On a recent trip out of town I had the opportunity to stay at two different hotels side by side in the same city. Both were beautiful waterfront rooms in recognized luxury hotels.

Due to a scheduling conflict, I had to spend one night in the first hotel—we’ll call that hotel A and the consecutive night in hotel B.  The surroundings, location, room amenities were all similarly matched. Upon leaving my weekend hotel experience I thought about the differences in the hotels after my son asked me which I liked better. For me the decision wasn’t about cost of the room or the location of the hairdryers. It came down to the bottled water.

What? Bottled water? Yes, that’s what I said. At Hotel A, with its name-brand, luxury status the bottled water in the room was $10 a bottle. At Hotel B, same luxury status, the label on the bottled water read, “It’s water…of course it’s free!”  What does this have to do with marketing?

One of the most important elements in understanding what generates sales is understanding the way people buy and how to engender loyalty.  Which hotel do you think I will likely book again? Even if they raise their rates they didn’t nickel and dime me to death over something that shouldn’t cost that much in the first place.

I think all too often when consultants buy ancillary services such as websites, marketing materials or printing, they may go with the most recognized name brand provider and get nickel and dimed to death.  As Legal Nurse Consultants you are paying large fees every year to remain certified, get listed in directories, get upgrades, etc. So when it comes to actually marketing your practice the bottom line makes all the difference. Make no mistake about it. EVERY company today is looking for ways to develop incremental revenue to boost up their spreadsheet.  Just don’t let that source of incremental revenue be you.

Spend your marketing dollars wisely and you don’t have to spend a bunch. It is possible for you to run a practice on less money than you think. It is possible for you to come up with absolutely amazing marketing techniques that don’t involve an elevator speech. Get creative, LNCPracticeBuilder.com will help. Share some of your affordable marketing ideas here with us.

Tags: affordable marketing, client loyalty, nickels and dimes, websites

This entry was posted on March 5, 2010 at 3:28 pm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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