Know-How Exchange : Advertising/PR

Ideally, your goal is to get the contact info for people who are likely to want your services. Not everyone's attending is likely to want/need them - and no doubt they'll other massage businesses at the expo. First, identify what will make your business better/different from the rest? Are all your masseuses marathon runners who understand the needs of the athlete? Do you do outcall massage to injured runners? Maybe you use some special ultrasound chi-building equipment that's proven to heal quicker? Or maybe you're open very early/late to help people before/after they run? Once you have a clear/unique/specific message - then 1/2 your work is done - people that have the problem you solve (convenience, location, speed, etc.) will be interested. A free massage series for the "lucky entrant" would further incentivize people to share their contact info with you.

Giveaways are always a great way to add people to your contact list IF you're targeting a specific audience that will be interested in your service. The giveaways should reflect your niche.

PhilGrisolia4Results -

The expo is a 2 day event that occurs a few days in advance of the race . Athletes (full marathon, half marathon, kids run and walkers) pickup race packages at the expo, and then are funneled through the various expo booths. The expo site is indoors.

In previous years there have been many nutrition, retail and other running events exhibiting, but surprisingly only one health care provider (a chiropractic biz).

Jay Hamilton-Roth -

The massage clinic target audience is individuals with an active lifestyle. We will be the only clinic in the city that markets itself as a sports massage therapy provider.
The owner of the clinic has one this particular marathon several times in recent years.

Thank you for all the responses!

The absolute first question you need to find out is.... Will any of the expo attendees be from your local area or are they traveling from other states or have long commute times from your business?

I have exhibited at and attended many trade shows. Most big shows, have many travelers and you may spend a lot of money to advertise, and not many of those will be there 2 weeks later.

shortbond2 - great question. This is a large community based event. Looking at the race results I am confident to estmate over 98% of the 15,000 participants live within the city in which the event takes place. It does attract travellers but isnt a destination marathon like boston, nyc or chicago.

Lots of great suggestions!

Sorry for continuing, I hit the wrong button.

Ask the show organizer to let you know how many pre-registers are from your state/local area. If there are none, you may want to cancel the exibit. If there are a lot, ask the show organizer if they offer any pre-show marketing, such as pre-show mailing list, or email blast. You won't get the list, but you send the show organizer what you want to communicate then they will send it for you.

Then you can offer free massage if they bring in a copy of the email or mailing...at a minimum it will let those registered to look for you at the show. It does cost money, but well worth it

Re: massages... what is the relationship between a massage and a marathon? For example, is it best to get a series of massages while training for the marathon? Should you get a massage immediately before, or immediately after running a marathon? Do you only need a massage you were injured while running a marathon?

I definitely like the idea of giving away free massages... but I am wondering if these free massages should be scheduled in relation to a marathon or in relation to a trade show.

For example, you could attend some other event (e.g. a marathon in another city) and offer free massages at that event... and then have testimonials from those runners describing how helpful they massage was in preparation (or in recovery).

Certainly this would not stop you from also offering free massages at the upcoming trade show.

But if your message is, "you should get a massage before (or the morning of... or immediately following... or after... or if you are injured during) a marathon...

Then I think the timing of that free offer should reinforce that point.

Hi,

You should use promotional items as your business card by printing your website address and e-mail on them as well as a QR Code so they can download the information into their phone.

If you want, I can hook you up with those products!