Marketing insight to improve your business
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Transcript of Marketing insight to improve your business
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#10
LEADERSHIP
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Your leadership
• Leadership is the capacity to transform vision into reality
• Leadership is about coping with changeManagement is about coping with complexity (John Kotter)
• Leaders are people who do the right things; Manager are people who do things right (Warren Bennis)
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#9
Know how to talk about your business
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The elevator speech
• In 20 seconds, what do you do?• How do you introduce yourself to new
customers?• What would you think following an
introduction like that?• Credential your clinic and yourself• Explain your service
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#8
Promote your image
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Your brand
• Marketing representation of what you are or you want to be ...
• Your name, your logo, your signature, your documents.
• Your brand is who you are
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My brand
• My 3 main features ________ ________ ________
• My 3 distinctive features ________ ________ ________
• Your Name :________________________________ Your logo :________________________________ Your slogan :______________________________
• Your brand reflects: __________________
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#7
Get into the right business!
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Your offer
• Massage therapy, hair styling, colorist…• Injectables • Equipment• Non-medical treatments and creams
• Portfolio analysis– Contribution margin– Stars and dog
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Market attractiveness
Fractional laser Tatoo removal
Cream, product.
$$$
Unsold stock
???
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#6
Pricing strategies
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An important part of the strategy
• New treatment promo?• Competitive analysis• Sound price discount schedule • Combination pricing• Give away treatment?• Tracking system
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Pricing evaluationL
ow
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UA
LIT
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-H
igh
High ------------------PRICE-------------------Low
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#5
You can’t manage what you can’t measure
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Marketing tracker LUNDI MARDI
MERCREDI JEUDI VENDREDI TOTAL
Poste marketing Nombre Valeur
Équipement: Réference Ami Patient Employé Esth.-coiffeuse Médecin
Journaux Rides:
Botox Cosmétique Injectables Revues:
Peeling Radio
Internet Page jaunes
Aucune référence
TOTAL: TOTAL
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#4
Internet
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Internet
• Extremely important• Your most profitable investment• Flexible platform• Web optimization• Google analytics• Email
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#3
Care for the entire customer experience
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First impression cycle
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#2
Welcome package and clinic tour
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Welcome them like they will come back
• Sufficient time for consultation• Introduce the different capacity of the clinic• Have somebody show them around
when/where possible• Prepare an information package • Use appropriate document
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#1
Work with what you have
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Retention
• Cost of acquiring customers $ 200 to $ 500
• Cost to keep a client $ 0 ... Priceless!
• Several ways of doing things, but important to act!!
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Follow-up
• Managing relations with customers – E-mail marketing– Special events– Call the next day and/or in 2 weeks time– Reminder card for following treatment– Recovery letter– Thank you letter
• Monitoring system