4. Zig when others Zag
Avoid wallpaper
Think 180˙
Creativity
Ask why not? Do what others
won’t
Smith Creative Services
5. Plant Grass and Oaks
Commit to a plan
Plant Oaks
Plant Grass
Course changes,
of course
Smith Creative Services
6. Challenge common wisdom
You’re in the health
care business
Touchy-feely
TV’s too costly
Add value, not Cut
prices
Ugly but it works
Smith Creative Services
7. Give to Get
“Here we are”
messages
Offer something of
value - the hook
Sell on emotion
Branding + Offer
Smith Creative Services
8. Test and measure
Fail fast and often Track results
Test execution and
Negotiate, negotiate media
Lists
Smith Creative Services
9. Embrace New Media
It’s not you,
it’s NEW
Cost is low,
commitment and
time are high
Still evolving
Keep website current No guarantees
Smith Creative Services
10. Takeaways
Zig when others Zag
Plant Grass and Oaks
Challenge Common Wisdom
Give to Get
Test and Measure
Embrace New Media
Smith Creative Services
11. Now it’s your Turn
?
Any Questions?
Smith Creative Services
