Friday, April 27, 2012
The Coupon Craze
There are new extreme coupon TV reality shows and an explosion of discount limited time coupon programs, such as Groupon. Consumers are jumping on the coupon band wagon. Take advantage of this growing tend by incorporating coupons into your marketing plans to grow your medical retail business.
Direct MailA standard printed paper coupon offer. These coupons are included in community area coupon pack mailings such as Val-Pak or Community Newsletters. You can also create your own mailed postcard campaign very inexpensively. Mail these coupon postcards to your patient database or buy names from local marketing agencies. There are many local or online vendors can walk you through this process. We also recommend using the US Postal Service offer where you can do everything from art creative and name selection online and they handle the mailing. These work very to target big offers or special event promotions.
Go Digital
You can put coupon graphics on your website, in emails, and on your social media channels. Alert customers to print their coupon and bring into the store to receive their special offer. This can help drive engagement for your digital marketing channels because customers want see the latest offer. It also can drive more foot traffic to your store since customers want to take advantage of the special discount.
Coupons need an offer such as percentage or dollar off discount. Gift with purchase coupons are also very successful. Grab attention with bold colors, prints, and images. Be sure you put your company name, address, website and phone number. Add an expiration date to create a sense of urgency to use the coupon quickly.
Track Success
Add unique tracking codes for each marketing vehicle you place a coupon. For example, use a code such as WEB12 for your website coupon and DM12 for your direct mail piece. Keep a record of all coupons redeemed and track these codes. You will know which marketing channel (website, email, mailer etc...)and which offers performed the best. Then you will know what offer and and what marketing channel to place future advertising.
Thursday, March 22, 2012
Quantity verus Quality?
The old adage - "It is not how many people you know, but who you know" can ring true in these days of how many friends, followers, fans do you have?! Growing your social media connections can be an excellent goal for your business, but don't forget to develop a few close professional community relationships too. In these relationships - quality wins out over quantity.
Relationships To Build
High profile positions that touch many people in your community are ideal relationships to pursue. Real estate agents, bankers, healthcare workers, hospital administrators, community directors - basically people that work with a large portion of your neighbors who can be potential patients and customers.
Where to Network
Chamber of Commerce groups are an excellent place to meet other business professionals looking to network. Groups such as Lions, Knights of Columbus, or community volunteer and charity groups are additional options. Join and get involved. Attend meetings and participate in sub committees and events. This will allow you to interact with other members to get to know new people and start building relationships.
Promotion Ideas
These professional relationships can help you co-market each other. When your real estate friend closes with a new buyer in your area, have her give them a goodie bag that includes a special discount offer from your business. Host a community event at your location. This allows your patients to meet and greet with your professional friends who can offer special discounts such as setting up a new banking account with your banker connection or or free hearing test with your friend that has a hearing clinic. You can also promote each other in your newsletters or email offers. Brainstorm fun promotions with your new friends that spur interest and hopefully new customers for all of you.
Quality business relationships can do wonders for your business. Challenge yourself to go out and cultivate professional friendships. As your friendships blossom so will the creative ideas to market both of your businesses!
Relationships To Build
High profile positions that touch many people in your community are ideal relationships to pursue. Real estate agents, bankers, healthcare workers, hospital administrators, community directors - basically people that work with a large portion of your neighbors who can be potential patients and customers.
Where to Network
Chamber of Commerce groups are an excellent place to meet other business professionals looking to network. Groups such as Lions, Knights of Columbus, or community volunteer and charity groups are additional options. Join and get involved. Attend meetings and participate in sub committees and events. This will allow you to interact with other members to get to know new people and start building relationships.
Promotion Ideas
These professional relationships can help you co-market each other. When your real estate friend closes with a new buyer in your area, have her give them a goodie bag that includes a special discount offer from your business. Host a community event at your location. This allows your patients to meet and greet with your professional friends who can offer special discounts such as setting up a new banking account with your banker connection or or free hearing test with your friend that has a hearing clinic. You can also promote each other in your newsletters or email offers. Brainstorm fun promotions with your new friends that spur interest and hopefully new customers for all of you.
Quality business relationships can do wonders for your business. Challenge yourself to go out and cultivate professional friendships. As your friendships blossom so will the creative ideas to market both of your businesses!
Wednesday, February 22, 2012
Customer Data is Golden
Did you know you have a gold mine inside your business? Your patient information is your business's gold. Instead of always chasing new customers, marketing to the customers you already have builds customer loyalty and provides a higher return on your market dollars. Here are some quick tips to mine for your own gold!
Collect Customer Info
Encourage new clients to fill out client info cards. Data collected should include mailing address, email, and phone/cell numbers. Ask questions regarding the type of products and services they interested in. This data will be instrumental in creating effective marketing campaigns. Make sure this data is captured in your internal client database such as your software system or your own spreadsheet.
Data Marketing
Putting the data into action is the fun part! Sorting your client lists by customer types such as male or female, serviced used, equipment rental clients, retail products purchased - the possibilities are endless. From there you can target postcard campaigns, email blasts, or special promotions relevant to what interests those customers. Bulk campaigns to your whole list can be used for general newsletters or overall promotions.
Loyalty Programs
Using your customer data in loyalty programs can also increase sales. Offering special VIP stats for long time clients with a discount or free products creates excitement and makes your customers feel valued. By capturing your customer's first service date, you can send anniversary cards with a thank you message and special discount. Feature long term clients in your newsletters or hold a VIP event with a gift bag with small goodies and discount offers. Celebrating and appreciating their business does wonders for loyalty.
Referrals
Once you have loyal customers who love your brand and services, ask for referrals. Offer a special incentive for the client who refers as well as the potential new client. Have your current customer pass you the referrals contact data and send an postcard with an intro offer. Once that referral becomes an client, employ all the steps above.
Your clients are your best asset. Mine your data well and watch your profits grow!
Collect Customer Info
Encourage new clients to fill out client info cards. Data collected should include mailing address, email, and phone/cell numbers. Ask questions regarding the type of products and services they interested in. This data will be instrumental in creating effective marketing campaigns. Make sure this data is captured in your internal client database such as your software system or your own spreadsheet.
Data Marketing
Putting the data into action is the fun part! Sorting your client lists by customer types such as male or female, serviced used, equipment rental clients, retail products purchased - the possibilities are endless. From there you can target postcard campaigns, email blasts, or special promotions relevant to what interests those customers. Bulk campaigns to your whole list can be used for general newsletters or overall promotions.
Loyalty Programs
Using your customer data in loyalty programs can also increase sales. Offering special VIP stats for long time clients with a discount or free products creates excitement and makes your customers feel valued. By capturing your customer's first service date, you can send anniversary cards with a thank you message and special discount. Feature long term clients in your newsletters or hold a VIP event with a gift bag with small goodies and discount offers. Celebrating and appreciating their business does wonders for loyalty.
Referrals
Once you have loyal customers who love your brand and services, ask for referrals. Offer a special incentive for the client who refers as well as the potential new client. Have your current customer pass you the referrals contact data and send an postcard with an intro offer. Once that referral becomes an client, employ all the steps above.
Your clients are your best asset. Mine your data well and watch your profits grow!
Tuesday, January 31, 2012
Going Green can Save Money!
These day all businesses are trying to stretch every dollar, but did you know that going green can save you money? Many people associate higher price tags when think about about going green, but there are many small ways to be more earth friendly and reduce your costs!
Turn it off
Create a kill-the-vampire campaign in your location. Encourage employees to turn off lights, computers, and office equipment (anything that sucks energy) when they leave for the day. Install power timers that automatically cut the power to things like copiers and printers at a certain time of the day. Turn down the thermostat during non business hours.
Save the Gas
Many of your healthcare businesses offer home delivery or home services. These big vehicles use a lot of gas. Maximize your fuel by using eco-driving tips. Drive smoothly at a low RPM in the highest possible gear. Anticipate traffic to avoid continually breaking and revving. Keep tires properly inflated for maximum MPGs.
Eco Replacements
Eventually equipment fails and needs replacement. Invest in more energy efficient options such as energy star rated appliances or hybrid delivery vans. The initial investment might be more but these replacements will pay for themselves quicker with the energy savings you will gain.
Recyclable Packaging
Use recycled paper shopping bags and set up a bag recycling area in your store. Tout your green efforts with an in store green policy. Share in company newsletters and at local industry events.
Small savings add up quickly! What is your business doing to be more green? Please share your tips below!
Turn it off
Create a kill-the-vampire campaign in your location. Encourage employees to turn off lights, computers, and office equipment (anything that sucks energy) when they leave for the day. Install power timers that automatically cut the power to things like copiers and printers at a certain time of the day. Turn down the thermostat during non business hours.
Save the Gas
Many of your healthcare businesses offer home delivery or home services. These big vehicles use a lot of gas. Maximize your fuel by using eco-driving tips. Drive smoothly at a low RPM in the highest possible gear. Anticipate traffic to avoid continually breaking and revving. Keep tires properly inflated for maximum MPGs.
Eco Replacements
Eventually equipment fails and needs replacement. Invest in more energy efficient options such as energy star rated appliances or hybrid delivery vans. The initial investment might be more but these replacements will pay for themselves quicker with the energy savings you will gain.
Recyclable Packaging
Use recycled paper shopping bags and set up a bag recycling area in your store. Tout your green efforts with an in store green policy. Share in company newsletters and at local industry events.
Small savings add up quickly! What is your business doing to be more green? Please share your tips below!
Tuesday, December 20, 2011
Setting Goals and Sticking To Them!
Soon the holiday decorations will be put away and the new year will be upon us. Many of us will start diving into our resolutions with a passionate cry that this year I will stick with my goals! Wait didn’t we say that last year….and the year before that… and the year before that. You get my point. Sticking to new goals is a challenge. Here are some ways to set appropriate goals and successfully accomplish them!
Define the Goals
- Create a clear definition of what your goal is.
- Be clear on the “why” of the goal which is your motivation.
- If you have more than one goal, group them into categories
- Tackling too many goals is a recipe for failure. Stick to a few key goals.
The Road Map
- A critial step is defining the how-to with monthly, daily, weekly steps.
- Put each step on a calendar to keep it top of mind and direct a clear path.
Celebrate the Wins
- Encouragement along the way keeps you engaged to accomplish your goals.
- Changing isn’t all or nothing. Celebrate victories with small rewards.
Evaluation – Practice not Perfection
- Put check-ins on the calendar to review progress
- Reviewing will drive more meaning to the goal and redirect efforts if needed.
- Each quarter ask questions such as - is the goal still relevant, how would you grade your progress, can you do other things to improve?
Example Goals
- Business Goal:
Define - grow retail sales by 5%
Motivation - a more profitable business
Map - create monthly retail sales promotion with help of sales team
Evaluation - monthly review of sales results,what worked what didn't
Celebration - quarterly catered lunch, bonus at year end if achieve goal
- Health Goal:
Define - Reach my goal weight of 150 lbs
Motivation - a healthier me to be active and live longer
Map - sign up and calendar an exercise class and attend 3 days a week
Evaluation - monthly weigh in and review of efforts
Celebration - quarterly get new shoes, year end a full spa day
Remember that life is about the journey. You will learn, you will fall, and you will grow– with focused intention, a plan, and self awareness you can stick with those goals and make them happen!
Define the Goals
- Create a clear definition of what your goal is.
- Be clear on the “why” of the goal which is your motivation.
- If you have more than one goal, group them into categories
- Tackling too many goals is a recipe for failure. Stick to a few key goals.
The Road Map
- A critial step is defining the how-to with monthly, daily, weekly steps.
- Put each step on a calendar to keep it top of mind and direct a clear path.
Celebrate the Wins
- Encouragement along the way keeps you engaged to accomplish your goals.
- Changing isn’t all or nothing. Celebrate victories with small rewards.
Evaluation – Practice not Perfection
- Put check-ins on the calendar to review progress
- Reviewing will drive more meaning to the goal and redirect efforts if needed.
- Each quarter ask questions such as - is the goal still relevant, how would you grade your progress, can you do other things to improve?
Example Goals
- Business Goal:
Define - grow retail sales by 5%
Motivation - a more profitable business
Map - create monthly retail sales promotion with help of sales team
Evaluation - monthly review of sales results,what worked what didn't
Celebration - quarterly catered lunch, bonus at year end if achieve goal
- Health Goal:
Define - Reach my goal weight of 150 lbs
Motivation - a healthier me to be active and live longer
Map - sign up and calendar an exercise class and attend 3 days a week
Evaluation - monthly weigh in and review of efforts
Celebration - quarterly get new shoes, year end a full spa day
Remember that life is about the journey. You will learn, you will fall, and you will grow– with focused intention, a plan, and self awareness you can stick with those goals and make them happen!
Wednesday, November 9, 2011
Supply Item Evaluation - Can you save $$$?
'Tis the season for budget stretching to meet end of the year goals and planning for your next year's expenses. This is prime time to evaluate all budget items - particularly supply products that can get lost under the radar due to their smaller expense lines. These can be items such as office supplies, disposables, accreditation materials, or other packaging products. Smaller costs can add up to big savings growing your bottom line!
Tips to Evaluate Supply Items
* Audit your purchase behavior - Are you buying anything intermittently in smaller quantities?
* Bulk buys - Consider bulk buying these items for volume based discount. Keep in mind storage needs.
* Consolidate Vendors - Could one vendor supply various items? There is potential to save on total order discounts and shipping costs.
* If you don't ask, you won't get it! - Ask your suppliers for any discount offers if you increase your order. If storage is an issue ask if they could they do blanket shipments at certain time intervals. The worse that could happen is they say no, but most suppliers appreciate your business and will try to work with you to make it a win-win.
* Participate in a Buying Group or Purchasing Organization Membership - These groups negotiate supplier contracts on your behalf so that you receive the best prices. Join the game, or if you are already member, take advantage of the benefits of membership with savings.
These are some quick ideas to get you started. Once you dive in you will be amazed at the stones you might uncover to drive additional savings. Have other tips to share? Please comment below. Happy Savings!
Tips to Evaluate Supply Items* Audit your purchase behavior - Are you buying anything intermittently in smaller quantities?
* Bulk buys - Consider bulk buying these items for volume based discount. Keep in mind storage needs.
* Consolidate Vendors - Could one vendor supply various items? There is potential to save on total order discounts and shipping costs.
* If you don't ask, you won't get it! - Ask your suppliers for any discount offers if you increase your order. If storage is an issue ask if they could they do blanket shipments at certain time intervals. The worse that could happen is they say no, but most suppliers appreciate your business and will try to work with you to make it a win-win.
* Participate in a Buying Group or Purchasing Organization Membership - These groups negotiate supplier contracts on your behalf so that you receive the best prices. Join the game, or if you are already member, take advantage of the benefits of membership with savings.
These are some quick ideas to get you started. Once you dive in you will be amazed at the stones you might uncover to drive additional savings. Have other tips to share? Please comment below. Happy Savings!
Tuesday, October 11, 2011
Maximize Seasonal Retail Sales
Do you hear those sleigh bells ringing? It should be the jingle of your cash register ringing up those holiday sales. Now is the time to create your holiday plan to make the most of your seasonal sales!
Gift Cards
The #1 retail gift of the season - gift cards. They are easy to buy, easy to give, and they let the recipient pick the gift they would like. Use store signage to make customers aware of your gift cards. Create a retail display by your check out areas. Make it a no-brainer by including the gift card packaging.
Ready-To-Go Gifts
Making gift giving easy will drive more sales. Create gift sets in a variety of price points to fit any budget. You can packaging them in cello bags, vinyl bags, or even holiday shoppers tied with a bow. Use signage to call out “Holiday Gift Center” to plant the seed that you offer the perfect gift. All customers have to do is walk the gift to the front counter and pop it under the tree.
Stocking Stuffers
Good things can come in small packages. In your gift center, add smaller items such as travel size products, first aid kits, holiday designed band-aids, holiday music, or local vendors candy. Offer in a variety of price points to increase sales potential. These little items can add high margin to your business and be that perfect little gift.
Gifts that Keeping Giving
This season many clients have limited holiday gift budgets and are looking for value. There are many products your business may offer that can giving through out the year by providing wellness or better patient care. Add this as a section to retail center focusing with some targeted products like a 3 month supply of compression hose, walker or cane special offers, masconomy product such as buy 3 bras get one free - the possibilities are endless for these items used every day.
Share these tips with your staff and check in weekly on progress and inventory status. You don’t want to miss out on a sales opportunity by running out of gift cards or popular retail items. Don't delay, prepare for a profitable holiday season today!
Gift Cards
The #1 retail gift of the season - gift cards. They are easy to buy, easy to give, and they let the recipient pick the gift they would like. Use store signage to make customers aware of your gift cards. Create a retail display by your check out areas. Make it a no-brainer by including the gift card packaging.
Ready-To-Go Gifts
Making gift giving easy will drive more sales. Create gift sets in a variety of price points to fit any budget. You can packaging them in cello bags, vinyl bags, or even holiday shoppers tied with a bow. Use signage to call out “Holiday Gift Center” to plant the seed that you offer the perfect gift. All customers have to do is walk the gift to the front counter and pop it under the tree.
Stocking Stuffers
Good things can come in small packages. In your gift center, add smaller items such as travel size products, first aid kits, holiday designed band-aids, holiday music, or local vendors candy. Offer in a variety of price points to increase sales potential. These little items can add high margin to your business and be that perfect little gift.
Gifts that Keeping Giving
This season many clients have limited holiday gift budgets and are looking for value. There are many products your business may offer that can giving through out the year by providing wellness or better patient care. Add this as a section to retail center focusing with some targeted products like a 3 month supply of compression hose, walker or cane special offers, masconomy product such as buy 3 bras get one free - the possibilities are endless for these items used every day.
Share these tips with your staff and check in weekly on progress and inventory status. You don’t want to miss out on a sales opportunity by running out of gift cards or popular retail items. Don't delay, prepare for a profitable holiday season today!
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