How Dentists Can Profit From Direct Mail

Direct Mail is a powerful tool when used properly, but beware sloppy direct mail can do more harm than good. Dentists don’t use direct mail as effectively as they could in many cases. There are a few essential rules for successful direct mail. Below I have listed some action points to ensure your direct mail campaigns work effectively.

1) Set up a good database

There are some very cost effective pieces of software around these days which are easy to use for managing databases, many practices have complete client management systems, but do make sure you have a system where by you can update and target specific groups of people.

Not having a decent database is criminal in any business. This is the most cost effective and personal way of marketing to your clients and prospects.

Without it your business will also be worth a lot less if you ever want to sell.

2) Test and measure everything

This is the only way to determine whether your campaigns are successful and should be rolled out on a larger scale. You should start testing a new Direct Mail campaign with a small number. Depending on the size of your business this may be a few hundred or several thousand.

3) Mail your existing clients

These people are important, keep in contact with them. Use their names and make the letter feel personal maybe even mention the last treatment they had so they feel you know them.

4) Always include a letter with a brochure

Statistically a letter with a brochure has been shown to improve the response, but follow the sales letter principles below to ensure a good response.

5) Talk about your clients needs

The first thing people will read in your letter is the headline so don’t make this about you, make it about them and fulfilling their needs.

6) Benefits

Which brings us on to – Make sure that your mailings focus on the benefits that your clients will get from buying your product. You can include the features but tell them what they will get out of your service.

7) P.S and Coupons

Test P.S and coupons in your mailings both have been shown to give higher response rates, but remember don’t change other aspects of the mailing at the same time or it will skew your results

8) Don’t just mail once

If you get a good response from a mailing repeat it, people are likely to respond again.

9) The Value of a client

Look at the life time value of a client – If you target new clients and your average client spends £1,000 over their lifetime with you, a mailing costs you £500 and get’s you 2 new clients the average you’re likely to generate from those 2 clients is £2000 this is a 400% return on your investment, not bad!

10) Use mailings to build relationships

A mailing does not have to sell something directly it can be a Thank you letter or a Client Satisfaction Questionnaire but make sure it builds your credibility with your client.

Choosing Between Direct and Online Marketing Channels in the Travel Industry

Travel agencies follow certain processes to identify tourists of their choice and to communicate with them to ascertain and influence their needs, requirements and motivations at local, national and international level. The main purpose is to develop and adapt their offerings in accordance with the optimal satisfaction of their clients and maximize the objectives of tourism.Tourism marketing is a branch of marketing specialising in the tourism industry. There are various ways of deploying a successful marketing campaign. In this article we discuss proposals which are relevant to all the forms it takes when applied to the tourism industry. These can be offerings that are designed, produced and promoted in the tourism market to serve specific needs for various clients according to their wishes. Tourism marketing is shaped and determined by the nature of demand and operating characteristics of the industries they supply. The forms of promotion and distribution used for tourist services also have their own characteristics that distinguish their use compared to other industries.Online marketing
Online marketing or e-marketing is the promotion of products or services through the Internet which has created many unique benefits due to the considerably low costs in distributing information. The interactive nature of online marketing connects the creative and technical aspects of the Internet with the main functions of design, development, advertising and sales. Online marketing includes search engine marketing, display advertising, e-mail marketing, affiliate marketing, interactive advertising, blog marketing and viral marketing.E-marketing like traditional marketing requires a solid plan with strategies based on research, market knowledge and common sense. Effective campaigns consist of a comprehensive strategy that matches the client’s business model and meets the company’s sales targets focusing on target markets through proper choice of advertising channels and planning.Comparison of online and direct marketing
There are some fundamental differences between online and direct marketing on an implementation level. For example, when it comes to market research traditional marketing uses primary data for consumers and competitors that are available in the market and secondary data from research companies. In online marketing, companies can collect data directly via online questionnaires and surveys as well as consumers profiles.With regards to the market segmentation, direct marketing distinguishes target groups based on psychometric and demographic characteristics and treats customers with similar profiles accordingly. Usually such methods depend on data that are not always up to date and it takes a considerable amount of time for new data and profiles to be created. In online marketing the statistical approach is more dynamic and is based on current user behaviour.Furthermore, in direct marketing product development is closely related to in-house resources and available technology while business activity is mainly focused on a small number of different business areas. In most cases, product testing is limited before it is released in the market. Online marketing offers a greater versatility via constant interaction between the company and the clients. Feedback from this interaction is used for the development of new products as well as for modifying existing offerings and services.Finally, the pricing in traditional marketing lacks transparency and price differentiation while informing customers about new offers and discounts is a process that increases the operating cost of a business. Using email marketing, distributing this information can be less expensive, faster and more efficient. At the same time there is a better level of price transparency between different markets and businesses are able to lower their prices further due to savings realised by such methods.

Quick Guide to Accounting Training

Are you considering an accounting education but confused by all the jargon? This is a quick guide to understanding the different specialties associated with accounting careers and the training you will need to be successful.

Business cannot function without people who monitor, evaluate, and synthesize productivity, financial, and resource data. Accounting, or accountancy, is the practice of collecting and measuring data in order to allocate resources. Most often accounting is specific to a business’s finances. Auditing is a related field whereby records are reviewed and a conclusion reached; resulting in a recommendation for action; geared to ensure efficiency and to improve performance and ensure adherence to standards and principles. A simple example of the workplace relationship follows: An accountant would enter and keep track of payroll and company expenses. An auditor would review the records kept by the accountant to determine if money and time are being well spent.

When people think of auditors, the first thought is probably one of an IRS man in a suit with a stern expression coming to make sure you paid your taxes. While this type of auditor exists (not to be feared if you have been a good record keeper) auditors are usually individuals who are hired to evaluate the accuracy of accounts kept by a company. Their analyses help management determine effectiveness and efficiency.

Accounting professionals often deal with time to money ratios. In order to keep track of all these numbers, professionals must be well able to use computers; specifically spreadsheet applications (such as Microsoft Excel).

Accountants often specialize in one field. Jobs include bookkeeping, tax accounting, cost accounting, accounts payable, accounts receivable, time keeping and payroll.

o Accounts receivable refers to incoming payments.

o Accounts payable refers to debits and outgoing payments.

o Bookkeeping refers to recording transactions and calculations.

o Tax accounting in its simplest form refers to the specialty of preparing tax returns.

o Cost accounting refers to the specialty of accounting that deals with analyzing, tracking, and recording business costs. Cost may be measured not only in money, but in time.

o Time keeping and payroll clerks do just what it sounds like; they keep track of workers’ time sheets and payroll.

Training for accounting careers varies. For many jobs a bachelor’s degree in accounting is not necessary, though some education or experience is generally required. Accounting training programs often involve computer classes to familiarize students with the applications used in the workplace. Those in the accounting field must be comfortable using spreadsheets and other financial and accounting software (QuickBooks, Microsoft Excel) as well as word processing software such as Microsoft Word. Close attention to detail is essential, as is an aptitude for numbers and order. A high level of trustworthiness and discretion is also essential as much of the information processed is confidential. Office experience and communication skills are also essential in the workplace. Certified Public Accountants (CPAs) must undergo a four-part, two-day exam administered by the American Institute of Certified Public Accountants (AICPA) and are required to complete a minimum of 150 college credit hours (this is 30 hours more than the usual needed to graduate with a bachelor’s degree.) The exam is considered to be quite difficult, and many do not pass all four sections at one time. Partial credit is usually awarded as long as the candidate passes at least two sections.

As with any career, an interest in the subject matter is helpful. Someone who hates math should probably not consider an accounting career just as someone who hates English should steer clear of copywriting.

Remember, it never hurts to do a little research and ask questions about programs. School representatives are always happy to help prospective students find out more about their offerings. Accounting careers are diverse and abundant; why not change your future with an accounting education?