(Whether it’s your newspaper ad, website, or patient education, you must have this or it will fail every time.)
Before I tell you the answer, let’s see if you can find it in this article about “Burger King decapitating its King”.
After spending millions of dollars to promote cool and hip commercials with the King Mascot, BK is pulling the plug on this marketing failure.
Why would they do this investing so much to “brand” it into the consumers mind?
Simple. It. Doesn’t. Work.
BK’s biggest rival, McDonalds, is gaining market share while Burger King is losing it.
Why? Here’s the key:
This discrepancy in performance is not the result of McDonald’s having more “creative” advertising or a hipper mascot (Ronald Mc Donald is many things – hip he’s not). But while Burger King was trying to sell consumers an edgy brand image, McDonald’s focused on something much more mundane: selling burgers, fries and coffee. The rest is marketing history.
Do you see it?
The most important concept in any marketing you do is providing a solution to the prospect’s problem. The fast food eater’s problem is that he is hungry, and he wants his food fast.
Now who’s going to connect with the conversation going on in the prospects head: the goofy, big-headed King Mascot jumping around or images of juicy, greasy burgers and fries being cooked up.
Yet, even though BK has spent millions running these silly commercials on TV, they realized it wasn’t working. It’s time to pull the plug and start over, focusing on actually selling the product.
In chiropractic, this means you have to focus on connecting the patient’s problem with your solution. Your solution — that’s the product you’re selling. And make no mistake, while you may not be “hard selling”, you are selling something. Everyone in a for-profit business is selling.
So don’t keep running ineffective ads that may look pretty and impress your receptionist, but do not connect to the patients.
I’ve not eaten at either of these restaurants since I started Chiropractic College. But even though I’m not their target audience, I always thought the King commercials were a waste of money. Maybe it’s just my marketing training.
What do you think?