Why aren’t People Coming Through the Door?

by Halisi

The company that I work for, A New Dawn Media & Marketing signed a child care center on as a client about 2 months ago.  Great, right?  Definitely.  There’s only one minor problem, their marketing budget is very small.  So I’ve been helping them with re-branding, strategic planning, and low cost to no- cost promotional efforts.

We’ve been working the promotional efforts for about 3 weeks.  They had a small street team going door to door, sent out about 100 targeted direct mail pieces, sent out the first in an email marketing campaign, participated in a community event for local businesses, and managed to get mentioned on one of the local major radio stations.  The yield from all of this effort…7 inquiries and about 5 new customers.

At this point you’re probably wondering, how much was spent and why are the results so meager?  So far they’ve spent approximately $500 in expendable marketing materials & street team labor.  However, those five new customers are worth about $30,000 combined for the year!  (Yes, I realize that we’re talking about babies and that they’re ultimate goal is to provide superior care and optimal preschool training.  And they do that or A New Dawn wouldn’t have taken them on as a client)  The center is a business, and is in the business of making money, while providing a superior service.

So, a lot of hard work yielded 5 customers.  This is what you should take away from this case study.

1.  Keep in mind who your customer is and how much of an investment they will have to make for your service or product.  It’s much easier to get a customer to buy a burrito than to have them sign a contract for child care at more than $400/month.  When devising promotional plans, face to face meetings are more effective for high-ticket items/services.

2.  I will keep repeating this until my fingers fall off.  CONSISTENCY.  This child care center realizes that these promotional efforts will have to go on 12 months out of the year.  Remember, most likely the majority of your customers live or work within a 2-4 mile radius.  At any given time 20% of your neighborhood is turning over.  You want to make sure that every new resident knows about your services/products and that the old residents don’t forget about you.

3.  Measure and adjust.  Keep track of how much you’re spending in money AND time.  If your efforts are not paying off adjust the method or the message.  The child care center will continue to send out street teams for now.  Mainly because they still have 100′s of door hangers ordered last year some time.  And secondly, because one new customer from these efforts easily pays for about 4 weeks of street teams after only one month.  However, now that we have a new website and the re-branding in place, we will start visiting the large corporations surrounding the center and other organizations that would have people in need of their services.

Stay tuned for Part II; I will share the results of the next phase of our marketing plan.

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