How To Do
Events Outside the Studio

Business To Business (B2B) Events / Pop-ups

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GOAL: Gather leads! 

Collect contact info to book demos later, or even better book them on the spot if time allows :)

 

​PRIOR TO THE EVENT DAY:

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• Make sure promo posters are up, or emails have been sent out to those who might be attending

• Cross-promotional social media is in place between our studio and the event host
• Confirm what amenities the venue will provide (parking, loading, tables/chairs, electricity, wifi)

• ​Be sure our needed supplies are accessible and ready to pack up, laptops are charged

• Make sure the staff attending the event has adequate transportation to and from the venue and that vehicles can accommodate the large event items.

• Make sure any printed posters or items needed have been ordered in time to arrive for the event.  Print off the Event Sign In Sheet.

• Confirm arrangements with the event host the day before as needed.

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DAY OF THE EVENT

• Arrive at the studio with plenty of time to pack supplies into vehicles

 

LOAD EQUIMENT:​​

• Shade tent (if outdoor event)

• Plastic "sandwich board" Free Stretch sign

• Table and at least 2 chairs (if not provided by the venue)​

• Tablecloth (if available)

• Folding Stretch Table

• Rolling Stool

• Duffle Bag with Stabilizing Belts

• 6 foot roll-up banners (if available)

• Plastic stands to display 8.5 x 11 size printed informational posters

• Clorox wipes / gloves (for the practitioners hands so they don't dry out from wipes)

• Hand sanitizer

• Mints

• Charged Laptop (and charging cord for longer events) and/or iPad

• Tri-fold Brochures

• Free Stretch Coupons

• Gift Certificates to sell

• Clipboard & Pens + Printed sign in sheet (in case wifi or electricity isn't working)

• QR code available

• Seasonal table decor items

• Optional: snacks, games, contest / spinwheel (anything to attract attention and get people to come over to talk with us)

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• Leave with plenty of drive time, park and carry items into venue & check in

• Arrive early so you have time to visit with lingering employees or vendors if they are around as you set up.

• Check in with the event host, find your location, get power cords, wifi password, etc

• Set up your stretch table and work station.  Make sure to tuck away any items that don't look lovely or tidy.

• Mingle!  Your space may be empty until the first person gets on the table... then expect a rush!

• Keep one person at the station for questions while another team member wanders the crowd passing out coupons and encouraging people to come on over for a stretch.  Often you can invite the event organizer to kick it off by enjoying a stretch first and that benefits you both!

• Look for moments to take photos / short videos (offer to tag the event host) to post on stories, even during setup.  Use it as an opportunity to "give back" to the host for allowing us to come in by shouting them out on our social media.  This also helps our community see how involved in many aspects of wellness that we are.

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• THE SIGN IN SHEET:

• Make sure you have printed out ahead of time the paper waiver and accomanying sign-in sheet.  Very often there are problems with wifi speeds or power, and the list also helps keep track of what order people came in if there is a line for stretching.

• REQUIRE that every person getting stretched signs in.  This is for liability and also record keeping.  It's a small thing we ask for a free mini-strectch.

• PRIME THE LIST: No one likes to be the first one to sign up for anything, so start the sign-in sheet with one or two handwritten entries.  That also shows people the correct way to fill out the form.

• Explain what a demo is so they can choose if they want to be contacted after the event to schedule a demo.  We do NOT want to waste our time following up with those that were never interested, so make it comfortable for them to say no thank you, and then we know the list we end up with is truly a great source of qualified leads!

• SCRIPT: Could sound like... "Hello!  We are with Stretch Zone, a local business that offers practitioner assisted stretching like the pro athletes get!  You just lay on our comfy table and our certified stretch practitioners do all the work :). We are located right next to [LANDMARK].  Would you like to try a complimentary 5 minute stretch today?  (There's no obligation, we're just getting the word out!). Yes?  Great! 

• Go ahead and sign in here on the check-in sheet and we'll get you in line for your stretch.  Please print legibly (haha) and this part about the demo - I'll explain - so today you'll enjoy 5 minutes on the table and assuming you love it, we'd like to offer you a chance to come into our studio for a full hour long consultation that includes a range of motion assessment and a full half hour stretch session.  If you don't think that's for you, just put "no" in the box and it's no big deal, but if you DO want us to reach out and schedule a complimentary full hour in our studio, write YES and we'll be in touch, probably over text.  Does that sound amazing?!"

• Start conversations: Be comfortable and welcoming.  Begin much the way you start text engagement, short easy, icebreaker questions to ask passers by;

  • Have you ever heard of assisted stretching before?

  • Have you heard of Stretch Zone before?

  • What kind of health goals are you working toward?

  • Are you mostly active or sedentary?

  • Do you experience any tightness, back pain or inflexibility?

• Answer questions, collect contact info via spreadsheet, optin, the QR code or sign-in sheet

• Call them in order to come on over and enjoy their mini-stretch!

• IF PEOPLE INDICATE YES THEY WOULD LIKE TO BE CONTACTED FOR A DEMO, ENTER THEM IN THE COMPUTER AS A NEW PROSPECT if the wifi is available.  We do NOT want to enter people in our system that have checked NO for demo.  Indicate on your sign in paper with a checkmark those entered.  You can also make small notes to the side of the sign in sheet about personal things you talk about to build a stronger connection during the follow up.

• When you enter them in, indicate that the lead type is "Guerrilla" marketing (meaning we are out in the community), and note the event in their keynote and notes section, again for a more relevant follow up conversation.

• Help people sign up for a demo on their phone or through your laptop right there​

  • Get people on the consult calendar for their free trial

  • Find out who should come with them - bring a friend?

  • Ask who they know that would love this too

  • Make as many friends as possible!

  • Do a social media live / story etc  if appropriate

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PRACTITIONER:

• Assemble the folding stretch table

• Keep wipes and sanitizer nearby

• It's ok for people to wear shoes on the portable tables (they are much less expensive than our studio tables).  This is especially relevant at races and other places people are moving quickly through.

• Choose 2 stretch cells to work from (pick and choose if time is short, you don't have to do every stretch in the cell) for the whole event since most of the people will have a lifestyle in common.  For example, at a race finish line you might do hamstrings (Green) and low back (Aqua).  At a tech company you might do pec openers and neck.

• As people come over to the table, ask if there are any medical issues you need to be aware of for the few minutes.

• Briefly explain our 3/5/7 so they can get familiar with what it would be like to be a member with us.

• Execute the stretches, making conversation personal, fun, and encouraging them to come in for the demo if they are open to it.  Drip in success stories of those who come in, and how great a full half hour of stretching would be!

• Stretch them for 5-8 minutes, depending on if there is a line waiting.  Keep in touch with the Sales Associate at the table so you know the proper pace.  The goal is to give as many people a taste of stretching as possible... (especially the ones that are interested in the demo!)

• At the end of your time, tell them you hope to see them in studio and you'd love to work with them again :)

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• AT EVENT END:

  • Leave the area cleaner than you found it, including wiping down our own equipment

  • Leave passes for anyone that couldn’t make it

  • Take down any promo posters

  • Thank the host/location contact with a gift/Free Stretch coupon 

  • Talk about a tentative next time to visit in the coming quarter or how you could be part of any of their upcoming events, fairs, community involvement and make notes for your regional manager or in the marketing spreadsheet if you have access.

• Drive away

• Happy dance for all your new leads

• Finish posting on social media

• Put everything back in the studio in good order

• Low five your event partner.  Nice job!

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For IN studio events there is going to be another post (soon!)

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DOWNLOAD AND PRINT: EVENT SIGN IN SHEET by clicking here

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