Issue 1 2006 - Insight
From Our Team to Yours
Welcome to the first edition of "Insight," the newsletter from GPM.
Why a newsletter? It's a great way for us to keep in touch with you and share information that we hope you will find educational, inspirational or just plain entertaining.
Marketing is exciting and ever changing. With this newsletter, we'll be able to keep you up-to-date on the latest innovations, share success stories and help keep your marketing on target and effective.
But there's another compelling reason as well. Getting to know us.
Our contact with clients is primarily limited to phone conversations and e-mails. Occasionally, our marketing managers have the opportunity to meet clients at trade shows, galas, extravaganzas, photo shoots and other events.
But the rest of the team - the designers, copywriters, media planners and office personnel - don't have the pleasure of making your acquaintance.
Through this newsletter, we hope to open the door to GPM, welcoming you in and helping you get to know each member of the team and what we do.
We hope you find this newsletter informative and fun, and as always, we welcome your comments and suggestions. Enjoy!
Inside this Issue
- Are You Costing Yourself $$$?
Learn how the pros make media work to your advantage. - Custom Photography
Showcase your work with our nationally published photographer. - Working with a Local Printer
Tips on doing it yourself. - GPM Team Update
Get to know us! - Designer's Corner
A spotlight on some of our best work.
Are You Costing Yourself $$$?
If you're planning and negotiating your own media, you are. You're thinking, "Come on, how hard can it be? It's just a signature on a radio or magazine contract."
If you're placing an ad here or there, you don't need professional media services. But if you want a plan for the year that reaches the most people in your targeted demographic for the least amount of money, you do.
What does a professional media planner offer?
Research The pros subscribe to national services that provide access to the latest ratings and rankings, audited circulation numbers, and more. By reviewing the media in your market, a planner can evaluate all your options and recommend the best media mix to reach the most people for the lowest cost.
Negotiation Typically, we save our clients an additional 25% or more on a contract. A well negotiated deal can get you bonus ads, better positioning and even free publicity.
Less Work for You When we handle your media, we do it all. You don't have to spend your time checking up on your ads. We confirm correct placement and billing. If an ad doesn't run correctly, we handle the make-goods. Working with us saves you time and money. It's a win-win!
Now that you have a better idea of the advantages, working with a professional media planner seems pretty smart, doesn't it?
Call GPM today to get started on a comprehensive media plan of your own.
Golden Nugget #1
Mothers want to see more real women they can relate to in advertising. Only 5% relate to women they see in the media right now. - Parenting Magazine, Nov. 2005
Put Your Patients Front and Center with Custom Photography
"Did you create this smile?"
It's a harmless question, but an awkward one to answer if you're displaying stock images of someone else's work.
You've done major cosmetic and restorative cases, and you'd like to do more. So why aren't you showing off your talents? Inviting, emotionally-driven photography of your work is a powerful tool for inspiring patients to move forward with treatment.
Unfortunately, it's not always easy to get those images. In-office studios often produce sterile, clinical images. Some doctors send their best "after" cases to local photographers. But it can be hard to get patients to go, and it costs up to several hundred dollars each time.
The Solution? A Custom Photo Shoot
Chris Stutz, our in-house photographer, is an expert at getting model quality images from patients. Custom shoot advantages:
- We shoot 9-12 patients in a single day, making the event easier to coordinate than arranging a dozen individual shoots with the local photographer.
- We arrange for a professional makeup and hair stylist to make sure your patients look beautiful.
- By shooting at a location (country clubs are ideal) we can create a diversity of looks (see the examples at right for the range of images from a recent shoot).
- In one day, we build a library of hundreds of custom images that you own for life.
- The shoot itself becomes a marketing tool. Patients feel honored that they were chosen to be photographed, enjoy the pampering, and are excited to tell friends about the experience.
These images can work for you in so many ways!
- Brochures
- Websites
- Print Ads
- Testimonial Albums
- Wall Prints
- Interactive Brochures
- DVD Presentations
- Direct Mail
- Magazines
- The possibilities are endless!
If you want inspiring images that represent your artistry, consider a custom photo shoot. Call GPM and find out how easy it is to get started.
Golden Nugget #2
Using e-mail marketing? Get to the point. Show savings in dollars, not percentages! 87% of women cite coupons and discounts as reasons they opt in to email promotions. - Lucid Marketing and Email Labs
Working with a Professional Printer
Occasionally, clients wish to print materials through a friend, patient or local printer. Here are a few tips to help you get a quality product:
- Larger printing companies tend to have higher quality presses for more detailed jobs.
- Smaller printers are meant for quick, lower quantity jobs where quality isn't critical.
- Sign off on a press proof before the job prints. If you notice something after the job has been printed, you're stuck.
- Be aware! Paper stock makes a huge difference in the end result.
- Higher quantity, cheaper price. Don't waste money on quantities less than 500.
- A problem with registration (how the color plates line up) can blur the text or images. A millimeter of shift can ruin the crisp look you expected.
The image you present should reflect the quality of care you provide. Don't just shop on price.
Golden Nugget #3
Men make decisions based on facts. Women focus on feelings and emotions. They want to know that coming to you for dentistry will be pleasant and rewarding.
One Baby, Two Weddings
and a Lot of Practical Jokes!
As a client, you don't get to see our team in action, so we wanted to give you a glimpse of the day-to-day life inside our office.
Jen, one of our marketing managers, is expecting her third baby this spring. We'll all be helping her clients while she's on maternity leave, but she'll be back in no time!
The team participated in the first annual GPM Office Olympics in January. Olympians competed in office chair races, alphabetizing job jackets, bubble wrap popping and more. Sarah, a talented designer, won the gold medal.
Amy escaped to the islands in March to wed fiance Shane followed by a reception at home. We also celebrated at Teia's summer wedding, and were named "most enthusiastic guests" by her family.
The highlight of our Christmas party was the revelation of an elaborate practical joke on agency owner, Xaña. A life-size cardboard cutout of her was taken on a national tour and documented with pictures. A scrapbook of her evil twin's travels was presented to her at the party.
Be assured, most of our time is spent working. But when you have a group of creative minds, mischief is inevitable!
Designer's Corner
Project: Direct Mail Magazine
Client: Dr. Joe Henry, Orange, CA
One of the recent projects of which we're most proud is the development of a magazine for Dr. Joseph Henry. We started with a custom photo shoot at his practice, where our photographer, Chris Stutz, shot amazing photos of patients, Dr. Henry, his team and their office.
We then designed the magazine, wrote the patient's true stories and added their beautiful photos. The result is a visually-stunning, emotionally-driven, educational, inspirational magazine that motivates patients to call and pursue advanced dental care. The magazine is such a powerful tool, consider doing one for your practice.
Golden Proportions Marketing Company - Providing services in Custom Cosmetic Dentistry Advertising, Marketing Plastic Surgery Practice, Medical Logo Design and Dental Office and Patient Marketing.
Dental Office Marketing
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