How to Squeeze More Marketing Out of Your Money

If only it were that easy…right?  Getting more for your money is a skill we wish came more naturally to us.  But there are those who really try to get all they can out of something before moving on to something newer.

We live in a instant gratification/disposable world.  We buy it today and want it yesterday or we use something for awhile then toss it when we think the item doesn’t suit us anymore or when we get tired of it. Usually when something newer or shinier dances before our eyes.

Sometimes though, our urge to purge for a newer product isn’t entirely our fault.

Upgrades can only go so far and the technology reaper comes a knocking.  Maybe I’m buying into the whole conspiracy theory just a bit, I suspect our cell phones work slower whenever a newer phone series is released.  And of course even if your phone works fine for what you need, it won’t for long because your older phone will no longer be able to load the updates needed to keep it in working condition.  I digress…

You’re wasting your money if you don’t read, learn, explore and use the whole product 

One way to get more for your money is to know all there is to know about what you buy.  Pretty much everything, except for food and clothing, can offer you more than what you bought it for.

A great example is buying a car.  Newer cars have a lot of great gadgets on them. Backup alarms to tell you is someone or something is behind you, navigation systems, heated seats (gotta love that one) and some even talk to you.

So what if you get this newer car and all you do is drive, never using all of the other great systems that it’s equipped with.  You might enjoy your new ride, but you really would not be getting your money’s worth out of it.  You see… you paid for a car with some pretty cool gadgets, but if you don’t use them or even know about them, you aren’t enjoying the “whole” experience.

Or maybe you get a new camera, one of those really fancy ones.  Not just the point and shoot, but the big daddy of cameras with multiple lenses and even more settings. Of course you can take a picture right away, but if you read the manual and learn how to use at least some of the settings, you will definitely be enjoying your new camera a lot more and your photos will be a step up from novice.

The more you know about something the more you get out of it

Bottom line, you get more for your buck if you know everything there is to know about what you bought.  And you will enjoy your purchase a lot more too.

Do you know that I have clients who have bought the Ultimate Chiropractic Ads kit and have only used the ads?

I don’t tell you this to shame anyone or judge, but only to help you see there is so much more to this product than some of you know.

Sure the ads are great.  They work, they’re proven, they are workhorses as far as chiropractic ads go.  But the ad kit itself has so much more to offer.

For instance, the instruction manuals.  Just like the manuals that come with a car, camera or any other electronic toy, the instruction manual will give you the information on how to use the ads for more than newspaper advertising.  Yes, I’m telling you that reading the tips and suggestions in the manuals will help you get more for your money, which means you will probably see a  higher return on your investment.

Another thing to note, is the marketing letters that come with the chiropractic ads. Because of the success I had with those letters, I can’t imagine someone not even trying at least one of them.  That’s why I included them in the package, because there is more to marketing than just placing an ad in the paper.

Then there are the health reports that can be used several different ways in your practice, even if you just use them as a supplement to your patient care plan.  Printed and handed out during a patient’s report of findings is just one way, but one of my clients actually had them printed and bound had them for sale at his front desk.

Now that’s what I call squeezing more marketing out of your money!

 

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Isn’t Chiropractic Advertising the Same as Chiropractic Marketing?

I get this question.

Not like get it from other people, I mean like;  “I get it”.  I understand where it’s coming from.  I might have even asked this same question at one time.

However I do know there is a difference between advertising and marketing, and I also know why chiropractors would think if you’re running a few chiropractic ads, then you are also marketing.

On the other hand there are those who know there is a  difference between the two, but maybe feel intimated by the “marketing” word.

Let’s face it, we are chiropractors and that’s the profession we are trained in, not marketing.  So for a chiropractor to know how to effectively market his or her practice would be about as ridiculous as a person with a degree in marketing setting up a practice and offering chiropractic care to the public.   In reality, that can’t or should not happen, but it’s also a reality that chiropractors need to learn the art of marketing so they can build a successful business.

I’m not claiming to be an expert, but I want chiropractors to understand the difference and reassure them that they don’t need to be intimated when it comes to marketing.  It’s really pretty easy, once you get the hang of it.

Since I like a good story, I’m going to use one to try and explain how advertising and marketing are different and why you need to do both to help build your practice.

There is a private school in town that teaches graded K thru 12.  This school offers sports to the higher grades. They have a football team, cheerleaders a band and a drill team. I’m assuming the attendance at the games might have been low, and at some point, somebody must have asked how they could increase the numbers.  Higher attendance equals more revenue for the school.

They could have advertised, but that would mean spending money on advertising and to who? The parents of the student body?  That wouldn’t be prudent since they were probably already aware of the games from newsletters and parent meetings.

Should they advertise to the general public?

They could but why would anyone, who didn’t have a child at this school, want to attend one of their football games?  Even though these students would supply entertainment for the crowd, there just wasn’t any demand from the general public. They couldn’t expect to receive a good return on their investment.

This is where marketing comes in.  It turns out some of these students involved in these sports, needed volunteer credits.

So somebody came up with a idea and a committee was formed to help plan and facilitate a cheer camp for the girl students in the younger grades.  The cheerleaders and drill team would volunteer their time and earn volunteer credits by teaching the camp participants a few cheers, dance moves. Pom-poms, t-shirts and lunch were provided and the cost of this day camp was $50.  The camp was held on a Saturday from 8am to 2pm. 

Now I know that they didn’t clear $50 on each camper.  I’m sure there was a some overhead for lunch and props, but those things could have been donated as was time of the volunteers.  Even so, if the school invested $15 for supplies and lunch the school’s profit was $35 per camper.  Wow, that’s a ROI of 233%!

But that’s not all, 40 campers registered and they were given the opportunity to preform during half time at the next game. This meant moms and dads, brothers, sisters and maybe even grandparents would be purchasing tickets to the game so they could see their little cheerleaders show off what they learned at camp.

There’s more, there were concessions and who doesn’t love to eat while watching a sporting event?

What that school did, that was great marketing. Preparing and providing the opportunity to get a service from a business in return for a fee and setting in motion a way to receive residual earnings after the fact.   You experience this at concerts when you pay to see your favorite band and then buy the t- shirt or CD on your way out the door.  Except those businesses go one step further and turn their fans into walking advertisements when they wear the clothing with their logo on it. (logo = brand = marketing)

You might be asking; “great story, but isn’t that advertising?”  Nope, but advertising did happen as part of the school’s marketing plan at some point.  I’ll have to cover that on my next post.

Wrapping up…marketing is a process.  It’s preparing your chiropractic business for your targeted audience, this would include getting condition specific chiropractic ads ready for the patients you want to see in your office. It’s this preparation that will ultimately attract potential patients to your office.

 

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Avoiding 5 Common Pitfalls in Chiropractic Advertising

Aside from creating ads and other marketing tools for the chiropractic profession, one of the perks of what I do is sharing advice and wisdom about how to use those tools here on this site. The do’s and don’ts, the ins and outs, the how to’s, when, where. It’s great to have a collection of […]

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Building a Great Chiropractic Ad

We live in an ad saturated world.  Commercials on radio and television have been around for years, and we grew numb to it, until public radio and television appeared. We just had to endure the telethons to raise money for the “ad free” air time. Then came cable television.  Of coarse we had to pay […]

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7 Ways to Get Your Direct Mail Marketing Opened and Read

It’s all about the packaging. These days you have to be creative when you use mail to advertise your business.  If not, then you risk throwing hundreds of dollars in the trash. The competition is hard to beat too.  Store ads, coupon mailers, service flyers….all better known as junk mail.  Sorry to be so negative, […]

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Connecting the Dots in Chiropractic Marketing

A few days ago when working on a few Google AdWord campaigns, I noticed there seemed to be a system of gradual steps that had to be completed before setting up these campaigns,  almost like a network of connections.  Think about it, there is always a starting point then several other tasks that have to […]

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Boost Your Social Media Marketing with Hashtags #chiropracticmarketing

Last week I wrote about the importance of hashtags in your social networking.  Are they really important, do they really work, and how do they work?  If you missed that post, you can find it here. Because the last post ran long, I only covered a couple of social media sites that commonly use hashtags, Twitter […]

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Are Hastags Really that Important in Social Marketing? #chiropracticmarketing

Hashtags. Some find them annoying. Many find them useful. Yes they are overused at times or even misused, but to never use them? I’ll reserve judgement on that. Are hashtags really important? Yes they are, but they are also overused and have become more of a way to express a person feelings or state of […]

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Ever Heard of Micro-Chiro Marketing?

Ever feel like you are lost in the crowd?  Unseen or forgotten? Easy to do these days. I think it because people are busy, and stressed, stretched and pushed beyond reason. This is only my opinion of course.  An opinion based on observations. By this measure anyone would feel lost.  However my point here is […]

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Back to School Marketing Opportunities for Chiropractors

It’s that time of year again…Back to School marketing is in full swing.  So what are you waiting for? This time of year offers chiropractors several opportunities to get out into the community and spread the word about the benefits of chiropractic.  Here are just a few that came to mind this morning while enjoying […]

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