It appears that certain industries understand creative marketing and branding better than others. Here in South Florida, one of the fastest categories of rapid growth is the drug rehab, treatment and recovery centers. These facilities charge thousands of dollars per week, yet spend pennies on the advertising, decor, food and furniture.
Since these treatment centers are popping up on every corner, one would think that they would pay careful attention to their image, message and use of creativity to make the phones ring. From my research, the decision makers of these facilities place heavy emphasis on Search engine optimization and pay per click campaign ads. But forget that besides for the addicts themselves, many family members are the influencers of this family decision. Also, with the major quantity of denial in every family, CPC can not offer the necessary emotion needed to motivate someone to take action.
If it was possible, I would spend a lot of time demonstrating how quality traditional advertising can increase by word of mouth. Think about it this way, when someone tells you abut a product or service that you never heard of,the odds of it sticking in your brain is limited. But when an advertisement has created an impression combined with a referral from a trusted friend, we have jackpot.
The world of substance addiction is absolutely fascinating. There is tremendous stress and chaos for the family member dealing with a troubled,selfish addict. I mention this example to showcase some important points in marketing. Visualize three circles of different sizes. The first one is tiny and that represents the treatment centers new customers. The second circle is 30 times larger and it represents existing clients. Finally, the largest circle represents influencers. Yet the majority of marketers focus all their efforts on the tiny circle being new customers and ignore the largest circle being the influencer. I will go deeper in a future blog. DonTolep.com
No comments:
Post a Comment