joyce marketing
TRANSCRIPT
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Small Rural Marketing
Speaker: Joyce Hill-CooleyBC-HIS, RN, COHC
Franchisee, Manager
Miracle-Ear
Franchise 39726 Locations Total3 Full Time Offices3 Satellite Offices
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Marketing/Advertising
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Target Population
Perryville Farmington Cape Girardeau
0
2000
4000
6000
8000
10000
12000
1400016000
18000
5698
17000
13480
Target Population
Location
Amount
.
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Competitors
Perryville Farmington Cape Girardeau0
1
2
3
4
5
6
7
8
3
5
7
Competitors Per Location
Location
#ofCompetitors
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2012 Budget
Percentage by Vendor
Miracle-Ear -NMF, 7%
Direct Mail, 50%
Billboard/Van, 3%
Newspaper, 25%
Promotional Items, 3%Local , 3%
CRM, 2%Yellow Page Phonebooks , 5%
TV, 3%
Avdertising Budget 2012
by Vendor
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All data came from
Jan 1st May 31st 2012
$200,011
48%
$169,86040%
$50,552
12%
Total Amount o Net evenuebetween the offices
Cape Girardeau
Farmington
Perryville
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% of Advertsing CostsCape Girardeau = 16.3%
Farmington = 13.05%
Perryville = 20.7%Combined = 15.5%
Cape Girardeau Farmington Perryville0
50000
100000
150000
200000
250000
Total Advertsing Cost to Net Revenue per Location
Advertising Costs
Net Revenue
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% of Total Sales per
Vendor/Advertisement
Audio Care 24%
CAM 1%Mail South 2%
CRM Trade-Up 2%
Joyce Letter 4%
Phonebook 4%
Newspaper 1%
Signs 3%
Van 3%Coupon Book 1%
% of Unit Sales per Vendor
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% of Total Sales without Direct
Advertising Costs
Aftercare 30%
Consumer referral 4%
Location/Walmart 3%
Telemarketing 6%
Hear PO 2%
Physician Referral 4%
Managed Care 2%
Grassroots 3%
% of Sales without Direct Advertising Costs
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Sign Outside Walmart on Building
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Sign Inside Farmington Walmart
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Ditch Sign outside Walmart
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Standing Signs outside Walmart
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Free Hearing Test
Signs outside the building
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Ditch Sign near Road - Perryville
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Sign Outside of Cape Office
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Senior Citizen Transit Van-
Drives in Cape Girardeau
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Billboard- Cape Girardeau
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JOLENE!
A crash dummy, witha sound level meterbuilt inside and an earthat you can connect
to and educate localschools on soundsand keeping their earssafe around loud
noises
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Jolene at an educational event
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Winner of Coloring Contest
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Winning Picture and Essay
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Education Program to Health
Care Workers on Hearing Aids
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In East Perry Fair Parade
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East Perry Fair Booth
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Booth with raffle
l
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Picture Booth at East Perry Fair
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Front of CA Mailer
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Back of CA Mailer
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Customer Appreciation Day-Fire
Truck with local Day Care Center
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Local Emergency response Units
Came to Educate
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Customer Appreciation Day -
Lunch Time!