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Welcome back to another entry of our continuing week-by-week glance at preparing for a Black Friday promotion.

We've discussed picking your promo, targeting your audience, and dividing your 'herd' . This week let's talk seduction of your people.

October 25 to November 5: Tease your promotion

More emails are sent on the day before Thanksgiving, Black Friday, and Cyber Monday than any other day throughout the year, according to research by Experian Marketing Services.

So don’t kid yourself.

It’s going to take more than one singular email for your promotion to stand out from the rest in your herd’s inbox. Use email, text messaging and your social channels to give your herd a heads-up that your amazing promotion is coming next week and they should be watching for it.

Welcome once again to our continuing week-by-week glance at preparing for a Black Friday promotion.

Last week was defining your audience. This week  we are going to refine that down.

October 11 to October 22: Divide your herd

Think of yourself as a rancher with a herd of cows.

Because like a rancher, your herd represents your source of income.

Also like a rancher, you need to care for your herd by protecting it from predators,

Welcome back to our continuing week-by-week glance at preparing for a Black Friday promotion.

SO last week we discussed setting our promotion goals. This week let's talk audience.

September 27 to October 8: Choose the target audience for your promotion

With your goal in mind, create the “Black Friday Offer” that’s going to get you there.

Let’s say you’ve got excess, stale inventory...

A BOGO deal resonates well with the Black Friday crowd and will help you clear out that excess inventory.

Regardless of what your business is, you should be getting ready for Black Friday... NOW.

You probably already know this but Black Friday 2022 is one of the most hotly anticipated shopping holidays of the year.

This year, Black Friday is November 25/2022 – one day after US Thanksgiving and if you want to maximize this one day “selling extravaganza” for your business, you need to start NOW.

The 10-week countdown is upon you and both Canadian and American Thanksgiving Days are coming...

"Do you do Facebook Ads?" the voice on the other end of the call enquired. I took a moment, inhaled, and replied "Yes, of course. How can we help?" Of course, it was a completely wrong question. The right question would have been to ask "What's the best way for me to get new clients to my physio business?" 

While Facebook MIGHT be a great option, it very well might not be. Choosing your media before you know your target market and the messaging you want to put in front of that target market is a surefire way to create a "losing" marketing campaign.

Have you ever had someone ask you for a referral for a product or service that they were already buying? "You talk about how your back pain has gone away. Who is YOUR chiropractor?" They ask this even though you know they're a patient at a different chiropractor. Or maybe "Where are you getting your car serviced?" by your sister that always goes back to the dealership for "genuine factory service". The point is that these are examples of people that already have a service or product advisor yet they are asking for a new recommendation. Why?

Google ads can work well for most businesses BUT the days of cheap clicks and massive responses are long gone. Only by monitoring your ads' cost per conversion (CPC) can you decide what actions need to be taken to create winning Google ads. 

All successful marketing - especially for a dental practice - starts with strategic planning. But what is "strategic marketing planning"? Essentially, it means that you are going to first separate your ideal patients into groups - hygiene / periodontal / cosmetic / etc - then create an avatar and specific plan to move each of those from "unaware there is a problem they need to address" through to introducing your practice and then converting them from a "prospective patient" into a "paying patient".

You might be thinking "Email isn't working anymore." And if you're using email

for follow-up and retention the same way you did before the lockdowns, you're

probably right. Here's the good news - it's not working for other dentists in

your trading area either. There's better news too - email is still the most

cost-effective way to market and grow your practice IF you make a few changes

and deploy it using an OMNICHANNEL strategy.