public Events

2. Contents How to setup and run an exhibit or booth
The message we want to get across
How to be comfortable in a sales role
Kinds of things to discuss
Follow up after the event

3. The Exhibit or Booth

4. Objectives
Introduce Visitor to USPS – Explain who we are and what we do
Find out their interests
Identify how we can help them
Get their contact information
Get them to the next step

5. Booth Layout & Contents
Layout open and inviting; do not put a table between you and your audience
Keep it simple and un-cluttered
Use USPS and squadron materials; show OUR logo
Use our USPS Tri-fold Brochure!!
Use our USPS PowerPoint slides in kiosk mode
A few freebies from DNR etc OK, but only a few

6. Booth Layout & Contents
Display USPS course manuals prominently
Have handouts and info cards handy
Have a course & seminar schedule
Provide brochures and takeaways to interested candidates, but not to every passerby

7. Common Sense Rules Don’t eat food in or around the booth
No alcoholic beverages
When visitors are nearby, don’t talk to each other; focus on the visitors
Have 2-4 workers at the booth at all times
Dress in khakis and USPS or squadron polo
Behave informally but appropriately

8. Contact Card Gather information from the visitor Complete Contact Card
Critical information
MUST BE LEGIBLE!
ZIP Code critical
Best means of communications (Phone, )
What can we do for them? (Classes, VSC, Membership, OWT)

9. Contact Card - Sample
Sample 9

10. The Message

11. Demonstrating the USPS Brand
OUR MESSAGE:
OUR BRAND:
As a United States Power Squadron member, you are more than a boater. You belong to a community of confident boaters who love spending time together on and off the water.

12. Our Promise
We are more than your connection to the water. We are your source for unsurpassed education, community service and your access to a membership built by boaters, for boaters. For more than a century we’ve been steadfast in the belief that an educated boater is a better boater, a safer boater. We’ve kept our promise to continue learning, teaching, laughing and helping our fellow members enjoy boating. We look forward to helping you build a lifetime of memories and welcome you to a membership that delivers beyond boating.

13. What You Want to Convey Excitement/Anticipation Welcoming/Inviting
Benefits to viewer
Learn
Engage
Connect
Belonging

14. Sales and Salesmanship

15. What Is Selling in OUR Context?
Sales is not a dirty word. We are all salesmen/saleswomen. We represent USPS!
Just be friendly and engaging
Be welcoming; no exclusive Club attitude
LISTEN, LISTEN, LISTEN before telling them everything you know about USPS
Be an expert, but not a Know-It-All

16. Salesmanship You’re not pushing anything, just talking
Don’t say that we are the best; instead, explain USPS in a way that they will reach that conclusion themselves
REMEMBER: Most people are either convinced or not within the first few minutes of the first encounter

17. Understand Our Customers
Recognize how people make decisions:
Emotional basis with rational thought
They want a connection; sense of community
Remember the messages:
Welcome to the neighborhood
Learn boating skills
Engage with boating friends
Connect with the boating community

18. The “Interview”

19. Identify Their Interests
What kind of boating do they do? Where?
Why might they want education? What need does it meet?
What about the spouse/significant other?
How about prospective new boat owner?
Other???

20. Identify Their Specific Needs
It’s not just about safety
What needs can we fill?
Competence on the water
Buying a first boat
Boating knowledge for knowledge sake
Want to socialize with other boaters
Saving on insurance premiums
Being compliant with state requirements

21. Respond To Their Needs Feedback your understanding. Simplify.
Provide explanation, information, and examples of how we can meet the needs just identified
Ask for their general reaction
Ask for their contact information
Invite them to take the next step (seminar or course, come to a dinner meeting, etc.)
Do NOT leave it with “look at our website” or expect them to call on their own

22. Follow Up

23. Follow-up Create a list of potential members from the contact cards
Distribute contact info to squadrons based on person’s zip code
Squadrons should call, as well as
Try 3-5 times; be patient and persevere
Repeat invitation to meeting, a seminar, or whatever their interest

24. Follow-Up Activity: Seminar
Provide a Recruitment Packet (brochure, newsletter, other takeaways
Use Intro slides at seminar (available on Marketing Committee web page)
Brief “welcome visit” by Commander or other squadron representative
At the end, invite them to take more courses and/or join the squadron

25. Follow-Up Activity: Dinner Meeting
Social event or monthly meeting
Greet them by name
Introduce them around
Introduce them in Commander’s remarks
Prearrange for them to sit with someone
By showing up, they are interested
Ask their reaction
Invite to next event

26. R/C Paul Mermelstein, SN
For more information:
For more information:
R/C Paul Mermelstein, SN