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One of the greatest
marketing mistakes your practice or pet-related services firm can
make is to rely on mass messages. Simple awareness building and
“getting your name out there” do not cut it in today’s highly
competitive, relationship-driven environment.
Successful
marketing strategies identify and create a meaningful difference –
and preference – among clients, customers and
referral sources whose
loyalties are becoming increasingly harder to win. This requires
understanding as much as possible about the audience you are
trying to attract as well as external factors that could impact your
success.
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Who is your
audience? What will it take for you to succeed?
What are the
external factors that could help you or hurt you? LW Marketworks
can help you put
together the pieces to pave the way for an effective marketing
program, that includes understanding and clarifying your:
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MARKET
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Who is your targeted client?
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What do you know about them?
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How do
your clients vary (in their wants/needs) considering such factors as:
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Type of pet
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Type of practice
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Demographic characteristics of individuals and businesses
(age, location, years in business, income, etc.)
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Psychographic characteristics
(lifestyle, interests)
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What market SEGMENTS represent
untapped opportunities for your services?
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What do clients think about you now?
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Why do
clients come to you? Or why do they
go to your competition?
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What motivates
your target market? What are their
"hot buttons"?
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MARKETING GOALS
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How do you define your
practice’s or business’ marketing goals?
(Remember if you cannot MEASURE them, they are not
real goals!)
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What will it take to grow your practice or business?
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What types of clients do you want more (or less!) of?
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How are you striving to be seen or understood in the
marketplace?
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ENVIRONMENT
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