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There’s nothing more important in Marketing than R.O.I. (Return on Investment) and the dawn of digital introduced hundreds of ways to measure and test your marketing.
Now we find ourselves wading through the mountains of data collected and wonder if it was really such a blessing. The answer is undoubtedly yes, but you need to be fussier about what you pay attention to with so much information available.
Before you even consider any marketing you need to decide what your objectives are. Getting the right data starts before you implement your strategy. You must decide when devising your door drop/online advert/website listing how you’re going to measure the outcome.
The most common examples are to put a code on a coupon or a reference to quote in an online listing. Many companies ask every single customer ‘Where did you hear about us?’ Please remember that any patient will tell you the most recent or most prominent way they have heard of you, not all the various aspects of your marketing they have seen.
The most accurate way to know what’s working and what isn’t is to run a split test. Without getting too technical it means running two promotions with one difference, then recording the results. That may be the medium, for example, with the same offer both online and on a door drop, each using a different code. Then you simply see which code is redeemed more frequently.
As always if you love the sound of this but don’t want to do the leg work Smile Marketing are here to help, we can assist you from decision making right through to implementation. Click here to get in touch or call 0845 287 3051.
Several years ago the general consensus was that the internet would kill off the need for print, especially the costly and time consuming efforts such as Direct Mail. It was also once said that TV would kill the radio. We’re here to tell you neither is dead.
We all have to make our budgets stretch, with so many online opportunities there’s almost too much choice. We’d just like to say that you should still keep a portion of that pie back for Direct Mail or door drops.
The reason that it was so celebrated before the digital age really took off was simple, getting your message directly into the hands of potential clients. Over the years the amount of junk mail became almost unbearable, so the medium became somewhat abandoned.
Now that most people have taken to the internet with such ferocity (and rightly so) many have completely given up on Direct Mail. With less clutter you are much more likely to get your message through, so now is the ideal time to use this to your advantage by mailing your patient database or running a targeted door drop. This is a great way to reach new and existing patients, especially if you have an offer or discount to entice them!
If you’d like help planning and/or implementing a Direct Mail campaign or door drop why not send us a message? Or call us on 0845 287 3051.