Tap your fans
One of your most credible claims to excellence and value are satisfied customers and what they say about you. Why not ask for their endorsement?
One of our senior living clients wanted to run local ads promoting the safety and quality of care they provide to the frail seniors living there. When we talked about the “creative” for the ads, I asked if there were any family members of residents who would be willing to talk about how they felt about their loved one’s care at the community. After a few inquiries, the community’s marketing director reported back that several families would gladly take part in an ad.
We hired a local photographer and suggested the right setting, activity and attire for the shoot. An hour later we had several great, authentic photos of two sisters with their mom. They aren’t models and they don’t look like posers. No, when you look at that shot you know it’s two loving daughters with their mother. (As an added bonus, everyone had fun at the photo shoot.)
Instead of writing ad copy, we talked with the sisters about how they felt about their mother’s care. Their responses delivered a gem. “We never imagined anyone could take care of our mother like we did.” Perfect.
The ads are running in two local papers. The photo has local faces that people recognize as members of the community (one is a hair stylist, the other a nurse). The ads incorporate real people, real situations and real satisfaction. It was a solution with a powerful message. The next time you want to promote what you do, talk with the people who already appreciate you.
