Practical marketing for the healthcare sector, presentation using for the UKHCA Care home show. Top ten Marketing tips.

1. Practical Marketing…
…that really works
Claire Pay & David Banyard - SandisonPay Ltd

2. The Chartered Institute of Marketing
(CIM) define marketing as:-
“The management
process responsible for
identifying, anticipating
and satisfying customer
requirements profitably”
Practical Marketing…that really works

3. Or as George Orwell once said…
“…the rattle of
a stick inside a
swill bucket”
Practical Marketing…that really works

4. About this Session
o 10 simple but impactful ‘Marketing Lessons’
o Practical take home value
o Easy to implement
o Simple to measure and evaluate
o Will deliver immediate results
Practical Marketing…that really works

5. Lesson one
“Bait the hook
to Suit the Fish”
Practical Marketing…that really works

6. Lesson one - Differentiation is Critical
o What does your company stand for?
o Why are you different from your competitors?
o What is your uniqueness?
o Why should a customer buy from you?
o What ‘pain’ are you taking away, or what
benefit are you providing?
Practical Marketing…that really works

7. Lesson one - Differentiation is Critical
An Example
Practical Marketing…that really works

8. Lesson one - Differentiation is Critical
An Example
Parker Pens –
Providers of Gifts
Practical Marketing…that really works

9. Lesson one – The Learning…
“People (customers)
look for differences,
not similarities. So, give
them differences”
(What makes you special?)
Practical Marketing…that really works

10. Lesson two
“Repetition builds
reputation. Frequency
is far more important
than reach.”
Practical Marketing…that really works

11. Lesson two – Touching your prospects
o Identify key targets & create plan
o Segment your target list into shared
groups or sectors
o Collect information, data, collateral –
build up a knowledge bank
o Regular drip feed, using mail, email,
telephone & social
o Often 5 or 6 touches
o Be memorable!
Practical Marketing…that really works

12. Lesson two – The Learning…
“Set up a process whereby
you are contacting your
prospects at least every
quarter – and if you can do
it, every 2 months”
Practical Marketing…that really works

13. Lesson three
“Understand the
power of Direct
Marketing (DM)”
Practical Marketing…that really works

14. Lesson three – What is DM?
o Focused and targeted contact
with the customer
o Usually selling (but not always)
o Clear and compelling offer
o Easy to use call-to-action
o Multi-channel
Practical Marketing…that really works

15. Lesson three – What is DM? – An Example
Practical Marketing…that really works

16. Lesson three – The Learning…
“If you target it correctly,
DM is potentially the
most effective way of
getting your message
to the right person.”
(Remember to consider it in any marketing campaign)
Practical Marketing…that really works

17. Lesson four
“Build an
engaging Social
Media presence”
Practical Marketing…that really works

18. Lesson four – Key to successful Social Media
o Understand which of the channels your
customers use, and ‘follow’ or ‘like’ them
o Social media is about community and
collaboration, NOT about selling
o Become a source of comment, news,
information, top tips!
o Give away advice or offer something of value
Practical Marketing…that really works

19. Lesson four – Which to use…?
Facebook – going to the pub with your friends
Twitter – going to a night club and shouting really loud
LinkedIn – going to a business meeting
Google+ - going to a conference and sharing information
YouTube – going to movies and watching the ads
Practical Marketing…that really works

20. Lesson four – The Learning…
“Don’t be afraid of
using Social Media.
Your customers and
competitors will be
using it. But use the
right channels!”
Practical Marketing…that really works

21. Lesson five
“It’s the little
things that matter
the most”
Practical Marketing…that really works

22. Lesson five
“On average, a company
loses 32% of its customers
a year!”
(But here’s the frightening thing…Most of the
time, we never even notice!)
Practical Marketing…that really works

23. Lesson five – Keep Your Ears and Eyes Open
Practical Marketing…that really works
Vs

24. Lesson five – The Learning…
“Business goes where
it is invited…”
(The quality of the relationships you build
with your existing and potential customers
will absolutely determine the quality of the
results you achieve in your business!)
Practical Marketing…that really works

25. Lesson six
“Nurture your
Existing Customers”
Practical Marketing…that really works

26. Lesson six – Why…?
“It costs 6 more times to
attract a new customer
than it does to keep an
existing one”
Practical Marketing…that really works

27. Lesson six – Existing Customers = £££’s
o Are they aware of all your products/services?
o Can they benefit from referring new business?
o Do they know you have just won an award?
o Do they know about all new developments?
o Are they included in sales promotions?
o Do they receive your newsletter/blog/email?
o How often do you tell them how valued
they are?
Practical Marketing…that really works

28. Lesson six – The Learning…
“For most companies,
what they need to be
more successful is already
there, they simply don’t
recognise it.”
(Make your customers feel valued)
Practical Marketing…that really works

29. Lesson seven
“Customer
endorsements
are worth their
weight in Gold”
Practical Marketing…that really works

30. Lesson seven – Testimonials and Reviews
o The power of review sites – e.g. TripAdvisor
can destroy businesses
o Ask your customers if they like what
you have done
o Word-of-mouth and referrals
o Case studies and ‘happy quotes’
Practical Marketing…that really works

31. Lesson seven – The Learning…
“Build it into your
processes, but don’t wait
for customers to write it!”
Practical Marketing…that really works

32. Lesson eight
“Does your
Personality
shine through?”
(People buy from people first…)
Practical Marketing…that really works

33. Lesson eight – Ask Yourself This…
o If your company was an airline, which one
would it be?
o If your company was a make of car, which one
would it be?
o If your company was a food store, which one
would it be?
(Then ask your top customers to see what answers they
would give. Bet it’s different!)
Practical Marketing…that really works

34. Lesson eight – The Learning…
“Your personality (you +
brand) needs to appeal to
your target audience. If it
doesn’t, then change it –
this is easier than changing
your customers”
Practical Marketing…that really works

35. Lesson nine
“Start using
e-mail marketing
NOW!”
Practical Marketing…that really works

36. Lesson nine – Email Top Tips
o Be creative, especially the subject line
o Be people focused
o Be relevant – very important
o KISS
o Test, then test again
o Make it easy to unsubscribe
o Write like a human
o Clear call-to-actions
o Measure, evaluate, learn & amend
o Campaign and plan. And get the date right!
Practical Marketing…that really works

37. Lesson nine – The Learning…
“Email marketing works.
Make sure yours are
creative, clear, concise
and consistent”
Practical Marketing…that really works

38. Lesson ten
“No single marketing
effort works all the time,
rotate your marketing
tactics and approach”
Practical Marketing…that really works

39. Lesson ten – The Learning…
“Measurement and evaluation
is the most important part of
any marketing plan. Variety
and creativity will deliver
results, and prevent you from
getting bored!...”
Practical Marketing…that really works

40. Bonus Lesson
“You can afford to make
mistakes…the trick is to
learn from them!”
Practical Marketing…that really works

41. Bonus Lesson – Learn from Mistakes!
Gerber – US baby
food company
Practical Marketing…that really works

42. Bonus Lesson – Learn from Mistakes!
Practical Marketing…that really works

43. Bonus Lesson – Learn from Mistakes!
Practical Marketing…that really works

44. Lesson Check List
Practical Marketing…that really works
o Be different!
o Touching works!
o DM can be powerful!
o Become social!
o Know your customers!
o And love them!
o Customer endorsements!
o Use your personality!
o Start emailing now!
o Try something different!
(And learn from your mistakes!)

45. Summary
o Nothing I have said can’t be done easily
o Small improvements pay large dividends
o It is at difficult times when marketing shines
through – invest time and resource NOW and
get ahead as the upturn takes affect.
Practical Marketing…that really works

46. Thank you!
Any Questions?
Practical Marketing…that really works