• Low Tech Greeting Approach from Children’s Dental Centre of Irving Packs a Punch

    January 28th, 2012

    Avoid being all high tech.

    After speaking to a dental practice on the topic of Branding Inside, I was pleasantly surprised to receive this card from the staff of our client, Children’s Dental Centre of Irving.

    What made it stand out is that was a thoughtful physical card signed by the entire staff. Impressive.

    You might benefit from a few points from my Branding Inside presentation:

    KEY POINTS

    You have to know how to brand inside before you can expect anyone on the outside to appreciate your brand.

    Create memorable moments that build your reputation or brand.

    Ensure that those moments speak to what makes you’re brand uniquely valuable.

    Use messages, i.e. key words that capture your competitive edge.

    For example, if a customer calls with a problem, see it as an opportunity to go the extra step to deliver on what makes you special. A patient’s son broke his tooth, so just don’t say “The dentist will be back on Tuesday, and can see him then.”

    Rather, show concern, get details, offer immediate helpful information, and promise to contact the dentist for any further advice. The appointment may still need to wait until Tuesday, but the patient will see you in a much better way.

    Priscilla Vigliante-montgomery, who oversees marketing for the Children’s Dental Centre of Irving, is a rising star. Here’s just one example. During a meeting of the Women’s Alliance of the Greater Irving-Las Colinas Chamber of Commerce, a speaker asked: “What business are you in?”

    Priscilla’s response grabbed everyone’s attention and respect: “Creating healthy smiles.”

    What business are you in? How will you utilize a video marketing strategy to get there?

    Bob Kaplitz
    Senior VP- AR&D
    bkaplitz@ar-d.com

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