body balance for performance® how to promote and run successful marketing events presented by david...
TRANSCRIPT
Body Balance for Performance®
HOW TO PROMOTE AND RUN SUCCESSFUL MARKETING EVENTS
Presented by David Ostrow, P.T.
Successful Event Defined An event should be for the purpose of education
on an outflow line. Know that the outflow will inflow.
Properly planned and executed events will generate abundant warm leads.
Planning is laying out the sequence of activities, personnel and supplies needed to make the event a success.
Planning generally can take 6-8 weeks to several months.
Types of Events
Sponsored Lecture at Country Club Public Lectures Pre-tournament warm-ups Swing analysis at Driving Range Swing analysis at Golf Tournament Other Ideas?
Sponsored Lecture at a Country Club
This is a lecture at a country club for the members of that club and their special invited guests.
Generally the Head Golf Professional will be on a program with you.
The Head Golf Professional “sends” out a letter to his members inviting them to the seminar.
Assumptions You have a good relationship with the golf
professional and he wants his members to have the benefit of working with you.
The golf professional is on a program and is able to speak about your approach from personal experience.
The golf professional is willing to assist you in the promotion of the event.
The golf professional is willing to be an active partner in the lecture.
You are willing to stand in front of a group of people and be an expert, without being pushy.
How to Plan a Lecture Get the Professional’s agreement on the lecture,
including the Professional’s thoughts on the ideal time and date. This may include several presentations at various times of day and days of the week.
Get the Professional’s agreement on the format of the lecture (typically show and tell works the best).
Get agreement on cost if any to the members, and any refreshments or snacks to be served. You should pay for the refreshments, unless the Professional will not allow you.
How to Plan a Lecture Get the Professional’s agreement to “send” a
letter to his members as promotion. (see sample letter and write-up on this).
You will need to offer to pay for the costs of the mailing. I strongly recommend that you actually pay for this. Do not take no for an answer.
Make sure you have worked out a system to record the responses to the letter.
Communicate with the Golf Professional via phone to check on the responses and continue to work out the details on a weekly basis.
How to Plan a Lecture
Depending on crowd size you will need at least one assistant. More for larger crowds.
Work out the exact roles of each of your staff members who are assisting you, to prevent confusion at the lecture.
Arrive at the club an hour ahead of time the day of the lecture.
Take care of any last minute details with the professional.
How to Plan a Lecture
Set up for the lecture. You will need a spine, golf club, gym ball,
a Body Balance book, sign-up sheet, promotional materials, and a portable treatment table if you have one.
Review the roles once more with your staff to assure there is no confusion.
Deliver the Lecture.
Content of the Body Balance for Performance® Lecture
The MOST important part of this lecture is that your lecture is about your audience, NOT what or who you know, or how “good” you are.
I have found this to be the single most important bit of data about public speaking.
Content of the Body Balance for Performance® Lecture Three important ideas for the Lecture:
– 1. The ideal Golf Swing• Optimal Performance vs. Maximum Safety
– 2. Structure Governs Performance– 3. The Five Factors of Integrated Performance
Typically 15-20 minutes on this is enough.
Content of the Body Balance for Performance® Lecture
Prove the points with experiential demonstration. Make sure to relate the findings to each person’s golf swing via questions and demonstration:– Sway Test – discussion of direction of sway and
relationship to swing balance and swing path.
– Single Leg Balance Test – review of weight transfer.
– Seated Spine Rotation Test – relate to shoulder turn.
– Seated Hip Rotation Test – relate to reverse pivot, and loss of knee angles.
Content of the Body Balance for Performance® Lecture Make sure there is generous time for questions and
answers. Be willing to do Consultations at the Lecture. Remember this lecture is about your audience, not
how many programs you can sell to the crowd, or what you know, or who you are.
If your intention is to “sell” you will fail. If it is to outflow information you will grandly succeed.
THIS LECTURE IS ABOUT YOUR AUDIENCE.
Event Follow-up
In the two days to a week following the event, contact all who registered and consult with them. – Get their opinion on the material, and how your
message might improve their situation.
– Find out more about them
– As appropriate, offer a consult, screen or evaluation, and get it scheduled.
Write a thank you letter to the golf professional or sponsor.
Now deliver your goods, as best you are able.
Public Lectures
This is similar to the country club lecture, except it is done in a “public” forum.
Advertising and invitations to your warm data base is the way to promote this one.
This can be done out of your office, or a hotel meeting room and the like.
You could invited golf professionals who are your friends to be plants in the audience.
Public Lectures
Planning is again the key.– You will need to workout in you office, how
inquiries are going to be routed and handled.– You will need to decide of there will be a cost,
or if this will be a free service.– You will need to decide if you will be serving
refreshments.– You will need to decide how to promote the
event. Media coverage is possible if the event is a “public interest”.
Content of the Body Balance for Performance® Lecture Three important ideas for the Lecture:
– 1. The ideal Golf Swing• Optimal Performance vs. Maximum Safety
– 2. Structure Governs Performance– 3. The Five Factors of Integrated Performance
Typically 15-20 minutes on this is enough.
Content of the Body Balance for Performance® Lecture
Prove the points with experiential demonstration. Make sure to relate the findings to each person’s golf swing via questions and demonstration:– Sway Test – discussion of direction of sway and
relationship to swing balance and swing path.
– Single Leg Balance Test – review of weight transfer.
– Seated Spine Rotation Test – relate to shoulder turn.
– Seated Hip Rotation Test – relate to reverse pivot, and loss of knee angles.
Content of the Body Balance for Performance® Lecture Make sure there is generous time for questions and
answers. Be willing to do Consultations at the Lecture. Remember this lecture is about your audience, not
how many programs you can sell to the crowd, or what you know, or who you are.
If your intention is to “sell” you will fail. If it is to outflow information you will grandly succeed.
THIS LECTURE IS ABOUT YOUR AUDIENCE.
Event Follow-up
In the two days to a week following the event, contact all who registered and consult with them. – Get their opinion on the material, and how your
message might improve their situation.
– Find out more about them
– As appropriate, offer a consult, screen or evaluation, and get it scheduled.
Write a thank you letter to the golf professional or sponsor.
Now deliver your goods, as best you are able.
The Pre-tournament Events This is an activity that generally is done at a golf
outing like a charity outing or a member-guest tournament or the like.
Basically, you will be showing the participants the proper way to warm-up to play or practice golf.
The purpose here is to teach…not to sell. It is OK to talk about Body Balance for Performance from a positioning point of view.
Generally, I give away an evaluation to someone via a raffle drawing that builds my database.
Planning a Pre-Tournament Event
This event is usually planned months ahead. We usually do this in conjunction with a
Charity Benefit Tournament. We always give a gift certificate that will
cover about half of a program for the charity to raffle or auction for their benefit.
You need to contact charities intitially, but after a year of two of doing this, many others will contact you.
Planning a Pre-Tournament Event You have contacts that will lead you to charity
golf tournaments. Make known to everyone that you offer free
services for charities and are willing to donate valuable prizes for the charity to sell.
When you get a lead for a tournament, contact the tournament director and see if he needs help on the tournament committee, or if he thinks your free services would be useful to the participants of the tournament.
Go over the types of services you offer.
Planning a Pre-Tournament Event Get agreement that you may offer a “free” raffle to
those who wish to register, or a minimal charge raffle with all monies going to the charity.
Once you get the commitment from the tournament director, put it on you calendar of events.
It is important to get the tournament to publicize you presence at the event. You can provide a flier to be given out at the registration table.
You will need to contact the head golf professional of the club where the tournament is to be held.
Planning a Pre-Tournament Event
The purpose of this contact is to get the professional’s permission to scope out the club for the best area to provide your service.
This is also a place where you can begin referral development process.
Once you have permission to be on the ground, go to the club and check out the facility.
Briefly meet with the professional, as a way to thank him for allowing you to check out the facility prior to the tournament. He may want to know what you will be doing with the tournament. Feel free to use this as a marketing opportunity.
Planning a Pre-Tournament Event
If you are doing a pre tournament stretch out, find an area with a fair amount of space. This activity may be done in small groups or in large groups. I have found small groups to be the most effective teaching opportunity
Make sure you have at least one assistant to register people for the raffle.
The Day of the Tournament
Get to the golf club 30-60 minutes prior to the beginning of the registration period, so you may set-up properly.
Take your gym ball, spine and golf gyms. They attract attention.
Have your promotional items out on a table. If you have a portable table, set it up to to
screens and consultations. Make sure you are in a very visible location.
The Day of the Tournament
You will need to ask people to participate in the stretching.
DON’T JUST STAND THERE AND EXPECT PEOPLE TO COME TO YOU.
This is the number one fatal error I have witnessed at events.
You must GO TO THE PEOPLE. Make sure to use good manners.
The Day of the Tournament
Each person you contact, is directed to the registration table at your area to register for your event, and the raffle.
Do the stretch out routine or video analysis, or body analysis as planned, after they have registered.
Event Follow-up In the two days following the event, contact all who
registered and consult with them. – Get their opinion on how what you did affected their play
that day.– Find out more about them– As appropriate, offer a consult, screen or evaluation, and get
it scheduled. Write a thank you letter to the golf professional and tournament
committee. Do a QA phone call to the tournament director to make sure all
went well, and if so, get a commitment for the following year. Now deliver your goods, as best you are able.
Key Points
You must plan to make events a success You must be willing to get in front of the
masses, and deal with THEIR issues, not yours.
You must follow-up on every lead to get them in for service.
Keep leads that do not come in and use them for future event invitations and marketing.
Questions & Answers
To contact Lynn VanderBerg, Marketing Director, or David Ostrow, P.T.
Call (610)594-0873– The most efficient way to get to me is to call Mary
Troop, my administrative assistant and make a phone conference appointment.
Email – [email protected]