I had a fantastic client meeting with a long-time client last week. I’m not going to name any names or many details because I do not want to give away any competitive advantages this client will soon have in his marketplace, but I will say...“Wow! That was refreshing!”
A little background first. Generally, in cosmetic surgery and cosmetic dentistry, I have seen two major trends in the last five years: Wasteful extreme spending with little research prior to the Recession and an extreme 180-degree turn-and-run for traceable, web-based solutions during the Recession while every penny counted. However, in most cases, those decisions were made based on cashflow. In other words, both were emotional decisions based on how the business owner and market felt. Don’t get me wrong. That is legitimate factor in making marketing decisions. However, it is not the way solid business people make marketing decisions.
When a client or prospect comes to me with an idea, I offer evaluation based on proven marketing principles. Often times, this throws cold water on unfounded or bad ideas and I know I can be perceived as too conservative. And, I hear every possible flyer... for instance, buying mass media but not buying enough of it to make a difference, buying into a program that promotes another’s brand instead of the client’s brand and buying media or marketing strategies because friends or family are selling them... these are all common scenarios in which I try to take tactful, factual positions to discourage unless there is real merit. And, when I suggest courses of action, I offer strategies with proven benchmarks and track records for success. Of course, your mileage may vary even on the most proven strategies but with proven strategies, there are metrics and benchmarks to guide your evaluation. I bet 99% of those reading this blog see themselves in at least one of these scenarios at one point or another.... looking for the magic bullet that will finally work like a charm.
In general, this is the read-and-react world of small business marketing. I hear it every day, “I’m a doctor (or dentist), not a business man. I’m not trained for this.” Some listen to sensible, measurable strategies. Others do not for whatever reason. Most will not hire a consultant for a real analysis of the situation. And, fewer will do their own analysis. In a nutshell, what we see is most small businesses making less-than-well-thought-out decisions related to the direction of their business and, thus, the marketing of their businesses. I am shocked at how many practices build without doing a demographic and feasability study prior to opening doors or building a building. I am equally shocked at clients who invest hundreds of thousands of dollars in post-graduate education without determining a need for services related to their investment within their community. These are business decisions that ultimately affect marketing decisions. And, in the corporate world, all this thinking and analysis is called a Business Case and it is a good way to proceed.
So, what was so refreshing about the client meeting I had last week? This person came in and proceeded to tell me about the analysis he had done of his business over the past few years. Everything was measured and he took his practice trends into consideration, took market trends into consideration and the metrics of his own marketing into consideration and told me it had let to rock-solid business decisions about the future of his practice. The business analysis was professional, well-thought out and sensible. It was exactly the kind of analysis and decision-making I would have performed as a consultant. Citing his direction and telling me he was ready to commit to a plan that took him that way, he asked for my best advice on making his new strategy work. With such clear targets, it was easy to recommend a web-based strategy with a properly funded mass media traffic driver. What was refreshing? A client coming in with his own olid analysis, clear direction based on the analysis and sturdy on-going commitment at the proper level to make it successful. It all started with the client being decisive, a quality which came from his confidence in the analysis.
Yes, this is possible with small businesses. This client did it himself. In case you are reading this and wondering how you can do this, too, all you need is a real business analysis. You can ask us at Dog Star Media to read-and-react like most of our clients or you can ask us to start with a real analysis of your situation. It may be expensive to do right, but it will eliminate all the guess work on choosing good ideas. If you want help making solid marketing decisions for the short- and long-term, please contact me today at donald@dogstarmedia.com.
