Episode Details

In this episode, Barbara discusses: 

• The top 7 count down of ways to market at an expo, show, or conference. 
• Sweetening the pot to entice contact info out of your target market.
• Creating win-win situations out of your marketing campaigns.

 
Key Takeaways: 

• Customize your giveaways to your company. 
• Consider who you are attracting and if they will become clients after the expo.
• Use creative and unique marketing that touches the heartstrings of the types of patients and clients you are interested in attracting.

 
“At one point in the past, you could merely put candy out for the taking on your table, along with colorful brochures, and have a fishbowl for people in your target market to drop their business cards into. That no longer works.” —  Dr. Barbara Hales
 

Transcription

016 And the Award goes to…

Barbara Hales:             Welcome to another episode of Marketing Tips for Doctors. This one is called, And the Award Goes To. As professionals, we have all attended conferences with associated vendor tables trying to promote their services or sell their products. We’ve seen expo halls with hundreds of booths each trying to vie for your attention and your dollars. Having been to one such expo this past week with 180 vendors or so, each with a unique way to spread their message, including videos of their company and services. I would like to discuss them and award the one with the best techniques.

You see, at one point in the past you could merely put candy out for taking on your table, along with your colorful brochures and have a fishbowl for people in your target market to drop their business cards into. That no longer works. You have to sweeten the pot to entice contact information out of their hands.

#7     

So here we come to number seven in our countdown, the fish bowl. The fish bowl sits on the vendor table to drop business cards into with the lure of a raffle for an expensive item deemed to be of high value to the participant, like an iPad, for instance. While a few warm leads can be of great value and well worth the investment, there’s no telling if any of these leads are actually interested in the practice and services rather than just trying to win the prize.

#6 

Number six in our countdown is sponsoring a party. A well-known company was sponsoring a party which was truly fun and well attended. I admit, including myself. The stipulation was that prospective clients and professionals had to stop by the booth and discuss services which they might need in order to get the free drink tickets. This attracted a great many people, but it is very costly and can only be justified if your products and services are likewise either very costly or necessitating contract agreements for a specified period of time.

#5 

Number five, the t-shirt. Giving away t-shirts with your name and logo on it is very popular. The advantage is that wearers of those tees are now human billboards for you, which may work to bring in prospective patients and clients. The disadvantage is that they had to spend money on the tee production.

#4