Can someone help me with this?

[mydogisthebest]

Hi guys

I need some pointers for advertising my new business.

It's quite tricky, as it is a local services industry, it is an Elderly Home Care Agency Service.

I have everything in place, staff etc, but just don't know how to target my local community.

(I have explored the idea of radio - read other thread here if you so wish http://www.ukbusinessforums.co.uk/forums/showthread.php?t=272843).

I have been to libraries but they wont let me put a flyer up! because they are run by the Council.

I am attending a networking thing so maybe something there, but not counting on it as I am a niche providing a service, not selling a product.

Apart from leafleting the 100,000 properties in my local area every two weeks or so, at vast amounts of £££'s i'm struggling a bit!

Can you advise of what i should do?

My target market is 30 - 60 yr olds.

Regards.

 

[Deleted member 138423]

Care Agency Service? Providing staffing or.......?

 

[mydogisthebest]

Care Agency Service? Providing staffing or.......?

Yes, providing carers to the elderly.

 

[BeOriginalUK]

As I’m sure you’re aware, choosing a carer is an emotive issue for members of the family involved. Maybe look at a marketing approach that delivers help, advice and re-assurance through a content-based campaign – for example, a family help pack that households could receive for free. It’ll give standout value to your leaflet, and could be a great way to determine a list of warm contacts over the longer term.


Let me know if you’d like help putting something like this together.

 

[Ben Palmer-Wilson]

Postcards?


The older generation are definitely likely to respond to postcards - it's a very memorable pastime for that generation when holidaying - and still is!

Definitely try shooting some direct mail postcards their way. Appeal to their emotions (obviously don't scare or take advantage of them - that's just shady). Talk about how things such as getting up the stairs or the washing up has become a struggle - perhaps they'd like to sit back and let someone else do that stuff now?

I'm unsure how this would sit, but you could talk about the burden on their families (in a careful manner, of course) and how of course they don't want to be such a burden. You'd be surprised how much this affects the elder generations - they want their independence to remain.

In fact, use that! Appeal to their desire to remain independant. Talk about how you understand that they don't want to put pressure on their children and grandchildren, and how they'd love to remain independent, doing what they love. Keep it lighthearted but focusing on those types of subjects.

That will work, I'm sure. Otherwise, instead of a postcard, try a letter in a sealed envelope with hand-written addresses and a stamp (try everything to avoid making it look like junk mail).

I'm 95% certain this will go down well; the other 5% is other variables!

 

[mydogisthebest]

Thanks for comments so far.

Although those mentioned would still involve the mass production of leaflets / packs etc to all households!

I want to try to channel my marketing efforts somehow to my target market - 30 - 60 yr olds.

This is because, believe it or not it is the children of my potential customers/clients that do the arranging of care providing/providers.

And not too sure that I could hand write 100,000 letters, let alone buy all them stamps!!! I'm not a millionaire.... unfortunately!

 

[Ben Palmer-Wilson]

Just found something you might want to look at: http://health.howstuffworks.com/wel...baby-boomers-are-changing-long-term-care2.htm

Might help get a better sense for your prospects! Don't get me wrong, I didn't intend for you to hand-write the letters, just the envelopes! Heh, I understand though.

You can still get a business stamp (cheaper obviously than stamps) and bulk mail them all. It's entirely up to you. A handwritten address on the front of an envelope and a stamp are surefire ways to get someone to open it. After all, it looks just like a personal letter!

 

[mydogisthebest]

What I'm thinking of is something a bit like what BeOriginalUK mentions, a leaflet with all my services on, pics, literature etc, but also put on it some blank text boxes with named headers, like: DAUGHTERS WORK NUMBER: and SONS HOME NUMBER: DOCTORS NUMBER: etc, you know, along with the literature: Fill in your important telephone numbers here and keep it by your telephone, you may need them!
This way the leaflet MAY get kept by some, and you never know, lead to a referall!

Or ... create a type of 'Home Pack' as BeOriginalUK also mentions, something like a leaflet with home aid products suppliers on, or walking stick manufacturers, local offers etc, all combined in one handy leaflet, my info being the main part of it, of course! that way maybe it retained. Only this would involve me calling up drumming up businesses to advertise, which sound like a whole lot of work that I definately don't want to do. And I was tring to get away from the whole leafleting idea, printing, costs involved etc, altogether anyway.

Mmmmmmmmm!

 

[mydogisthebest]

I am also thinking down the lines of a CHARITY FUN RUN or something! invite the local press on the day etc, and help a charity along the way! or have a sponsored head shave! I could go around busineses raising money first, the call in the press, hey presto ....free advertising!

What do you all think ... or have I just gone stir crazy?

 

[JMRidley]

Have you been in contact with adult care services at your local council. Many councils are working closely with care providers now as they are looking to develop the local market for care services rather than provide these themselves. In Yorkshire there is an initiative called www.shop4support.com which is a website which lists services and products relating to care. Providers can list their services on there and the shop4support team has links to a lot of organisations to market this facility. If you are not in Yorkshire there might be something else similar locally. I think you are absolutely right about the target audience for your services - if you don't already have a website I would get one as something like google local advertisings would be ideal for you.

 

[mydogisthebest]

Hi JMRidley - Thanks for your comments, greatly appreciated.

My local council have informed me (quite politely), that all and I mean ALL of their outsourcing go out to tender ie: I would be chasing the bullet along with all the rest.

I may give Social Services a call and send them some cards.

I'll have a look at that link now, surely we must have something similar here!

 

[mydogisthebest]

Yes I have a website.

 

[Ben Palmer-Wilson]

What I'm thinking of is something a bit like what BeOriginalUK mentions, a leaflet with all my services on, pics, literature etc, but also put on it some blank text boxes with named headers, like: DAUGHTERS WORK NUMBER: and SONS HOME NUMBER: DOCTORS NUMBER: etc, you know, along with the literature: Fill in your important telephone numbers here and keep it by your telephone, you may need them!
This way the leaflet MAY get kept by some, and you never know, lead to a referall!

Or ... create a type of 'Home Pack' as BeOriginalUK also mentions, something like a leaflet with home aid products suppliers on, or walking stick manufacturers, local offers etc, all combined in one handy leaflet, my info being the main part of it, of course! that way maybe it retained. Only this would involve me calling up drumming up businesses to advertise, which sound like a whole lot of work that I definately don't want to do. And I was tring to get away from the whole leafleting idea, printing, costs involved etc, altogether anyway.

Mmmmmmmmm!

I am also thinking down the lines of a CHARITY FUN RUN or something! invite the local press on the day etc, and help a charity along the way! or have a sponsored head shave! I could go around busineses raising money first, the call in the press, hey presto ....free advertising!

What do you all think ... or have I just gone stir crazy?

Personally, I think 2 things:


1.) The leaflet idea, while creative and quite ingenious, won't get you the results you want. Why? A, because most people won't bother filling it out and keeping it. And B, because it'll get lost, ripped, eaten by the dog etc.

It's not durable enough. And finally, most people will forget about it! If you're giving away leaflets that are only used in times of trouble (i.e emergency numbers), they're not likely to pick it up very much, y'know?

2.) Fun runs and charity cases rarely get a massive press response, unless it's something very big. Get hundreds of people to run, or do something outrageous - run naked! lol, but seriously you've got to find something newsworthy. It could work, but you need a story!


Best of luck!

 

[mydogisthebest]

Fun runs and charity cases rarely get a massive press response, unless it's something very big. Get hundreds of people to run, or do something outrageous - run naked! lol, but seriously you've got to find something newsworthy. It could work, but you need a story!


Best of luck!

Reply: Run Naked - Lol, brilliant!

 

[mydogisthebest]

I'm going to dress up as an elderly man, really old, like say the old man in Jackass. Varacous veins, one ball hanging out down to my knees, swinging away! I will make loads of money, and probably get arrested along the way. Lol

 

[lgco2012]

maybe you can start for "referral" system.. try to let your business know by your friends , friends of your friends and so on

 

[contract hub]

how about a "free service" for the elderly in your local area. sponsor a bus to the local bingo hall on a thursday evening, or a bus to the local doctor every monday morning. running a shopping service is a good way to get a foot in the door - they make a list and pay, you get it for them. your interacting directly with your (potential) customers and starting to build that relationship. as one poster said - "trust is key" in this industry. doing a free service OF VALUE will help get your name out and get people to start trusting you...

 

[printed_com]

Instead of flyering people at home, how about you try and target local cafes and postoffices (i'm sure they'll be more open to you placing a flyer then the library), you could also try your local supermarket as well as your local newspaper.

Hi guys

I need some pointers for advertising my new business.

It's quite tricky, as it is a local services industry, it is an Elderly Home Care Agency Service.

I have everything in place, staff etc, but just don't know how to target my local community.

(I have explored the idea of radio - read other thread here if you so wish http://www.ukbusinessforums.co.uk/forums/showthread.php?t=272843).

I have been to libraries but they wont let me put a flyer up! because they are run by the Council.

I am attending a networking thing so maybe something there, but not counting on it as I am a niche providing a service, not selling a product.

Apart from leafleting the 100,000 properties in my local area every two weeks or so, at vast amounts of £££'s i'm struggling a bit!

Can you advise of what i should do?

My target market is 30 - 60 yr olds.

Regards.

 

[KerryH]

Keep an eye on local news stories and think about every possible way they can impact the elderly in your area. The housing market has slumped again? Distribute a brilliantly written press release 'Seniors - The Forgotten Victims of the Housing Market Crisis' with an expert quote from your business. Is employment hitting the headlines? This would be a great time to circulate a something along the lines of 'Local Healthcare Service Putting People to Work'. Get your name out there and make your brand synonymous with caring about community issues. Send enough well-timed, newsworthy press releases and journalists will start coming to you for comment on lots of different things. Be media friendly - the opportunities for coverage are endless.

 

[Saltt]

[FONT='Verdana','sans-serif']Hi there![/FONT]
[FONT='Verdana','sans-serif'] [/FONT]
[FONT='Verdana','sans-serif']With very little information to go on it's difficult to give you any pointers. But essentially your target audience will include families looking after elderly relatives and elderly people themselves. If possible, I would almost consider having separate messaging for both these groups as older people are becoming more independent these days and want to choose and organise and choose their own future.[/FONT]
[FONT='Verdana','sans-serif'] [/FONT]
[FONT='Verdana','sans-serif']However I think you need to first nail your target audience. If you keep blasting leaflets to 100k leaflets to households every two weeks, you will a) irritate local people (who are not your prospects) and b) continually waste money on print and distribution.
[/FONT]
[FONT='Verdana','sans-serif']Do you have access to any local care home data? Have you had any enquiries or people who have requested information? What you need to do is understand who these people are because they are your target audience. If you already have data, there are third party bureaus that can analyse this for you and provide you with prospect data for mailing. [/FONT]
[FONT='Verdana','sans-serif'] [/FONT]
[FONT='Verdana','sans-serif']If you do not have any data, perhaps you should go about generating some enquiries from your initial leaflet drop and have a data capture element to it as a Phase 1 Marketing Plan. Also don't forget about local press inserts and are there any local fairs or events you can get involved in?
[/FONT]
[FONT='Verdana','sans-serif']Phase 2 I would suggest a targeted mailshot. It should be highly personal and reference the recipients' local community.[/FONT]
[FONT='Verdana','sans-serif'] [/FONT]
[FONT='Verdana','sans-serif']A postcard on its own won't do. You simply cannot fit enough information on it to sell in the benefits of your service to your prospects.[/FONT]
[FONT='Verdana','sans-serif'] [/FONT]
[FONT='Verdana','sans-serif']These are just rough thoughts. Again, without knowing where you are based, what stage you are at, the features and benefits of your service or even your budget - it's difficult to advise.[/FONT]
[FONT='Verdana','sans-serif'] [/FONT]
[FONT='Verdana','sans-serif']Best regards,
[/FONT]
[FONT='Verdana','sans-serif']Daniel[/FONT]
[FONT='Verdana','sans-serif'] [/FONT]
[FONT='Verdana','sans-serif']P.S. Yes definitely do network. You never know who you might meet! [/FONT]

 

[Saltt]

Hi there!


With very little information to go on it's difficult to give you any pointers. But essentially your target audience will include families looking after elderly relatives and elderly people themselves. If possible, I would almost consider having separate messaging for both these groups as older people are becoming more independent these days and want to choose and organise and choose their own future.

However I think you need to first nail your target audience. If you keep blasting leaflets to 100k leaflets to households every two weeks, you will a) irritate local people (who are not your prospects) and b) continually waste money on print and distribution.

Do you have access to any local care home data? Have you had any enquiries or people who have requested information? What you need to do is understand who these people are because they are your target audience. If you already have data, there are third party bureaus that can analyse this for you and provide you with prospect data for mailing.

If you do not have any data, perhaps you should go about generating some enquiries from your initial leaflet drop and have a data capture element to it as a Phase 1 Marketing Plan. Also don't forget about local press inserts and are there any local fairs or events you can get involved in?

Phase 2 - Once you know who your prospects are, I would suggest a targeted mailshot. It should be highly personal and make reference to the local community.[/font]

A postcard on its own won't do. You simply cannot fit enough information on it to sell in the benefits of your service to your prospects.[/font]

These are just rough thoughts. Again, without knowing where you are based, what stage you are at, the features and benefits of your service or even your budget - it's difficult to advise

Best regards,

Daniel

P.S. Yes definitely do network. You never know who you might meet! [/font]

 

[sarahjohs]

Hello,

I read through the following threads. Some of the ideas are great. But I think you need to go to the places where there is a good concentration of your TG(30-60 yrs). I would try and get the word out at offices. Maybe through leaving flyers there if possible. You could also try dropping flyers at the metro, bus stops, car wipers and places where they would dine or stop for a snack. Flyers maybe expensive but that is the best way to get the word out. Also consider classified ads.

Good luck!

 

[adamcjames]

Hi MyDogIsTheBest,

What about a small event of some kind that will make an eye-catching photograph, and then send a press release with it.

Get some advice though on 'what's the story'. More than just a 'here's a new business' press release.

Your target market will be readers of your regional newspapers.

Best wishes,

Adam

 

[Electric Alley]

Some great ideas already, i see it mentioned above but I think the content idea would be really effective in the long term. The age group you're targeting will be spending alot of time researching their decision and most of that research will be done online.

Get a few articles great and posted online, either on your own blog or on others. You can even take it offline by submitting articles to local areas or holding talks, become the authority on care in your area and people will come to you without you having to spend a lot of time and money on promotion.

Work on getting a good website full of content up there as well as your SEO and you will be the first call for everyone searching online.

Another really simple thing to do if you haven't done it already would be to get yourself on google places - its free and really effective. Anytime someone searches for elderly care in your area will find you first.

Alison

 

[mydogisthebest]

to all who have replied to this post.

 

[mydogisthebest]

Now then ....

I am thinking of linking my Twitter and Facebook to my website, is it possible to provide a live feed or widget or whatever?

Please advise if you know how I would / should do this.

regards.

 

[GreatSEO]

Try advertising in local parish magazines and maybe make some appearances at the sunday service. A great way of generating business and generally an untapped market of people that are in a very good community.

Could work really well if done correctly.

Dave

 

[I23sarah]

I work in this rea it's highly competitive. We provide about400 hours a week only 21 of these hours are privately funded. I can't see this working unless you get a tender off your local authority. Good luck though

 

[XanderMarketing]

Hi,

There are some good ideas already and sorry if I repeat any:

- A good website is important. With lots of content on it and well designed; sensitive and reassuring but getting trust across at the same time
- Make sure the website is found in search engines for local searches
- If you're going to drop DM - flyers/postcards etc what may be best is tying it into a lead generation campaign. So the flyer may say 'Get a free consumer guide to choosing the best social care for your elderly relatives' (or something like that). Go to this website, or call this number to get it. You can then capture people's details, they get the guide and get informed and are more likely to trust you when you go in with a more salesy message
- Advertise on Facebook via demographics
- Groupon may be a good way to get the word out?

Hope these help...

Alex

 

[Young Recruit]

Hi,

There are some good ideas already and sorry if I repeat any:

- A good website is important. With lots of content on it and well designed; sensitive and reassuring but getting trust across at the same time
- Make sure the website is found in search engines for local searches
- If you're going to drop DM - flyers/postcards etc what may be best is tying it into a lead generation campaign. So the flyer may say 'Get a free consumer guide to choosing the best social care for your elderly relatives' (or something like that). Go to this website, or call this number to get it. You can then capture people's details, they get the guide and get informed and are more likely to trust you when you go in with a more salesy message
- Advertise on Facebook via demographics
- Groupon may be a good way to get the word out?


Hope these help...

Alex

Hi Alex,

I was just viewing a You Tube video and then I noticed an advert for Xanders Marketing was placed next to it. I recognised your logo from this forum.

Just thought I'd let you know!

JA

 

[mydogisthebest]

Now then ....

I am thinking of linking my Twitter and Facebook to my website, is it possible to provide a live feed or widget or whatever?

Please advise if you know how I would / should do this.

regards.

I have implemented a live Twitter Feed Widget to my website.

 

[mydogisthebest]

I have placed an advert in a local magazine going out next month to 3,000 guaranteed households, and I have 10,000 leaflets going out with next weeks edition of our local free paper (targeted to my chosen postcodes).

Time will tell ..... we will get there!

 

What kind of dog do you have?

It bugs me!

 

[XanderMarketing]

Hi Alex,

I was just viewing a You Tube video and then I noticed an advert for Xanders Marketing was placed next to it. I recognised your logo from this forum.

Just thought I'd let you know!

JA

Thanks, glad our marketing is working!