Take a look at the web site for Celebrity Sexy Teeth.

Its cheesy isn’t it?

But wait for the really hard sell…

Click on the star sign between the words “Celebrity” and “Sexy” on the banner headline.

And see what happens….

Feel time running out?

Feel as if your opportunity is slipping away?

Feel as if you “don’t want to miss the boat”?

Horrible, isn’t it?

And thank goodness that nothing like that happens in the UK.

Where do you find the site in the first place?

It’s a sponsored link from the Beijing Olympics information home page in the USA.

I bet they sell truck loads of this stuff.

Posted: August 7th, 2008 under marketing.
Comments: none

Its a simple enough request.

I need some portrait photographs for professional use.

Easy enough project - black and white with me in work clothes.

First stop - Ultimate Photography in Penryn, a mile or so from where I live and so I call in Saturday morning on the way to Truro.

Walking through the front door, I see that there is a small reception area on the right - and a nail bar on the left, where a group of half a dozen young girls are either doing manicures, having manicures or waiting.

I arrive and manicurist #1 asks if she can help.

“I’d like to see the photographer please?”

No problem, she says, take a seat.

So I do.

And wait.

Tick, tock.

Manicurist #1 returns to her customer - no contact with anybody else in the building.

5 minutes later a middle-aged lady appears from the back of the building, asks manicurist #1 a question, looks at me as if she has stepped in something - and then disappears.

Tick, tock.

12 minutes - no communication.

I rise, say “thank you” to bewildered nail bar group - and walk out the door.

Cut to Truro 4 hours later.

Venture Photographers.

No problem - national franchise - they will sort me out.

Walk up stairs to first floor funky studio and reception - lots of great pictures of families jumping around in bare feet.

Ring bell - because the little sign blu-tacked to the wall says “ring bell”.

Door opens and young girl emerges and asks if she can help.

I make a mistake at this point.

“I’d like some portrait photographs for business use?”

Her eyes go misty - I didn’t say “will you take some pictures of me with my kids in bare feet”.

She is out of her depth.

She asks me to take a seat whilst she fetches somebody with a brain who can help me.

Michelle arrives - she is more mature and wants to help.

I explain what I want.

She explains that if I wanted a family portrait she could help - but because I want to use the photographs professionally they could only do that if there was a strategic alliance relationship that would mean I would tell all of my Cornwall clients that they could come in with their families and have their pictures taken in bare feet.

When I explain that my clients are all over the UK and that I have recommended dozens of dental practices to use Venture for their web site team pictures (in bare feet) - it has no effect on her.

Shaking head - no can do - I have failed the interview process that would allow me to spend money with them.

I emerge, downcast.

Sunday morning - I’m Googling “photographers in Falmouth” and I’ve found site for a Ben Ellis, who seems to be able to take photographs of anybody who is prepared to pay him.

I’ve sent him an email asking if he can help me.

Lets see what happens.

Morals:

1. If you have a nail bar in your studio, teach the manicurists how to deal with a new client enquiry;

2. If you own or have bought a franchise, be flexible and listen

3. if somebody wants to spend money with you in a credit crunch, make them feel special and not an intrusion.

Posted: August 3rd, 2008 under marketing.
Comments: 2

As you know, there has recently been a TV writers strike in the USA - the most damaging effect of which (on my life) was the shortening of Prison Break Series 3 - leaving us all on a cliff-hanger with Michael storming off to seek revenge.

Whilst the TV writers were idle, some decided to launch a web-based TV comedy series - “Dr Horrible’s sing-along blog”.

You can see the trailer here - it has climbed to number 5 on the iTunes best seller list and is being sold on iTunes by the shed-load at $3.99 a pop.

Proof, if needed, that web marketing is the way forward - and how does this apply to dentistry?

Plenty - which is why I’m running a conference on the subject in London in September - see here for details. Spend a day with myself, an experienced web-marketing consultant and one of my top clients, Dr James Goolnik of Bow Lane Dental, who will explain “how he did it”.

For now - enjoy this silly trailer:

Teaser from Dr. Horrible’s Sing-Along Blog on Vimeo.

Posted: July 16th, 2008 under marketing.
Comments: 1

Here’s a great little resource for you to play with this weekend.

Go to http://www.websitegrader.com/

and enter your own web address.

This funky service will generate a free report that gives you a visibility ranking out of 100 - but will also tell you what’s missing from your search engine optimisation.

Go ahead and then make your web site designer go crazy trying to answer your questions - he he.

Posted: July 4th, 2008 under marketing.
Comments: 1

Was it Amex that first coined that phrase?

In Edinburgh at the moment for our Business Club meeting - and when I arrived yesterday and passed my Diamond VIP loyalty card across the registration desk at The Cally, I was upgraded to one of the “newly refurbished rooms with a view of the castle” in a rather grand way.

That’s what I expect, because I am a loyal client of Hilton, as evidenced by my “points” tally.

Interesting then, that the ensuing conversation with a practice owners revolves around how they can positively differentiate themselves in a world of increasing competition and “sameness”.

We are evolving an important theory as to how the “membership scheme” has to be elevated to a new level.

I asked one of our clients what benefits were associated with their in-house scheme.

He quickly replied, “two exams, two scale and polish and some emergency cover - PLUS a 20% discount on fee per item work (but that’s not really a discount if you know what I mean) nudge, nudge, wink, wink.”

It’s a familiar mantra - and I want to challenge perceived thinking and suggest that this will not be enough going forward.

When you are competing with Tesco, Virgin, Superdrug, the semi-private corporates and the new phenomenon of jobless VT’s and associates backed by family money or idiot banks - the traditional explanation of membership scheme benefits may no longer cut the mustard.

Especially not as my utility bills rocket skyward and the need for general dental “maintenance” (how horrible a word is that) gets pushed on to the “round tuit” list.

So what will a 21st Century dental membership scheme offer?

Here’s a clue…

1.

2.

3.

4.

5.

6.

7. member’s price list

8. two dental examinations

9. two hygiene visits and

10. worldwide emergency cover.

The real question is - what will the first 6 “knock ‘em dead” offers be - so irresistibly attractive that there will be a waiting list for membership of your practice?

Answer that question successfully - and you have a survive and prosper plan for the next three years.

Fail to answer it - and that rumbling sound is “everyone else” - just behind you.

Want a clue?

Start with the following:

• Scarcity
• Privilege
• Reward

My room at The Cally is lovely:

• only a few have been refurbished so far and I’m amongst the first to experience them
• beautiful bathroom, fancy plasma TV, exquisite bed providing a wonderful night’s sleep
• my upgrade is free of charge
• the view of the castle is stunning
• the complimentary wine and chocolates will be travelling home with me
• I’ll enjoy my quarterly breakfast of haggis shortly
• I feel appreciated, privileged and rewarded for my loyalty

Posted: July 1st, 2008 under Dentistry, marketing.
Comments: 2

I listened intently to a radio programme a few days ago, which described the
after effects of the Burmese typhoon and the plight of the delta people.

The vital three weeks in which the Government resisted global aid were
regarded as a tragedy by the horrified world – and yet when the aid workers
arrived, the death and disease rate was far lower then expected.

Why?

Because the people of the Irrawaddy Delta have co-existed with nature and
without subsidy for generations – and so they knew how to adapt and survive
to a sudden change in environment.

When visiting the leprosy community of Bukumbi in North West Tanzania
earlier this year, I was moved by the work that Bridge2Aid have done here in
bringing basic supplies to a previously abandoned community.

We watched as food was distributed to the residents, a bowl of dried fish,
some vegetables, butter and rice.

Each of the community then carefully separated and collated their food -– the
lady in the photograph is carefully removing fins and tails from each little
fish in her bowl.

Supplies are scarce and care is essential.

I suppose I’’m contrasting both of these with our “want it now” abundance
community – and counting my blessings as I always do when I think of Africa.

My thoughts have been stimulated by the “panic buying” we have seen in
recent weeks as the recession begins to take hold.

The media are doing a predictable job of prophesying doom by Christmas –- and
yet at the same time attempting to quell short-term panic. I’’m not quite
sure how that works.

Utility bills are going to rise by 40% - but don’’t panic at the pumps?

As far as dentistry is concerned (doesn’’t that sound shallow considering the
above?) –- as far as dentistry is concerned, we have to prepare for a period
of downturn in sales to those demographics who are vulnerable.

The cosmetic dentists treating the over 50’’s and the orthodontists are
telling me that the queues are as long as ever.

The 25-35 and family practices are talking to me about gappy books, delayed
treatment and increased FTA rates for hygiene and higher value treatment.

Whichever demographic you serve, I’’d like to remind you of the Old Testament
parable of Joseph and his advice to store grain when it was in abundance.

I suspect that a dental “”7 years of famine”” is on the way – for those who
haven’’t adapted to 21st century market conditions.

The way to encourage new patient flow –- and to ensure the continuing support
of your existing clients –is to decide which end of the retail high street
you want to occupy.

It’’s a street that has two different types of store at opposite ends.

There’’s the discount end –- where every store is trying to beat down it’s
neighbour by reducing the price of a commodity.

And there’’s the added-value end – where the stores are attempting to win
customer loyalty by improving the value of the offer they make.

As a sage once said ““there is always going to someone who will make and sell
a crown cheaper then you can”” –- and that’s currently being proved before our
eyes, with the arrival of clinically excellent work from overseas.

So reducing prices is never going to be anything other than a short-term
solution – the players in the discount market are usually competing until
the last one is standing.

But adding value can cement your existing relationships and attract the new.

In dentistry you can add value by offering free new patient consultations.
I’’d rather a client did it for free (positive) than discounted 50% (negative
and perceived as desperation).

In dentistry you can add value by offering free home whitening if the
patient joins your membership scheme (and stays).

In dentistry you can offer points and prizes.

If Waterstones can offer me 3 for 2 on book purchases (and triple points for
a few weeks only) – I don’’t think they are going bust, I just think they are
trying harder for my business.

Same goes for DFS, who want to sell me half a sofa and then give the other
half free?

Or the mobile phone company who want to give me £100 for my old handset –
and iphone who want to give me a second generation unit so long as my
monthly tariff is high enough.

Innovative, loyalty-based marketing – is where it’s at now.

I’’m still waiting for the first practice to introduce a valuable loyalty
card –- points, after all, make prizes.

So my message is for you to revisit your current marketing strategy –- and
ask yourself how you can introduce bold and exciting new added value offers
that will attract me to your door.

And at the same time, spare a thought for those who have to exist on so much
less.

I believe we will have to learn much from them.

Posted: June 20th, 2008 under marketing.
Comments: none

If your team have beautiful straight, white teeth - they will do your marketing for you.

No amount of investment in brand, literature, web presence or customer service training will do as much for you as an enthusiastic team member explaining:

1. how little discomfort or inconvenience was involved and

2. how much difference it has made.

Dress your window.

Posted: June 18th, 2008 under marketing.
Comments: 3

There’s no point in being normal or politically correct if you want to be noticed.

Bland gets deleted.

Eccentric gets reaction and response - not all of it complimentary.

What’s your eccentricity?

Posted: June 18th, 2008 under marketing.
Comments: none

Here’s supercar parked outside the head office of the British Dental
Association on Wimpole Street in London’s West End.

I will be presenting to a sell out audience of 100 in their auditorium
shortly.

I feel like Gallileo about to address the Vatican. Round versus flat
Earth.

It IS round but I still may be martyred for saying so.

Wish me luck, although my hosts are secret “roundies” in the inner
sanctum.

Posted: June 11th, 2008 under building a business, marketing.
Comments: none

I have recently started reading an excellent blog from the Centre for Design Innovation in Ireland.

Just take a look at their blog entry on the Help Remedies web site (and don’t forget to follow the link through from the blog to the site).

A quite beautiful example of how branding can make a seemingly dull product an entertainment experience.

Even a section for bored people that had me giggling all by myself at 6.00am this morning.

Inspired work - and easily transferable into even a subject as worrying and gruesome as dentistry.

It would be so interesting to see consumables branded and packaged with such love.

A further advert here for the Design Innovations blog - full of useful articles and downloads - and a “thank you” to James and Sonya Hamill at Blueapple Dental for their recommend.

Posted: May 20th, 2008 under marketing.
Comments: none