Attracting, Creating and Retaining Loyal Customers Authored by: J.D. (Jim) Stowe, DVM $119 (book plus CD)

Companies often waste time, effort, and money on ‘marketing,’ not understanding the true process of finding and keeping clients. First, build a business culture that oozes customer care: show clients who we are, what we do, and why we do it—and do it extremely well. This creates internal marketing. Word of mouth doesn’t just happen; it’s part of a strategic plan. Then brand that image with strategies that will fix it into the mind of the consumer. Next, make strategic use of traditional and emerging technologies to reach animal owners looking for a veterinarian. To be effective, though, we must retain the existing clients and shoppers and help them to become fiercely loyal clients who willingly and actively tell everyone they know about us.

The Effective Marketing Manual lays out the strategic groundwork from developing effective internal marketing, or outstanding customer care, to strategic external marketing that includes memorable branding and effective use of both traditional media and Internet technologies. Coverage is also given to medical marketing, retailing, and emerging issues such as green technologies and animal welfare. This manual gives ‘out-of-the-box’ thinking to help owners and managers create effective marketing … that works! The CD enclosed contains digital templates that allow owners and managers to create personalized versions of business plans and marketing plans. Additional tips provided on communication fundamentals, developing marketing copy, and succession planning.