We are in the fall season and quickly approaching the holiday season. If you haven’t done so already, you NEED be putting your holiday marketing campaign together.
Thanksgiving and Christmas should be two of your biggest private pay earning days. Your drivers and you should be making a LOT of money!
Nursing home residents are eager to go home for holiday dinners – often times their only dinner away from the facility. You will often find that both Medicaid and private pay clients will be willing to pay to go home for holiday dinner.
In planning your holiday campaigns, consider the following:
1. Your price point: Holiday rates should always increase as should reimbursement to drivers – after all, your drivers are limiting their holiday dinners with friends and family to work. So adjust your holiday rates accordingly.
2. Target facilities: Which facilities do you have the best relationships and will be most receptive to your holiday marketing? Plan to solicit facilities you regularly service as well as those you service infrequently. Even if they provide their own transportation they are most likely NOT operating on Thanksgiving and Christmas. Residents can use your service to travel home.
3. Promotional materials: Rack cards are a very popular source for marketing. They are very cost affective, convenient, and versatile. Obviously, there are plenty of other forms of marketing. You need to determine the best marketing materials to convey your holiday campaign.
4. Split testing. If you’re like most businesses, you have different relationships with various facilities. Thus, your marketing campaign should not be one-size-fits-all strategy. Prepare to offer different messaging and pricing to different facilities.
Some other important suggestions and considerations are as follows:
1. Your Thanksgiving and Christmas marketing campaigns should be a one-two-punch. Many of your clients, not all, who go home for Thanksgiving dinner will be inclined to do the same for Christmas. This is an instant target market you want to leverage. Offer them a discounted deal to pre-book.
2. You need to plan, draft, and create your holiday marketing now, throughout the rest of October and launch your Thanksgiving marketing no later than Wednesday, November 1st.
3. Immediately following Thanksgiving, your Christmas marketing begins – without delay. Again, start with those who traveled with you for Thanksgiving. All of your clients who traveled for Thanksgiving should receive a “Thank You” letter and a promotional discount for traveling with you on Christmas Eve or Christmas Day
4. You should have the contact information for those who traveled home with you last holiday season. They are “ground-zero” for your marketing campaign. They need to receive holiday greetings and marketing as soon as it “comes off the presses”
Marketing strategies are a large and great topic for discussion. The most important take-aways are (1)plan early and timely, (2) execute a diverse plan versus a one-size-fits-all plan, and (3) incentivize your plan to encourage your drivers to want to participate and earn more money.
Get planning and remember YOU are the CEO of your business. No one else is responsible for building and growing your business!