The Marketing Toolkit
You can’t run and you can’t hide from it. Marketing is the word of the moment and is being talked about wherever you go. Industry conferences now have dedicated marketing and business streams and even some veterinary qualifications have seen the addition of marketing related modules. However, it isn’t all just hype.
Whether it makes sense to you or not, veterinary practices need to understand the importance of marketing and how it can be best utilised by you and your staff. It has been well documented for a number of years that businesses who proactively market to their target audience may grow substantially quicker and larger than those that simply market reactively.
It is hard for practice managers, who are already busy running the business, to take the time to learn marketing skills and then implement them successfully. That is why The Marketing Toolkit is perfect for those who are rushed off their feet and just want an easy read, hence its front page tag line:
“Bite-sized wisdom - perfect for busy people who would sooner be succeeding, not reading.”
The book takes you back to the key fundamentals of marketing and how they relate to each other. By explaining the basics, you will understand what marketing actually is and how you use it. It isn’t just about advertising and getting your practice seen. Marketing is a ‘systematic activity for keeping your customers and finding new ones’ and needs to be consistently and constantly drip-fed.
Many people who are novices at marketing will try out a single marketing campaign with no background data or strategy in place. When this first attempt fails, they will see marketing as a waste of both time and resources and go back to their traditional methods. The Marketing Toolkit underlines the fact that you require a strategic marketing plan in place and will help you understand that marketing is as ongoing as good customer service and stock control. So, far from being daunting, this book will show you how creating and maintaining a marketing plan can become enjoyable, fairly simple and most importantly, very effective.
The great thing about this book is that it provides actionable steps you can take rather than just giving theoretical ideas. The practical information contained in the pages has been designed to help businesses move forward and its clear and concise language means confusion of terminology can be avoided.
Author - Jeff Della Mura
Publisher - How To Books
Cost - £9.99 RRP (Paperback)
Defra has published guidance for the vet sector ahead of a proposed UK-EU Sanitary and Phytosanitary agreement.
