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Unleash the Power of Dental Marketing
Unleash the Power of Dental Marketing
Unleash the Power of Dental Marketing
Unleash the Power of Dental Marketing
Unleash the Power of Dental Marketing
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Unleash the Power of Dental Marketing
Unleash the Power of Dental Marketing
Unleash the Power of Dental Marketing
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Unleash the Power of Dental Marketing

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From internal marketing to external marketing, from websites to social media, from personality profiling to increasing your influence with your clients or patients, there are more opportunities for …

From internal marketing to external marketing, from websites to social media, from personality profiling to increasing your influence with your clients or patients, there are more opportunities for marketing than ever before–and more tools with which to do it. In this full-day workshop, you’ll explore a wide range of marketing possibilities for your clinic. http://www.moxzee.com

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  • 1. Unleashthe power of marketing
  • 2. Unleash the Power of Marketing IntroductionThe Art and Science of Marketing
  • 3. Unleash the Power of Marketing IntroductionObjectives‣Understand more clearly the impact marketing has on aveterinary clinic‣Learn specific strategies and tactics that will increasenew-client flow, profitability and brand value.
  • 4. Unleash the Power of Marketing IntroductionKey Topics:1. The Influence of Brand-building on Marketing Success2. Online Marketing Breakdown3. Understanding and Using Social Media4. Personality Profile and Presentation Methods5. External Marketing Tactics6. Referrals Building Methods7. Marketing to Female Consumers8. Marketing Plans and Why You Need One9. Avoiding Marketing Mistakes and Pitfalls
  • 5. Unleash the Power of Marketing IntroductionWhat is the purpose of marketing?
  • 6. Unleash the Power of Marketing Introduction The purpose of marketingis to shorten the sales cycle.
  • 7. Unleash the Power of Marketing Introduction“Sales Cycle” in a veterinary clinic:1. Client chooses a veterinary clinic2. Client complies with vet recommendation3. Client remains loyal and re-visits clinic as needed4. Client refers friends or family to clinicCompliance is the key activity in the sales cycle
  • 8. Unleash the Power of Marketing Introduction
  • 9. Unleash the Power of Marketing IntroductionHunting or Farming?‣Hunters eat what they kill‣Hunters often go hungry‣Farmers harvest for future rewards
  • 10. Customer ServicePublic Relations Advertising Customer Loyalty Branding e-Commerce Unleash the Power of Marketing Introduction
  • 11. Unleash the Power of Marketing IntroductionMarketing Strategy? or Marketing Tactic?
  • 12. Unleash the Power of Marketing IntroductionA strategy is an overall plan
  • 13. Unleash the Power of Marketing IntroductionExamples of marketing strategies:‣Improve the technology image of the clinic‣Acquire 20 new clients per month through referrals
  • 14. Unleash the Power of Marketing Introduction A marketing tactic is aspecific tool or method.
  • 15. Unleash the Power of Marketing IntroductionExamples of marketing tactics:‣Begin a pay-per-click advertising effort‣Implement a monthly direct mail campaign
  • 16. Unleash the Power of Marketing Introduction4 Marketing Targets1. Branding / Identity2. External Marketing3. Internal Marketing4. Presentation Skills
  • 17. Brand building
  • 18. Unleash the Power of Marketing Brand BuildingSergio Zyman quote:“Building a brand means planting your business inthe reward behavior area of a customers brain—the same area that responds to chocolate, love,and beauty. It is being first and foremost in themind of a customer when they need your service,and they should feel a sense of reward just bythinking of you.”
  • 19. Unleash the Power of Marketing Brand BuildingThe Influence of Brand-building on Marketing Success
  • 20. Unleash the Power of Marketing Brand BuildingWhat is a brand?
  • 21. Unleash the Power of Marketing Brand BuildingA brand is not a logo.
  • 22. Unleash the Power of Marketing Brand BuildingA brand is not a logo.
  • 23. Unleash the Power of Marketing Brand BuildingA brand is not a logo.
  • 24. Unleash the Power of Marketing Brand BuildingA brand is not a logo.
  • 25. Unleash the Power of Marketing Brand BuildingWhat is a Brand?‣Abrand is a company’s reputation andpromise of quality and excellence
  • 26. Unleash the Power of Marketing Brand Building
  • 27. Unleash the Power of Marketing Brand BuildingBrand Equity and Brand Loyalty
  • 28. Unleash the Power of Marketing Brand BuildingWhat is “Brand Equity?”
  • 29. Unleash the Power of Marketing Brand Building Brand Equity: DefinitionBrand equity is theperception of value orsuperiority of a productor service in the eyesof a consumer.
  • 30. Unleash the Power of Marketing Brand BuildingBrand Equity in aveterinary clinicis expressed in the form ofconsumers choosing the clinicand following recommendedtreatment with little or noregard for price.
  • 31. Unleash the Power of Marketing Brand BuildingWhat is “Brand Loyalty?”
  • 32. Unleash the Power of Marketing Brand Building Brand Loyalty: DefinitionBrand loyalty is a client’scommitment to continuallyrepurchase a product orservice regardless of themarketing pressuregenerated by competitors.
  • 33. Unleash the Power of Marketing Brand BuildingBrand Loyalty in aveterinary clinicis expressed in the form ofclients continually returning tothe clinic with little or noregard for competing options.
  • 34. Unleash the Power of Marketing Brand BuildingYour Brand is Your Reputation
  • 35. Unleash the Power of Marketing Brand BuildingBranding Defined‣ A strong brand will protect you from economic volatility and competitive challenges‣ A great brand is a buffer.
  • 36. Unleash the Power of Marketing Brand Building The Art of Leveraging Giant Brands ‣Intelligent marketing strategies always include leveraging the power of nationally recognized brands.®HEARTGARD and FRONTLINE are registered trademarks of Merial. ©2010 Merial Limited, Duluth, GA. All rights reserved.
  • 37. Identity development
  • 38. Unleash the Power of MarketingIdentity Development
  • 39. Unleash the Power of MarketingIdentity Development
  • 40. Unleash the Power of MarketingIdentity Development
  • 41. Unleash the Power of MarketingIdentity Development
  • 42. Unleash the Power of MarketingIdentity Development
  • 43. Unleash the Power of MarketingIdentity Development
  • 44. Unleash the Power of Marketing Identity Development4 steps to a great identity1. Create a clear vision statement2. Design a great logo3. Develop a tagline4. Establish design standards
  • 45. Unleash the Power of Marketing Identity Development1. Create a written vision statement‣ How will you treat each and every client?‣ What level of service will you provide?‣ What is your promise of clinical excellence?
  • 46. Unleash the Power of Marketing Identity Development2. Design a great logo
  • 47. Unleash the Power of MarketingIdentity Development
  • 48. Unleash the Power of Marketing Identity Development2. Design a great logo‣Logos can change
  • 49. Unleash the Power of Marketing Identity Development2. Design a great logo‣Use your logo everywhere possible
  • 50. Unleash the Power of Marketing Identity Development3. Develop a tagline‣ Develop a meaningful and concise statement that captures the essence of your clinic.‣ Sell the benefits – not the featuresImproving Lives One Pet at a Time! (benefit)Full Service Veterinary Care (feature)
  • 51. Unleash the Power of Marketing Identity DevelopmentSamples of Taglines‣ Your Pets Deserves Our Vets‣ Caring for Pets and Their People‣ Warm Hearts for Cold Noses‣ All Creatures Great and Small
  • 52. Unleash the Power of Marketing Identity Development3. Develop a taglineMcDonald’s is Your Kind of Place (1967)You Deserve a Break Today (1971)Have you Had your Break Today? (1995)I’m Lovin it! (2003)
  • 53. Unleash the Power of Marketing Identity Development3. Develop a tagline
  • 54. Unleash the Power of Marketing Identity Development3. Develop a tagline
  • 55. Unleash the Power of Marketing Identity Development3. Develop a tagline
  • 56. Unleash the Power of Marketing Identity Development4. Establish design standards foryour marketing materialsDesign standards consistof fonts, textures, shapes,color schemes, photosand even language style.
  • 57. Unleash the Power of Marketing Identity Development4. Establish design standards foryour marketing materials
  • 58. Online marketing
  • 59. Website design
  • 60. Unleash the Power of Marketing Website DesignChoosing The Right Domain Name‣www.somanypeoplemakethemistakeofcreatingcomplicateddomainnamestobecreative.com‣Always get a “.com” (avoid “.net” “.biz” “.info”)‣Easy to remember and type‣Absolutely NO hyphens
  • 61. Unleash the Power of Marketing Website DesignWebsite Design‣Hire a professional that follows market trends
  • 62. Unleash the Power of Marketing Website DesignWebsite Content (Content is King)‣Hire a Copyrighter or Editor‣Simplify Your Homepage‣Have A Solid About Us Page‣Testimonials and Awards‣Make it easy for them to contact you‣Content should say less of “Look at me”and more of “This is how we can help you”
  • 63. Unleash the Power of Marketing Website Design
  • 64. Unleash the Power of Marketing Website DesignTypical Source of Website Content‣ Veterinarian writes it — 56.2%‣ Staff Member — 27.2%‣ Friend or Family Member — 9.5%‣ Consultant — 29.5%‣ Templated veterinary websites — 17.8%
  • 65. Unleash the Power of Marketing Website DesignMobile Websites
  • 66. Search marketing
  • 67. Unleash the Power of Marketing Search MarketingWhy Search Engine Marketing?‣Local search for grew by 86% in 2009‣Expected Growth in 2011 94%
  • 68. Unleash the Power of Marketing Search MarketingWhy Search Engine Marketing?‣86%of local searchers follow up with aphone call or visit‣61% end up making a purchase
  • 69. Unleash the Power of Marketing Search MarketingWho Rules the Search Engine Market?2 billion global searches a day Everybody Else 3% 72% 15% 10%
  • 70. Unleash the Power of Marketing Search MarketingFour Critical Factors of SEO‣Site architecture‣Content (relevance)‣Links (trust & authority)‣User action
  • 71. Unleash the Power of Marketing Search MarketingSearch Engine “Gardening”‣SEO creates “organic” results‣Organic traffic is always free‣Searchers trust organic results‣Success requires ongoing attention‣Easier to maintain once established
  • 72. Unleash the Power of Marketing Search MarketingOn-Site Factors That Influence SEO‣ Age of Site and Content - The expiration date of the domain (1yr. or 5 yrs.? )‣ Structure of Site - Site map and menu structure follows best practices - Site code is clean and easy to analyze - Text is readable and not in graphic form (Flash is bad)‣ Keywords throughout the site - Keyword use in important tags - If density of keywords is too high can be a penalty‣ PPC usage - Google shouldn’t be biased but they are.
  • 73. Unleash the Power of Marketing Search MarketingOff-Site Factors That Influence SEO‣ Overall popularity of site - Popularity of site within topical community‣ Overall popularity of linking sites - Popularity of linking sites within topical community - Age of links is weighed heavily. Old is good. - Too many too fast looks artificial and can be a penalty‣ User Actions - Time spent on the site and number of pages viewed - Did the user bookmark the site? - Returning visits are excellent
  • 74. Unleash the Power of Marketing SEO Organic Search Results
  • 75. Unleash the Power of Marketing SEOReviews
  • 76. Unleash the Power of Marketing SEOMap Listing
  • 77. Unleash the Power of Marketing SEOPaid Ads
  • 78. Unleash the Power of Marketing Search MarketingCommon MisunderstandingDon’t expect your website to be listed onsearch engines the day it goes up. Google forexample, in their fine print, estimates 6-8months for your site to be listed completely.
  • 79. Unleash the Power of Marketing Search MarketingBenefits of Using an SEO Company‣Understand in-and-outs of all search engines.‣Keep keywords fresh, and up-to-date.‣Can speed up the listing process.‣Monthly analytics reporting
  • 80. Unleash the Power of Marketing SEOPaid Ads
  • 81. Unleash the Power of Marketing Search MarketingPay-Per-Click (PPC) Advertising‣PPC are sponsored links on Google, Yahoo!and MSN‣Simple to set-up and manage budget‣Can target as many keywords as you choose‣Results can be limited by budget‣“Fast-Food” (Hunting) Search EngineMarketing
  • 82. Unleash the Power of MarketingSearch Marketing
  • 83. Unleash the Power of MarketingSearch Marketing
  • 84. Unleash the Power of Marketing Search MarketingSetup a Pay-Per-Click Campaign:‣Create a Google AdWords account‣Set a budget—$100 or $500 a month‣Choose your keywords‣Compose your ad and description of services.
  • 85. Unleash the Power of Marketing Search MarketingWebsite AnalyticsThe process ofanalyzing activityon your website
  • 86. Unleash the Power of Marketing Search MarketingWebsite Analytics‣Unique Visitors‣Page Views per Visit‣Average Time on Site‣Visitors by Location‣Source of Traffic‣Browser Used
  • 87. Coupon websites
  • 88. Unleash the Power of Marketing Coupon WebsitesTop 4 Coupon SitesIn 2010, 367 billion printablecoupons where distributed.That’s a 237% increase fromthe year before. One third ofall coupons redeemed werefor non food items.
  • 89. Unleash the Power of MarketingCoupon Websites
  • 90. Online reviews
  • 91. Unleash the Power of Marketing Online Reviews‣Each Month 40 million people visit Yelp.‣Yelpers have written over 17 million reviews‣83% of them rate a business 3 stars or higher‣Setupa free account to post offers andrespond to customers
  • 92. Unleash the Power of Marketing Online Reviews‣Over3 million consumers use Angies Listto find professionals in their area‣Reviews are based on an A-F rating‣Companies can respond to reviews‣Each report submitted is reviewed forfraudulent or malicious reviews.
  • 93. Unleash the Power of Marketing Online ReviewsPromoting Good Reviews‣Good reviews reinforce brand loyalty‣Actively collect your reviews‣Encourage clients to write reviews‣Include good reviews in marketing materials‣Post reviews online—Facebook, Twitter, etc.
  • 94. Unleash the Power of Marketing Online ReviewsPromoting Good Reviews‣Be Nice—Don’t take it personal.‣Research before you respond—Find out ifnegative review is valid.‣Assure your reviewer you’ll solve the problem.‣Keep it short—Too long and it appears you’recovering up.‣Remember feedback is helpful.
  • 95. Email marketing
  • 96. Unleash the Power of Marketing Email MarketingEmail Campaign Content‣Announce New Employees‣News Articles or Educational info‣Promotions and/or Discounts‣Upcoming Events‣New Equipment or Technology‣Client Testimonials
  • 97. Unleash the Power of Marketing Email MarketingTiming Is Everything‣Tues or Wed before 9am‣1/3 will open in first hour‣1/2 will open within 6 hours‣3/4 will open within 24 hours
  • 98. Unleash the Power of Marketing Email Marketing
  • 99. Unleash the Power of Marketing Email Marketing
  • 100. Social Media
  • 101. Unleash the Power of Marketing Social Media
  • 102. Unleash the Power of Marketing Social MediaSocial Media Statistics‣85% of companies use Facebook in their marketing strategy‣Over 24 hours of video uploaded to YouTube every minute ‣150 million professionals have LinkedIn accounts‣Half of all active users log into Facebook each day‣Facebook has over 800 million members
  • 103. Unleash the Power of Marketing Social MediaHow Can Social Media Help Me?‣Establishes that you are innovative and forward thinking‣Pushes more traffic to your website‣Broadens your marketing reach‣Improves search engine ranking
  • 104. Unleash the Power of Marketing Social Media
  • 105. Personality profiles
  • 106. Unleash the Power of Marketing Personality ProfilesPersonality Assessment TheoriesKeirsey Temperament SorterMorrisby ProfileDISC Personality ProfilerMyers-Briggs Type Indicator
  • 107. Unleash the Power of Marketing Personality ProfilesDISCThe meaning behind the acronym DISCD – Dominant or DriverI – Interpersonal or InteractiveS – Security-minded or SteadfastC – Critical-thinker or Cautious
  • 108. Unleash the Power of Marketing Personality ProfilesDISC‣18% of population‣9% of women‣Highly motivated, driven‣High risk takers‣Impatient Must respect you to buy from you
  • 109. Unleash the Power of Marketing Personality ProfilesDISC‣28% of population‣41% of women‣All about relationships‣Require social acceptance‣Concerned about image‣Hate small details Must like you to buy from you
  • 110. Unleash the Power of Marketing Personality ProfilesDISC‣40% of population‣45% of women‣Hate disruption and change‣Like to work in teams‣Hate the stress of decisions‣Research everything Must trust you to buy from you
  • 111. Unleash the Power of Marketing Personality ProfilesDISC‣14% of population‣5% of women‣Enjoy data and statistics‣Ask questions about everything‣Fear making bad decisions You don’t even enter into the equation
  • 112. Presentation skills
  • 113. Unleash the Power of Marketing Presentation SkillsThe “Trading-Up” Phenomenon
  • 114. Unleash the Power of Marketing Presentation SkillsThe “Trading-Up” Phenomenon
  • 115. Unleash the Power of Marketing Presentation SkillsThe “Trading-Up” Phenomenon
  • 116. Unleash the Power of Marketing Presentation SkillsThe “Trading-Up” Phenomenon
  • 117. Unleash the Power of Marketing Presentation SkillsStop giving away Mercedes care at Volkswagen Prices Get paid for what you deliver!
  • 118. Unleash the Power of Marketing Presentation SkillsLow Price or Value?
  • 119. Unleash the Power of Marketing Presentation SkillsLow Price or Value?It’s not about a low price,it’s about value per dollar.
  • 120. Unleash the Power of Marketing Presentation SkillsLow Price or Value?Consumers LOVE to validatetheir sense of self as theypurchase superior brands.
  • 121. Unleash the Power of Marketing Presentation SkillsSell the benefits not the features!A salesman was trying to sell a stove to an elderly lady. Hedescribed the construction features at great length, talked aboutB.T.U.s, thermostats and automatic damper control. Then thecustomer interrupted him with this wonderfully human question:“Tell me, mister, will it keep an old lady warm?”
  • 122. Unleash the Power of Marketing Presentation SkillsLearn to listen.‣ Body language makes up 55% of a person’s communication.‣ Tone and pace makes up 38% of a person’s communication.‣ Words make up less than 10% of a person’s communication.
  • 123. Unleash the Power of Marketing Presentation Skills At the end of the day, sales is apopularity contest. Everyone wants to be friends with the cool kid.
  • 124. Unleash the Power of Marketing Presentation SkillsCase Presentation Review‣ Strive to become a master communicator‣ Sell the benefits and not the features‣ Learn to quickly assess personality types‣ Provide your clients with expanded options‣ Position your fees so that consumers can upgrade
  • 125. External marketing
  • 126. Unleash the Power of Marketing External MarketingExternal MarketingTips and Tricks
  • 127. Unleash the Power of Marketing External Marketing‣Analogy of Seeds‣Too much reach results in millions of wasted budget! Frequency vs. Reach
  • 128. Unleash the Power of Marketing External MarketingThe Impact of Client Attrition
  • 129. Unleash the Power of Marketing External MarketingClients Move‣ Using US Census Bureau data from 2003, 14.1% moved.‣ Half of homeowners move without notifying the US Postal Service.
  • 130. Unleash the Power of Marketing External MarketingOther Attrition Factors‣ Clients Die (approx.1% of US population)‣ Clients Diagnosed with Cancer (nearly 1%)‣ Clients Lose Jobs (1.25%)‣ Clients Divorce (1.5%)
  • 131. Unleash the Power of Marketing External MarketingWhat does this all mean?The total number of clients who move or die total nearly 15%.With job loss and divorce the total easily approaches 18%.This does not even begin to factor in issues such as, terminalillness, depression, drug abuse, alcoholism and mental illness.The client attrition rate will exceed 20% yearly.
  • 132. Unleash the Power of Marketing External MarketingDemographic considerations 1. Age of head of household 2. Home owners vs. renters 3. Household income 4. Real estate value 5. Children in the home 6. Time in community 7. Pet ownership
  • 133. Unleash the Power of MarketingBranding and Identity
  • 134. Unleash the Power of MarketingBranding and Identity
  • 135. Unleash the Power of Marketing External MarketingIncome Level?Never assume that consumerswho have the highest incomewill make the best clients.Studies show that consumerswith higher income levels don’trespond as well to advertisingregardless message.
  • 136. Unleash the Power of Marketing External MarketingNew Move-ins“New move-ins” are importantfor direct mail success.Names are obtained throughutility hook-ups and city andcounty records.
  • 137. Unleash the Power of Marketing External MarketingResponse Tracking SystemAnalyze and measure the response of your marketing campaign
  • 138. Unleash the Power of Marketing External MarketingYour Response Tracking System‣ Simple and Affordable‣ Tracks length of call, time of call and caller ID with address‣ Google Map of caller location‣ Demographics detail of the caller’s zip code‣ Whisper feature announces that the call is a marketing call‣ Recorded MP3 file of each call
  • 139. Unleash the Power of Marketing External MarketingYour Response Tracking System
  • 140. Generating referrals
  • 141. Unleash the Power of MarketingBranding and Identity
  • 142. Unleash the Power of Marketing ReferralsSeth Godin quote:Something remarkable isworth talking about. Worthnoticing. It’s like a purple cow.Boring stuff is invisible. It’s abrown cow. Understand that ifyour product or service isn’tremarkable, it’s invisible.
  • 143. Unleash the Power of Marketing ReferralsWhy referred clients are smart business‣ They are less likely to be “vet shopping”‣ They usually have fewer objections‣ They are more likely to be long-term, loyal clients‣ They are highly inclined to refer others‣ The most affordable way to obtain a new client
  • 144. Unleash the Power of Marketing Referrals
  • 145. Unleash the Power of Marketing ReferralsBenefits of a referral brochure‣ Helps staff consistently promote referrals‣ More informative than a business card‣ Makes a lasting impression with powerful imagery‣ Eliminates complicated verbal scripts‣ Motivates existing clients to refer‣ Every patient, every day!
  • 146. Unleash the Power of Marketing ReferralsPatient RewardsTake care of the peoplewho take care of you.
  • 147. Marketing to women
  • 148. Unleash the Power of Marketing Marketing to WomenWomen inVeterinary MedicineWomen are rapidly becominga majority in the veterinaryprofession. They now makeup 48% of all practicing vetsand 75% of all vet schoolgraduates. 
  • 149. Unleash the Power of Marketing Marketing to WomenPurchasing power of women‣ Over85% of retail purchases made today in the U.S. are made by women.‣ At least the next 10% are influenced heavily by women‣ Marketingto women always delivers more profit than putting the same budget against an all-male target.‣ Women 50-75 are prime marketing targets - They have the time and money to spend for themselves and others.
  • 150. Unleash the Power of Marketing Marketing to WomenJack and Jill Principle:You don’t need to know Jack...but you need to know Jill andknow her very well.
  • 151. Unleash the Power of Marketing Marketing to WomenThe Soccer Mom MythOverview of who todays femaleconsumer really is, how she reallythinks, and why she really buys.
  • 152. Unleash the Power of Marketing Marketing to WomenThe value of female clients‣ Female clients will be much more loyal‣ Women are more likely to be compliant‣ Women refer more often than men do
  • 153. Unleash the Power of Marketing Marketing to WomenMarketing to WomenTom Peters quote:“If a man is ignored by a salesclerk, he thinks What a jerk. Awoman will think,I hate thiscompany.”The small things, good andbad, make more of an impact.
  • 154. Unleash the Power of Marketing Marketing to WomenWomen complain for a reason‣Arecent study showed that of 1,000 random complaints, more than 80 percent were registered by women.‣ When things goes badly they get mad and stay mad.‣ Their complaints register words like...
  • 155. Unleash the Power of Marketing Marketing to Womenemb arrassed helpless out of control hurt rejected
  • 156. Unleash the Power of Marketing Marketing to WomenWomen complain for a reason‣ Researchindicates that of 1,000 random complaints, more than 80 percent were written and registered by women.‣ When things goes badly they get mad and stay mad.‣ Their complaints register words like "embarrassed," "helpless," "out of control," "hurt," and "rejected."‣ Business is personal and emotional to them.
  • 157. Unleash the Power of Marketing Marketing to WomenMistakes that women always notice‣ Strong or bad odors‣ Being in a hurry and not willing to invest time‣ Being too pushy or aggressive‣ Failing to provide supporting information‣ Being profiled or stereotyped
  • 158. Unleash the Power of Marketing Marketing to WomenBuild credibility with female clients‣ Providing access to rich content resources‣ Selling the benefits instead of the features‣ Using credible testimonials from other clients‣ Selling with stories and not facts‣ Understanding the importance of facial communication‣ Selling convenience and value over price
  • 159. Unleash the Power of Marketing Marketing to WomenJack and Jill Principle:You don’t need to knowJack... but you need to knowJill and know her very well.
  • 160. Unleash the Power of Marketing Marketing to WomenWomen don’t just buy brands...they join them.
  • 161. Unleash the Power of Marketing Marketing to WomenMarketing to WomenBarbara Ks 30 piece toolkit is not only better lookingbut the tools are sized tobetter fit a womans handand they weigh less thanregular tools.
  • 162. Unleash the Power of Marketing Marketing to WomenA Sears surveyrevealed that if giventhe choice of an hourof free advice fromhome-repair pro BobVila or Dr. Phil, 63% 63%of women wouldchose Vila. 37%
  • 163. Telephone skills
  • 164. Unleash the Power of Marketing Telephone SkillsYour On-hold Marketing SystemTurn on-hold time into a marketing tool‣ All digital device (no moving parts)‣ Simple to update or change audio‣ 6-10 minute message with music‣ Professional voice talent
  • 165. Unleash the Power of Marketing Telephone SkillsBenefits of on-hold marketing‣ Creates dialogue about services you offer‣ Reduces hang-ups. (34% of callers will hang-up to on hold silence and never call back)‣ Can make up for a rushed or rude staff member‣ 88% prefer messages over music only
  • 166. Unleash the Power of Marketing Telephone SkillsYour hours of operation‣ Themost frequent call times are early morning on Monday, during lunch hours and Fridays after noon‣ Nevertry to describe complicated hours of operation on your answering machine‣ Hoursof operation should be Monday through Friday 8:00am - 5:00pm (no lunch breaks)‣ You’ll never convert a call that you don’t capture
  • 167. Unleash the Power of Marketing Telephone SkillsCall Conversion!‣ She can make or break a new client experience‣ Director of First Impressions‣ Clients should “see” you smiling through the phone‣ Make training a regular priority‣ Look for individuals with great communication skills‣ Pay them well and expect excellence – thousands of dollars every month can be gained or lost
  • 168. Marketing plan
  • 169. Unleash the Power of Marketing Marketing PlanWhy do I need a Marketing Plan?
  • 170. Unleash the Power of Marketing Marketing Plan• SWOT Analysis of Current Situation• Projected Return on Investment• Marketing Budget Established
  • 171. Unleash the Power of Marketing Marketing Plan• Strategyfor Improving Brand Value• New Client Acquisition Strategy• Retention Strategy for Active Clients
  • 172. Unleash the Power of Marketing Marketing Plan• Brand and Identity Items Developed• Design of Marketing Materials / Tools• Content Publishing and Updates
  • 173. Unleash the Power of Marketing Marketing Plan• TrackingSystems Implemented• Return on Investment Assessment• Adjustments to Plan as Needed
  • 174. Unleash the Power of Marketing Marketing PlanAnnual Marketing Budget‣ 4-5% of collections for new, transitional or struggling clinics‣ 2-3% of collections for mature or already thriving clinics
  • 175. Unleash the Power of Marketing Marketing PlanWhat should your clinic be spending?‣ Clinic Annual Collections: $750,000‣ Clinic Monthly Collections: $62,500Annual Budget Scenarios5% $37,5004% $30,0003% $22,5002% $15,000
  • 176. Unleash the Power of Marketing Marketing PlanClient Lifetime Value (CLV)When you know the lifetime value of a client, you candetermine how much time, effort and money you can affordto invest to acquire a new client.*Referrals from these clients will increase the CLV significantly.
  • 177. Unleash the Power of Marketing Marketing PlanPatient Lifetime Value (CLV)Calculate your CLV by determining the following: A = Average time a client remains in your clinic: 5 Years B = Total income over the time period (A) above: $3,500,000 C = Number of active clients: 2,500 Client Lifetime Value = B/C $1,400
  • 178. Unleash the Power of Marketing Marketing PlanMarketing ROI Variables‣ Local economy‣ Saturation of veterinary clinics in a community‣ Hours of operation‣ Ability to convert a call to an appointment‣ Poor customer experience‣ Presentation skills
  • 179. Unleash the Power of Marketing Marketing PlanDeveloping anEffective 2-YearMarketing Plan

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