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From Denise's Desk: Take Advantage of Summer Events

With the approach of the summer season comes many opportunities for getting out and about in the community at special events - you know the ones, health fairs, walk-a-thons, and community festivals. And, while it's easy to pass these events off as not "real" marketing, you might want to reconsider.

Getting a one-on-one opportunity with a potential referral source is as good as gold and, in hospice and home health - everyone is a potential referral source.

I've listed a few tips below on making the most of these golden opportunities:

1. Put Your Best Foot Forward! This falls along the lines of you only get one chance to make a great first impression. Make certain the person you have representing you is the right person - knowledgeable, friendly and above all, is excited about being there.

2. Shout Your Brand. Events are not the place to be subtle or shy. Make certain you use every opportunity to let the attendees know who you are. Make an investment in quality polo shirts and have your name embroidered. Depending on the venue, (walk-a-thons for instance) you might want to provide t-shirts with customized silk screening. Shirts with your name and logo are not an expense, they are walking billboards with a potentially long shelf life.

3. Get the Proper Materials. Chances are your agency will be competing with other companies and perhaps even other agencies, for the attention of the attendees. Resist the urge to pull just any old handout off the shelf. Consider creating an "event" educational sell sheet and when you're creating it, consider not what you want to tell your prospective referrals but rather what they will consider valuable information.

4. Keep their Attention Post-Event. Promotional items are a great way to extend your presence. Resist the tendency to hand out trash and trinkets. The specialty items you hand out should be well thought out and audience-appropriate. Take the time to find items that the audience will use and keep. And, don't forget the golden rule of specialty items -- your agency name, contact number and logo should be on EVERYTHING.