Question

Topic: Advertising/PR

Marketing And Advertising A Cpr Training Business

Posted by Anonymous on 7/19/2010 at 11:41 AM ET 250 Points
I have recently started a CPR and First Aid training business where I teach on site classes to health care professionals like dentists offices, physicians, chiropractors. I also teach for day care centers and home health agencies. I would like some help in finding the best marketing outlet to use and advertising that will bring in the best response. I have had some success in cold calling and sending letters and I am about to send out my first postcard mailing to 2500 Dentists in the surrounding area. What Can I expect for a response rate for the mailing and what other ideas could i use to reach and build my clientele???
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  • Posted by michael on 7/19/2010 at 11:59 AM Accepted
    Since you're talking about generalities you should get 2-4% return but as Randall says, the content is the key.

    Also, generally, if you call each one within 72 hours of sending you can bump the response rate to 7-10%. Again, content.

    Programs at Babies R Us might work. New parents are often fearful and open to more training.

    Michael
  • Posted by Gail@PUBLISIDE on 7/19/2010 at 2:52 PM Member
    You've taken a great first step in going right to your target audience with your message via postcard.

    You might consider old fashioned media relations pitches to reach out to a broader community. Contact your area television stations and/or print health reporters to visit one of your sessions. Arrange ahead of time a participant or three who will talk about the value of your programs.

    Michael mentioned Babies R Us as a potential client. So might be youth and adult sports leagues. All coaches should know CPR and especially when you get to senior leagues, participants should also know how to help a team member in stress.
  • Posted by Jay Hamilton-Roth on 7/19/2010 at 3:45 PM Accepted
    Ensure your marketing materials tell a personal story. Everyone knows that they should learn CPR and keep their certification up-to-date. But they often don't. They know the could probably call the local Red Cross Center for trainings as well.

    So, tell people why your classes have saved lives. Specific testimonials from past students would be a huge plus here. Instead of a photo of you with a dummy, why not a past student with the person whose life they saved?

    Also - is your program certified (i.e., can you offer CEUs or the equivalent for health-care providers)?
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