Building
campaigns
that drive
traffic
By Trudi Charest, RO
Marketing is about driving awareness
and interest in your brand.
Equally important is the execution efforts of the
promotion – how do I get my potential customers
to see it?
There are three rules to keep in mind when
planning your promotional activity:
1. Follow Your Objectives
Businesses often plan promotions without paying
attention to their business goals and objectives.
For example, if your goal is to fill your schedule
then you need booked appointments. Your
entire promotional campaign should be focused
34 Optical Prism | April 2019
on driving the message to patients to book
appointments. Not a sunglass sale or a dry eye
campaign, but “Book Appointment Today.”
2. Messaging is Key
Use clear and concise messaging. The promotions
that do the best have well thought out headlines
(example: “Get an Eye Exam This Week!”) and an
easy to understand call to action (example: “Book
Your Appointment Now”).
3. Keep it Simple
Don’t try to say too much in your promotional
campaign. Keep it simple with as little text as
possible to get the concept across. Campaigns with
great images or video do much better than just
text ads. Find a great graphic designer who will
help you build beautiful ads with branding that
matches your office branding.
www.freepik.com
Promotional campaigns play a huge role in
your marketing. The purpose of a promotion
is to inform customers, increase demand and
differentiate your brand from others, according to
Contemporary Marketing.