Veterinary Clinic Turns to Direct Mail After Steady Decline of Customers
Being able to successfully run any business is a challenge. Developing and maintaining a strong product or service and then consistently creating awareness of your brand is something that is difficult for all companies, regardless of size. The challenge is amplified, however, for small- and medium-sized businesses, as they usually have much smaller margins for mistakes and smaller budgets to carry out their marketing concepts.
One U.S. veterinary practice was experiencing problems keeping their customers. They identified the main causes for the loss of clientele as increased local competition and the general economic downturn. The challenge was how to revive their business and reach potential clients in an engaging manner.
This is not an unfamiliar problem that Macromark encounters. Many of our clients come to us looking for new strategies to revive the interest in their companies and they believe that direct mail marketing is the correct approach. Some clients have previously engaged in direct mail marketing but were not involved in a focused and comprehensive direct mail marketing campaign.
Similarly, this veterinary practice had previously used direct mail as part of their marketing, but didn’t discern who they sent the mail to. The campaigns were sent to homes regardless of whether or not they were pet owners, which resulted in ineffective campaigns.
The most important solution to constructing the new direct mail campaign for the veterinary clinic was creating a targeted list of prospects that were former, current, or future pet owners within a three-mile radius of the practice. These parameters, coupled with the available budget, produced over 12,000 leads.
Another adjustment was to include incentives for first-time visitors to the practice, and within the first week, the practice gained over 38 new clients, seven of those booking appointments within the first month-and-a-half of the campaign’s launch.
This kind of success is exciting for Macromark, but certainly not surprising. We know the value of a focused and targeted direct mail campaign and what it can do to generate leads and secure prospects.
Macromark has the experience to develop strategic direct mail campaigns that will produce results. We also broker lists that are broad enough to accommodate the needs of any businesses and have the experience to launch consistently successful direct mail campaigns.
“Direct mail strategies make marketing campaigns a dog’s life,” B&B Smart Solutions web site; http://www.bbsmartsolutions.com/case-studies/direct-mail-strategies-make-marketing-campaigns-a-dogs-life, last accessed September 22, 2014.