Issue # 94 -- Quick Tips for Developing New Marketing Collateral

Unique Ways to Promote Your Business

June 13, 2007

In This Issue
Basic Marketing Collateral
Optional Marketing Collateral
Increase Your Income with a Private Duty Home Care Marketing Assessment
Kathy's Corner
Upcoming Events
Private Duty Today
Jason Tweed, editor of Private Duty Today 
Welcome to Private Duty Today, the bi-weekly electronic newsletter for Private Duty Home Care Leaders from Leading Home Care ...a Tweed Jeffries company. In this issue, we bring you ideas, information, and insights to help you grow your Private Duty Home Care business.

Private Duty Today is a permission-based newsletter. It is only sent to our recent customers and those individuals who have requested it, or who have given permission for their address to be included on our list of subscribers.

I'm Jason Tweed, Director of Business Development for Leading Home Care, and Editor of Private Duty Today

Private Duty Today is published every other Wednesday, and currently goes to over 6000 subscribers.
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Every two weeks I start working with a new Web-Centric Marketing client to design or redesign their website, customized to fit their existing sales and marketing strategies.  As part of our process, I ask my clients to send me copies of existing marketing collateral.

 

When working with a new company, I expect the marketing pieces they are using to be incomplete or generic, but I'm constantly surprised at the number of seasoned veterans who don't have a strong mix of marketing pieces at their disposal.

 

In this issue we'll focus on the basic marketing pieces, as well as a few optional marketing pieces that may fit into your mix.

 

Sincerely,
 
Jason Tweed
Publisher
Basic Marketing Collateral
 

The first pieces you'll need are: 

  1. A Logo
  2. Business Cards
  3. Stationery
  4. Brochures
  5. Name Tags
  6. Website
  7. Advertising Specialty Items
  8. Telephone Directory Ad
  9. Signage

Optional pieces include:

  1. Voicemail
  2. Uniforms
  3. TV/Radio Commercials
  4. Outdoor Advertising
  5. Photography
  6. other unique pieces

Here's a brief description of each, and a few tips to get you started.  

 

Your logo

Your logo should help people identify you in a quick glance.  Stylish colors and fonts, coupled with an image or shape will be eye-catching.  You want your logo to differentiate you from competitors, so try to avoid a cliché house with a heart inside.  You can design your own or hire a pro.  Most print shops have access to designers. 

 

Business Cards and Stationery

Keep it simple.  No sale has ever been made based on a business card exclusively.  These are tools of the trade not truly marketing collateral.  Make sure you include your logo, contact information, website address, and make sure they are consistent with your overall look and feel.  Beyond that, save your money for other marketing pieces.  Use both sides of your business card if not cost prohibitive.

 

Brochures

Throughout your business life you will produce dozens of different brochures.  Try not to make them generic.  People want specific information.  It's better to produce multiple brochures for different products than one all inclusive piece.  Find the balance between printing costs and being able to update frequently.  If your brochure is a year old, it's probably out of date, throw them away.  Don't print 20,000 if you get a good printing deal, because it's useless having 19,500 sitting around your office.  Print what you can use and nothing more. 

 

Name Tags

Your most frequently viewed piece of marketing collateral will be your caregivers' name tags.  These not only act as a security device, clearly identifying your caregivers, but they also act as packaging, with your company name and logo attached directly to your product. 

 

Website

Your website can be your best or worst marketing tool.  Virtually every company today has a website. Unfortunately many companies have not dedicated themselves to creating a website that sells.  Your website should be more than an online brochure. 

 

Websites are unique in that they are the only piece of marketing collateral that can improve over time.  Brochures, TV commercials and billboards become dated, while your website, if it's kept up-to-date, is always fresh.  Additionally, websites have the advantage of providing a virtually unlimited quantity of content to clients, referral sources and potential employees. 

Ad Specialty Items

Advertising specialties are used frequently in this industry.  When meeting referral sources, having a give-a-way helps keep you memorable, but only if it's unique.  Coffee mugs and pens are useless, unless they are extremely unique.  Useful items such as Post-it style notes are good.  Look for items that are unique.  If you can find an item that referral sources use up, you can become a supplier of this item; they will feed you referrals to keep you coming back.  Tread carefully when spending money here, because it can really add up and our research shows few companies reap the benefits.

Telephone Directories

Telephone directory ads are used relatively frequently by potential private pay customers, however they can be a large expense, particularly if you live in a community with multiple directories.  A general rule of thumb is that you want to match the size of the largest ad.  Generally, home care company ads are relatively small, around business card size.  Save your money by avoiding color unless you get a great deal.  Double and triple check the ad, because it will be viewed for at least a year. 

 

Signage

A sign in front of your business can be a large expense, however some of our clients tell us it's money well spent for the long-term.  Simple signage can be interior wall signs if you work from an office building.  If you have a physical location, roadside signs are terrific advertising.  Talk to a professional about creating a sign that will look modern, but not get dated over time.  Remember the principal value here is recruitment, making your office easier to find for potential employees.

Optional Marketing Collateral
 

The following pieces are completely optional.  You'll only want to spend money on these items to add to your mix.  If you are using a direct sales technique you may not need them at all.  Choose them based on your budget and your marketing plan.  

 

Voicemail

If you install a voicemail system, you can frequently replace hold music with radio style commercials.  This is particularly valuable if you are going through the expense of actually producing radio commercials.  The production company can provide a recording which you can install in your voicemail system. 

 

Uniforms

Having uniforms for your caregivers takes the nametag idea to the next level. 

 

You can invest in screen printed uniforms or simply purchase distinctive solid colored polo shirts.  Having a consistent look among your caregivers promotes professionalism, and helps identify your company.  This is particularly useful for companies who send staff into facilities. 

 

TV/Radio Commercials

In recent years we've seen a dramatic increase in the use of broadcast advertising.  The two primary forms are local cable television, and radio.  Radio has been used particularly successfully as a recruiting tool.  Make sure your website is up and running before you spend money on broadcast advertising.  Remembering "visit XYZHomecare.com" is far easier than "call 888-555-..." when you are driving in your car.    

 

Outdoor Advertising

Outdoor advertising can include billboards or sports arena type ads, but it also can be something as simple as a vinyl banner for a trade show display or company picnic.  Anywhere that your company could have a company presence is potential advertising. 

 

Photography

Over time you'll want to start collecting photographs of caregivers, clients and office personnel.  These photographs can be assets to your marketing, but you need to have a little forethought.  Collect photographs in one place, digitally is best.  Also remember, that you need model releases from people in the photos, especially clients and family.  Finally, just because you possess the photograph, doesn't mean you own the copyright.  The copyright generally defaults to the photographer.  If one of your employees is taking pictures, have them sign a work-for-hire agreement giving you copyright.  Building a photograph library will be useful for virtually all future marketing collateral.  Your website, your brochures and even television commercials will use still photos. 

 

Other Unique Pieces

Keep stretching your brain, and you'll find other ways to promote your organization.  Uniqueness sells, or at the very least, captures the attention.  Remember to track results of marketing pieces to calculate your Return on Investment for each part of the mix.

Increase Your Income with a Private Duty Home Care Marketing Assessment
 

It seems like we get at least one call a week from the owner of a private duty company who is frustrated by lack of results from their marketing efforts.  After a brief conversation, we frequently learn that their marketing strategy is called "Spray and Pray."  They have tried a lot of things, but have not stayed with any one method long enough to see results.

 

In this fast paced, hurry-up-and-wait world where we pace in front of the microwave oven, everyone wants immediate results. 

 

Well, we can't promise immediate results, but we have learned what works and what doesn't in Private Duty Home Care marketing.  We have learned that a focused, persistent marketing strategy aimed at carefully selected referral sources works better than "Spray and Pray."  We can help you refine your marketing process with our Private Duty Home Care Marketing Assessment.  Send us all of your marketing materials and your marketing plan.  We'll review everything, and then guide you through an extensive telephone review and planning session.  We'll prepare a one-year marketing strategy and help you develop a detailed action plan.

 

After you receive the written marketing plan, we'll schedule another telephone call to review the plan and answer any questions you may have about implementing the plan.  The result will be a focused, concise strategy to reach out to key referral sources. 

 

If you like, we can follow up this assessment and planning process with a six-month telephone coaching program to help you implement your plan and refine your marketing efforts. 

 

For more information on Leading Home Care's Private Duty Home Care Marketing Assessment, call us today at 502-339-0653, or email Stephen@leadinghomecare.com.

How to Get Applicants to Open Up

 
By Kathy Clater
 

Ever wonder how some interviewers can get applicants to reveal sensitive negative information and still feel great about the interview and the company?  Here are a few of the great interviewing techniques from the Private Duty Caregiver Selection System e-manual.

 

1.  Complement the applicant on past accomplishments or experiences

Look for opportunities to give a sincere complement to the applicant, but only when you can reference a specific experience or accomplishment.  Keep your complements brief and concise, and don't overdo them.  For example, "Maintaining a long term positive relationship with a client like that is quite an accomplishment."

 

2.  Complement the applicant on answering your question well

This is especially useful in helping applicants get comfortable with behavioral questions.  For example, "Thank you, that's just the kind of information I'm looking for", or "Good example, very specific and to the point."

 

3.  Minimize negative information

If you want applicants to feel comfortable to open up and share sensitive negative information, you need to help them feel safe to do so.  You do this by sending them the message that no one is perfect and it's okay to reveal negative information.  Do this as a preface to every question you ask that seeks sensitive and negative information and in response to every answer an applicant gives you that contains negative information.  Examples:  "We've all had situations we wish we would have handled differently, tell me about a situation when... "  "That would have been a difficult situation for anyone."

 

Use this technique also if an applicant just can't think of an example you're looking for, "Coming up with specific examples can be difficult."  Then move on to a different question.  As a general rule, if you can't get an example after three attempts of asking the question in a different way, move on.

 

However, minimizing negative information does not mean that you don't seek these types of examples (in addition to positive examples); it means that you want to minimize the impact on the applicant's self esteem.

 

4.  Rearrange the order of questions

If an applicant has just revealed some very negative or sensitive information, it's very helpful to ask them for a positive example or two before asking for another potentially negative example.

 

5.  Change the subject rather than humiliate an applicant

Sometimes the only way to maintain self-esteem is to change the subject.  When the applicant becomes very emotional or it's clear the results are very negative, it's best to not force the applicant to continue to describe every gory detail or admit a serious mistake.

 

6.  Listen and respond with empathy

If an applicant becomes emotionally charged, the way to defuse the situation is to use empathic listening.  To respond with empathy, use reflective statements that show you've heard and understood the applicant's feelings and the situation that caused those feelings.

 

You don't have to agree with or share the applicant's feelings nor have a similar experience as the applicant to respond with empathy.  You only need to accurately reflect the applicant's feelings and the situation causing them.  "It must be upsetting to have the client complain to your supervisor after you tried so hard to solve the problem."

 

For an in-depth explanation of how to do behavioral interviewing, click on this link to order the Private Duty Caregiver Selection System e-manual for only $149.  To participate in our free caregiver pre-employment assessment phone training, contact me:  email Kathy@leadinghomecare.com or phone (502) 339-0653.

 

Upcoming Events
Yes, it's almost June and time is running out to for you to see Stephen and Michael this month.  Here's where they'll be speaking.
  • Sales Training Boot Camp - Columbia, MD - June 14, 2007.  Michael G. will teach your new and established sales reps how to bring in referrals that turn into admissions.
  • AHHIF Annual Conference - Orlando, FL - June 20, 2007. Stephen Tweed will present the opening keynote - "Grow Your Business, Get Ready for the Future."  He'll also be speaking on "Finding and Keeping Non-Medical Caregivers."  Then on June 21st Michael G. will present "How to Build your Sales Team From the Ground Up."