Marketing doesn’t work.
How often have you considered this to be true? Well, you are not alone in thinking that spending money on print ads or a promotion didn’t work to fill your treatment rooms to capacity. Spending marketing dollars on an impulse or because you think you should or because a advertising sales rep calls, is what we like to call slot machine marketing. Just like gambling, slot machine marketing has very low odds of producing your desired result. And changing “slot machines” to advertise another newspaper or a new direct mail postcard doesn’t improve your odds either.
The trick to effective marketing is to have a long-term plan, like a roadmap or blueprint, for all your marketing activities for the year. While this may seem like a big job, it can really be completed in a few hours. In future posts, I will be sharing the steps to take create your marketing plan for the year and guidelines for staying on track to follow it.
But I'm curious, do you plan your marketing activities (promotions, direct mail postcards, letters, advertisements) well in advance? Or do you spend your marketing dollars in reaction to something or someone? Do tell.
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