It should be no surprise to anyone that I actually watch TV commercials. And read print ads. I'll even quickly analyze a business card. I like looking at how people use graphics and try to convey a message. So when I get a door hanger ad on my door, sometimes I'll keep it because I like how they used the color, or maybe it was a die cut that caught my eye. I'll put off a bathroom trip if a commercial that makes me smile is on TV.
I'm particularly sensitive to noticing when people begin multi-media campaigns. I've seen it with local companies many times. First there may be a print ad or internet ad. Then maybe some radio ads and then a television ad. I can tell when a company is growing by its advertising campaign.
Recently, I was watching the morning news when a commercial for Southwest Dental Group came on the television. The spot centered on a grown son asking his parents about where he should take his family for dental services. His mother replied Southwest Dental Group since the family had been going there for years. My first thought was that the son should have known that and my second thought was that I doubt many grown men ask their parents for dental advice. But, the commercial mentioned their affordable dental plans so I tucked the information into my head since I thought my mom might be able to use it.
A few days later, a door hanger shaped as a toothpaste tube was on our front door. At 17 inches long, it commanded attention. I picked it up and started to analyze it. The name caught my attention – Southwest Dental Group. It was nicely designed and provided a lot of information without crowded the piece. There was an incentive, location, telephone number, list of services, office times, and financial information. I flipped it over and there was information about the affordable plans and a chart of the cost savings a plan can provide. The hanger clearly was an example of a print piece done well.
But more important, it was an example of excellent timing in a multi-media campaign. Within one week, I had two separate exposures to Southwest Dental Group. My awareness grew of their services and my trust grew because of the legitimacy of their ads. Remember, timing is key. Let each different ad you place, build on the ad before. When people start seeing you in a variety of mediums, you look like you are everywhere. And the consumers' awareness and trust soars.
