AERIAL FREESTYLE

New Public Appeal,

Professional Opportunities

and

Benefits for Skydiving

Dale Stuart

• Aerial Freestyle: A New Image for Skydiving
• "Dale Stuart:" A New Story for the Media
• My Message and Media Goals
• Creating and Using Media Opportunities
• Finding Sponsorship and Endorsements
• Aerial Freestyle's Benefits for Skydiving

Aerial Freestyle: A New Image for Skydiving

From Humble Beginnings...

• Patty Wycliffe performed "aerial ballet" filmed by Ray Cottingham in 1974.
• Deanna Kent and Mike Michigan performed first widely-viewed freestyle for Norman Kent in "From Wings Came Flight" released in 1988.
• First World Freestyle Competition held in 1990.
  • 12 teams from 4 different countries competed

To An International Hit...

• More than four countries have already incorporated freestyle into their regular national skydiving championships.
• Fifth World Freestyle Championships held in 1994.
  • 34 teams from 14 different countries competed

Aerial Freestyle is Boosting the Sport from the Inside...

• Freestyle is giving people more reasons to jump, and reasons to jump more.
• New jumpers are entering the sport because they want to do freestyle.
• Many current jumpers are now devoting themselves entirely to freestyle.
• More jumpers are making "between load" solo freestyle jumps.

And Working Miracles from the Outside!

• Freestyle is improving parent-child relationships (!)
  • Skydivers tell me their parents who saw me on TV now understand why they jump and accept their skydiving (whether or not they do freestyle!)
• Freestyle is solving marital conflicts (!)
  • A non-jumper wife began skydiving after seeing me on TV because freestyle gave her a reason to want to jump (and her jumper husband was eternally grateful!)
• Freestyle is winning recognition and awards for TV show producers.
• Freestyle is putting a "presentable" face on skydiving (at last!)

"Dale Stuart:" A New Story for the Media

Where I've Been in the Media, And Who's Been Watching

• Network prime time news/feature programs:
  • ABC (World News Sunday, Good Morning America, Prime Time Live)
  • NBC(Weekend Today, I Witness Video, EXTRA)
  • CBS (CBS This Morning)
  • CNN (Morning News, Sporting Life, Living in the 90's)
• Cable and major syndicated programs:
  • ESPN, ESPN-2 (2 feature programs, 2 programs about the world championships)
  • Prime Ticket (Trans World Sport)
  • NBC Syndicated (Front Runners)
• Local News Features: 18 separate feature programs in 8 different cities.
• International and Foreign National Programs:
  • 3 world-wide feature programs
  • 7 different national feature programs in 4 different countries
  • 10 programs about the world championships in 5 different countries
• National magazine feature articles or ads:
  • Sports Illustrated (US)
  • Glamour (US)
  • Allure (US, Ellesse ad)
  • Technology Review (US)
  • Le Figaro (France)
  • New Look (France)
• Regional magazine/newspaper feature articles: 7 different publications

Total Audience Estimates:

• US National TV: 190 Million
• International TV: 200 Million
• US National Print: 6 Million
• International Print: 2 Million

Why is the Media Interested in Me?

• Stories of individuals doing unique things are always popular.
  • Human interest stories are a proven audience-pleasing formula
  • Aerial freestyle is still unique and different
• Good aerial freestyle is beautiful and interesting to watch.
  • The aesthetic value speaks for itself
• A multi-time world champion athlete is intrinsically news-worthy.
  • People like to hear about winners
• The contrast of an MIT Ph.D. aerospace engineer becoming a world champion athlete is unusual. Very unusual.
  • MIT Ph.D.'s are supposed to be uncoordinated "nerds," according to the stereotype
  • World class intellectuals and world class athletes are rarely found in the same package
• Proper "packaging" helps sell the story to the media.
  • Don't underestimate the value of a professional image and a professional press kit
  • A good publicist can help with the packaging, and can do the legwork to make the right connections

My Message and Media Goals

Key Points I Communicate to the Media:

• Skydivers are not reckless thrill-seeking daredevils.
• Skydiving is a modern, sophisticated sport using state-of-the art materials and equipment technology.
• Modern equipment makes the sport as safe as the individuals using it.
• Skydivers can be respectable, professional athletes.
• Skydivers jump for a purpose, not just to tumble aimlessly in freefall.
• Skydivers can maneuver under complete control while in freefall, and under canopy.
• Skydiving is a fun, sane experience accessible to nearly everybody.

Overall Goals for my Media Appearances:

• Create a positive image for the sport of skydiving.
• Introduce audiences to aerial freestyle and develop recognition for it as a world-class athletic event.
• Explore the extent of current and potential future audience interest in aerial freestyle.
• Pave the way to help future freestylists gain media exposure.
• Develop name recognition for myself to help attract future sponsors.
• Gain exposure for my current sponsors.

Aerial Freestyle Immediately Captures Audience Attention...

• Freestyle defies people's concept of what's possible for humans to do in freefall.
• Freestyle derives aesthetic value from its similarity to dance and gymnastics.
• Freestyle's unique dynamics allow moves which cannot be performed on the ground.

And Offers People the Gift of a Moment of Joy

• Freestyle allows people to believe that humans can "fly," and allows them to vicariously share that experience.
• Freestyle as a performing art makes a connection to the audience.
• Making People Smile is What it's All About

Creating and Using Media Opportunities

What Could You Gain From Media Exposure?

• Dissemination of information
• Image enhancement
• Low-key advertising
• Increased name recognition

How to Get the Most out of a Media Opportunity

• Identify exactly what you want to gain from the exposure.
• Choose the appropriate magazine, newspaper or TV program for exposure.
• Define your message in advance - keep it concise, and state it in "sound bites."
• Know what you want to say, and how best to say it.

The Media is Not Your Friend, Nor Your Enemy

• The media will not come knocking on your door (unless you're an O.J. Simpson or a Nancy Kerrigan).
  • Create your own story and actively market it to the media
• The media works to satisfy their own bottom line.
  • The media business is highly competitive
  • They want stories that will draw large audiences, and boost their ratings
  • They may only want certain "styles" of stories for their particular markets
• Reporters may look for sensational tidbits, or try to fit your story into their format.
  • Be careful and deliberate when answering interview questions
  • Treat everything you say as if you were saying it "live," even if the story will be edited
  • Stick to your message, and tell your own story
• It's up to you to make yourself look good - the media won't do it for you.
  • Communicate your message with excitement, commitment and professionalism.
  • Smile and communicate happy feelings
  • A well-groomed, professional appearance makes your message more credible
  • If you've never been on camera before, rehearse your story in advance!
  • If you have been on camera before, rehearse your story in advance!

A Good Press Kit Can Help in a Lot of Ways

• What to put in a press kit:
  • A one-paragraph synopsis of your story, in the most exciting terms possible (sell, sell, sell!)
  • Biographical information about yourself, or key people in the story (you only have to say the interesting stuff, not your whole life story)
  • Background information about the event, sport, or other activities in your story (one page max)
  • Exciting photos of what you do, or what your event is about (three photos max)
  • Video tape footage of what you do, or what your event is about (five minutes max)
  • Copies of previous articles, ads or print media appearances (that are less significant than the current one you are working on)
  • Video tape footage of previous TV appearances (that are less significant than the current one you are working on)
• Use your press kit to help sell your story
  • Send a minimal kit (synopsis and one photo) to all potential media targets (TV show producers and magazine editors)
  • Offer to send further information (bio, background, photos, videos) if interested
• Use your press kit to help tell your story
  • Give press kit info pages to reporters as soon as they show up - reporters may not have much advance knowledge about what the story is about
  • Chat with reporters informally about the story to educate them before they formulate their interview questions - the more they know, the smarter their questions

Finding Sponsorship and Endorsements

Start with a Focused, Professional Proposal

• Identify your "product," and define it in concise, easily understood terms.
  • Your "product" is what you have to offer to a potential sponsor - make it sound irresistible!
  • Identify how your product is different from everybody else's, and how it is so unique that you are the only person (team) who can deliver it
• Explain why your customer should buy your product.
  • Describe how your product is so essential to your potential sponsor's business that they should wonder how they ever did without it!
  • Explicitly identify the benefits of your product to the potential sponsor, and how it will help their bottom line
  • Anticipate and answer potential questions about risk, liability, contingencies, if applicable.
• State the "cost" of your product.
  • Define what you want in return - give rough dollar amounts or quantities of goods
  • Leave room to negotiate

What Should Go Into a Proposal Package

• Personal proposal letter (two pages max)
• Photos illustrating your "product" (three photos max)
• Summary list of your significant achievements in support of your product (one page max)
• Video tape footage illustrating your product (three minutes max)
• Any material showing use of your product by other companies or sponsors

How to Make Contacts and Find Possible Target Companies

• Attend product trade shows and conferences - marketing managers are always there.
• Read trade journals and magazines to see how various companies advertise.
• Contact advertising agencies and ask for referrals to their clients.
• Use an agent.

Improving Your Chances of Survival

• Assemble your proposal into a professional-looking package.
  • Your proposal appearance speaks implicitly about the quality of your product
  • Make your proposal stand out among the hundreds that it might be buried under.
• Carefully select your target companies.
  • Do your homework and research your target company's policies - many cannot accept unsolicited proposals or have policies against sponsoring individuals
  • Find the right person to talk to - get to the decision-maker as quickly as possible (usually a marketing director or advertising manager)
• Use phone communication judiciously.
  • Try to make personal contact with the individual to whom you want to send your proposal
  • Call in advance to introduce yourself, but don't give your whole pitch right away - just give a teaser, and ask for permission to send your proposal, then send it overnight
  • Follow up in one week "to make sure it arrived"
  • Follow up after another week "to offer to answer any questions"
  • Maintain communication with your contact until a decision is reached
• Take the role of a salesman, not a beggar.
  • Listen, and be responsive to a potential sponsor's needs and concerns
  • Don't appear to be asking for a handout.

If You Get a "No"

• Accept it gracefully, and ask for as much information as possible about why a "no" was given.
• Use a "no" as a learning experience to improve your proposal and your pitch to the next potential sponsor.
• Recognize that many companies get hundreds of unsolicited proposals per week, many of which are not given more than a few seconds of their attention.

If You Get a "Yes"

• Congratulations! Now proceed cautiously with negotiations - it isn't over until the contract is signed.
• Have a legal-minded friend or lawyer review all contractual material before you sign it.
• Make sure you resolve all your concerns and clearly understand what's expected of you.

Aerial Freestyle's Benefits for Skydiving

Aerial Freestyle Instantly Communicates Positive Messages About Skydiving...

• Good freestyle communicates a safer, more sophisticated image of skydiving and raises public acceptance of the sport.
• Frequent favorable exposure makes positive images replace sensational negative images of skydiving.

And Helps the Bottom Line for the Sport

• Good video footage and photos can capture people's attention for promotional stories or advertising for skydiving.
• Improved image of the sport attracts more first-time jumpers.
• More reasons to skydive makes more people want to skydive, and makes people want to skydive more.

Aerial Freestyle's Potential Long-Range Advantages for Skydiving

• Freestyle is spurring advances in skydiving equipment.
• Future freestylists may obtain individual sponsorship for full-time training.
• Sponsored, media-oriented events give higher visibility for skydiving overall.
• Connections with outside corporations brings access to larger financial resources than those available within the sport.

Thanks to My Sponsors!

Skydive Arizona

California City Skydiving Center

Rigging Innovations

Performance Designs

Sky Systems Ltd. - Tube Stoes &

Sky Eyes Goggles