The Devil in the Details: Keep Marketing Pieces Focused

"I don't have a lot of money to advertise so I'm just sending out this one flyer."

"That's ok," I replied to this small business owner, "What are you trying to accomplish with this flyer?"

It seems like a simple question with a simple answer: get more business! Yes... and no. 'Yes' because growing your business is the entire point of marketing in the first place. 'No' because "getting more business" is much too general for the outlined goal of a specific marketing piece. Let's use football as an example. Much like each play on the field is part of a strategy to win the game, each marketing piece is a tool to reach your marketing goals. One play won't accomplish enough to win an entire game. One flyer won't communicate everything about your business at once.

Though it is tempting to "get more bang for your buck" by cramming every piece of information possible onto the postcard or flyer you are sending out, the reality is that a cluttered or unclear marketing piece can fizzle out fast. Remember that you are trying to carefully lead people to your business, not ambush them! When it is time for you to develop a new marketing piece it is important to define its purpose:

1. Who will be receiving this?

2. How will they be reading it? (email, in your office, online, mailed to their home?)

3. What do you want them to do with it?

Questions 1 and 2 are easy. Question 3 requires a bit more effort. The best rule of thumb is to decide on a singular purpose for the marketing piece. The are 4 basic categories I recommend using for HME or Home Care companies:

- Brand Awareness: Who you are, What you do, What sets you apart

- Promotional: Sale, Raffle, New Patient Offer

- Event Planning: Grand Opening, Open House, Fundraiser

- Educational: Condition Specific Products, Product Awareness, Accessories

Putting out more focused marketing pieces will provide more effective communication to customers as well as force your marketing team to be clear about their goals. If you need some help jump-starting your marketing materials or have some questions about streamlining, please let me know! I'm always happy to talk with you...