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June 2010 –
Market with meaning to hit home with clients |
Volume 1, Issue 5 |
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Each issue of Veterinary Marketing
Tips provides suggestions for reaching out to clients and prospects
with marketing and communications strategies and tactics. Please
feel free to email us at Lindaw@lwmarketworks.com if you have
questions or would like to find out more about our marketing
services. – Linda Wasche/LW Marketworks, inc.
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TIP:
Marketing that delivers
meaning to clients is more likely to hit the
mark than efforts that focus on what is meaningful to the
practice. It is common to see practices that spend a lot of
time talking about themselves to clients. “Here is our list
of services, take an online tour of our facility, read about
our staff.” While sharing such information to build basic
credibility and interest should be part of the message, it
should not be the only part. Self promotion does little to
reach out to clients to build ongoing relationships. Plus,
these same messages over time offer few compelling reasons
for clients to want to tune you in. Instead, clients look
for and appreciate meaningful information that will serve
them instead of your practice.
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HOW:
First, consider your audience. Realize that your
clients are made up of various segments, and gear your
messages to different groups such as dog owners, cat people,
etc. At the same time, understand that there are a variety
of ways to deliver client meaning. Reach out to human needs
and emotions at a number of levels by conveying meaning
through:
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Amusement/humor |
Cartoons, jokes,
sayings, stories and anecdotes. |
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Peace of mind |
Information on pet
nutrition/food, health hazards, disease and
injury prevention. |
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Need to belong |
Ability to interact
with pet lovers who have similar interests or to
share pet stories and pet care tips.
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Uplift/inspire |
Inspirational
stories, poems, pictures and pet profiles.
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When your messages deliver
meaning, pet lovers are more likely to pay attention and
bond with your practice. They are also more inclined to
share information with other pet owners. Look for ways to
incorporate meaningful client messages into:
Client mailings and e-mailings
Practice website
Lobby area
Programs and events
Social media such as LinkedIn and Twitter
Client information pieces |
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IDEA:
Start a system for
gathering and cataloging meaningful client information. Such
information might come from clients, staff, everyday
occurrences, colleagues, media outlets and your own email.
Do not hesitate to share or provide links to information you
have read elsewhere as long as you attribute it. By starting
this process, you are sure to start seeing how this
information can be used to deliver meaning to your clients.
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Veterinary Marketing Tips is published by LW Marketworks,
inc. Copyright © 2010
2222 Pontiac Drive, Sylvan Lake, MI 48320
248-253-0300 / LWmarketworks.com |
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