Page 675 - ONLINE PROCEEDING BOOK WSAVA 2017
P. 675

I will present examples of brands and discuss their signals at the lecture.
Pictures
Using a professional photographer is a MUST. Make
a speci c order list. And remember: Close up shots of persons and animals will catch attention. Remember also to capture: 10 of your own stock photos that will support your brand and be useful in many different contexts.
The typical process could be: You hire a photographer
to take a lot of pictures at the clinic. You should choose about 100 of the pictures relevant for your website, social media, prints and publications, advertisments etc. Out of the about 100 there will hopefully be about 10 pictures where the photographer managed to capture the brand and the values spot on. These pictures you will use more frequently in order to support your brand and create recognizability.
Remember:
• Requirement of approval of picture before buying.
• Make appointments with staff and clients about photoshoot on a speci c day at the clinic.
• Acceptance from persons and pet owners who are on the pictures.
There are websites with (to some extent) free stock photos, like: unsplash.com,  nda.photo, gratisograhy. com, visualhunt.com, pexels.com, thestocks.im and canva.com. I will recommend to use them occasionally as an alternative to your own.
Website
Make sure you choose a CMS system that’s user
friendly not only for your clients but also regarding the administrative system and if you have a developer/ webmaster, make sure that the person shows you how to edit basic elements like text, pictures and tables. It’s just too expensive and troublesome if you have to ask an external vendor everytime you want to change a price, post an event etc.
1.3 Living your brand
Building your brand is also about living and maintaining it in your everyday life at the clinic. It’s about spotting the good stories which are in alignment with your values.
It’s about getting the ideas of how to do something outstanding with your brand.
2. Making it happen
2.1. Getting things structured
This part will be full of examples from vet clinics about making realistic plans and structures. You will get templates for marketing plans and action plans. Find them also on vetfokus.dk
An Urban Experience
A way of making marketing tasks visible is to use a kanban board as a tool for projects. This will also give you an overview and make it easy to involve everybody and discuss your expectations to each other.
Online alternatives are tools like:
• http://podio.com
• https://www.hipchat.com
2.2. Using easy, free and cheap marketing tools
The list of free and cheap tools that you can use for marketing purpose is unbelieveably long. And it takes time to  nd the suitable ones for you and to learn to use them. But once you are familiar with them they will save you a lot of time and qualify your work.
A few recommendations:
• Rebutter.me: A tool that will  nd all the questions on Google including the keyword you have typed in. This gives you an indication on the interest in that speci c word; for example pet, dog, cat etc. And you can use it for your content on social media and in publications. It’s free.
• Canva.com: An easy way to make designs for social media, prints etc. You choose what you want to design and then you drag pictures, illustrations, background and text designs into the template.
• Millwardbrown.com: ’Make a lasting impression’ presents results based of facial coding ( lming
and analyzing of faces people getting commercial messages). One of the major results: Emotional messages have the biggest impact on us and our purchases. That result gives the vet industry a lot of possibilities!
3. The big wins
The last part of the lecture will be about tricks and advises:
• I will share my succes with getting stories in the newpaper and online platforms.
• I will share the process of building an event in alignment with the brand and creating a big succes.
• ’Community rules’ – how to engage people og what a community can do for you.
• Reviewing big wins on the marketing channels
• Be inspired by other vet clinics. And do it even better.
I will invite the participants to share their big wins and get inspiration from each other during the session.
675


































































































   673   674   675   676   677