Over the past few weeks, the speculation around who’s going to play James Bond after Daniel Craig retires has really heated up.
But whether they cast Tom Hardy – the most recent favorite – or Idris Elba or Sam Heughan, one thing’s for sure.
We’re going to be hearing about their first James Bond movie for years!
There will be publicity when the script’s approved…
Pictures “leaked” when shooting begins…
And then, a few months before the movie’s released, you’ll start seeing the trailers. (And they’ll be everywhere.)
The new James Bond and his co-stars will interview on every TV channel that will have them. And there will be buses whizzing around every city featuring their face and the dates of the opening of the movie.
Finally… The opening weekend will arrive…
…And if the marketing department has done their job well, the movie will be an immediate smash hit…
…Because the studio spent not days, not months but literally years creating buzz around the new James Bond.
If you think about it, lots of products are promoted like this, far in advance…
…from conferences to the next iPhone.
If you’ve ever been married, you probably organized your wedding in the same way…
…Sending out a “Save the Date” to your guests at the first possible moment, and then following up with more details as you get closer to the big day.
So why do aesthetic clinics routinely launch new treatments the other way round…
…Promoting them only once they’re available?
When you launch a new treatment, you need to promote it in advance – even before you’re ready to offer it…
…So that the moment it becomes available, you already have a list of patients who are lining up to get it.
It happens the whole time… Clinics and medspas tell us they have something exciting coming up, “but we’re not ready to talk about it publicly yet…”.
They don’t want to start marketing it until all they have the machine physically in the clinic, and their staff are trained to use it, and they’ve worked out pricing and other details.
It makes no sense, because by that point they’re desperate to start getting patients in for the treatment…
…But no one knows about it (yet). Getting the word out, explaining the treatment to patients and drumming up interest will take time…
And that’s so frustrating, when you’re all ready to go (and when there’s money at stake).
I have to tell them it’s the wrong way round.
When you launch a new treatment, you need to promote it in advance – even before you’re ready to offer it…
Hinting that something exciting is coming, uncovering patients who might be suitable, slowly releasing details…
…So that the moment it becomes available, you already have a list of patients who are lining up to get it. (You might even have built up a formal waiting list.)
Yes, it takes some guts to start promoting something that you’re not ready to offer yet…
…But imagine that the movie studios only started promoting their movies on opening weekend! Every movie would be a bust initially… The studios would never take that risk.
If you have plans to launch a new treatment, we can not only help you sell it – but “presell” it as well, so it’s an immediate success, right out of the gates.
Miriam Shaviv is creator of Inbox Express, the library of marketing emails for aesthetic clinics and med spas, designed to make your marketing effective and easy – and send the right messages to your patients as you re-open after Coronavirus! Find out more here.
She is Director of Content at Brainstorm Digital, which helps aesthetic clinics and med spas get patients through their doors again and again – without the headache of costly online advertising.
