Orthotown March 2020 - 46

between two sample groups of the same
campaign-one group that gets just the
direct mail and other group that receives
the amplified effort. This is how we can
show the results of the amplification.
The mail-to-mobile technology uses
demographic information for the targeted
households to fi nd the apps they use most
often. In some cases, the digital offer
isn't really a direct response but helps the
campaign in a number of ways. To begin
with, the mobile advertising is building
brand awareness and increasing the overall
impressions that will drive a consumer to
act. It also drives consumers back to the
direct mail component. In marketing, it's
usually not one impression or tactic that
converts a customer, but a collection of
touches that over time drives the direct
response.

Going on display
Let's assume you choose to use the
direct mail campaign amplified with the
mail-to-mobile tool. You may still be missing
out on potential clients, regardless of how
targeted the outreach is. This is where
the display advertising component comes
into play. Whereas the mail-to-mobile

46

option targets specific households within
the geofence created earlier, the display
advertising component casts a wider net.
Think of this approach as being more
generic and less focused, from a platform
perspective. Typically, this strategy focuses
on a radius around the practice, then sends
targeted display ads on search engines to
everyone within that radius. Whether it's
Google or another search engine, ads will
pop up on the potential customer's mobile
device or computer, reinforcing your direct
mail message.
At fi rst glance, this strategy may seem
extremely random. In the business, we
often call this approach the "spray and
pray" strategy. However it's a concept
rooted in previous success. Every marketing
campaign wants to hit the potential client
at home. However, there may be times
when a potential client may not live in the
geofenced area.
As stated above, the target audience
for an orthodontist is parents of schoolage children. By adding this strategy to
your overall campaign, you can target
these families where they're most likely
to spend their time-and by doing so, we
can increase the impressions and build a

collection of touches. This strategy reaches
clients in places like sports complexes,
parks, schools- even their jobs. These are
ideal places to target parents with one or
more children who will likely be needing
orthodontic work.
The display ad tool reaches potential
clients where they work and play, not just
where they live. Think of it as another net
to catch the potential customer who might
have otherwise slipped away.
A bonus to combining the two amplification tools with the more traditional direct
mail is that it keeps a constant stream of
messaging to the potential client. This
drives up consultation scheduling, and also
helps to build brand recognition.
There are also opportunities to use the
digital tools to redirect the consumer to
other platforms. Depending on the practice's
goals, we can direct that mobile app or
website click to a handful of other options.
An orthodontist can send potential clients
to a scheduling page or an offers page on
their website-anything, really. The big
thing, particularly for orthodontists, is
just scheduling that consultation to get the
client to walk through the doors.

MARCH 2020 // orthotown.com

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Orthotown March 2020

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