Understanding Marketing

By Grace Kisner


Your marketing section is the right mix of secrets and strategies to bring you all of the business you want. Finding your area means exploring marketing options till you develop a formula that truly works, a formula that you can depend on with only minor adjustments from time to time. Firms that are in their marketing zone may be able to count on a healthy flow of sales, which enables them to be forward thinking.

These firms are covering the fundamentals so they can concentrate on what exciting new things to try next. For instance, a dental practice has worked out, through one or two years of experimentation, a formula that is reliant on friendly service ( from the person that greets you through the individual that treats you ), a good location, and regular consumer contact through telephone calls and postcards.

These 3 elements represent their marketing program. ( The first component of their marketing is their friendly service and great staff; the secondary elements are their location, calls, and mailings. ) The practice knows how much it must spend to sustain this program and get consistent results. The business is rewarding and successful.

Now the practice can think about opening a branch office, or adding another dentist, or expanding into orthodonture, or any amount of ideas that will grow the business beyond its current base. But till the dental practice had worked out its basic marketing formula and entered its marketing sector, beginning any new initiatives would be idiotic.

How does one know you are in the zone? In your marketing area, you must find that * You get fairly consistent results each time you use a marketing tool. As an example, if you do a mailing, you should be in a position to envision within 10 % how many replies you may get.

* You operate in the black. Your marketing activities should return a profit. Successful marketing can be outlined as any marketing that reliably returns more in profits than it costs to do.

* You must know what your top 3 to 5 marketing activities are and the way to do them well. And you must doubtless be investing close to 1/2 your marketing spending in the most effective marketing activity. When you have satisfied these 3 necessities, you can know you have found your marketing section. The looking is over! Now you only need to work on repeating the formula with little enhancements and watch your sales and profits grow. No formula works for evermore.

At last, you'll start to find that results are slip ping or profits are shrinking. If performance deteriorates, you will have to search again. Maybe it is time to change your formula and update your plans. Should a new lead marketing strategy replace your old one? Do you need to make a major change in a number of of your top 5 marketing tools? Take a close look and be ready to spend effort and time rejuvenating your section if performance slips and you now don't can say Yes to the 3 indicators described in the preceding list.