In August 2013, well respected Newcastle Chiropractic & Massage clinic Chiropractic Plus celebrated their 19th birthday. Although a 19th birthday isn’t normally seen as a significant milestone, they wanted to create some strong customer engagement online in their local market. We figured that a 19th birthday online competition would be a handy ‘trial & error’ project for a more robust 20th birthday celebration in 2014.
A Cost Effective Local Online Promotion
I thought it would be useful to share some of the cost-effective strategies behind this competition and how we managed to generate some great local engagement online for Chiropractic Plus. After you read this article, I’d love to hear if any of this stuff has been useful for you in your business.
The competition involved the local online (& offline) promotion of a survey, which included 9 simple questions for existing Chiropractic Plus patients as well as potential future clients (and anyone else for that matter) to answer. All survey respondents had the chance to win one of two pretty sweet prizes – Either a new iPad, or Free Massages at Chiropractic Plus for the remainder of 2013. Not bad for filling out a 1 minute survey.
Chiropractic Plus Managing Director Simon Atkin is constantly looking for ways to improve the already brilliant Chiropractic Plus experience for his customers. When we came up with the idea of an online survey, he was interested in learning what his existing Newcastle patients (and potential future patients) valued most in a chiropractic or massage therapy experience. He was also interested to receive constructive individual feedback on his growing team of massage therapists and chiropractors.
Of course, two of our major goals for the promotion was to drive brand awareness locally and increased new patient numbers. Here’s how we went about reaching those goals:
1. Email marketing
We realised that Chiropractic Plus had built up a significant amount of email contacts over the years, primarily through their new patient forms (offline). We used Mailchimp and sent out three separate email campaigns to drive subscriber engagement, website traffic & competition survey responses.
– Let people know about the competition and offer them the chance to win
– A follow up email late in August to remind those who hadn’t entered that there were still 3 days to enter
– An email to announce the lucky winner – This included a video of Simon drawing the winner’s name out of a hat, thanking everybody for entering and also an infographic summarising the survey results
COST: About $120 for the 3 campaigns. (Mailchimp’s charges depend on the size of your email list.)
Question: How many customer email addresses do you have sitting on your office computer or even on paper files?
2. Website Calls to Action
In an average month, Chiropractic Plus were attracting around 1200 visitors to their site from various sources including search engine advertising, Google organic listings, online Yellow Pages and other referral traffic. For all of August, we used some bold calls to action enticing those website visitors to enter the birthday promotion.
Question: When a potential customer visits your website, you’re wanting them to take action on something. Whether it be to call your sales team, submit an email enquiry, or buy something online – Does your website have clear, easy to find calls to action?
3. Facebook Advertising
I love Facebook’s promoted posts product for gaining more exposure among fans & their friends. We found this advertising method to be extremely cost-effective. Overall fan page likes increased significantly and many of our survey respondents came directly from the Facebook ads we ran.
COST: $260 – Facebook reach 43,740 + a 10% increase in page fans.
Question: How much are your spending on awareness advertising? If you are spending money on offline awareness advertising i.e. TV, newspapers, radio etc – How does your reach, measurability & advertising bill compare to the figures above?
4. SMS Marketing
We also sent out the competition survey link to the mobile phones of Chiropractic Plus patients. Chiropractic Plus find SMS a particularly useful for reminding patients of their appointment times, however we didn’t really find it to be a cost-effective form of engagement for this particular promotion. It did drive a handful of survey entries and mobile website traffic, but probably not enough to justify the cost in this instance. Maybe we got the timing or the copywriting wrong…?
5. Online Display Retargeting
Ever visited a website and then been followed around the internet by display ads bringing your attention back to that brand? Online display retargeting is a fantastic way to remind your website visitors about your brand online. You can learn more about retargeting here.
Below are some examples of what people may have been seeing on their computers & devices during the 30 day period after they’d visited the Chiropractic Plus website. No matter how they found the site – Email marketing links, Facebook, Google search, direct visits – we were able to promote the Chiropractic Plus brand to them.
COST: About $100 for 8 weeks worth of retargeting display ad impressions. From this $100 they generated close to 50,000 display ad impressions. Cost-effective branding? Uh huh.
Question: How many of your website visitors come to your site once, then never return? Do you think there is some value in putting your brand back in front of these interested prospects?
Here’s a snapshot of the overall website traffic we drove through this campaign. The figures show that we attracted around 20% of Chiropractic Plus’ total traffic during the last 3 years within a 5 week window of the promotion. Close to 4000 visits in 5 weeks. That’s a significant level of engagement for a local Chiropractic & Massage clinic. All for less than a thousand bucks.
I hope this case study has been useful and that you’ve picked up a few ideas that you can use in your business! Feel free to drop me a line if you have any questions or would like to catch up for a coffee sometime.