Download - IAAFA
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The Complete Marketing Action Plan
Chris Barrow
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Overview – Session 1
•The Current Marketplace – opportunities and threats•The Importance of Branding•Web marketing – the very latest•Relationship Marketing•Networking & Strategic Alliances•Interruption Marketing•Financial Considerations•How to get all of this done?•Recommended reading
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Philosophy - What is marketing?
• the barriers to entry by which you eliminate the people that you do NOT want to deal with and
• the offer by which you make yourself irresistibly attractive to the people that you DO want to deal with.
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Dan Sullivan – The Strategic Coach
“all the money that you need for the rest of your career is in the pockets of the people that you know and the people that they can introduce you to.”
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Demographics
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The Players
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The Feeders
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The Notable Nine
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WhiteningWhiteningFacial Facial
AesthetiAestheticscs
Invisalign/Invisalign/6 month 6 month smilessmiles
IncognitoIncognito veneersveneers CerecCerec ImplantsImplants DenturesDentures
25-3525-35
35-5035-50
50-7050-70
65+65+
Gay Gay PoundPound
The Opportunity Matrix
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Branding
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Bringing your brand to lifeBringing your brand to life
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Web attraction
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Your websiteYour website
• Profile – am I in the right place?• People – do they look like a nice team?• Premises – does it suit my
demographic?• Promises – are they customer service
focused?• Prices – is it reassuringly
expensive/affordable?• Proof – do other people speak highly
of them?• Products expressed as Experiences –
do they do the things I want?
And for you?........
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Your Web Team
External• Architect – the geek• Designer – the creative• Optimiser – the technician
Internal• Content Development Manager• Social Media Manager
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Social Media
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Web attraction
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Relationship Marketing
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The Welcome PackThe Welcome Pack
Covering letter – what will happen/timings
Mission statement Meet the team Directions/parking Terms and conditions Promises Price list Smile check MHQ
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The smile/facial checkThe smile/facial check
• Simple questions
• Opinions• Menu• At the first
meeting• At review
meetings
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The Referral SystemThe Referral System
• Terms and conditions• End of treatment letter• Newsletter permission• Referral card• Web site
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Membership of the practice
• What does that mean?
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Networking and Strategic Alliances
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NetworkingNetworking
• Chamber of Commerce• Business Link• BNI• Women in Business• Other breakfast clubs• Other SIGs• Get out there and speak!
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Strategic AlliancesStrategic Alliances
• Complementary professions and businesses
• Added value alliance• Marketing alliance• Take a look at my blog for a
suggested letter
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Interruption Marketing
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Interruption marketing
• Directories• Direct mail• Print Media• Radio• Signage
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Financial Considerations
• Capex of £20,000• Budget of 5% per annum of gross
revenues• Marketing manager
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Recommended reading and resourcesRecommended reading and resources
1. Seth Godin – “Tribes”2. Ivan Misner – “The world’s best known marketing secret”3. Harry Beckwith – “Selling the Invisible”4. Malcolm Gladwell – “The Tipping Point”5. Michael Gerber – “The E-Myth Revisited”6. Action Plan Marketing – Robert Middleton7. Best Year Yet – Jinny Ditzler8. www.MilestonePlanner.com
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Follow me….
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Next session at 14:00“The 21st Century Cosmetic Practice”
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The 21st Century Cosmetic Practice
Chris Barrow
![Page 34: IAAFA](https://reader038.vdocuments.mx/reader038/viewer/2022103109/545164e8af7959af2f8b821d/html5/thumbnails/34.jpg)
Overview – Session 1
•The Current Marketplace – opportunities and threats•The Importance of Branding•Web marketing – the very latest•Relationship Marketing•Networking & Strategic Alliances•Interruption Marketing•Financial Considerations•How to get all of this done?•Recommended reading
![Page 35: IAAFA](https://reader038.vdocuments.mx/reader038/viewer/2022103109/545164e8af7959af2f8b821d/html5/thumbnails/35.jpg)
Is there a case for the cosmetic practice?
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Is there a case for the cosmetic practice?
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The 21C team
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The 21C Principal
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The 21C Management Team
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The 21C team at work…
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The Four Pillars of The Four Seasons
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Follow me….
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