To Get Your Foot in the Door Forget Cold Calling, Try Cold Mailing

We've often heard about cold calling for your business. Few people like that approach and it isn't very effective. Just calling somebody out of the phone book to try and get a lead that you can convert into business is not the best way to get in front of your ideal client. If you have targeted prospects who don't know you, maybe you could try cold mailing to get in front of them. This is a great technique to use if you're trying to get your foot in the door and build a relationship with the person.

Cold mailing shouldn't be done just one time like a cold call. Make a list of people that you're interested in developing a relationship with because they're in your industry, they might be good referral partners for you, or just strategic partners in some way. Put them on a mailing list and mail them something fun, not sales-y once a month for a year. At the end of that year, I can guarantee that they're going to know who you are and they're going to be interested in you if this is done the right way.

Don't just send them a brochure and say, hey, here's what I do, give me referrals. Send them something meaningful, something fun so that they look forward to opening whatever comes in the mail from you. When they receive things over and over, they begin to develop a relationship. Don't send it out with the intent that they will immediately call you back and do business with you. Don't follow it up immediately with a phone call asking for their business. That will be an automatic turn-off.

If you consistently send things in the mail it's okay, eventually, once they've gotten to know you, to follow up with that phone call. Make sure it's a friendly phone call and not a pushy phone call. At the end of a year of keeping in touch like this, building a friendly relationship, if you make a call to try and make an appointment with that person, even a high-level person, they will be more willing to listen to you because you have built a relationship through the mail. It may just be cards. It could be a small gift. Just make sure it's meaningful, related some way to your business, and it is fun, not sales-y.

Next time you're thinking of a way to get to know the movers and shakers and get your foot in the door, think about cold mailing. Send a variety of things out over a period of time to develop a relationship with the people you want to be partners with.

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Marketing for Hospital Success

Marketing for hospitals can be tricky. Today, the healthcare market is extremely competitive-a variety of options, providers and services are available to patients. And more so than ever, the average patient is a value-conscious consumer that makes educated choices based on their options.

In order to stand out from the competition, it is extremely important to craft a clear and innovative strategy. A successful hospital needs a successful marketing plan. A combination of direct and electronic mail, as well as social media is your best bet to wrangle in more patients and to keep them coming back. Studies have shown that depending on age and gender, all three are necessary to successfully connect with a broad target population.

Okay, first things first. Let's start with direct mail, a tried and true approach to getting your hospital name in the hands of potential patients. Remember, consistent touches are the key to success. Wow them with colorful images of your facilities and services. Or showcase friendly pictures of your medical staff-this adds a personalized and intimate touch to your hospital brand. If done correctly, direct mail can be the best, most reliable strategy for marketing for hospitals.

But let's not forget about electronic mail, an equally effective approach for marketing for hospitals. In this day and age, where almost everybody has a computer, patients expect fast results. Young people, in particular, utilize their computer as their main source of information. So it makes perfect sense to leverage electronic communication as part of your marketing strategy. Immediately connect with patients through email blasts and electronic newsletters.

Last but not least, social media is emerging as an influential communication platform for marketing for hospitals. Love it or hate it, social media is here to stay, and if you are open, it can be utilized as a powerful tool to generate buzz about your hospital brand. Depending on your level of interest and commitment, try creating a Facebook or Twitter account-both are effective ways of reaching your patients directly. Address any concerns they may have, answer questions, or simply post fun photos, informational updates, and health advice.

Admittedly, there is no perfect formula for marketing for hospitals, but if you craft a plan that incorporates direct mail, electronic mail, and social media, you are on your way to marketing success! Remember, patients can't frequent a facility that they don't know exists! So it is your job, as a healthcare marketer, to make them know how great your hospital really is.

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How to Use Your Hospital Newsletter for Healthcare Marketing

Many healthcare organizations publish newsletters to share announcements and health tips with patients and the community. While this is a great way to get information to the public, a hospital newsletter can also play a role in your healthcare marketing strategy. Whether you publish a newsletter monthly, quarterly or on some other schedule, use each issue as an opportunity to enforce your brand, connect with patients, and attract new and repeat patients.

Brand Recognition: Don't think of your hospital newsletter as separate from your other healthcare marketing pieces. It can also be an important part of your hospital branding strategy. Although you should be focusing the content of your articles on hospital news and health information, rather than outright "selling" your services, you should still make sure the overall look and feel of your newsletter reflects your hospital's brand. Remember, your brand is not just the colors or design you use, but also the promises you make and the mission statement you follow. Show how you are living up to those promises and the steps you are taking to further your mission in the articles featured in your healthcare newsletter.

Make the Connection: As a healthcare marketer, you know how important it is to be able to reach your audience in a way they can understand. Using technical terms and your hospital's "lingo" in your healthcare newsletter articles will only make readers feel confused and alienated. Instead, make sure the language you use is easy to understand for people who don't have a background in medicine. Engage and inspire your audience with topics that are relevant to them - seasonal trends, community health concerns, or even healthcare and politics. Connect emotionally with your audience by sharing patient success stories, which also inspire positive attitudes towards your hospital. Pair these articles with promotions for services you provide to have even more healthcare marketing success. Patients and potential patients will be looking for expert information and advice they can understand and trust, as well as a place they can turn to for more information.

Draw Them In: Ultimately, your healthcare marketing goal is to bring new and repeat patients through your doors. Your healthcare newsletter is a perfect avenue for increasing patient traffic - and your revenue. Just like your traditional healthcare marketing pieces, the main goal of your articles should be to inspire readers to take some kind of action, whether that is to schedule an appointment, visit your website, offer feedback or seek out more information. Your hospital newsletter will keep patients coming back to you, as the valuable information you provide will keep you in the front of their minds when they need trustworthy medical care. However, don't just have your newsletter sit in your waiting rooms - reach a broad base of the community with a good mailing list to attract new patients.

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Marketing for Banks Through Exceptional Annual Reports

Due to regulatory requirements, banks need to produce and release a bank annual report each year, which undoubtedly entails an ample amount of time, money and stress. So why not put all your effort to extra beneficial use and treat your annual report as a practical bank marketing tool, drawing something back to your bank in return?

Customarily, bank annual reports include such content as financial details, balance sheets, and CEO's and chairperson's reports. But if you view your annual report as a part of your bank's overall marketing plan, you'll find there are ways that your content can be presented in a more useful and enlightening manner and elements can be included that can enhance the marketing impact of your bank annual report. After all, whoever reads your report will consider it a representation of your bank and will likely make assumptions about your financial institution based on what is conveyed in your report.

Boost the marketing power of your bank annual report with any of the following elements:

• Specific statements of your goals or vision. An expression of your bank's aims or vision should be clearly stated and woven into various articles and letters throughout the report. Keep your statements positive and easy to understand so people get a clear picture of your passion and vision.

• Summaries of your bank's successes and achievements. Marketing for banks via an annual report should include not only who you are, but also what you have done over the past year. Presenting what you've done and how your bank has achieved its goals portrays your bank as an ambitious, go-getting organization that successfully puts its plans into action. Additionally, if people see their money and support being used in beneficial ways, they will be more likely to continue doing so in the future.

• Overview of community involvement, charitable giving and support. People respect and appreciate when any organization gives back to the community in which they live, work and raise their families. So if your bank or employees donated money, time or services to the community, be sure to explain it in your annual report. Your generosity won't go unnoticed!

• Case studies or customer testimonials. Case studies and testimonials that exhibit the positive results of your bank's service are helpful in demonstrating the outcomes of your efforts, and they also show the warmer, human side of your financial institution.

• Future plans. Including an announcement of your bank's future plans is a vital marketing tool that shows you're a forward-looking financial institution with a vision toward future success. These initiates could be included in the CEO's or chairperson's report.

• Names of board and committee members, donors, sponsors, supporters, helpers, etc. These people deserve to be recognized in your bank annual report. Listing their names - or better yet, thanking them - shows that you value each and every one of them and the contributions they made. Just remember that while you want to include as many names as possible, be sure to do so in the most concise manner possible.

• Photos. People love putting faces to names so try to include pictures whenever possible. Make sure the photos you plan to use are of high quality, or consider hiring a professional photographer to take new ones.

• Contact information. Help people get in touch with your bank by including all of your contact information such as address, phone number, fax number, website and email address. These details can be presented on the back cover of your report.

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The Importance of Hospital Marketing

It should come as no surprise that people's preference in hospitals is not at the top of their list of concerns. Most people don't sit around pondering where they'd like to go if they had a heart attack or needed knee surgery. But when people do have health problems that need treatment, you absolutely want your hospital to be - and stay - at the top of their minds.

Especially now that we're in the age of Patient Empowerment, hospital marketing has never been more important. Because when health-related issues do rear their ugly head, people are making informed decisions about where they go, who they see and who they're willing to trust with their health, not to mention that of their children and loved ones.

However, during economic dips like the one we're currently facing, many hospitals are choosing to cut their hospital marketing budget. In fact, that's often the first thing to go when finances are tight. This could prove to be a huge mistake. By doing away with marketing efforts, hospitals may lose current patients, new patients and even referrals. Patients who count on appointment reminders via phone call or direct mail may simply forget about their appointment altogether or even question the hospital's or their doctor's status. People new to the area who could be potential patients may not even know your hospital exists if you don't advertise your hospital or abandon your website. Also, referring physicians and other colleagues may stop passing referrals your way if you've stopped communicating with them.

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The Power of Trade Show SWAG: The Thinking or Lack of It of Trade Show Giveaways

SWAG (which stands for the "Stuff We All Get") at trade shows is enormous, yet it serves a purpose. While it can aid in getting attendees to stop by your booth, help initiate discussions, or be used as a "thank you" for coming to the booth, the main purpose is to help remind attendees about your booth and product/service after the show. In other words, it's about post-show mind share.

 

Like much marketing/promotion/ (which is what SWAG is), some companies over-think it, some under-think it, and some don't put any thought into it at all. With nearly 30 years of experience at trade shows for companies that range from small to Global 100 corporations, here are the most common groups and some tips to more effectively utilize the power of SWAG.

The Over-Thinkers:

It's wonderful when an exhibit has a theme, and tying your give-away into your theme can be neat. However, primarily the people who will be aware of a booth "theme" are those who created it and possibly those who are working the booth. Attendees may notice, but they actually don't care nor will they remember your theme.

What is most important on a giveaway is your logo and website. If you choose to have your slogan, that's fine, too. But, keep in mind, instead of fussing over the tie-in to your theme - spend that time looking for a giveaway that will be something an attendee will actually want to take home. Any giveaway can be customized with your theme, but remember, unless it's your slogan mark, they won't remember your theme. Instead, focus on obtaining some SWAG that is eye-catching, interesting, fun or useful.

The Under-Thinkers:

Every year, a "new" giveaway is born and the under-thinkers jump on it not only because someone said it was new, but also because it's an easy decision. Never mind that a bunch of other exhibits will have the same giveaway or that, as marketers, a little creativity is a good thing to use.

This group is the polar opposite of the over-thinkers and will put little thought into choosing a giveaway. Like the over-thinkers, you need to spend some time researching not the "latest and greatest," but what would be appealing to your particular audience at the show. Think about what YOU would like to bring home or to the office.

The giveaway doesn't have to be super expensive. There are many inexpensive, creative, eye-catching giveaways out there. You just need to do some research. As mentioned, it shouldn't have tons of copy on it, a list of products, etc. It's not a brochure; it's SWAG. Keep it short and simple.

The Not At All Thinkers:

This group usually consists of those who refuse to give away free stuff, because they don't want a bunch of free loaders stopping by the booth. This group can also contain those who actually think that attendees don't want free stuff!

Unless you have the hottest and latest product/service at the show, you are deluding yourself to think that your service/product is enough to entice potential customers from walking by your booth. True, some of your current customers may stop by, right before they go to your competitor's booth that has giveaways. While they're there, your competition can now chat with them, while you stand in your booth and check your email for the 30th time. You may get a few new attendees to drop in, but what's the incentive?

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Holiday-Themed Custom Lapel Pins Make Your Independence Day Celebration a Hit

For many businesses, holiday celebrations are at the heart of the marketing calendar. Christmas sales can mean the difference between a good year or bad for a retailer, while Valentine's Day and Mother's Day are critical to a florist.

But don't overlook Independence Day. Camping and parades and family gatherings are the perfect opportunities to get the message out about your business, whether you're in retail, service, or even manufacturing.

Get Creative with Custom Lapel Pins 

Retailers - Lapel pins are a unique bonus offer to improve holiday sales. Whether you're selling grilling equipment just in time for summer barbeque season or offering discounted rates on a golf vacation package, a small gift, such as a custom lapel pin, can seal the deal.

Service industries - Want to spread the word about your business? Join in the local Independence Day celebration and provide custom lapel pins bearing your logo to parade watchers and others. An attractive metal pin is far more likely to be kept (and displayed) than a flier or other advertising, which means that recipients will remember you long after the holiday is past.

No matter what type of business you're in, offering an incentive can help keep your promotion alive for months to come. Consider giving a discount to return customers who wear your pin into the store on subsequent visits. You could also plan a "refer a friend" promotion and give each customer two pins - one to wear and one to give to an acquaintance.

And don't forget about your employees. They're what make your business a success, and Independence Day is the perfect opportunity to host an employee appreciation party. Invite your staff and their families out for a picnic. Provide a small goodie bag with coupons for restaurants, tickets to a local theme park, and a custom lapel pin to commemorate the occasion.

You might even create special pins for long-term employees, celebrating years of service or other milestones. Adding colored gemstones, danglers, or other effects to your original pin design lets everyone know that this pin - and the person wearing it - is special.

Also, consider including the year in your pin's design. Employees and others will look forward to each year's design and will enjoy displaying their growing collection. The tangible connection to your company builds loyalty, improves customer service, and even helps recruit new employees who want to be a member of such a solid team.

Holiday Designs Become Instant Collector's Items

Custom lapel pins with your company logo or slogan will certainly get some attention. Recipients consider them to be jewelry and will wear and display them for years to come. But if you add a bit of holiday whimsy, your lapel pin is suddenly a highly sought after collector's item.

A burst of colorful fireworks above your company logo instantly connects your pin to this favorite summer holiday. For even more pizzazz, add blinking lights or colored stones and watch your recipients' eyes light up as they show off their new pin.

When you order your pins, look for a supplier who offers custom design work and color matching. For best results and lasting beauty, manufacturers should use only quality metal backings. Finally, timing is everything, so choose a vendor that offers fast shipping, so you won't have to worry about missing out on the fun this Independence Day.

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