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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Thanks for listening