Marketing is all about finding the most cost effective method of attracting clients to your business.
But, how do you find them?
Simple!
Ask your current customers how they found you.
Huh!
Was it a Yellow Pages ad, a letterbox flier, word of mouth, an advertising sign?
Peter, my local osteopath, and I went through this exercise before we decided on the most cost effective marketing campaign for his business.
We surveyed his existing clients and asked them to complete a 60 second survey while they were waiting in the waiting room. Questions included things like:
Name (already knew)
Sex (already knew)
Address (already knew)
How did you find out about us?
How do you find other osteos?
What are the main criteria you use to select an osteo?
Why did you choose us?
What magazines do you read?
What newspapers do you read?/What Days?
Analyse the data
Once we had all of this information, we analysed the data and found that most of his clients were females 20 - 35 that lived within 3 km of the practice, and had found him via his website.
They loved that fact that Peter had an online appointment system that allowed them to select an appointment time that suited tem best. They also loved the fact that Peter was open till 8:00 pm weekdays, and Saturdays.
So how did we attract new clients!
We designed a colour flier that appealed to females 20 - 35. We distributed the flier in 3000 letterboxes locally, and we included his website address and the online appointment capability.
We also included a 'call to action':
Please present this brochure, and you will receive a half price session. That's a saving of $30. But be quick. This offer is only available to the first 30 patients that take up the offer in May.
We reduced the size of his Yellow Pages advertisement, and you'll never guess what happened.
Business increased by 20%. |
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