Marketing and Sales
Brand extension is a marketing strategy used to leverage an organization's good name through related and complementary product and service offerings.
Want to Market Effectively to Boomers? Connect Emotionally
The key to marketing to boomers is to reach them emotionally and develop relationships over time. In essence, boomers are a large affinity group you need to bond and build trust with so that when they need healthcare services, they will be inclined to look to you. Here’s how.
Running Big Business Marketing with Small Business Thinking
Some of the world's greatest companies were founded and turned into Fortune 500 firms by their original creators. American Express, 3M, Boeing, Citicorp, Hewlett-Packard, IBM, Johnson & Johnson, Marriott International and Merck, to name a few, were built by entrepreneurs who turned them into great companies. Retirees from these companies probably remember the good old days when marketing strategies could turn on a dime. You didn't need four signatures, your first born and approval committees of hundreds to move a strategy forward. That kind of agile, responsive marketing still exists today in small businesses.
Conducting a Marketing Audit
Whether you are an organization of 5,000 or 5, marketing will be the key to success. Yet many organizations do not know where to begin. And even organizations with highly-skilled marketing departments may not have their priorities in place. A marketing audit could be the most valuable investment you make in your company.
Increase Marketing ROI by Establishing Metrics and Testing Your Tactics
Most marketing campaigns fail. Smart marketers establish return on investment metrics and hold themselves accountable to them. Smart marketers test different versions of campaign pieces to assure that the most actionable ones are implemented. Whether you intend or are marketing your business yourself or hiring outside experts to do so, aspire to a higher standard of marketing.
Your media relations program can be pivotal in telling your story. Learn the basics here. Media coverage will get the attention of legislators too and that's important for moving your cause forward.
The Value of Packaging Your Marketing Initiatives
We are used to a nickel and dime economy. You buy something for a base price but then find out to really get what you want you need to add on services and costs. Savvy companies know how to package services so that they not only create good will but profits as well.
Customer Relationship Management in Long-Term Care
CRM, or Customer Relationship Management, is a business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. This allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling and upselling opportunities to...
Assisted Living Sales
Assisted Living Sales is a competitive marketplace. After all you are "selling" something that most people do not want and they have to pay out of pocket for the service. And in a bad economy new prospects are probably not flocking to the door. So to be successful at assisted living sales, your sales person should be in the market place...
Recharge Your Assisted Living Marketing
Is your assisted living marketing and sales approach stale? Do you need to recharge your marketing to increase referrals and closes? Getting to a full occupancy and being profitable in today’s business environment requires a totally different marketing approach. By continuing to pursue the same old, ineffective methods, you will get the same old...
Guest Writer: Lori Juneau-Alford
Lori Juneau-Alford is....
The Art of the Testimonial
The economy is driven on word of mouth. People seek out referrals all the time from friends, families, neighbors. The referral is a story and if it is a good story, that is one that results in business, well than it is a testimonial waiting to happen. Testimonials are the life-blood of the healthcare business. Often emotional, they attract...
Recharge Your Marketing and Sales Plan
Figuring out if you have an ineffective marketing and sales strategy is easy! Take a look at the questions in this article. If you answer YES to any of them, you need to rethink your approach.
Net Promoter Score
A Net Promoter Score (NPS) is based on the perspective that every company's customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question — How likely is it that you would recommend [Company X] to a friend or colleague? — you can track these groups and get a clear measure of your company's...
Rescuing a Bad Experience
Your marketing is all about the experience you provide to people and how they then talk about it. If the experience is bad so will be your word of mouth. But can you rescue experiences? Yes if you act quickly.
The New Model for Services & Solutions for Older Adults
Evangelical Homes of Michigan extended their business model to service more clients. In so doing, they increased their revenue, client base and positive word of mouth. It is a true success story in extending your brand.
Guest Writer: Michael Pavone
Michael Pavone is President & CEO of Varsity, a full-service marketing communications agency.