Hey did you see that? Isn’t that kind of reaction we all want someone to have when they see your dental billboard? But how in the world do you create or come up with a concept that’s memorable enough for people to remember to call you?
If you’re interested, we’ve actually found that there are seven secrets to creating a dental billboard that’s going to make people pause and take notice. Xaña Winans, owner, and CEO of Golden Proportions Marketing, the country’s most experienced dental marketing company in the United States, knows a thing or two about billboards. She’s worked with a lot of clients over the years and will be the first to tell you that billboards are great for brand awareness. (She also has a ton of tips about how you can get the most out of your billboard ad, but you have to press play to find out. Let’s just say there are seven rules you need to keep in mind.)
(P.S. The good stuff keeps on coming courtesy of your friends at GPM! This is the year you’re moving away from stale dental marketing and start fresh for the new year with a new personal playbook filled with custom monthly marketing strategies that work. Download your FREE copy of “The 2020 Dental Marketing Inspiration Guide” today to get started.
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Dental billboards are one of the hidden secrets to brand awareness for your dental office. There are good billboards, and there are ones that you forget the second you pass by. Want to know how to make your dental billboard memorable?
Hi, I’m Xaña Winans, the owner and CEO of Golden Proportions Marketing, the most experienced dental marketing company in the country, and we have designed a LOT of dental billboards over the years. Why?
Because billboards are great for brand awareness. Why is brand awareness so important? Think about it. If you’re a patient with a dozen potential dentists to choose from on Google, who stands out to you? The one with the most reviews is a good choice, but it’s also the office that you’re most familiar with, because familiarity, also known as brand awareness, invokes a feeling of trust. When it comes to choosing a dentist, trust is paramount.
To get the most brand awareness from your billboard, keep these seven rules in mind.
- Follow the rule of seven. If you can’t convey your entire message in seven words or less, choose another type of advertising. Drivers are flying by at 55 miles per hour (or 75 for someone like me) and their eyes are on the road. You have just a second or two of readability, so don’t make this a novel.
- Be obvious. A dental billboard is no place for a message designed to make you think deeply. Be direct, be clear, and be obvious about your product.
- Remember readability. This is no place for fancy fonts. Use large, readable fonts that can be seen from 500 feet away without a problem.
- Forget the phone. Nobody, and I mean nobody is copying down a phone number from your billboard, even if it’s positioned at a major traffic light. Your primary point of contact should be a memorable website address. If your web address is your name and it’s difficult to spell, purchase a memorable new domain for $12 a year and redirect it to your main website address.
- Have fun. Driving can get boring. Make yourself memorable with a funny twist, like we did with this implant billboard, or this sedation billboard. These were memorable enough that our original concepts of these two boards have been knocked off dozens of times!
- Kill the clutter. Don’t try to stuff all of your information on one board, no matter how much space you have. This is not the place for your credentials, photos of all the docs in the practice, or god forbid, bullet points of your services. One board, one message.
- Location, location, location. If a board is cheap, it’s because it doesn’t get a lot of eyeballs. Pay for prime locations with a lot of visibility; it’s worth it if you want brand awareness.
Keep in mind, dental billboards are not about making the phone ring. If you expect a surge in new patients, you’re going to be disappointed. Brand awareness is a long term game. You have to be committed and consistent, but it will improve recall of your brand, which can be a game changer when it comes to decision time on Google.
Looking for more ideas to market your dental practice? Download our latest e-book, the 2020 Dental Marketing Inspiration Guide. It’s full of tips and tricks to generate new patients and keep the ones you already have. Thanks for watching!