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10 marketing insights to improve your business André Desmeules [email_address] 514 602-2822
#10 LEADERSHIP
Your leadership <ul><li>Leadership is the capacity to transform vision into reality </li></ul><ul><li>Leadership is about ...
#9  Know how to talk about your business
The elevator speech <ul><li>In 20 seconds, what do you do? </li></ul><ul><li>How do you introduce yourself to new customer...
#8 Promote your image
Your brand <ul><li>Marketing representation of what you are or you want to be ...  </li></ul><ul><li>Your name, your logo,...
My brand <ul><li>My 3 main features  ________  ________  ________  </li></ul><ul><li>My 3 distinctive features  ________  ...
#7 Get into the right business!
Your offer <ul><li>Massage therapy, hair styling, colorist… </li></ul><ul><li>Injectables  </li></ul><ul><li>Equipment </l...
Market attractiveness Fractional laser Tatoo removal Cream, product. $$$ Unsold stock ???
#6 Pricing strategies
An important part of the strategy <ul><li>New treatment promo? </li></ul><ul><li>Competitive analysis </li></ul><ul><li>So...
Pricing evaluation Low-------QUALITY-------High High ------------------PRICE-------------------Low
#5  You can’t manage what you  can’t measure
Marketing tracker   LUNDI MARDI MERCREDI JEUDI VENDREDI TOTAL Poste marketing Nombre Valeur Équipement:             Réfere...
#4 Internet
Internet <ul><li>Extremely important </li></ul><ul><li>Your most profitable investment </li></ul><ul><li>Flexible platform...
#3  Care for the entire customer experience
First impression cycle
#2 Welcome package and clinic tour
Welcome them like they will come back <ul><li>Sufficient time for consultation </li></ul><ul><li>Introduce the different c...
#1 Work with what you have
Retention <ul><li>Cost of acquiring customers $ 200 to $ 500 </li></ul><ul><li>Cost to keep a client $ 0 ... Priceless!  <...
Follow-up <ul><li>Managing relations with customers  </li></ul><ul><ul><li>E-mail marketing </li></ul></ul><ul><ul><li>Spe...
MERCI <ul><ul><ul><ul><li>André Desmeules </li></ul></ul></ul></ul><ul><ul><ul><ul><li>514 602-2822 </li></ul></ul></ul></...
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Marketing insight to improve your business

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Transcript of "Marketing insight to improve your business"

  1. 1. 10 marketing insights to improve your business André Desmeules [email_address] 514 602-2822
  2. 2. #10 LEADERSHIP
  3. 3. Your leadership <ul><li>Leadership is the capacity to transform vision into reality </li></ul><ul><li>Leadership is about coping with change </li></ul><ul><li>Management is about coping with complexity (John Kotter) </li></ul><ul><li>Leaders are people who do the right things; </li></ul><ul><li>Manager are people who do things right (Warren Bennis) </li></ul>
  4. 4. #9 Know how to talk about your business
  5. 5. The elevator speech <ul><li>In 20 seconds, what do you do? </li></ul><ul><li>How do you introduce yourself to new customers? </li></ul><ul><li>What would you think following an introduction like that? </li></ul><ul><li>Credential your clinic and yourself </li></ul><ul><li>Explain your service </li></ul>
  6. 6. #8 Promote your image
  7. 7. Your brand <ul><li>Marketing representation of what you are or you want to be ... </li></ul><ul><li>Your name, your logo, your signature, your documents. </li></ul><ul><li>Your brand is who you are </li></ul>
  8. 8. My brand <ul><li>My 3 main features ________ ________ ________ </li></ul><ul><li>My 3 distinctive features ________ ________ ________ </li></ul><ul><li>Your Name :________________________________ Your logo :________________________________ Your slogan :______________________________ </li></ul><ul><li>Your brand reflects: __________________ </li></ul>
  9. 9. #7 Get into the right business!
  10. 10. Your offer <ul><li>Massage therapy, hair styling, colorist… </li></ul><ul><li>Injectables </li></ul><ul><li>Equipment </li></ul><ul><li>Non-medical treatments and creams </li></ul><ul><li>Portfolio analysis </li></ul><ul><ul><li>Contribution margin </li></ul></ul><ul><ul><li>Stars and dog </li></ul></ul>
  11. 11. Market attractiveness Fractional laser Tatoo removal Cream, product. $$$ Unsold stock ???
  12. 12. #6 Pricing strategies
  13. 13. An important part of the strategy <ul><li>New treatment promo? </li></ul><ul><li>Competitive analysis </li></ul><ul><li>Sound price discount schedule </li></ul><ul><li>Combination pricing </li></ul><ul><li>Give away treatment? </li></ul><ul><li>Tracking system </li></ul>
  14. 14. Pricing evaluation Low-------QUALITY-------High High ------------------PRICE-------------------Low
  15. 15. #5 You can’t manage what you can’t measure
  16. 16. Marketing tracker   LUNDI MARDI MERCREDI JEUDI VENDREDI TOTAL Poste marketing Nombre Valeur Équipement:             Réference                   Ami                   Patient                   Employé                   Esth.-coiffeuse                   Médecin                                                                               Journaux     Rides:                   Botox Cosmétique                   Injectables             Revues:     Peeling                                 Radio                   Internet                   Page jaunes                   Aucune référence                                             TOTAL:             TOTAL    
  17. 17. #4 Internet
  18. 18. Internet <ul><li>Extremely important </li></ul><ul><li>Your most profitable investment </li></ul><ul><li>Flexible platform </li></ul><ul><li>Web optimization </li></ul><ul><li>Google analytics </li></ul><ul><li>Email </li></ul>
  19. 19. #3 Care for the entire customer experience
  20. 20. First impression cycle
  21. 21. #2 Welcome package and clinic tour
  22. 22. Welcome them like they will come back <ul><li>Sufficient time for consultation </li></ul><ul><li>Introduce the different capacity of the clinic </li></ul><ul><li>Have somebody show them around when/where possible </li></ul><ul><li>Prepare an information package </li></ul><ul><li>Use appropriate document </li></ul>
  23. 23. #1 Work with what you have
  24. 24. Retention <ul><li>Cost of acquiring customers $ 200 to $ 500 </li></ul><ul><li>Cost to keep a client $ 0 ... Priceless! </li></ul><ul><li>Several ways of doing things, but important to act!! </li></ul>
  25. 25. Follow-up <ul><li>Managing relations with customers </li></ul><ul><ul><li>E-mail marketing </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Call the next day and/or in 2 weeks time </li></ul></ul><ul><ul><li>Reminder card for following treatment </li></ul></ul><ul><ul><li>Recovery letter </li></ul></ul><ul><ul><li>Thank you letter </li></ul></ul><ul><li>Monitoring system </li></ul>
  26. 26. MERCI <ul><ul><ul><ul><li>André Desmeules </li></ul></ul></ul></ul><ul><ul><ul><ul><li>514 602-2822 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul></ul>
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