A guest post by Christian Dabnor. Christian is a long standing member of the Premier Software support team, helping clients with both technical issues and how to get the most of the Premier range of software. In his free time, he is a writer of fiction and poetry, both of which he has had published, and a Wolves season ticket holder, all of which involve a huge range of emotion.
It’s an obvious statement, but clients are the lifeblood of your business. There are very few businesses where this is not the case (I can’t think of any offhand, but if I were to say there are none, someone would leave me with egg on my face, I’m sure). So, on to obvious statement number two. Making clients, old, new and future, aware of your products and services, news and offers, is a task worthy of your time and attention. To this end, Premier Manager includes a powerful and versatile Marketing function. Inventive use of Marketing can mean that a Premier Software system can effectively pay for itself.
It would be unrealistic to attempt to cover all of the functions of Marketing within this blog entry (I did say it was versatile…), so, instead, I’d like to provide you with a little food for thought and maybe some ways in which you might be able to use it.
The first thing to remember with regards to marketing through Premier Manager, or, in fact any system, is that it can only work based on the data you have collected. It may seem a little time consuming taking down addresses, email addresses, mobile numbers etc at the time, but it can very well pay dividends later down the line. Just weigh up the time spent getting this information with the value of return custom.
There are various points that need to be considered before starting a Marketing campaign. Firstly, and arguably the most important factor, is ‘why’. Why are you sending out marketing literature? Do you have a new offer? A new type of treatment? A new product range? Or, quite simply, do you wish to send out a newsletter? Once you have decided ‘why’, you need to consider ‘who’. This will, to some extent be based on the ‘why’. If, for example, you have a new range of treatments aimed at the over 50s, then you will most likely wish to focus your attentions on those people (as someone who regularly receives insurance literature for the over 50s, it is painfully obvious that either some insurance companies don’t do this…). Creating your target list of clients is where the Premier Manager marketing option really shows its strengths, but we’ll come back to that after addressing the final major decision for marketing – ‘how’. You know what you’re sending, and to who, but there are three methods of marketing available through the Premier Manager – mail, email and SMS. Obviously all three have their advantages and drawbacks. Mail and SMS have inherent costs, but are more widespread than email (although this becoming a lesser concern).
So, now you know what you are sending, who you are sending it to, and how, it’s time for Premier Manager to do its bit. When you first click on Marketing, you will be presented with what can seem quite a bewildering array of options. At the moment, if you were to click on the ‘Generate Data’ it would effectively bring up a complete list of clients. If you look across the top of the screen, however, you will see a list of tabs. Most of these are currently greyed out, meaning that they cannot be accessed. If you click on the box labelled ‘include’ that accompanies each tab, then you will be able to access each of these tabs. Each tab has its own set of filters that allow you to narrow down the list of marketing targets, so, if you wanted to target 20-30 year olds who have been in during the last 12 months, you can do that. You can then narrow this further by postcode, by specific treatment and so on. As I said before, it is impossible to cover everything that the marketing tool can achieve in such a short space, so the best thing to do, really, is to experiment with the various options.
Should you wish to learn more, there are documents available that detail the processes, and, if you hold a support contract, you can contact the support team on 0800 988 2824, or via email at email@example.com