CHBlog

In business, it helps to have your head on a swivel.

That’s how Preventech, a CH&B client that develops and markets preventive care products to the dental industry, became aware of important changes in the fluoride varnish category.

The category leader – with 82 percent share – was swallowed up in an acquisition and the new owners promptly released the leader’s sales force. Other brands had evident product problems or little enthusiasm for marketing.

Knowing the varnish application process is a pain for the dental hygienist, Preventech created Vella™, a fluoride varnish with innovative application tools geared toward simplifying the process.

Working with the client, we created a strong, differentiating ad message that sells simplicity and touts the way Vella eliminates problems common to the competition.

The product was launched this summer with CH&B providing packaging, trade ads, a sell sheet, digital ads, web updates and PR.

Vella was the third of three products Preventech launched in the first seven months of 2009, joining PediaGel and Dayli. CH&B is proud to have helped to draft the strategic marketing plan and orchestrate the Q3 unveiling. As sales and market share results develop, we will discuss them on our blog.

Teeth-bleaching has been taking off. Yet studies show more than 80 percent of patients experience sensitivity during the bleaching process.

Market share for take-home products to treat that sensitivity is up for grabs. The category was shaken up following an acquisition, changes in distribution channels, companies losing focus and a general marketing malaise.

Preventech sensed an opportunity for a proven marketer to partner with supportive dealers to capture more of the market for the distributor network.

They developed and introduced Dayli, one of the only competitors to offer a colorless formula. CH&B took that advantage and helped to package it as a clear advantage for products used on teeth that are being bleached. Meanwhile, the business model clearly works too: Dealers sell to dentists who recommend Dayli at the point of sale.

As with Preventech’s other two launches (PediaGel and Vella) during an active seven-month period, CH&B helped to make it happen through strategic consultation, packaging, trade ads, a sell sheet, digital ads, web updates and PR.

It was Election Night and Harry Ness was being interviewed by a TV newsperson regarding his freshly-minted victory in the race to fill one of two vacant seats in the York County Court of Common Pleas.

Asked how he managed to win, the candidate answered, “Good branding.”

That notion of “candidate branding” was especially important in this race. Nine candidates jammed the original primary field, and two of our candidate’s three opponents in the general election had previously run for judge. Certainly, they entered the race with better name recognition.

But no one had more experience – legal or court room – than Harry with his 32 years. We made that the heart of his campaign message.
Political Candidate Branding: Helping Harry Stand Out in a Crowd continued »

Industry experts are projecting a 4.5 percent annual rise in U.S. demand for dental products through 2012, citing favorable population trends, continued interest in cosmetic dentistry and growing concern about overall good health.

Unfortunately, that rising tide won’t necessarily lift your sales. Markets don’t demand what they misunderstand … or, worse, miss altogether…

Download Our FREE White Paper On New Media Trends and Tactics

We’d like to help by offering you an informative free white paper on new media trends and tactics, titled “The Tooth is Out There.” It offers many ideas that might help you get started on the road to more effective marketing in this brave new world.

Why? We are a 33-year-old agency providing stable, forward-thinking strategic and creative marketing support to three major dental products manufacturers. And we think our wealth of industry experience could benefit you, too.

Get a Taste of the Ways We Can Give Your Brand More Bite

Our specialized dental marketing expertise can help you get the most targeted message into the right hands via the most effective media for a maximum return on investment.

We offer everything from ads (print and digital), catalogs and websites to product packaging, sales sheets and PR. And, of course, new media.

You can get a sense of the quality work we do by reviewing the case studies posted on our dental marketing website.

If after reviewing these web pages you are interested in sitting down and discussing your company’s current needs, please contact angela@chbadv.com. We can help you realize a greater return on your marketing dollars.

There are all kinds of weapons in the marketer’s arsenal. But for pure branding power, few deliver the goods like television. Its combination of sight, sound and “targetability” make it uniquely effective for building brand awareness, market share and geographic growth.

For years, the personal injury law firm of Martz & Gaily had confined its marketing to outdoor, radio and telephone directories. While all were effective, it was time to revamp the strategic advertising plan to take the firm to the next level. That meant adding TV advertising.

Working with us, Martz & Gailey recently launched a TV spot consistent with their long-term branding message, “Personal Attention in Personal Injury Law.” The spot shows people enjoying life, while being “embraced” by the security of a knowledgeable firm.

No huckstering. No ambulance chasing. Just pure brand awareness, softly served, differentiating them from all other personal injury firms. If the unfortunate should ever happen, viewers know Martz & Gailey will be there to help.

Posted on October 5, 2009 by Kristina.

I’m getting ready to leave tomorrow for the AIGA Make/Think design conference held in Memphis. The design conference celebrates design excellence, reinforces friendships and connections, and stimulates thinking about the critical issues that surround design practices.

As a designer, having the chance to attend an event like this is an outstanding opportunity. A four-day long conference which will revolve around absorbing, learning and stimulating my creative mind. Just to name a few of the people who will be helping me with this process are Stefan Sagmeister, graphic designer, typographer and founder, Sagmeister, Inc.; Michael Bierut, designer and partner, Pentagram; Ben Blumenfeld, communication design manager, Facebook; David Butler, vice president of global design, The Coca-Cola Company; Khoi Vinh, design director, NYTimes.com.

So, the question is how can I share this great experience with my fellow designers back home? Why, Twitter of course. What a great way to let all of the artists here at CH&B share in this stimulating learning process in a real-time manner. Throughout my four-day design extravaganza I will be using our CH&B twitter account to tweet about the things these inspiring speakers have to share and, of course, a few tweets about after parties, Graceland and Memphis BBQ will be thrown in just to keep things interesting.

Another great way to use the power of social media!