STRATEGIES // SEASONAL CAMPAIGNS
| Pull The Trigger And Wait, Wait, Wait |
Campaigns and launches benefit from a build-up and a bang |
It is almost impossible to motivate your audience if you constantly market to them with no change in message, tone and offer. You become white noise, the unnoticed background to the foreground they are looking at. But how do you change that? How do you get your practice noticed?
What is crucial is that you treat the marketing of your services like product launches. Create demand, anticipation, build-up, then release. This especially lends itself to an industry like dentistry where there are services that are cyclical, that require restating and revision.
The 'B' of the Bang
By the time your marketing cycle is in operation, you should start seeing interest, especially if you have a platform-based website where you create sticky content for your visitors. You build anticipation, all the time centring your messages around a certain time frame. And when that time approaches, be ready to pull the trigger.
You know you are successful, not just when people respond to the bang you have created, but when they contact you on the 'B' of the Bang. They want to be first in line and you are there to provide that service to them. Anticipation, motivation and demand are all drivers to engaging your audience to your benefit. |
