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The New Mover Campaign 📦 Building on the newsletter’s success, Dr. Elkins added a targeted campaign to introduce himself to new residents before other dentists could reach them. His welcome package included: • Community information 🗺️ • Area resources 📚 • A special welcome gift 🎁 • Testimonials from other transplants to the area 💬 Breaking Down What Works: Lessons From Our Tesla Campaign 🧠 The brilliance of Elon Musk’s approach wasn’t just in offering a compelling product — it was in the structure of his promotion. Understanding this helped us design our own successful campaign. 🛠️ When Musk needed capital for Tesla’s expansion in 2016, he unveiled the Model 3. Although the car was years away from production, a $35,000 Tesla was too good to ignore. 🚀 The result? 550,000 people gave $1,000 deposits, generating $550 million in interest-free capital. 💵 But it got better — 8% of those deposit holders upgraded to a higher-end Tesla, generating another $3.3 billion in sales. 💼 Even with a 12% refund rate over 28 months (amounting to $66 million), the campaign netted Tesla $3.85 billion. 💰 How We Adapted This Strategy 🔧 While we couldn’t presell cars, we could create similar excitement and urgency. Here’s exactly how our program worked: 1. Immediate Value: $500 cash reward for each successful referral 💵 2. Big Prize Incentive: Tesla Model S or X giveaway at 100 referrals 🚘 3. Risk Management: Rewards paid only after new clients signed up 4. Additional Motivation: $50,000 total in cash prizes ($500 x 100 referrals) 💸
The key was structuring it so we didn’t accrue much expense for each new customer until after they paid us. This made it virtually risk-free while maintaining excitement. ⚡ The Power of Systematic Communication: More From Elkins Dental 📝 Dr. Elkins’ success wasn’t just about having a newsletter — it was about creating a complete communication system. His practice developed what they called “Care Sequence Communication”: 1. Initial Welcome • New patient newsletter 🗞️
• Community resource guide 📖 • Practice introduction package 2. Ongoing Nurture • Monthly newsletters • Birthday cards 🎂
“Remember not the former things, nor consider the things of old. Behold, I am doing a new thing; now it springs forth, do you not perceive it? I will make a way in the wilderness and rivers in the desert.” —Isaiah 43:18-19
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