I was in a meeting with a big grocery chain and while talking to them I found out that they plan their marketing activities 1 year in advance. All the promotions, deals, specials etc. are planned and also what media will be used for what campaigns. But I find service based businesses like Lawyers, Dentists, Accountants etc. don’t practice this religiously.
Alot of service based businesses approach marketing with Overflow Model, which means they react when they are in trouble. Example:
Plumber is usually booked 3 days in advance and all of a sudden they are not even booked 1 day in advance
Dentist is usually booked 30 days in advance and all of a sudden they are not even booked 2 weeks in advance
Realtor has usually 10 deals in a pipeline. but now he just has 3 deals
Mortgage broker usually have 15 clients in processing and right now she has just 2 files in processing…
Most of the entrepreneurs and service businesses follow Overflow Model in marketing. They don’t care unless they are in trouble and then they react. Problem is when they react, they tend to take not strategic decisions.
What model you should be following: Production model
Production model means, you are producing and building your pipeline consistently. Before you use to be booked 30 days, not you are trying to be booked for 60 days in advance. Example:
Plumber is usually booked 3 days in advance and now they want to be booked 3 weeks in advance and take it to 6 weeks
Dentist is usually booked 30 days in advance and now they are looking to get 60-90 days booked in advance
Realtor has usually 10 deals in a pipeline. but now he is putting a system to have 30 deals in the pipeline
Mortgage broker usually have 15 clients in processing and right now she is putting a production model where she has 30 deals in processing
Plan your marketing and take strategic decisions because your decisions have implications. Think in a long term rather then thinking in terms of days, think in terms of months and years.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.