To craft a successful marketing campaign for your practice, you must first conduct some basic research that will start to identify what your marketing plan and promotional pieces will look like and the message they should deliver. The first step in your research is to work out the general mindset and styles that 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 them well. Additionally, it is smart to check with others from the area to ensure that your opinion agrees with the general consensus. If you are new to the area, ask locals, as they generally have a good idea.
Some examples are provided below to give you an idea of what one might list as the mindset and styles for his/her area.
Mindset: “Slow and steady pace”, “Friendly”, “Easy going”
Style: Earthy. Lots of greens and whites used in colors.
Mindset: “Efficient and Professional”, “Friendly”, “Straight to the point”
Style: Modern and Edgy. Lots of blues used in colors.
Next, identify the top three practices in your area and find out how they market themselves. Doing this will enable you to see which 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 which words they are using to sell their services to people, which offers they are advancing and what their designs look like.
The next step is to identify the successful campaigns or promotional pieces you have created and used thus far. You need 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, pay attention to the words that were used, the offers that were put forward and the visual impact of the design. It is also good to consider the general demographics of your area. A good website that provides this information for free is: http://www.city-data.com. Gathering this data should enable you to get a good idea of both what worked for you and what works for other similar professionals in your area. It also provides you with a general impression of what people in your area like and will respond to.
This basic homework will provide you with a foundation of information that can be used as you work out new marketing campaigns, whether internal or external.
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