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About October 2016 we decided it would be a good idea to put our name on the back of a bus and also to put some stuff on the radio about who we are and what we did as a business.

Just for the record this was the worst commercial decision I have ever made in my years of practice.

We picked a bus that would go all around Nottingham and as it went around we got quite a lot of texts or WhatsApp’s from people who knew us to say we’ve seen your bus today, but we were clever how we set it up. We put a tracking phone number on the bus so we could tell how many people phoned and we put a landing page address for the website so we knew how many people ‘clicked’. As the bus did it’s rounds around Nottingham we waited for the deluge of patients who would be desperate to come to see us because we were on a bus. When we counted it all up to see how many people had contacted us, how many of them had gone ahead with treatment and how that looked against how much it cost to be on the back of the bus, and also any damage of being on the bus in terms of reputation or impressions, it wasn’t great.

Direct telephone contact from the back of the bus = 0

Direct website contact from the back of the bus = 0

The marketing people at the bus company couldn’t understand, it always works much better for other people they said.

I don’t think other people count it. I think bus adverts for most people are vanity (it turns out the analytics were exactly the same for the radio, 0).

Blog post number: 1590