The Complete Marketing Action Plan

The 2011 Players

Demographics

The Notable Nine

WhiteningWhiteningFacial Facial

AesthetiAestheticscs

Invisalign/Invisalign/6 month 6 month smilessmiles

IncognitoIncognito veneersveneers CerecCerec ImplantsImplants DenturesDentures

25-3525-35

35-5035-50

50-7050-70

65+65+

Gay Gay PoundPound

The Opportunity Matrix

Philosophy - What is marketing?

• the barriers to entry by which you eliminate the people that you do NOT want to deal with and

• the offer by which you make yourself irresistibly attractive to the people that you DO want to deal with.

Dan Sullivan – The Strategic Coach

“all the money that you need for the rest of your career is in the pockets of the people that you know and the people that they can introduce you to.”

Bringing your brand to lifeBringing your brand to life

Your websiteYour website

• Profile – am I in the right place?• People – do they look like a nice team?• Premises – does it suit my

demographic?• Promises – are they customer service

focused?• Prices – is it reassuringly

expensive/affordable?• Proof – do other people speak highly

of them?• Products expressed as Experiences –

do they do the things I want?

And for you?........

Social Media

Web attraction

Your Web Team

External• Architect – the geek• Designer – the creative• Optimiser – the technician

Internal• Content Development Manager• Social Media Manager

Relationship Marketing

The Welcome PackThe Welcome Pack

Covering letter – what will happen/timings

Mission statement Meet the team Directions/parking Terms and conditions Promises Price list Smile check MHQ

The smile/facial checkThe smile/facial check

• Simple questions

• Opinions• Menu• At the first

meeting• At review

meetings

The Referral SystemThe Referral System

• Terms and conditions• End of treatment letter• Newsletter permission• Referral card• Web site

Membership of the practice

• What does that mean?

Networking and Strategic Alliances

NetworkingNetworking

• Chamber of Commerce• Business Link• BNI• Women in Business• Other breakfast clubs• Other SIGs• Get out there and speak!

Strategic AlliancesStrategic Alliances

• Complementary professions and businesses

• Added value alliance• Marketing alliance• Take a look at my blog for a

suggested letter

Interruption Marketing

Interruption marketing

• Directories• Direct mail• Print Media• Radio• Signage

Financial Considerations

• Capex of £20,000• Budget of 5% per annum of gross

revenues• Marketing manager

Recommended reading and resourcesRecommended reading and resources

1. Seth Godin – “Tribes”2. Ivan Misner – “The world’s best known marketing secret”3. Harry Beckwith – “Selling the Invisible”4. Malcolm Gladwell – “The Tipping Point”5. Michael Gerber – “The E-Myth Revisited”6. Action Plan Marketing – Robert Middleton7. Best Year Yet – Jinny Ditzler8. www.MilestonePlanner.com

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