We are quickly approaching the fall season. Soon thereafter is the holiday season. For this reason, you need to start planning your holiday marketing campaigns now.
Thanksgiving and Christmas should be two of your biggest days of earning for you and your drivers. Realistically, you should be making a lot of money!
Many nursing home residents are eager to go home for holiday dinners with friends and family. For a majority, holiday dinners are their only meals away from the facility. Therefore, both Private-Pay and Medicaid clients are willing to pay holiday rates for such outings.
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. What are your adjusted holiday rates?
2. Target facilities: Which facilities do you have the best relationships and will be most receptive to your holiday marketing? Which facilities can you use enhanced holiday promotions to further ingratiate and introduce your services?
3. Promotional materials: Rack cards are a very popular source of marketing because they are very cost affective, convenient, and versatile. But there are plenty of other forms of marketing. What is the best marketing material to convey your holiday campaign to your clients?
4. Split testing. If you’re like most businesses, you have different relationships with each facility. Therefore, your marketing campaign should not be one-size-fits-all. How you market to each facility and each customer should be diverse. How can you adjust and customize your marketing campaign to be more attractive to varying facilities and customers?
Some other important suggestions and considerations are as follows:
1. Your Thanksgiving and Christmas marketing campaigns should be a one-two-punch. Many, not all, of your clients who go home for Thanksgiving dinner will be inclined to do the same for Christmas. This is an instant target market that you want to leverage
2. You need to plan, draft, and create your holiday marketing now, throughout the month of September, so you can begin launching your Thanksgiving marketing in the beginning of October
3. Immediately following Thanksgiving, your Christmas marketing begins
4. In starting your Christmas marketing, all of those 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
5. Hopefully, you kept the contact information for those who traveled home with you last holiday season. They are “ground-zero” for your marketing campaign. Make sure they receive holiday greetings and marketing in the beginning of October and again in early to mid-November if they still have not made a reservation
Marketing strategies are a large and great topic for discussion. But the most important take-away points are that (1) you plan early and timely, (2) you execute a diverse plan versus a one-size-fits-all plan, and (3) you incentivize your plan to encourage you 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!