When the Going Gets Tough; The Tough Get Marketing

When the Going Gets Tough; The Tough Get Marketing

When it comes to fears of reduced revenues, marketing and advertising expenses are the first to get dropped. So when revenue drops take the contrarian approach and put more effort into marketing. In the past it may have taken 3 units of effort to create a sale or find a new patient. In today’s economy it might take more like 7 units of effort. The keys are finding what works and how to develop those techniques. Here are a few boulder- size rocks that will give you a jump start to getting back your revenues.

1) Pipelining: Every day or week devote a specific amount of time to long term client building.
a) Examples:
i) Send 10-20 letters of introduction per week to referral sources.
ii) Send 10-20 letters per week to area HR managers, small business owners
iii) Drop off your card to 10 people you meet each week. (hint: Create a Glossy
business card that offers an introductory gift or offer. You can get color business
size cards )
iv) Now have your staff do the same every week

2) Network and Join a group: Either yourself or one of your more outgoing staff members
should join a group. Business networking groups are excellent. Become active
a) Chamber of commerce
b) Local business owners group
c) Any local social group you like

3) Host a monthly event at your office. Do this on a regular basis
a) Find a local artist to display their work and do a wine and cheese reception
b) Host a scrapbooking club meeting, wine tasting, book reading. Really anything that is
of interest.

4) Send out a monthly email or newsletter that provides useful info to patients, plus some new services or products in your office-even a special offer. Send 500 - 1,000 letters per month. Each letter with postage should run about 50 cents a piece.

a) Hint: Year-end flex plans are running out. Include a note in your recall cards informing patients know they can use their flex accounts for eyewear needs before they lose their spending accounts .

5) Cross market with other local retail shops including hair salons, spas, restaurants, etc. Offer to give them a “VIP” special discount card they can present to their clients.

6) Cable or radio advertising. Costs have come down dramatically and both of these mediums offer a great opportunity to reach your target audience “patients”. Combine this with a cross marketing promotion with a nearby retailer and share the costs. While this form of advertising may seem a bit pricey – Check it out first and see. Ask for terms on payments. Just remember to have a clean ad that includes specific features and benefits about you and even a promotionally offer. Or just promote a specific product or service. Also check with your suppliers. They may help in contributing with the costs of advertising.