Taking The Sting Out Of Seasonality

Mail Marketing To Harmonise Cash Flow

Seasonality is an issue in most businesses across many industries.  We tend to see it in our industry as well, a lot of my customers have talked about the slow month or months. I had a conversation with one of my customers lately and it made me think about mail marketing. Mail marketing is still a fantastic channel for your business, however, the efficient deployment rules of mail marketing to your database have changed radically.

If you want good return on investment on mail marketing, you need to efficiently define your target market for each offer. It is of no use and in fact may be damaging to you to send non targeted mailings. A plethora of non targeted mailings will lead to fatigue in your target market. Fatigue is something which you need to avoid,  it is something that will damage your Patients’ perception of your Practice.

So, who do you target, how do you target them and what campaign do you use? Initially you need to define your target search by your campaign, certain campaign offers will attract different people. For instance, you have a great campaign offer on a new high end product. Who do you target in this case, set your search terms for mid to high technology buyers whose purchase was made four plus years ago. When you have your mail merge list, mail them a carefully thought out mailing. You’re doing that right?

To get the best results you need to be able to really define your targets, so lets try that mailing for mid to high technology buyers whose purchase was made four plus years ago and who expressed an interest in high technology. What do you think being able to define the search down to that target group would do for your return on investment. The key to the search return is the ability to search data that you have actually put into your CRM system. In order to define your target, in order to reach your target with maximum impact, in order to attain maximum return on investment, you need to enter all the relevant data in searchable fields in your CRM.

What about a campaign for a new entry level product, fantastic product at a great price. Who do you target for that campaign, what search terms do you undertake? Entry level buyers four plus, what about test no sales in the last year who voiced price as a major concern? Again, that targeted data is only available if you have entered it. You can see where I am going with this, mail marketing campaigns are only as good as your targeting permits. Your targeting is only as good as your data search permits, your data search is only as good as your search facility permits and finally it only matters if you have entered the data in the first place.

When you have all those parameters right, you can then plan out your mail marketing campaign on a six monthly or even yearly basis. Utilizing your mail marketing to increase foot fall and business levels during your traditionally slow times. Cash flow is king in any business, why not take every opportunity possible to harmonise it?



About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

Let me know what you think