Personalized Promotions Get Big Returns
T.D. had a challenge in marketing to her high-end, "old money" clientele. She didn't feel comfortable promoting to her moneyed crowd through coupons, ads or free-standing inserts with offers. After all, money wasn't the issue with her clientele — or so she thought.
Furthermore, her practice had been built through personalized attention, care and service. She was cautious about compromising her high-end niche with "offers" which would make her look like the mass of others who served the general market.
So using personal note paper, T.D. sent short notes telling her clients she was thinking of them and wondered how a particular event/occasion had gone for them -— e.g., daughter's wedding, cruise, son's little league game, daughter's debut, etc. (She kept notes of these events in each client file.) Then, as a test, T.D. added her personal business card with a handwritten offer — designed just for that client — if they would just come by to say "Hi."
That personalized attention with an individually personalized promotion paid off handsomely with a big 4% response rate — with little effort or money expended.
Try this low-cost yet effective way to market and grow your practice during the recession or in any down economy.