By: Grace Rizza, Owner of Identity Dental Marketing
Reasons the New Mover Mailer is a Failure?
We've met dozens of dentists that mention that they've tried the new mover mailer... with no luck. We get the same common question, "Why didn't it work?" Often times, a dental marketing company will find something that works in one area, with one demographic, at one time and assume that it should work for everyone everywhere. Unfortunately, effective marketing does not work that way.
In case you are unfamiliar with the new mover mailer, it's a system where a dentist will send a series of postcard mailers to new movers in there area. The marketing person will build up the idea saying, "All new people in the area are going to need a new dentist! It's great and it's worked great in the past." Then they proceed with costs and design.
These are usually fairly expensive, comparable to a regular postcard mailing costs. Around 50 cents per mailer or more.
After the first mailer is sent, the dentist might get anxious when they see it hasn't brought anything in. They may call the advertising rep and question the process. At this time, the rep usually says something like, "It takes multiple mailers to get action. By the third mailer, you'll have so many calls! Just wait." This satisfies the dentist's curiousity enough to wait and see.
Unfortuntely, the new mover mailer RARELY works. Many times, the design isn't all that creative, the offer isn't all that competitive and the timing is horrible! Most families who have just moved are concerned with changing addresses, unpacking and registering their children for school. It's really not an opportune time to hit them with an advertisement. Another reason you will likely not see results from this method-- Advertising is a numbers game. There are simply not enough new movers in your area to really expect much of a return. Despite all of these reasons, salesmen who work mainly on commission are still selling these kind of dental marketing empty promises.
If you are in the midst of determining whether an advertisement is worth the risk, please call us.
Contact Identity Dental Marketing for your complimentary marketing consultation and get started creating the practice that you’ve dreamt about. Email Grace.Rizza@gmail.com or call 630-432-4519. We're here to help you grow.
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