How to Appeal to Runners During Health and Wellness Shows
September 19th, 2017 by Brian Zinkel
Runners are some of the most versatile athletes out there. They are able to build a fitness foundation through this total body workout, which puts them at an advantage when getting involved with other kinds of exercise from swimming to pilates and spinning. Plus, there is no other sport that can be done all year round with little to no equipment, making running a common choice for many people looking to get more active but don’t know where to start.
With these factors in mind, it is no secret that runners have a lot of potential in all realms of the fitness world. So if you are an exhibitor at a health and wellness show, keep reading to learn some of the best ways to appeal to runners at your next fitness expo.
Have a show correspond to a popular race
Is there a popular race or fun run in your area? Consider having a runner’s health and wellness show the same weekend to take advantage of the turnout. The best part about having an expo at the same time as the race is that you’ll be able to appeal to all types of people, including runners who may have opted out of that specific race. Since certain races are too packed to allow effective communication, expos are a great way to speak to running enthusiasts who are looking to get into the sport, recover from an injury, or enhance their current performance. Plus, the expo is a great fail-safe if the weather ends up ruining the race — you never know who you’re going to attract!
At the end of the day, you need to ask yourself “Why would someone go out of their way to come to my health and wellness show and speak to me?” Be conscious of how you can add value to the customer’s experience, and give them a sort of “thank you” gift for visiting and taking time out of their day to come speak with you and learn about your business. One of the best ways you can do this is to offer discounts at your booth, but it is best to switch things up. There will always be people at health and wellness shows who have small price cuts on sneakers, or a free personal training session if they purchase a group package, so you’ll want to do something to make your offers the most enticing. A few good examples of this could include:
- With every purchase of sneakers, give a free pair of compression socks or a foam roller to help stretch and loosen muscles.
- With the purchase of the entrance to a race (depending on the cost and what is needed to register), offer a free personal coaching lesson.
- With the purchase of any runner accessories over a certain price point, say $30, throw in a free shoe fitting or posture analysis.
- With the purchase of four personal training sessions, offer a coupon for a deep discount on running apparel or sneakers.
Make your packages vary — there’s a good chance if someone is going to spend money on a package, they’d like there to be some variety in what they get. So if you focus on personal training, add in a nutrition seminar and a maybe even a cooking class as an extra benefit. Make them into unique packages because there will always be something to choose from, and you’ll want them to choose you!
Teaming up with members of other sectors of your industry can bring a whole host of benefits. Not only will you appeal to customers because your partnership will offer more than the typical exhibitor booth, you will be able to build your brand’s visibility and boost your targeted audience. Think of it this way: you never know what people the other company has worked with. You never know when you’re going to make a business connection or develop another opportunity that can be exceptionally beneficial to the growth of your company. There’s no such thing as too many connections or too much collaboration, both from a business perspective and on a personal level.
When you create this partnership, it is crucial to make it known. Some companies don’t advertise their partnership and have everything go on behind the scenes, but this isn’t helpful for anyone. Customers like to get the most bang for their buck, and when companies come together and work with them in more ways than one, it is both enticing and exciting. So our recommendation is to put your booths next to each other, advertise with both your names, and even add a special “partnership” discount to those who take advantage of your combined offers.
Make your exhibitor booth shine
Health and wellness shows are filled with exhibitor booths as far as the eye can see. In order to stand out among the crowd, it’s important you do something interesting. How you do this is completely up to you. Some cool ideas to try are:
- Get larger than life prototypes that will grab a person’s attention immediately and make them want to come see you.
- Offer samples. The more unique, the better! Especially if you’re selling food that’s a bit niche, this is the best way for people to get a feel for what you offer without having to commit too much.
- Give workout tips right there at the booth. Have your employees move around and interact with visitors right then and there; make it a rule not to give out a business card or pamphlet unless you have had a full conversation with someone.
- Bring graphics and videos, but don’t go overboard. You’ll want to stick out and seem engaging and exciting, not overwhelming and confusing. Pick a couple images that really explain your brand and then run with those.
- Play music! It will be something to get those athletes inspired to go take a run when they’re done talking to you.
With these simple tips, it’ll be easier than ever to appeal to runners during health and wellness shows. These shows are meant to be educational, fun, and interactive, so make sure that potential customers and clients will be able to see all the hard work you have put into this when they visit your booth!
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