Step 1
Identify and outline all the target markets within your database. To get you thinking about this, here are some things you can look for:
- Lost Clients or Patients
- Clients who bought product or service X but not product or service Y (this could be many different groups within just this category alone)
- Patient or Client birthdays, anniversaries (their own and the one they have with you)
- Those who purchased the basic version and those that purchased the whole enchilada
- Clients/patients among certain geographic regions or neighborhoods
- Those with specific lifestyle commonalities
- Those who bought at a certain price, a certain time, or a certain promotion
- Leads you have that did not convert
- Clients/patients ages, sex, children or no children, etc.
Step 2
Now you want to create a marketing message PRECISELY matched to the selected market. Each one is individualized to the target market so it resonates with them and gets their attention.
Step 3
Create your different messages with as many sub groups as possible.
Step 4
Determine the appropriate media to communicate your message investing as much as possible in doing so. Think in terms of multi-media. Even people in these subgroups will have a preference to how they like to receive information. The more ways you can cover this, the better the outcome. You also will want to think about your campaign in a multi-step fashion. People need to see messages over and over before they take action. One and done usually isn’t the answer and won’t yield the best results.
Step 5
Do it again or as they used to say on the shampoo bottle, “rinse and repeat.”
Author: Kathy Jiamboi
Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.