Doing a "good" event is not as easy as you think - 4 promotion strategy

The concept and scope of marketing and promotion is very large, very broad, and long-term behavior. This chapter only focuses on a clear purpose of the event to start to elaborate. 1, marketing methods: matrix three-dimensional layout, multi-channel information reach the publicity and promotion of the event need to use a variety of channels, if divided by the source of the patient channel, can be divided into heaven and earth, people network four categories: days: all kinds of space advertising, such as billboards, banners, television, radio, elevator frames, etc.. For the just-opened organization pre-heating, large-scale celebrations, brand activities reveal, it is recommended that you can consider using more traditional public **** resources, it is easier to form a brand effect around the community. Ground: a variety of ground promotion activities, such as business outreach, thematic activities, Chen exhibition. For the dental clinic, if it is a direct customer institutions, ground promotion activities are essential, the face of the surrounding 5KM of direct potential customers, but also the highest production ratio of the promotion. But need to pay attention to the promotion frequency and rhythm. People: a variety of personnel recommendations, such as circle referrals, industry referrals, old customer referrals, employee referrals and so on. If you take the channel, take the high-end dental institutions, generally more with the industry, circle joint promotion. Now that the cost of expanding customers remains high, more and more organizations are beginning to focus on the management of old customers, which is also a test of the ability of the organization's internal operations. Net: a variety of network introduction, such as public domain infusion, platform advertising, word of mouth seeding, community fission. In this era of mobile Internet, it is impossible to bypass the new media promotion, combined with the algorithm and purpose of each platform to achieve the desired effect. For example, Xiaohongshu is for seeding, Meituan is for diversion, video number is for locking powder, and Yuzan is for fission.2, marketing tools: scenario-based thinking, favorable and convenient In general, the conversion path of customers is: activation/information - import private domain pool - point to point plus microblogging - to the hospital/punching card - face-to-face clinic/pre-sale. As the promotion purpose and target group of each channel are different, the promotion tools are also different, and should be made according to the individual scenarios to think about. Elements: When people receive information, it is transmitted to the brain through the five senses (sight, hearing, touch, taste and smell) to have a more comprehensive knowledge of the item. Therefore, the display elements of promotional tools can include text, pictures, videos, music, or a combination of multiple elements. Material: Medical services have their own specificity, and ultimately it all comes around to the trust given to the patient. Therefore, there are different combinations of materials, such as item + price; item + case; item + doctor/hospital; item + evaluation (manufacturer/doctor/V/patient testimonial). Style: general medical give more than serious, private outpatient clinics more prominent sense of affinity, but there is no lack of doctors who are naturally witty and humorous eloquence, it is easier to get the favor and attention of patients on the Internet. However, as long as the doctor's IP persona is unified with the doctor's own personality, it will not be easy to appear cutthroat. Finished products: In publicity and promotion, photos, posters, tweets, short videos, H5 and so on are often used. It is easier to produce one or two pieces, but if you can form a series of topics, the brand value will be higher. 3, marketing rhythm: phased multi-frequency diversified reach focus pre: warm-up, momentum, highlighting the benefits of the point, what are the benefits to me (the target population); medium-term: dynamic, focused, highlighting the degree of hotness, everyone is paying attention to all are snapping up, to form the atmosphere; late: thank you, publicity, sorting out the quality of the brand, the activities, customers present to express their support for the activities. activities, customers who came to support the expression of thanks. Frequency recommendations throughout the promotion of the event rhythm, you can refer to this table for, that is, in the early stage of the time every week (7 days) to prepare 3 pieces of content (poster + H5) at least once; in the middle of the time, every 2 days to prepare 3 pieces of content (posters + tweets + video) at least twice; the day of the event to prepare 5 pieces of content (photos + video) at least 3 times; the next day after the end of the event, to prepare 2 pieces of content (tweet + video) at least 1 time. video) at least 1 time. If you consider the above 3 directions of promotion channels, tools and promotion frequency in the pre-event marketing and promotion planning, you can basically control the effect of the event publicity and promotion. #A successful marketing campaign#? #Medical marketing#? #Healthcare operations#? #Event planning#? #dental clinic #? --Follow me to learn more about marketing strategies for the healthcare services industry.