increase your advertising performance session
DESCRIPTION
Tools and techniques to help the small and medium sized business turn advertising expense into performance-driven advertising success and efficiency. Other helpful resources including the presentation at http://dock29marketing.com/connect-with-us/resources.TRANSCRIPT
“How to Increase Your AdvertisingPerformance”
January, 2010
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Service Suite
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Brands
Strategy & Tools
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Strategy
• Know what makes you different (know your competitors)• Know your customer and what problems they have• Plan your media & messaging
– $ (budget)– Calendar (flight schedule)– Consistent branding (look & feel & messaging)
• Track your media and messaging– Know your calculations (patient value, margins, close rates)– Calls, clicks, offline conversions
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Strategy
• Know what makes you different (know your competitors)• Know your customer and what problems they have• Plan your media & messaging
– $ (budget)– Calendar (flight schedule)– Consistent branding (look & feel & messaging)
• Track your media and messaging– Know your calculations (patient value, margins, close rates)– Calls, clicks, offline conversions
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Know Your Competitors
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Know Your Competitors
• Top 3-5, no more than 10 • Considerations:
– Years in business– Sales $– Services– Tag lines– Unique value proposition– Quality– Price– Special offers– Target market– Guarantees– Packages & discounts– Messaging– Memberships / Achievements / Licenses– Advertising and marketing techniques– Collateral materials– Online connection points (search engines, review sites)
• Finding then using www.superpages.com• When data isn’t available – those advertising are the ones winning the sales game
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Strategy
• Know what makes you different (know your competitors)• Know your customer and what problems they have• Plan your media & messaging
– $ (budget)– Calendar (flight schedule)– Consistent branding (look & feel & messaging)
• Track your media and messaging– Know your calculations (patient value, margins, close rates)– Calls, clicks, offline conversions
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Know Your Customer & What Solutions They Seek
• Client profile• Ink out what your own patient services look like (% / $)• Test market on the cheap – Google Adwords ($100 or
less)
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Know Your Customer & What Solutions They Seek
• Test market on the cheap ($100 or less)– Setup a Google Adwords account www.google.com/adwords– ONE AD! NO MORE!
• As many keywords as you can think of (dozen / hundreds)
• Think non-technical terms
– Target locally - 20 miles– Opt out of “content match” ONLY on Google please– What are people searching for locally (“Impressions”)
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Know Your Customer & What Solutions They Seek
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Strategy
• Know what makes you different (know your competitors)• Know your customer and what problems they have• Plan your media & messaging
– $ (budget)– Calendar (flight schedule)– Consistent branding (look & feel & messaging)
• Track your media and messaging– Know your calculations (patient value, margins, close rates)– Calls, clicks, offline conversions
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Plan Your Media & Messaging
• $ (budget)
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Plan Your Media & Messaging
• Calendar (flight schedule)
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Plan Your Media & Messaging
• Calendar (flight schedule)
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Plan Your Media & Messaging
• Consistent branding (look & feel & messaging)
Rack brochuresSearch engine marketingLetters to clientsForms & LetterheadGreeting Cards and Reminders
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Strategy
• Know what makes you different (know your competitors)• Know your customer and what problems they have• Plan your media & messaging
– $ (budget)– Calendar (flight schedule)– Consistent branding (look & feel & messaging)
• Track your media and messaging– Know your calculations (patient value, margins, close rates)– Calls, clicks, offline conversions
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Track Media & Messaging
• Know your calculations (patient value, margins, close rates)
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Track Media & Messaging
• Calls, clicks, offline conversions (estimate)
Either Telco or Contact Me and I’ll pass along a our discounted rate (as little as $10 per month)
Notes: Make sure the line is clean & remove calls less than 10/15 seconds
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Track Media & Messaging
• Calls, clicks, offline conversions (estimate)
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Track Media & Messaging
• Calls, clicks, offline conversions (estimate)
Either estimate or track use your administrative staff
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Big Picture
• GOAL – know what your getting for your advertising investment.
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Big Picture
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Thanks & Q/A
Thank You for Your Attention
Christopher Bernardchief strategistdock29 – a marketing agencywww.dock29.comEmail: [email protected] direct: 941-776-1925