Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? With the help of marketing professionals, media monitoring can provide up-to-date assessments of the amount of influence your dentists group and corporate practice business has in the public sphere. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most dentists group and corporate practice businesses can leverage bundling to improve sales and attract new customers to the brand. Often, bundling is used to offload excess inventory or to pair a low profit product with one that has a higher markup.
Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Owners of dentists group and corporate practice businesses need to make every dollar count, especially when it comes to their marketing budgets. Although a learning-by-doing approach is typical in this industry, we advise young marketers to seek the input of experienced professionals before committing time and resources to untested marketing concepts.
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