6 Tips to Make the Most of Your Sponsorship Events

Being a sponsor or vendor at community events can be a great way to promote your dental practice!  For the most success with this expense of your time, here are our favorite nuggets of wisdom!

1. Choose wisely.  Be selective when choosing which events to sponsor and/or be a vendor at. Spending the day working a booth can be tiring so make sure your target market is in attendance to make it worth your effort.
2. Have an attraction. You need a way to get people to stop at your booth and talk with you. This can be as simple as handing out chocolates and then attempting to start a conversation, but even better, have something you are giving away that will entice people to interact with you. This could be a complimentary chair massages (hire a massage therapist for this) for a swanky business event.
3. Collect data.  Having a give-away prompts passersby to not only stop but to provide you with their information so that you can follow up after the event to further promote your business. This could include a table or standing sign, tablecloth, some flyers or brochures, and some business cards.  For an even greater effect, place some of your spa items out to intrigue people and get them wondering what a dental spa really is. This could also be a gift card or certificate for services at your office, an electric toothbrush, or a basket with spa-themed goodies.
4. The people matter. Have someone work the booth who enjoys conversing with new people. This person’s energy can make all the difference in the impressions people will get about your practice.  This person should also have enough knowledge about dentistry and your particular practice to be able to answer basic questions people may have. We actually found that we obtained the most new patients and warm leads at the events that we were able to attend ourselves (as the business owners) since people want to see and meet you versus a team member.
5. Create an atmosphere. Make your booth stand out with a rug or piece of carpet to help define the space. Having a nice chair and lamp can create a cozy environment and will be a departure from most trade show booths. If you have put the dental spa approach in place, bring amenity examples that people can see, feel, and touch.  We also love diffusing oils with a battery-operated diffuser to help your booth feel and smell different from all the rest. The details matter here and the more you can appeal to the senses, the better.
6. Follow up. Send your new contacts an email thanking them for visiting your booth and announcing your winner. Hint, the subject “{Event name} Booth Winner Announced!” This will get people to open the email, hoping they are the winner and will increase the chances they will read more about your practice. They engaged with you, which means there was some interest and therefore staying top of mind is likely in your best interest.

Here is an example script for how a warm lead can be obtained at an event:

“Hi!  Come on over for a complimentary chair massage from the fabulous Kelly!  (Lead them in) I work for Martin Dental, the area’s ONLY dental spa!  This is just one of the ways that we pamper our dental patients – offering a mini massage during the end of the dental visit!  (Let them enjoy their massage).  How great was that!?  We are so glad you stopped by.  There is so much more to our dental spa.  Here is a flyer to explain more.  Our office is great for people who like to be pampered and for people anxious about going to the dentist.  It can be completely different experience than what people are used to, one that can even be enjoyed!  To be entered to win this wonderful spa basket, just drop your business card in this basket.”

Jessica explains more about getting your practice out in the community in the video below:

For more ideas on creating an exceptional vendor booth, contact Jessica Martin directly at jessica@martinmanagementllc.com.

Martin Management is a dental consulting firm that helps dental offices transform their practice into a dental spa and soothe patient fears while offering spa-like amenities and significantly growing their practice.