Marketing of a small business can be divided into two basic categories. Short term and long term marketing. Short term strategies aim at generating sales quickly and getting people through the door with discounts, sale offers or one-off events.
Long term approaches focus more on brand recognition and developing mind share. Both of these methods are effective and legitimate.
Let’s have a look at the different approaches for long term vs. short term marketing for small a dental clinic while using leaflet distribution. We are going to specifically focus on London as that is our area of expertise.
Long term leaflet distribution campaigns
As we mentioned earlier. A long term approach to leaflet distribution will mainly focus on capturing mind share in your local area.
The entire idea is focused on making sure that as soon as any of the locals within a pre-defined distance from your location think about getting a dental treatment your brand is the first thing that comes to their mind.
We can get to that point by well planned and executed multi-drop campaigns.
Thanks to this we can arrange for multiple designs of your leaflets to be delivered to the same addresses repeatedly with predefined rest periods between each drop.
This has historically been very difficult to achieve but thanks to the new technologies we use and a tight operations team we can now provide this service reliably.
This method when executed correctly allows you to deliver your branded leaflets to every household in your local London area multiple times while varying your designs.
One of the elements of marketing a dental clinic that is unique to this space is the fact that even though everyone needs dental treatment we never know when the emergency might strike.
On top of this many people are used to visiting one specific dentist for a large part of their life.
But as it happens sometimes there is an availability issue or an emergency strikes at an inconvenient time and that’s where your patient leaflet distribution efforts can bare fruit.
This is one of the differences between long term vs. short term marketing for small a dental clinic.
Short term leaflet distribution campaigns
This however doesn’t mean that there is no space for advertising with discount codes or one-off events. It can be very effective to target an area with more action oriented leaflets at critical times of year.
September/October and January being some of the more obvious months to focus on when you are deciding when it will be a good idea to share a discount code or offer a loyalty program.
If you keep good records you can see what times of year you tend to have the highest influx of new patients and follow this data with your leaflet distribution efforts.
This can vary based on your area, demographics and many other things.
We hope that this blog has given you some insight on long term vs. short term marketing for small a dental clinic in London.
If you have any questions of if you’d like to book a campaign get in touch with us here.