Old Fashioned Brand Recipe for Success
Of course every cook will need to adjust the amount or kinds of ingredients in their brand.
One important thing to remember is that you need to start baking now.
And don't forget that marketing is a marathon, not a race.
Below are suggested ingredients your dental lab should consider.
READY, SET, GO...
The best thing you can do is step back and take a good look at your company. Be aware of how the outside world sees and understands what your company stands for, and how it differs from its competitors.
DEFINE YOUR DENTAL LABORATORY’S VISUAL BRAND IDENTITY
Start with creating a strategy statement and then define your target, goals, target market, narrow it down and take aim.
WORK TO BUILD A BETTER VISUAL BRAND
Be sure you hire a designer to create a brand that is reflected across all types of marketing materials and keep you from looking like a Willy-Nilly.
A FOCUSED, WELL-DESIGNED WEBSITE.
The right website can be a dominant marketing tool. Dental labs are defined by their online presence. Many potential customers will Google you before they even walk in your door. If your website looks outdated, under-developed, or worse, non-existent, visitors will click over to the next competitor site.
TOP NOTCH EYE-CATCHING BUSINESS CARDS
Business cards are a staple marketing tool. When you hand out your business card, you have an opportunity to create a mental and visual link. Potential customers might not know you existed until you hand them your card. So you want to be sure it’s extra special, professional looking, matches your brand and is on high quality paper. Don’t be one of those people who throws together a card in PowerPoint and prints it on their home printer.
BRANDED LETTERHEAD, RX FORMS AND ENVELOPES
Investing in high-quality envelopes printed with your small businesses logo, and blank letterhead
in the same stock, will always be a smart decision. The letterhead and envelopes establish
a good first impression when you are mailing invoices, gift cards and other correspondence.
BROCHURES ARE A STAPLE WHEN IT COMES TO MARKETING
A professionally designed brochure that explains who you are and what you do, could change a “maybe” to a “Yes! Let’s do this” answer. Make sure you highlight your features and benefits! Great for leave-behinds, follow-ups and mailers.
VIRTUAL BROCHURE AND RX FORM
Be sure to have a digital copy of your brochure and RX Form, PDF format, ready for attaching to email, share on a social media channel, on your site as a download or copied onto a flash drive.
POSTCARDS & FLYERS ARE EXTREMELY VERSATILE
Incredibly cost-effective ways to engage in successful direct-mail marketing to promote events or specials to customers, as a thank-you, or holiday message notes to loyal patrons.
HIGH QUALITY PHOTOGRAPHY
For your customers to believe you’re good, your images need to be good. Use interesting perspectives, good lighting and use a professional with an artistic eye. If you’re able to take good photos, be sure to have your designer enhance the color and lighting before using.
COMPANY AND/OR PROMOTIONAL VIDEOS
Nowadays everyone is watching videos online. Be sure you have at least one or two videos, well lit and professional looking connected to your dental lab. Having a YouTube Channel will also help your business ranking on Google.
Be sure all of your emails have an e-mail signature that include your name, business name, contact information, web address and logo.
ENGAGE AND INTERACT ON SOCIAL MEDIA CHANNELS
Meet the next generation of word-of-mouth. Connect with your customers, post relevant content, industry news, events, ask engaging questions but avoid doing hard sales posts. Social media is an extension of your website. Since it could be the first time a potential customer hears of you be sure the look and feel of your pages match your company branding and is consistent in appearance. If social media it isn’t already an important role in your marketing and overall strategy, it’s in your best interest to start.
EMAIL MARKETING IS EFFECTIVE AND INEXPENSIVE
This is the easiest and fastest way to send information to specialized lists, current customers and prospects. Using the right system, like Ck2design, can provide statistics such as number received, bounced, opened, responded and more. This allows a lab to monitor their email list and determine what type of information consistently gets the best response.
CK2DESIGN CAN HELP YOU TO FOCUS MORE ON YOUR BUSINESS.
Ck2design websites are integrated with an online business console, offering an All-in-One solution that is made up of the following lead-in plans: Web Hosting v2, eCommerce, Email Marketing and Lead Management. In addition you also get access to Web Apps framework, Bookings and POP email.
Ck2design creates complete online business websites designed to meet your specific business needs - allowing you to focus on your goals, not mastering the technology behind it.
MAKE A PLAN. MARKETING PLAN, THAT IS!
Create a marketing plan, measure the results and keep moving forward. There are so many options these days when it comes to marketing materials. It is important to keep in mind that everyone’s preference of interaction is different and your marketing efforts should cover all avenues in order to effectively reach your target clients.
STAY CURRENT - RINSE AND REPEAT
Live and promote your brand for maximum impact. Keeping your materials current and active will give you the most bang for your buck.
You only get ONE CHANCE to make
a good first impression.
Your Dental Lab Is Either Visible or Invisible!
Are you interested in competing in today's market with a new professional presence? Contact us today or fill out the online project request form to get started NOW.