3 “No, No, Nos” of Dental Marketing in the HolidaysDecember 4, 2017 by AACD Executive Office
By Joy Gendusa
1. Do NOT Stick with a Stale Message
Marketing is all about cutting through the noise – and the noise is turned up to 11 during the holidays! If you are planning to trot out that sad, tired marketing message that has been disappointing you for the past couple years… stop the madness! Sure, if you’ve got a particular design or headline that works like gangbusters every year, by all means stick with it. But the better route for most of you will be to jazz up your message with a new angle.
2. Do NOT Put the Sleigh before the Horse
Don’t assume that benefits ending is a good enough reasons for folks to call. The single element of a dental postcard design that has the biggest impact on response is the offer. Here are nine of the most successful offers we’ve tracked for dentists. Choose the one that fits your practice best:
Additionally, we have found that campaigns perform better when the offer is printed on both sides of the postcards. It’s just a little change that makes it easier for the message to sink in with the prospect.
3. Do NOT Blend into the Crowd
People like to know whom they are dealing with. After all, you’ll be poking around in their mouth! Our data indicates that postcards that include a picture and short biography of the dentist return better results than cards that lack this information. So don’t be a faceless dentist in the crowd! Show off your own pearly whites and people with be more inclined to trust (and call) you!
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