Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Anne Kleinman . Here’s that interview.
About the interviewee
Anne Kleinman is the President of Ad Infinitum, a marketing consulting, social media strategy and training, and promotional products firm. Armed with a degree in Marketing from Boston University School of Management, Anne has been helping her clients go from overwhelmed to effective in their marketing efforts for over 30 years. Prior to founding Ad Infinitum, Anne worked at a boutique ad agency in New York City where she was a production coordinator, photo stylist, and sometimes, typesetter and proofreader for department store catalogs, and billing inserts. She lives in Westchester County, NY with her husband and five children.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
Our company is family owned and operated and we are located in Westchester County New York. We have worked with start-up solopreneurs to marketing directors in Fortune 500 companies across the country and internationally. Among our clients are attorneys, healthcare industry companies, manufacturers, writers, real estate firms and property developers, financial and insurance services companies and non-profits. Some of the work that we do for these clients includes helping them develop their promotional product strategies and programs, and how to use and integrate social media into their overall marketing strategy.
What type and size of companies do you have as clients?
In the healthcare field we have worked with hospitals, doctor’s offices, physical therapy centers, emergency services agencies, ambulance companies, home care agencies, imaging centers, and nursing homes. In the legal field we have worked with law firms, process servers, court reporters and other specialty legal services providers. We have also worked with one man accounting firms up to the big four firms and everything in-between. The sizes of these clients range from one-man-shops to departments in major NYC hospitals with several thousand employees.
What comes to mind when you see this topic?
The most important thing that comes to my mind when I see this topic is that most of the answers that are typically given are going to put people into overload and overwhelm them. They are going to panic thinking that they have unique challenges that truthfully, to my mind, do not exist. The target audience is easy to define, and in truth, for most of these marketers their audience is not that different than the target audience for many consumer packaged goods. When your target market is easy to define, they are easy to market to. The real differentiator for these marketers and advertisers is that they are in highly regulated industries. The trick in these industries is for them to reach their target audience in meaningful ways while remaining compliant with their industry requirements. They also should not appear slick, but rather relatable and truthful.
What are the best practices when it comes to this issue?
Marketing in the legal and medical fields begins with the same concepts as in any other field – define your target market, determine where you can reach them, decide what benefits your audience wants to hear about and deliver that message. The unique challenge is to deliver your message in a way that is compliant with industry regulations, but does not turn off your audience. In other words, if the delivery manner of the message requires any kind of disclaimers such as “attorney advertising” be sure that info is somewhere in your message, or, on the social media platform profile page. However, you want to phrase it or place it so that the disclaimer does not detract from the benefit – the “what’s in it for me” message. You want your message to resonate with your audience so that they will pick up the phone and call or go to your website.