Recent studies show that professions that are “invisible” or don’t have a tangible, “in-hand” product, spend no less than 25% more on educational marketing than other professions. What does this mean for you? Well, if you want to be a successful business, you have to work harder than other companies to educate and inform your potential and current customers.
But money spent does not mean immediate or long term success. One non-chiropractic example is the marketing below. A company spent money and created this ad campaign:
This is so wrong, for so many reasons. If you are going to be funny, you have to remember that you are leaving people with a feeling. If I were to laugh at this, I’d feel uncomfortable. Needless to say, I do NOT want to buy this product. No one should profit from other people’s pain. Believe it or not, the same company also has an advertisement that shows the outline of Osama Bin Laden as another “bad egg.”
But there are other reasons this is wrong:
• It actually uses the term “bad egg,” which gets my brain thinking about salmonella.
• It associates the brand with terrorists.
• It is distasteful to most of the egg buying target market: women age 35-60.
What are the take aways for you, my friend?
• Spend more money and time on educating your patients.
• Remember your target market and make everything in your materials work for them.
• Whoever is spending the money is who the ad is written for.
• Everything that has your company name on it is now associated with the brand that is your company.