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Wonder
what the dental laboratory decision makers are doing right now?
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JDT
325
John Knox Road
Bldg. L103
Tallahassee, FL 32303
Phone:
(800) 950-1150
Fax:
(850) 222-0053
Email:jdt@nadl.org
Copyright © 2007
by the NADL
Journal of Dental
Technology.
All rights reserved.
May 2008
My small laboratory simply can’t afford expensive advertising. Do you have any suggestions for cost-effective materials?
Yes,
I do. You should take full advantage of your suppliers. Many of them have
developed excellent advertising for their field of specialty, which they are
willing to provide you at little or no cost. These advertising materials are
usually top-quality and make great educational literature to include with your
statements each month. Not only are you educating your customers but you are
advertising products and services available through your laboratory.
If you think about it, the only customers we have are our dentist clients and the only customers our suppliers have are the laboratories. Often, I feel that we need to work more closely with our suppliers because they are also our partners. When we are successful, they are successful. Therefore, our suppliers have a vested interest in ensuring that our clients are aware of the many options available through your laboratory.
In last month’s article, we discovered that the most affordable and versatile marketing tool available is your business card. Invest in the best card design you can afford, creating something unique and memorable, for maximum recall effect. Business cards are walking billboards - carry them everywhere you go!
Hire someone to develop promotional materials, in-house. It’s much more cost-effective to have materials duplicated, rather than created, by a production firm. Be sure to check with the post office for the most economical size of postcard type materials.
Rather than having a production/advertising firm do a bulk mailing of your printed postcard materials, hand-address them and mail them individually. It’s less costly than bulk mailing and recipients are much more likely to read hand-addressed materials. Dental addresses can be obtained from the Internet.
Don’t forget about your statements each month. Always include some type of literature about a new product you are offering or an added service like three-day turn-around. Added products and services are an excellent way to show the customer that you are listening to their needs and are willing to help solve their problems. By including this literature, you are no longer merely requesting payment, but you are advertising and demonstrating to your customers a willingness to expand the products and services that you provide. This shows your commitment to continually strengthen the relationship you have developed with your customers. As we learned in January, the stronger the relationship becomes, the more opportunity you have to educate them about additional services you offer. It’s a win-win situation.
Once again, check with your suppliers. They have great ideas and materials to help grow your business at little or no cost. They can help you with sales tips and ideas they have found that may work for you. Never leave them out if you are promoting a new product.
With
a few key ingredients, you’ll have a new recipe for marketing success!
Dena Lanier is
President and Owner of The Lab 2000, a dental laboratory serving a national
market out of