To craft a successful marketing campaign for your practice you must first do some basic research actions that will start to isolate what your marketing plan and your promotional pieces will look like and what message they should deliver. The first step in your research is to work out what general mind-set and styles dominate your particular geographic area. Every state, city, town or area has its own mindset and styles that are unique to that place. If you have lived in the area where you practice, chances are you know the mind-set and general styles well. Additionally it is smart to check with others from the area to make sure your opinion coincides with the general consensus. If you are new to the area, ask locals as they generally have a good idea.
Some examples have been given below to give you an idea of what one might list as the mind-set and styles for their area.
Example #1:
Mind-set: “Slow and steady pace”
“Friendly”
“Easy going”
Style: Earthy.
Lots of greens and whites used in colors.
Old fashioned.
Example #2:
Mind-set: “Efficient and Professional”
“Friendly”
“Straight to the point”
Style: Modern and Edgy.
Lots of blues used in colors.
High-tech.
Next, find out what the top three practices are in your area and find out how they market themselves. Doing this will enable you to see what marketing approaches have been successful for your area. Looking at your three competitors’ websites is a good start, as well as looking in the Yellow Pages, local newspapers, Valpak/ADVO, etc. to see how they are marketing. Look for what words they are using to sell people, what offers they are putting forward and what their designs look like.
The next step is to isolate what successful campaigns or promotional pieces you have created and used thus far. You want to look for any promotional pieces, slogans, brochures, ads, internal marketing campaigns, discounts, and word of mouth success that resulted in notable increases in delivery. Again, look at what words were used, what offers were being put forward and what the design looked like. It is also good to look at the general demographics of your area. A good website that provides this for free is: http://www.city-data.com Gathering this data should enable you to get a good idea both of what worked for you and what works for other similar professionals in your area. It also provides you with a general idea of what people in your area like and will respond to.
This basic homework will provide you a foundation of information that can be used as you work out new marketing campaigns whether internal or external.
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