Finding the 'Hard to Reach' Cosmetic Dentistry Consumer: They May Be Hanging Out at Health Clubs
With today’s endless digital media proliferation, advertising skipping technologies and declining print media, it’s nearly impossible for advertisers to effectively reach consumers on a regular basis with traditional advertising.
As a result, more and more advertisers are relying upon digital place based advertising to reach their targeted consumers. This form of advertising entails digital broadcasts into targeted venues where people gather and socialize. Not surprisingly, place based advertising is one of the fastest growing advertising sectors in the United States. Commercial health clubs are some of the most desired place based environments. This is especially true for cosmetic dentists. Health club members have extraordinary income demographics and are massive consumers of cosmetic products and services. They are image conscious and focused on their physical appearances. In fact, recent research reveals that an astonishing 45% of the time health club members are thinking about their physical features as they workout. It’s nearly impossible to identify a better time or place to advertise cosmetic dentistry services. In the U.S., 66% of cosmetic procedures are performed on individuals belonging to a health club.
Understanding how valuable the health club audience is for cosmetic dentists, the American Academy of Cosmetic Dentistry has formed a strategic alliance with Zoom Media, the world’s largest provider of digital media services for commercial health clubs. Zoom Media is measured by the Nielsen Company (the same company that measures network television) and services as the “Who’s Who” of fitness organizations, including industry leaders LA Fitness, Gold’s Gym, Bally and countless others.
Health clubs rely on Zoom Media to entertain, inform and educate health club members as they workout. The AACD/Zoom partnership is designed to broadcast AACD educational programming over the Zoom fitness network… while providing AACD Member dentists the exclusive sponsorship opportunities in local health clubs. Whether educating members on cosmetic dentistry procedures, or stressing the advantages of AACD recognized practitioners, the AACD programming reaches a targeted audience when it matters the most … as they think about their personal appearances.
To learn about sponsorship pricing at special AACD Members only rates, and to find available health clubs in your area, please call 1.866.CLUB.ADS or register at zoommediaconnect.com/aacd. Since sponsorship space is limited, opportunities are awarded based on a first to register basis.