Know-How Exchange : Advertising/PR

How about building a referral system instead? Offer new customers a discount for new clients they refer. Make is a system. Ask each new client how they found you. Show appreciation to the person who sent them. Offer the same deal to the new client. More on this, as well as some more referral marketing links, here:

https://www.ducttapemarketing.com/blog/2005/04/20/an-over-the-fence-referra...

Jodi

Besides referrals, is there a service that you can provide that would set you apart (differentiate your clinic) from other clinics in your area? If you can do that, you'll achieve you goals.

Dear Aamwil11,

Are you tracking the calls (keeping some kind of log as to whether you spoke with a live person, left a message or couldn't get through)? And of the people you speak with, are you asking them to confirm their mailing address, the kind of pet or pets they have and their pet's current state of health? And are you also asking how they, as pet owners, prefer to be contacted?

If you're not doing these things, you're missing out on ideal ways to update and segment your list.

You can use the information you collect to gather all kinds of other information: new puppy, new kitten, and so on. You can also use this information to target owners of specific pets in future marketing.

So, the first Friday of the month could be Dr. Schmoe's Cat Day at The ABC Veterinary Clinic, with a postcard or simple letter going out to cat owners. Another day could be Dog Day, with Rat Day, Snake Day, Chinchilla Day, and so on.

Each mailing includes an offer, a deadline, a call to action, and reasons why clients need to visit your surgery.

You can also use these kinds of events to invite current clients to invite a friend or neighbour to bring THIER pet for a free exam.

When the current client brings a friend or neighbour, you then collect that person's name, address, and so on and then you can market to them via mail, telephone, and e-mail.

This way, you build your list, you develop a relationship, and you create trust.

Your current customers are your mail source of gold. So you have to offer them incentives to come back. Discounts on pet foot. Free toys for the first 500 dog or cat owners that month. Win a trip to Crufts.

Partner with dog training schools, pet grooming companies, dog walkers, cat sitters, and associated services so that you're not just a vet, but a whole wellness and lifestyle centre. This creates a family feeling and helps out you and the other pet-related businesses you partner with.

Run sessions with local schools and PTA groups on "How to pick the perfect puppy/kitten/alligator for your child" and connect to adopt a friend sessions with the local pound. Or set up a day event with your local "canine parters for life" group and make it into a day of fun where you introduce your range of services in a low key, non sales-related way.

Offer frequent visit discounts to promote pet health. And ask current clients what it is about you that makes them come back. Use these testimonials to help your message grow because new people coming in want to know they'll be fitting in with people that are like themselves.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Hi..Have you done any special events that will tie you into the community? Since you are a locally based company that relies on the local customer, a special or yearly event would help with your branding.

Have you ever done a pet fair? It's plain and simple...An area at a local park or in your parking lot (if you have one) where you have your staff on hand. Tie in with your local animal shelter. Get a sponsor from one of the many pet products out there...they're looking for new venues to get their word out.