Who Are You Marketing To?
All successful business owners and managers recognize that ultimately, they’re in the marketing and customer-service business. They have to get new customers, clients, and members (marketing) and deliver great value so they stick around long enough to develop a level of loyalty to the company (customer service).
Smart businesses are continuing to invest in their marketing, and some of them are even doing it reasonably well. Up to a point, that is...
I Want to Work Out at My Own Pace
That’s the headline in the postcard we recently received. (Exhibit #5) The headline is interesting enough, and the copy on the other side (Exhibit #6) even picks up on this theme. There’s a compelling offer ($100 off the initiation fee) and a deadline as well.
The photo on the front is a good match for the facility’s target demographic, since this is an adult facility that doesn’t have any children’s programs except for a small child-care room where parents can drop off their kids while working out themselves.
But there are three things wrong with this piece that will reduce both its response rate and its overall effectiveness.
Take a look at the front and back of the card and see if you can find all three of them. (Hint: one of them isn’t actually on the card itself.)
The first problem is at the lower right-hand corner of the front–at the bottom of the photo of the swimmer.
Apparently, this is meant to be some kind of testimonial–that there’s a guy named “John” and he swims in the pool. And while I’m a strong proponent of including photos with testimonials, there does actually have to be a testimonial there to go along with the photo!
What they should have done was to take the area directly below the swimmer, and include copy that says, “I have a long commute to work each day and a very stressful job. Being able to get my workout knocked out early in the morning helps me get my day off to a great start!”
The “signature” portion should then include the man’s full name, and, if he’d be willing, his job title, and company name and location.
For “extra credit” they could have a different card with a female swimmer to send to women on the list (this card was sent to Lorie) to help build affinity and connection.
Not Another Bullet!
Item #2 to fix appears on the back of the card–it’s the list of bullets at the bottom of the left-hand side of the card–the sections we jokingly refer to as the “feature puke.”
This is easily fixed, of course, by applying the easy-to-implement formula, “Feature” so you can “Benefit.” For example, “Steam rooms and saunas to help you unwind after a tough day at work.” Or “Nutrition counseling to help you eat right and stay in shape–even when you’re traveling.”
The third problem with this card isn’t actually in the card itself, but in the fact that they sent it to us: we’re already members!
In fact we’ve been members since before the club even opened, having taken advantage of another even better “pre-opening” offer.
Without the right database and CRM tools like the one we use (www.qualitytalk.com/infusion) it’s easy to send the wrong mailing to the wrong group. It’s best, of course to avoid this since it makes the company look like it really doesn’t know what it’s doing.
A few “dos” and a few “don’ts” for you to consider this month!
Dr. Amy Walsh
If you've ever had to wait for an hour - or even longer - at the doctor's office, then you're really going to enjoy this interview!
Dr. Amy Walsh has brought a concept called Direct Primary Care to Raleigh, NC. It offers a radically different approach to how healthcare can be delivered affordably, conveniently, and more effectively than ever before.
In this eye-opening interview, you'll discover:
- Why Netflix can be a great model for medical care
- The difference between "health insurance" and "healthcare"
- How you can deliver outstanding customer service while still cutting costs
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