Elevator Video Promotion - Need Input From True Marketers

I have never done marketing for a drug rehab facility, so it is a new world for me, but I have done quite a lot of healthcare marketing. There it was all about reaching doctors. You want to get the doctors to recommend your products and then you get clients. Would it not be the same for drug problems? Do you not first go to your doctor and he helps/direct you onwards? If so, then I guess you should rather look into direct marketing or perhaps cold calling doctors than elevator advertisements. For 500 Dollars you can get an Indian with great English that calls for you every day, trying to reach your ACTUAL targets.

What happens to someone that works for a company when they discover they have a drug problem? Do they go to HR and tell them that I need some time off because I have a problem? Do they first get fired and then realize they have a problem? If a lot of people talk to HR to get the time off, then that would be a perfect department to talk to.

Have you asked DataSphere if they have already worked with similar types of products? Health care products? Anything that you know would potentially be relevant? Perhaps you could get a reference that you can talk to and see if the promotion worked out for them?

I would think that when you go into rehab, you want to escape your current environment, so would not a ranch be the perfect place to hide away? I do not think that is a problem.

My concern is more around target audience. Lets say you have 5.000 people riding in the elevator a day. How many of those use drugs? 10%? How many of those 500 are at the stage where they actually want rehab? 0,1%? Depending on your margin it seems like its a long shot. I guess what I am really lacking in terms of knowledge is what is the selection process for a person when they select a drug rehab facility?

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First let me say I commend you for looking into advertising. To many people just put up a site and do a little SEO and hope that the business floods their doors. It can happen but not very often.

So lets talk paid traffic.

Lets say that $7K is your target budget for a campaign. First only CocaCola has the money to blow for just the sake of brand awareness.

If it were my $7K... I would focus on contextual advertising. PPV and PPC to be more specific. this traffic will/can get you targeted leads from people searching for your services.

You will be able to laser target your services to your demo and psychographic and not just some random people stuck in an elevator (Aerosmith Song?)

Hope that helps.

Jay

"It no longer makes economic sense to send an advertising message to the many in hopes of persuading the few." Lawrence Light, Former CMO McDonalds

the only opinion that counts is the people who see the ads and respond by becoming a customer, or ignore them. Everything else is just speculation. So to find out if this will work, you'll need to run a test.

First I'd ask your current clients (you probably ask some of these questions already):

* Why did they decide to quit now?
* How did they find you?
* What was it about your (presumably) online ad, and website, that convinced them to call you rather than any of your competitors, their doctor, HR or just do nothing and keep believing they could "quit whenever I want to"?
* If they had seen your ad in an elevator, would they have noted your number or website address and contacted you, or would they have been paranoid that somebody might notice them watching and suspect they had a problem?

Negotiate a one month trial to test your ads, even if you pay slightly more, and run two variations of your ad, based on what works for you online (if you have Facebook ads or Google Adwords banner ads on the content network converting for you, the those would be better at telling you what to use, as opposed to Google Adwords on the search network which is a different beast) and what your real clients have told you are the reasons they chose you - and the triggers that made them make the decision to try quit now.

Make sure you use a different phone number and url so you can measure the effectiveness of the ads (you probably already know this, but I had to add it just in case) and can track your conversions back to their real source.

Measure your return on investment, versus your other marketing channels. If it is profitable, but not converting as well or giving as good an ROI as the other campaigns, you can keep it for "branding" and maybe those extra clients would not have found you any other way. This way you help more people, and make a profit.

If it doesn't work out profitable, then you have to decide if branding is worth anything in your industry. I personally think that branding is only useful for high ticket prestige items like Ferrari, Rolex, Nike, etc, or for low ticket repeat purchases like Coca Cola, Snickers, etc, but that is just an opinion - and has not been tested in the rehab market, so is no more valid than rolling a dice.

Just a curious question...are the people who's attention you are trying to attract the actual user who is likely in denial or their family/friends who have interest in getting them help? This would GREATLY effect the marketing approach.

I remember those ads from working in the 22nd floor in Toronto. Dont know their response rate but it would be a thing to ask him. Also ask for a one week free trial and see what the response is yourself. Never know till you try. Just be sure to accurately track it, perhaps with a domain just for that and analytics setup.

In one week free trial our ad would only pay about 1,250 - 2,500 times. And the guy also informed me that the complete 5,000 even includes constant playing through the night when no one was there.

Furthermore; we have absolutely no marketing budget. The owner believes that you can just hire people and make it happen. It's definitely possible to work that way and still run a business, but it isn't easy. Try running a complete SEO campaign for competitive keywords with no budget. Luckily I invested in myself the last couple of years and have some good software. Otherwise it would just be me and a free Chrome broswer.

Personally, I think it's a terrible idea. The elevator is not the ideal situation to attract your kind of market. I know, when I am an elevator, I have a purpose. Whether I am trying to leave the building, or get to an appt. Something might sound great in an elevator, but as soon as the door opens, my mind goes right back to what I was doing. The reason I was on the elevator in the first place...Leave, appt, smoke, etc.

However, if it does generate some good results, I know of a few malls with elevators.. ????

I'm not sure about where you are (cost wise etc), but I'd be maybe looking at radio. Plus - that amount of money would get you a lot of flyers per month, that could be another option. Or posters in the right locations etc etc. I'd be going for as much free press as possible too.