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Cornwall marketing day


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Cornwall marketing day

  1. 1. The One-Day Marketing Action Plan
  2. 7. = £2.7bn
  3. 8. The Notable Nine
  4. 9. The Private Dentistry 2012 Opportunity Matrix Whitening Facial Aesthetics Invisalign/6 month smiles Incognito veneers Cerec Implants Dentures 25-35 35-50 50-70 65+ Gay Pound
  5. 10. Decisions…….
  6. 13. Brand awareness You have a brand - whether you like it or not!
  7. 16. What are you going to do to develop your brand?
  8. 18. Your website home page <ul><li>Profile – am I in the right place? </li></ul><ul><li>People – do they look like a nice team? </li></ul><ul><li>Premises – does it suit my demographic? </li></ul><ul><li>Promises – are they customer service focused? </li></ul><ul><li>Prices – is it reassuringly expensive/affordable? </li></ul><ul><li>Proof – do other people speak highly of them? </li></ul><ul><li>Products expressed as Experiences – do they do the things I want? </li></ul>And for you?........
  9. 21. <ul><li>External </li></ul><ul><li>Architect – the geek </li></ul><ul><li>Designer – the creative </li></ul><ul><li>Optimiser – the technician </li></ul><ul><li>Connector – the Social Media expert </li></ul><ul><li>Internal </li></ul><ul><li>Social Media Manager </li></ul><ul><li>Content Development (team) </li></ul>
  10. 22. What are you going to do to develop your web marketing strategy?
  11. 23. Dan Sullivan – The Strategic Coach <ul><li>“ all the money that you need for the rest of your career is in the pockets of the people that you know and the people that they can introduce you to. ” </li></ul>
  12. 24. <ul><li>Are you missing the trick? </li></ul><ul><li>What did the patient attend for? </li></ul><ul><li>Did you up-sell? </li></ul><ul><li>Did you invite them to become members of the practice? </li></ul><ul><li>Did you request referrals? </li></ul>
  13. 25. <ul><li>The Welcome Pack </li></ul><ul><li>Covering letter – what will happen/timings </li></ul><ul><li>Mission statement </li></ul><ul><li>Meet the team </li></ul><ul><li>Directions/parking </li></ul><ul><li>Terms and conditions </li></ul><ul><li>Promises </li></ul><ul><li>Price list </li></ul><ul><li>Smile check </li></ul><ul><li>MHQ </li></ul>
  14. 26. The smile/facial check
  15. 27. <ul><li>What does that mean? </li></ul>Why should I become a member of your practice?
  16. 29. The Referral Business Card
  17. 32. What are you going to do to develop your welcome pack and branded literature?
  18. 33. 14 ways to improve your WOM <ul><li>Web site statement </li></ul><ul><li>Web site video testimonials </li></ul><ul><li>The new patient Welcome Pack </li></ul><ul><li>Referral business cards </li></ul><ul><li>The Introduction to The Brand </li></ul><ul><li>Quarterly patient newsletter </li></ul><ul><li>The End of Treatment Letter </li></ul>
  19. 34. <ul><li>8. The unsolicited “thank you” </li></ul><ul><li>9. Local business referral groups </li></ul><ul><li>10. The 60-second intro </li></ul><ul><li>11. Check ups and KEDO cards </li></ul><ul><li>12. Data Capture </li></ul><ul><li>13. Social Media </li></ul><ul><li>14. Tracking and CRM software </li></ul>
  20. 35. What are you going to do to develop your WOM systems?
  21. 36. Networking and Strategic Alliances
  22. 37. Networking <ul><li>Chamber of Commerce </li></ul><ul><li>Business Link </li></ul><ul><li>BNI </li></ul><ul><li>Women in Business </li></ul><ul><li>Other breakfast clubs </li></ul><ul><li>Other SIGs </li></ul><ul><li>Get out there and speak! </li></ul>
  23. 38. Strategic Alliances <ul><li>Complementary professions and businesses </li></ul><ul><li>Added value alliance </li></ul><ul><li>Marketing alliance </li></ul><ul><li>Take a look at my blog for a suggested letter </li></ul>
  24. 39. What are you going to do to develop your networking and strategic alliances?
  25. 40. Interruption marketing <ul><li>Directories </li></ul><ul><li>Direct mail </li></ul><ul><li>Print Media </li></ul><ul><li>Radio </li></ul><ul><li>Signage </li></ul>
  26. 41. What are you going to do to develop your direct marketing?
  27. 42. Financial Considerations <ul><li>Capex of £20,000 </li></ul><ul><li>Budget of 5% per annum of gross revenues </li></ul><ul><li>Marketing manager </li></ul><ul><li>Measurement and ROI’s </li></ul>
  28. 43. Planning Considerations
  29. 44. What are you going to do to find the money and the time?
  30. 46. = £2.7bn
  31. 51. Recommended reading and resources <ul><li>Seth Godin – “Tribes” </li></ul><ul><li>Ivan Misner – “The world’s best known marketing secret” </li></ul><ul><li>Harry Beckwith – “Selling the Invisible” </li></ul><ul><li>Malcolm Gladwell – “The Tipping Point” </li></ul><ul><li>Michael Gerber – “The E-Myth Revisited” </li></ul><ul><li>Action Plan Marketing – Robert Middleton </li></ul><ul><li>Best Year Yet – Jinny Ditzler </li></ul><ul><li> </li></ul>
  32. 52. Thanks for listening