Marketing on a Budget

It’s the feeling of unease that makes me the most nervous. This morning I read another article in the newspaper about the state of our economy and, to say the least, it was not optimistic.The housing market is declining, the unemployment rate is increasing, and budgets are getting tighter.

Many companies have already started to cut budgets. When evaluating your own budget I think it’s important to consider the marketing in your practice. Marketing expenses are usually the first to go, as they’re seen as more of a bonus than a necessity. But when business is slow it is actually a good time to remind your clients and patients why they should continue to come in and see you. While it may seem like a daunting task in this economy, there are ways to market your practice on a small budget. Therefore, for the rest of the year, I’m going to share with you a few secrets about marketing on a budget that I have learned throughout my own career.

Tip 1: Never underestimate the power of a business card.

I worked in outside sales for three years, and it was policy to hand a business card to every client. I was always amazed when customers declined my business card by proudly proclaiming, “I already have one!” After a few seconds of digging in their wallets, clients would pull out a five-year-old business card (I knew it was old by the name on the card – someone who had not worked for us in years) and hand it to me as if they needed to prove they were indeed a “valued customer” – business card and all.  The thing is, they were. Each time I confidently replaced the old card with a fresh, crisp white card with my name on it, and I knew for the next five years any time that customer needed me, my information would be within reach…until it was replaced by a new “me.”

So, the next time you’re debating on whether to refill your business card holder, remember two things:

1. Business cards have staying power.
2. Business cards are a minimal expense with a lot of payback.

Finally, I challenge you to look through your wallet and look at all of the business cards you’ve held on to over the years. My wallet’s inventory is 10 business cards, a doctor’s office included.

                                                                                           -Mary Kuhn
                                                                                             Product Team Specialist

                             Let us know!  What is your office policy on business cards?  Share your thoughts by posting a comment.