One Event Can Have Perpetual Marketing Value
It is common in senior care for a marketing effort to be a one-shot deal. For example, having a table at a senior center Health Fair. Order promo items, grab your sign, set up your display, do your thing and then it’s over. The event is completed, time to move on.
I believe such an event provides the opportunity to integrate with other marketing elements. The added continuity and synergy make each element more powerful.
Here are a few things the Health Fair example can lead to.
- Referral Source Development – Share your table (which you pay for) with a social worker or geriatric care manager. Include their info on dealing with transition. For extra credit, invite the visitors to the Fair to go to http://www.YourFacility.com for more info and/or offer a moving checklist.
- Advertising – Include in ads and mailings “come see us at the Health Fair” and offer a compelling reason why they should, such as information from a referral source on dealing with transition.
- Add New Content To Your Website – Take photos/video and add it to the Activity Scrapbook page on your website. In your captions, you can even promote the referral source’s expertise and include a link to their website.
The integration makes the advertising and website more dynamic and credible, while building a solid relationship with a key referral source. And this one marketing effort can also flow into the contacting of your three key lists (keep-in-touch program), creating social network posts and press releases, and become a talking point at a “tour stop.”
With all this integration, the marketing value of this one community event can continue to be harvested perpetually.
Video For Assisted Living Marketing Guild Clients
I have put together a new “Interviews With Pros” video that expands on this strategy and provides more examples for integrating marketing efforts in senior care.
- Integrating Your Marketing Efforts – http://www.marketingwithcare.com/members/313.cfm
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