Marketing Tips

Doing Marketing Activity vs. Having a Marketing Plan

When most producers think of increasing production or expanding their market share, they often assume the best way to achieve desired results is to simply do more of what they’re already doing. Whether that means holding additional seminars, cranking up the use of direct mail, purchasing more internet leads, or any other common marketing activity, the result is often the same - it generally leads to short bursts of success and then leaves producers turning the crank all over again for their next round of prospects. There is no cumulative result for all of their hard work, and that type of cyclical pursuit leaves many producers feeling dissatisfied and burned out.

There is a world of difference between doing marketing activity and having a sound marketing plan.  The former is knee-jerk and provides temporary results at best.  The latter provides a foundation for the sustainable success of your practice.  Real marketing is more than just turning the crank with prospecting or advertising.  It includes:

• Strategic thinking on the part of you – the Chief Marketing Officer of your practice
• Research into unique community opportunities, available media, associated costs, etc.
• Education on your target market including generational differences, consumptive habits, and psychological factors
• Marketing creation including copywriting, design, and even multimedia editing
• Budgeting and calendaring of your marketing activities
• Coordination with necessary vendors
• Strategic implementation of your prospecting, advertising, and branding
• Tracking of results and refining of your efforts

With the help of PBS and our team of marketing specialists, this type of comprehensive approach is well within reach!  To get started forging your custom marketing plan, contact your Business Development Director today at (888) 807-9793!

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