Presentation Transcript

1. Strategic Marketing Developing and Implementing a Plan www.auerconsulting.com
2. Me Caroline Auer RVT, BES (Hons), IPM Graduated from Seneca College in 2000 Experience: Small animal practices, Teaching hospital, Research, International NGO’s (Asia & Canada) Marketing Manager with Ontario Veterinary Group 6 practices across Southern Ontario Owner/Consultant of Auer Consulting A strategic marketing consultant for veterinary practices; focusing on marketing strategies, social intelligence, and media.
3. Strategic Marketing What is Marketing: is the comprehensive process by which a practice builds relationships and creates client interest in their services and/or products. It is a broad strategy that steers your entire business development plan. SUCCESS= building strong client relationships and creating value for your clients!
4. Do you have a Marketing Plan? A few misconceptions: I’m just a small vet practice – I don’t need a plan and I definitely don’t have the budget for that. I’m to busy with clients and patients to think about Marketing.
5. Why do you need a Marketing Plan? A good plan will help you know: Who your target client is. How you will reach them. How to retain them.
6. 5 Key Benefits 1. Gain an in-depth understanding of your market. Will explore current marketplace – state of the industry – trends and insights – competitor analysis. Sets the foundation. 2. Identify your Target Client. In order to be successful you must know who your ideal client is; this is your Target Client. Identification of Target Clients Needs – Fill those needs. Create value based on those needs; this will build relationships and improve client retention.
7. 5 Key Benefits 3. Clarifies your decision-making. Once you know your marketplace and your target client you can confidently map out how to create value. Aids in determining what marketing & communications tools you will use. Empowers you to make decisions quickly and confidently. Less pressure when confronted by third party agencies. 4. Staying on track for short and long term. Gives you direction in the short term (1-2 years) and can be used as a framework for the long term (3-5 years). Plan must be revisited annually to see if any significant changes have occurred.
8. 5 Key Benefits 5. Measuring your Marketing ROI (Return on Investment). Without a plan, measuring/tracking ROI is often ignored. Part of the plan is to specify WHAT you will measure which can then be evaluated at key benchmarks.
9. Marketing Plan Template 1. Executive Summary 2. Market Analysis 3. Competitor Analysis 4. Client Analysis 5. Target Client 6. Key Issues 7. Pricing 8. Marketing Toolkit 9. Retention Strategy 10. Implementation Strategy 11. Monitoring & Evaluating
10. Market Analysis Take a look at the industry as a whole and keep your eye out for overall trends. Analysis of your macro-environment - Demographic factors - Socio-cultural factors - Economic factors - Technological factors - Political/Regulatory factors Stay informed, do research, network, stay connected.
11. Competitor Analysis Put together a mini competitor profile: Size Goals Products/Services currently offered Strengths/Weaknesses How do they currently serve their clients Likely future moves Other competitors planning on entering the market
12. Competitor Analysis Ask yourself: “What are my competitors doing to better serve their clients?” “What can I do differentiate myself from my competitors?” “How is my practice perceived?” “How do I compare to my competitors?”
13. Client Analysis Who are they!?! What type of clients do you serve Identify your clients needs – current and future Key decision-making criteria used by clients Client satisfaction levels
14. Client Analysis Ask yourself AND your clients: Where do they live? How would you describe them? How would they describe themselves? Income level? General attitudes and values? What are their needs? What media do they engage in?
15. Target Client We can not be all things to all people – so who are our target clients going to be? Whose needs can your practice best meet? What are their pain points!?!
16. Target Client Consequences of NOT identifying your Target Client? Ignore clients and treat them all the same, missing their needs Waste time, money, and resources. Lack differentiation from competitors Inability to give your hospital staff direction Your practice may appear to be ‘out of touch’
17. Research Techniques Collecting Data: Secondary Research – internet, books, journals, newspapers etc. Focus Groups and/or In-depth Interviews – select a mix of clients representing different needs, i.e puppy/kitten owners, healthy adult pet owners, senior pet owners, chronic illness, acute illness/injury. Surveys – great way to quantify your clients level of satisfaction, what their current needs are, identify future needs.
18. Key Issues SWOT Analysis – (SW of your practice to respond to OT)
19. Key Issues Analysis of past marketing efforts What we did right last year What we did wrong last year Key lessons learned and implications for this year’s plan What should we do again What should we not do again
20. Key Issues Rank them. Pick a few strategies per year – don’t overwhelm yourself. Example: Enhance marketing materials Develop content for website/blog Client care/communication improvements
21. Pricing Your pricing should be aligned with your positioning.
22. Questions? www.auerconsulting.com
23. Marketing Plan Template 1. Executive Summary 2. Market Analysis 3. Competitor Analysis 4. Client Analysis 5. Target Client 6. Key Issues 7. Pricing 8. Marketing Toolkit 9. Retention Strategy 10. Implementation Strategy 11. Monitoring & Evaluating
24. Marketing Toolkit How will you reach new clients and communicate to existing clients? There are numerous promotional tactics, such as email blasts, snail mail, newspaper ads, online advertising, and event marketing etc. GOAL VISIBILITY Familiarize yourself with CVO Policy
25. Marketing Toolkit
26. Search Engine Optimization (SEO) Where does your practice rank? Goal is to be on 1st page! What improves SEO? Custom website Relevant/Regular content (Blog & Videos) Relevant Keywords (that make sense) Referral traffic/Inbound links Pay per click Ads Reviews
27. Search Engine Optimization (SEO) Focus on: Customized and updated website. Relevant and regular content (Blog and Videos) Relevant Keywords Inbound traffic (PPC, linking back) Google+ Profile Google+ profile
28. Marketing Toolkit
29. Paid Media Traditional marketing: This includes: signage, print brochures, business cards, posters, promotional mailers, interior and exterior design of practice, uniforms, etc Identify which ones are completed, need to be created, or re-done.
30. Paid Media Online Marketing Most consumers go online to find and/or review new products and/or services. Exploring new media and technologies can be overwhelming but to remain current and competitive you must pursue these areasIFyour target client is there!
31. Paid Media Pay-per-click Ads Google Adword and Facebook Targeted Affordable Improves SEO Track Campaigns through Analytics
32. Marketing Toolkit
33. Owned Media Websites - First impressions count!  Keys to a successful website: Customized: clearly layout, easy to navigate, intuitive to user, call to action, content management systems. Pictures: relevant, current, people with pets, must evoke feelings that will resonate with your target client. Content: relevant, short, concise, specific, easy to understand.
34. Owned Media Blog Provides fresh content on your website. YOU become the reliable online resource for your clients. Use it as a promotional tool. Post links to your blog throughout your social media networks. Improve compliance amongst current clients AND increase new client numbers. www.auerconsulting.com
35. Marketing Toolkit
36. Social Media Social Media encompasses many things: engagement, story telling, relationships, and most of all connection. Do you use social media authentically? If so, it is more likely your followers will engage with you. Positive Engagement = Positive Opinion = Recommendation
37. Why use Social Media?
38. Find a Balance Master one then add another: Link back to your website when possible – Increase traffic! Have social buttons and widgets on your website so people can like/follow you and share your content with others quickly and easily.
39. Marketing Toolkit
40. Earned Media Turn prospective clients into NEW clients! Sharing = Word of Mouth = GREAT for business
41. Retention Strategy Engage with your current client base, make them happy and give them a reason to come back to see you. Ex: monthly newsletters, client appreciation events, courtesy coffee/tea, feline friendly areas, etc.
42. Implementation Strategy What will be done (Tactics *Key Issues) When will it be done (Timeline) Who will do it (Person or Functional Responsibility) What help will be needed (Resources)
43. Budget There are costs involved. Determine budget for designing and implementing strategies.
44. Monitoring & Evaluation For each strategy you choose set targets and benchmarks to evaluate your success. Ex Client care/communication improvements Complete training within 3-6 months Evaluate using survey, focus groups at 1 year mark Enhance marketing materials (Mailers, brochures) Have completed for key promotional periods (ex HW season) Evaluate based on completion and feedback Develop content for website/blog Complete 12 blog posts by end of the year Evaluate based on completion and level of engagement
45. Marketing Plan Template 1. Executive Summary 2. Market Analysis 3. Competitor Analysis 4. Client Analysis 5. Target Client 6. Key Issues 7. Pricing 8. Marketing Toolkit 9. Retention Strategy 10. Implementation Strategy 11. Monitoring & Evaluating
46. Thank you! www.auerconsulting.com