Know-How Exchange : Advertising/PR

Dear Bob,

Two words: social proof.

By this I mean by asking for testimonials from current, happy clients, and by asking for referrals.

New clients want to know that their child's going to be safe and well taken care of, and that the child's going to fit in (they also want to know if the people they'll meet might become friends or resources).

Tell moms and dads about your structures, about the things their child will do, learn, and participate in. These stories can be written, but they need to paint vivid pictures in people's minds, pictures that they see themselves in.

Use local community service centres to help you distribute your marketing material. Tell people about your registered status, about your county and state licenses, and about your staff and their qualifications and experience.

Outline your daily activities, menus, and event schedules. Make moms and dads welcome, make them feel they belong, make them LOVE you. They must also feel they know you and like you. You must do this before people will trust you.

But no matter what, don't shy away from asking for testimonials.
People want to meet and like people that remind them of themselves. This deeply rooted need is locked into our DNA; it underpins the whole notion of the tribe and there's nothing more important to the tribe than the protection and nurturing of its young.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

I agree with the testimonial approach mentioned above and will add a few other tactics for you to consider.

referral rewards - reward current clients with a discount or free month if they refer a new family to you (and they enroll)

Host a date night a few times per year. Allow current clients to bring a friend and you will provide "babysitting" while the parents get a few hours to go to dinner and a movie. Charge a reasonable fee since the idea here is not only to do something unusual, but to introduce your facility to new clients.

Best of luck!