The Complete Marketing Action Plan

Chris Barrow

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

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.

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.”

Demographics

The Players

The Feeders

The Notable Nine

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

Branding

Bringing your brand to lifeBringing your brand to life

Web attraction

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?........

Your Web Team

External• Architect – the geek• Designer – the creative• Optimiser – the technician

Internal• Content Development Manager• Social Media Manager

Social Media

Web attraction

Relationship Marketing

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

The smile/facial checkThe smile/facial check

• Simple questions

• Opinions• Menu• At the first

meeting• At review

meetings

The Referral SystemThe Referral System

• Terms and conditions• End of treatment letter• Newsletter permission• Referral card• Web site

Membership of the practice

• What does that mean?

Networking and Strategic Alliances

NetworkingNetworking

• Chamber of Commerce• Business Link• BNI• Women in Business• Other breakfast clubs• Other SIGs• Get out there and speak!

Strategic AlliancesStrategic Alliances

• Complementary professions and businesses

• Added value alliance• Marketing alliance• Take a look at my blog for a

suggested letter

Interruption Marketing

Interruption marketing

• Directories• Direct mail• Print Media• Radio• Signage

Financial Considerations

• Capex of £20,000• Budget of 5% per annum of gross

revenues• Marketing manager

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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Next session at 14:00“The 21st Century Cosmetic Practice”

The 21st Century Cosmetic Practice

Chris Barrow

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

Is there a case for the cosmetic practice?

Is there a case for the cosmetic practice?

The 21C team

The 21C Principal

The 21C Management Team

The 21C team at work…

The Four Pillars of The Four Seasons

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