How much brand exposure is too much?  Try this experiement. 

Walk into any downtown area in America.  This experiment works as well in Manhattan, San Antonio, Helena, Montana or my little burg of Northumberland, Pennsylvania.  Stand on any street corner.  Slowly turn around 360^o.

Inevitably you will see some indication of America's most prolific brand, Coca-Cola.  That familiar red, script font, and as they call it, the "dynamic ribbon device" reminds us daily that we should be drinking Coca-Cola.

Clearly, there is no such thing as too much brand exposure.  A simple product, composed of over 95% water, has benefited from excessive brand exposure for more than 100 years.

One wall of my office is decorated with samples of Coca-Cola advertising.  At one time my collection numbered in the hundreds of items, but now I have just a handful of choice pieces.  They remind me that simplicity and directness in call to action still work after 100 years.  The slogans "Delicious and Refreshing" the simplicity of "Ice Cold Coca-Cola Sold Here" and the classic, "Drink Coca-Cola" have created the most well known single brand in the world.

What can private duty home care companies learn from Coca-Cola?
Keep It Simple - People respond to simplicity.  Don't use 10 words when five will suffice.

Be Direct - Are your marketing tools telling people exactly what to do?  Call XYZ Homecare.

Be Everywhere - Do your employees name tags have your logo?  Is every piece of paper that leaves your office branded?  Is the signage out front big and bold?  Does your car fleet carry magnets or custom paint jobs?  Do your caregiver uniforms match your corporate colors?

Change Your Advertising, Maintain Your Brand - Advertising has changed dramatically in the past hundred years, yet Coca-Cola's logo and brand has changed very little.  They have used sunbathing beauties, Santa Claus, World War II soldiers, pop stars and even polar bears yet the brand has remained constant.

Expand Your Reach - Coca-Cola is truly global.  You can buy it in Kansas and Kenya, Cheyenne and China, Venice, Venezuela and Vietnam.  Constantly be looking for new groups of people, new referral sources, new funding sources and new ways to deliver your services.

Constantly challenge yourself to find new ways to increase brand exposure.  The market will come to you, but only if they know you are there.

Facebook has redefined communication among colleagues, friends and family.  Twitter has changed journalism and democracy.  Blogging has influenced culture, technology and politics.

There is no doubt that these tools are powerful, but do they improve marketing for your company in a positive way?  Take our instant survey and learn more about how private duty home care organizations use online social marketing.

Please take the next four minutes to answer these 14 questions about how you use social media.  We'll publish the results in our next issue of Private Duty Today.

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Over 1400 leaders in home health care, hospice and private duty home care have joined the Leading Home Care Network this year.  If you want to be a part of our group and engage in interactive discussions with your colleagues around the country, click on the link and ask to join the group.  The group is open to all leaders in home health, hospice and private duty homecare.

The group is not open to recruiters and sales reps from vendors.  So the discussions are not diluted with self-promoting advertising.  Our focus is real questions and suggestions for owners, CEOs and other leaders in home care and hospice.  Join us today!

Private Duty Blog

For more information on what's happening in private duty around the world, check out our BLOG posts:

CLASS ACT dropped by Obama Administrations

Home Instead Senior Care featured in SKY Magazine on Delta Airlines

Comfort Keepers recognized as fast growing company - hiring the most people



Successful private duty companies know how to grow their business without growing overhead.  Rick Morey has known that for years as owner of several private duty home care companies.  Being able to grow your business without adding additional office staff not only enhances profitability, but increases the overall value of your company.