How an invite-only event introduced The iGYM Vision Performance Center

In early 2019, with the advent of new technologies and instrumentation, my passion for sports vision went through the roof — literally — adding an addition to my practice’s existing location. In March, I introduced the community to The iGYM, a Vision Performance Training Center in Fort Lauderdale, Fla.

MAKE IT HIGH-END

We began planning for the invite-only, cocktail attire event four months prior. One of the first things we did was hire a local marketing company to help.

We then compiled an email list of local government officials, including chief of fire and police, chamber of commerce, school coaches, teachers and athletic directors, executives and staff from area professional sports teams, such as Florida Panthers, Miami Marlins and Miami Heat, occupational therapists, local optometrists and existing patients.

About 600 invitations, along with a press release, were sent out. (140 attended the event). Follow-up emails and personal calls were executed. RSVPs were handled via online software, Eventbrite, and personal correspondence.

MAKE IT FUN

The event took place at my office, utilizing the parking lot for entry (check-in table, manned by staff), networking, entertainment, food and drink. Members of my staff, led by my office manager Maureen Villatoro, played an amazing supporting role.

We also contracted a caterer, guitarist, emcee, photographer, videographer and Florida Panther mascot, Stanley C. Panther. The chamber of commerce contributed with a formal ribbon cutting.

Our goal was to demonstrate and educate the community about our new Vision Performance Center. To execute, we set up three demonstration stations inside the practice. Each group of 10 guests was assigned, at registration, a 20-minute slot. All guests were able to experience the advanced technology our practice uses over about an hour and 20 minutes. Additional activities were provided via an optical trunk show by some of our top vendors.

MAKE IT MEMORABLE

Each guest was provided an iGYM media kit and iGYM giveaways. The media kit consisted of a branded folder with brochures and performance packages.

We recouped our investment in the event within the first two months via multiple iGYM clients, among them travel, high school, college and professional baseball players, a race car team, pilots, golfers, law enforcement, as well as concussion and general patients.

TREMENDOUS SUCCESS

I would have done two things differently. First, utilize industry sponsorship. Representatives of the technologies we use have been a tremendous asset in our success. They also are experts in demonstration and could have eased staff utilization and provided a financial component. Second, create a follow-up media kit consisting of pictures and videos of the event and distribute them to every guest. This would allow our attendees to revisit the experience and provide a step to follow up and network with attendees. Overall, the event was a tremendous success. OM

DR. LLEWELLYN owns Dr. Dan’s Family Eye Care and The iGYM in Fort Lauderdale, Fla. Team Eye Dr of NHL FL Panthers and Yacaman GT Race Team. Contact him at drdan2020.com .