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SEVEN STEPS TO MARKETING SYNERGY
Copyright 2003 M. Johanna Powell
Creating marketing synergy means that you have a marketing plan where each element of your plan complements another. The total effect achieved is greater than the sum of the individual effects. Synergy creates greater power and energizes your marketing efforts.
1. Set realistic goals and objectives. You will want specific goals (i.e., get three new clients in the next month) and your object is how to achieve that goal. You have to get out there and tell people who you are, what you do, and what it matters to them. You have to target who would want or need what you have to offer, then make sure you go where they are. It is easier to target a specific “someone” rather than “anyone”. So focus your energy and your time to determine how best to reach them.
2. Establish a budget. What funds are available. A marketing budget can be very small if you are going to hand out flyers or volunteer your services. The more other people have to interact with you on your selected marketing tools, the higher the cost. Often, it is worth the expenditure to pay to have your coupons printed, etc., when your time can be better spent doing massage.
3. Evaluate marketing tools. When evaluating marketing tools, remember your goals and consider how each tool moves you closer to your goals. Some tools: advertising, brochures, bulletin boards, business cards, cold calling, coupons, direct mail, directories, donations, electronic marketing, faxes, gift certificates, mailing lists, networking, newsletters, notes, open house, publicity, public speaking, referrals, retaining customers, samples, seminars, signs, sponsorship, strategic alliances, volunteering, warm calling, writing, yellow page ads.
4. Prepare your strategy. Nothing is ever discarded. Always build on what you have already done. Strategy is like massage. You start at one place and move in a timely manner to a conclusion then you do it over and over again. If you “sampled” your service, use your mailing list from the event to send follow up notes and enclose a $5 off coupon.
5. Implement your marketing plan. Get whatever you planned out there. The greatest therapist is not a success if they are never utilized.
6. Monitor responses. Keep track of each marketing effort and see which one worked best for you. Did any effort fail? Get rid of them for now, but they may be worthy later in your career.
7. Evaluate the success of your marketing effort. All may produce response, but how are they ranked? What produced the best results? Then do it again and again
8. Refine, revise and repeat. This is an ongoing process. It never stops.
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