All posts by serfwerks

Canyon View Women’s Care Marketing Strategy

Obstetric Marketing

Yes, even obstetricians need to grow their practices, as finding pregnant women to patronize your clinic can be a difficult and expensive endeavor. Where previously marketing efforts had been limited to grass-roots efforts that simply touted, the clinic’s location and services, Canyon View Women’s Care contracted with Serfwerks to evolve its marketing sophistication and help the clinic present itself as the most desirable option in the area to have a baby.

Proposal Cover Close Up

The Product Life Cycle Applied to Obstetric Marketing

Understand Your Audience

Serfwerks began by researching the preferences and perceptions of women regarding their patronage of an obstetrician. The study found that approximately 80% of patients found their obstetrician based on a recommendation from a trusted friend of family member. Although the most effective at driving behavior, word-of-mouth is also the most difficult marketing vehicle to affect.

The study also found that 60% of the patients surveyed had switched obstetricians at least once. The most frequently cited reason for switching was a negative interaction with the obstetrician.

Proposal Cover Close Up

Findings from Patient Study Revealing Method of Selecting Obstetrician

Redefine the Category

When you compete in a very mature and established industry, you must find ways of differentiating yourself by re-inventing the category (see the Product Life Cycle image above). Where so many patients get treated as though they were just another number, Serfwerks’ strategy was based on creating an exceptional experience for the expectant mother. Juxtaposed to the way so many doctors treat their patients, Canyon View Women’s Care would deliver an exceptional experience by showing proper appreciation and respect for their role in one of the most important events in the life of a mother. They would also go the extra mile to celebrate the baby’s life in a way that would allow the mother to share her experience at Canyon View Women’s Care on her terms. That included a Canyon View-branded gender reveal card, complimentary photographs of the newborn baby, a photo time lapse showing the bump and more. These items provide unmatched opportunities for the patient to introduce Canyon View Women’s care to friends and family without awkward conversations or shameless sales pitches.

Proposal Cover Close Up

Scratch-off Gender Reveal Card Given to Patients to Share with Family & Friends

A Significant Difference

Preliminary reports indicate that the expectant mothers were delighted by not only the newfound approach of the medical personnel, but the photographs and the gender reveal cards were a huge hit.

Proposal Cover Close Up

Notecard Obstetricians Use to Write a Note to Patient After Preliminary Visit

Infographics

You have an important story to tell, with a compelling rationale to back up your story. However, telling that story can get a bit complicated. Data Visualization (graphically demonstrating your data or process) is one of the most engaging ways to tell your complicated story.

Interior Spread

Treasure Valley Endodontics’ Tooth Treatment Options Infographic

With Serfwerks’ infographic development service, we help you map out your story and/or process and represent it visually in a way that not only captures the attention of your target audience, but do it in a way that entertains them. From the whimsical to the scientific, Serfwerks can help you develop out an infographic that brings new life and interest to your story.

Interior Spread

Marketer’s Milieu Infographic

Interior Spread

Torch LMS Purchase Process Infographic

6K Marketing Makeover

THE MARKETING YOU NEED AT A PRICE YOU CAN AFFORD

Our network includes marketing professionals with virtually every marketing-related specialty. The $6K Marketing Makeover gives you a set number of hours of the specific marketing assistance you need with any of these marketing experts. From market research and strategy, to graphic design and web development, the $6K Marketing Makeover gives you the short-term marketing assistance you need to achieve long-term business results.

The $6K Marketing Makeover is perfect for the company who knows they need marketing help, but doesn’t know where to start.

6kmm

6K Marketing Services Include

  • Strategic Marketing Planning
  • Marketing Tactics
  • Target Audience Segmentation
  • Positioning and Messaging
  • Product and Corporate
    Branding
  • Graphic Design & Illustration
  • Web Production & SEO
  • Technical & Creative Writing
  • Return on Investment Analysis
  • Competitive Analysis
  • Media Placement & Buying
  • Tradeshow Design/Consultation
  • Social Media Management
  • B2B Marketing Proposals
  • Photography & Image Search
  • Market Seeding Analysis
  • Consumer/Product Research
  • Sales Coaching & Support
  • Print/Video/Web Production
  • Thought Leadership

Game Plan v. Chase the Ball: A Marketing Strategy Treatise

The soccer played by little kids is more than a treat to watch. Last week I went to soccer games for both my eight-year-old daughter and my 10-year-old son. My daughter’s game was highlighted by an ever-moving swarm of girls chasing the ball. The team members take the ball away from each other and it’s difficult to actually do anything with the ball because there are always so many of the kids around it. The one or two girls attempting to play defense lazed about as their minds dwelt in princess land or some other fairy tale world not comprised of a grassy fields, shin guards, and bouncing balls. Consequently, it was no surprise that when the ball and group sped past them. Any goals that were scored were usually a matter of one girl being slightly better or faster who scored when the ball eventually was kicked out of the group and she happened to be the first one to get to it.

Conversely, my son’s game was much different. For the most part, the boys played specific positions and stayed in that position to either attempt to score or to fend off defenders. (Of course there is always some position creep in soccer played by 10 year olds, but they do well for their age.) The boys actually began passing the ball and making plays toward the goal. All of the goals that were scored were a result of either a good pass or being in position at the right time. Even the least athletic, and least interested, of the boys scored when, as a result of him being “in position,” he got a rebound out of the goal and quickly kicked it in. Our goalie played brilliantly and stopped a host of potential goals for the other by being aggressive and going after the ball rather than hoping to be able to use his 5′ stature to stop a ball going into a 21′ x 7′.

Needless to say, the two styles of play are vary greatly. They also have varying entertainment levels. Where the one you watch because its cute, the other begins to resemble good soccer.

There are similar approaches to the marketing function within any organization. In the nearly two decades I’ve been a marketing consultant, I’ve worked with hundreds of companies of all sizes and from many different industries. The significant majority “chase the ball” when it comes to their marketing strategy. In fact, there have only been a few who had a clearly defined marketing strategy to dictate how and where to go. Instead, almost all of the companies I’ve worked with, prior to engaging our firm, have followed a decision making process that goes something like this: “I have this widget to sell, so I need a logo, a web site and brochure to sell it.” Then they are left with a content void as they struggle to determine how to use those tools. This is akin to purchasing a hammer and nails prior to the plans in your attempt to build your house.

Several years ago we surveyed 50+ dentists about their marketing efforts. We found that all of them thought of their marketing strategy in terms of the media used rather than having any plan that would help them use those media to differentiate their practice.

Furthermore, as trends occur in marketing, they are usually the last to hop on board. If they do, they frequently get caught up in the “medium” as opposed to the message. For example, a board member recently told his cohorts how they needed to get their half-billion-dollar company on social media. Of course that wouldn’t be such a big deal if it weren’t for the fact that his company sells large-scale construction projects to government.

Conversely, if marketers can think more strategically about how they approach the promotion of their products and services they are more likely to be successful in not only implementing their team more effectively, but they are also far more likely to score a goal (whatever that means) while be far less likely to be blindsided when the some trend or medium attempts to pass them.

Several years ago we had a client that serviced the medical industry who had built a successful company of about 100 employees. They had used piece mill marketing collateral that, had it not been for the same logo atop all of them, appeared as though it were from the same company. They also recognized that if they wanted to get to the next level, they needed to have a better game plan. Consequently, we were contracted to perform market research and develop out that strategy. We found that given the level of experience their target audience had with the product they were far more concerned about customer service than they were about specific functionality or price, although both were important. That finding, consequently, enabled them to develop a strategy based around customer service that would suddenly allow them to develop a game plan to attack the marketplace. The strategy filled the content void by showing them exactly what they needed to do with their web site, proposals and other collateral.

The_Periodic_Table_of_Content_MarketingE-consultancy’s Periodic Table of Content Marketing is a great tool to use to ground you thinking strategically about your marketing efforts then walking you through the usage of the tactics necessary to support that strategy. The exercise of using the table forces one to think first about strategy and then provide ample methods of implementing that strategy through various media.

In conclusion, companies who develop their strategy prior to engaging any marketing tactic will find not only that they know exactly how to use that tactic, but also that they are much more effective in producing tangible results.

 

Lies, Inundation and Being Sold Part 2: Ads Ads Everywhere

This is the second in a series of posts discussing several challenges that marketers face in reaching their customers and how to overcome those challenges. This iteration deals with the inability of consumers to trust advertising. Part one dealt with dishonesty in marketing. Part three will break down the problem with “being sold.”  Future posts will provide solutions to these problems.

ads_in_times_square

You used to wake up with an alarm clock playing your preferred radio station (or at least one you hated so much that you had to get out of bed to turn it off). The alarm clock has been replaced by a cell phone playing Pandora. On your drive to work, you notice that the billboard on the side of the freeway that used to change every few months has been upgraded to a digital iteration that swaps ads every few seconds. When you get to your office and check the news, you see a column of ads, this time customized to one of your preferences or previous searches.

The number of ads to which consumers are exposed is on the rise. Where 40 years ago, consumers were exposed to approximately 200 ads per day (see https://ams.aaaa.org/eweb/upload/faqs/adexposures.pdf), today it is estimated that consumers are exposed to anywhere from 600 (see https://ams.aaaa.org/eweb/upload/faqs/adexposures.pdf) to 5,000 (see http://www.cbsnews.com/news/cutting-through-advertising-clutter/) ads in a day. This is caused in part by the proliferation of new media that exponentially segments what were once reliable consumers of a specific medium.

Although this proliferation of both ads and media provide some unprecedented opportunities for marketings, including the ability to reach niche audiences that were nearly impossible to reach before, it also creates some significant challenges (see the Marketer’s Milieu Infographic).  Not only does it make for more media for the marketer to scour, but it also presents a real difficulty in getting the targeted consumer to give any heed to your ad when there is so much to compete with.

Put yourself in the place of the consumer.  If you were to stand amidst the advertisement behemoth that is Times Square (see image above) does any one ad or message stand out? If so, what is it and why? Or, is the cache´of Times Square simply attributed to the overall experience of the overwhelming nature of all of the ads?

As consumers, we’ve become very adroit at tuning out what we perceive to be visual or audio noise. Yes, ads help us know which plumber to call in the event that my sewer line breaks, but we also know how to avoid it. Half of the reason for owning a DVR is the ability to skip the content you don’t care about. When the ads come on the channel/station is changed or the Pandora station is switched.

There are times when there are innovations that make us stop to actually consume the ad, such as in 2009 when CBS and Pepsi teamed up to deliver the first ever video ad in a print magazine (http://youtu.be/hjGQuneTWMY ). As no one had ever done that before, if you thumbed through the magazine, you had to stop and watch it as it’s unlike anything you’ve ever seen. Although I could care less about CBS’ 2009 fall line up, I had to click the buttons to watch the videos simply because it was so innovative. However, such innovations in advertising are few and far between. If you don’t have millions to spend on the development of innovative advertising media, you’re forced to sift through the ever-expanding media while confronting an even larger challenge of getting your audience to not only notice your ad, but to remember it and accept whatever it is you’re trying to communicate.

This is not to say that marketers should not advertise. It is to say, however, that we as marketers must use the media at our disposal to communicate more effectively with consumers. We need to find ways to break through the clutter to make sure that they take note of the important things we have to say.

How to do that will be the focus of the next several posts.

Volotis Brochure

Turning Dreams Into Reality—At Least for a Day

Eyeing a Ferrari 458 is enough to make a grown man weep—out of both sheer awe and, for most, the realization fo what is well out of reach. Although you may not ever own a Ferrari, Volotis enables you to drive one for a day.

Volotis turned to Serfwerks to develop branding and marketing collateral to help it market its super car rental service. The logo designed featured minimalist elements to portray a progressive and sophisticated brand.

Proposal Cover Close Up

Logo Design

The Volotis brochure’s square shape instantly distinguishes it from your standard piece of print collateral. Featuring a string binding and motion blurred photography, the brochure truly communicates the sophistication of the service offering. The headlines appropriately portrayed the exhilaration of driving the super cars available.

Proposal Cover Close Up

Cover of Volotis Brochure

Proposal Cover

Interior Spread of Volotis Brochure

Interior Spread

Additional Interior Spread of Volotis Brochure