Monday Morning Marketing Minute

Rankers and Trenders

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about rankers and trenders in radio and TV advertising. The vast majority of radio and television sales reps will come in and show you a ranker of how that station or program is currently doing. So, ratings come out multiple times a year depending on where you live and what market you’re in. And most of the time, they’ll give you what it is currently doing. Well, that’s important but the most important report is a trender. So, let’s say your market is measured 10 times a year. So there are 10 rankers individual. What a trender shows is all of them in a row. So you start to see trends. If you see 10 10 books ago or 10 rating cycles ago. A station was doing really well but for some reason each consecutive month afterwards or reading period it’s going down. That’s a trend that it’s probably going to continue to go down. Conversely you may see the trend go up. So, if the salesperson comes in and shows you rankers, be sure to ask them for a trend report as well. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

We have put the video production aspect of the Monday Morning Marketing Minute on pause until the present crisis passes. However, we will keep each of our subscribers updated with marketing and advertising knowledge they can use right now to maintain their practices.

As always, complete a contact form on our website with any specific questions we can answer.

Dental Advertising Regulations

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I’d like to talk about dental advertising regulations. As you all know each state is regulated by its own state board. What a lot of dentists don’t know however, is that they are ultimately responsible for their advertising message. They don’t get to say, I didn’t design the ad, the newspaper designed it or the radio station designed it. Ultimately, the dentist is responsible. I like to say there are cardinal rules in advertising in dentistry. While each board has different various rules, there are certain rules that all boards cover. One thing that you don’t want to do is project superiority. Do not say anywhere on your website or in your advertising that you’re the best, your team’s the best. Another thing is you don’t want to use the term pain free. One other thing is a lot of dentists are advertising sedation dentistry, whether it’s IV or Oral and they use the term sleep in their advertising. You cannot use the term sleep as it pertains to sedation in dentistry unless you provide general anesthesia. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620.RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about rankers and trenders in radio and TV advertising. The vast majority of radio and television sales reps will come in and show you a ranker of how that station or program is currently doing. So, ratings come out multiple times a year depending on where you live and what market you’re in. And most of the time, they’ll give you what it is currently doing. Well, that’s important but the most important report is a trender. So, let’s say your market is measured 10 times a year. So there are 10 rankers individual. What a trender shows is all of them in a row. So you start to see trends. If you see 10 10 books ago or 10 rating cycles ago. A station was doing really well but for some reason each consecutive month afterwards or reading period it’s going down. That’s a trend that it’s probably going to continue to go down. Conversely you may see the trend go up. So, if the salesperson comes in and shows you rankers, be sure to ask them for a trend report as well. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about how to accurately track your pay-per-click advertising using a mirror proxy of your website. What that is is an exact duplicate of your current website. The only thing that changes is the telephone number and the contact us goes through a different email source to your email. And the only people that can get to that mirror proxy server is from your pay-per-click advertising. And google actually prefers this method. You may have heard having two websites with the same data is a bad thing. In this case, the mirror proxy website isn’t indexed. So the only people that can get to it is from the pay-per-click advertising. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about one aspect of google analytics and that’s daily web hits. Where this becomes very effective for you is if you’re advertising let’s hypothetically say on TV. Two weeks a month. People are more likely to go to your website when they hear or see your message than to initially call you. Actually they’re far more likely to do it. So, one aspect of google analytics gives you the ability to see how many people have come to your website on a daily basis. Now, if you’re advertising two weeks a month. If you got those daily web hits for every day over the past month. During the weeks you were advertising, you should see spikes. And, if you see spikes in viewership that should translate to people calling. If not, you may want to talk your web people and make some tweaks to your website. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about billboard advertising. In our experience across the country, billboard advertising is very expensive compared to other advertising mechanisms. In addition, billboard companies try to get you to sign multiple month contracts. Which we don’t generally recommend because if the billboard doesn’t work, you’re stuck with that expensive piece of property. When it comes to creative, something we find when dentists buy billboards on their own, since it is so costly, they try to put as much stuff as they can on the billboard. Which isn’t what you should do. You only have two to three seconds to capture somebody as they’re driving past your billboard. So, less is more. Keep it brief and be concise. Two things that we find in dentistry that could be effective in billboards is emergency dentistry and geographic location. So, what I mean by that is if there’s a billboard a half a mile down the road from your practice. Just put your logo on there with an arrow pointing straight ahead and it’s a half mile down the road on the right. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about advanced ways to track. How each one of your advertising mechanisms is performing. Now, the vast majority of practices already ask, how somebody heard about the practice, when somebody calls to make an appointment. And that’s basically it. The reality of it is. If you’re doing multiple advertising mechanisms. Let’s say yellow pages, direct mail, you have a website and maybe you’re doing some radio advertising. That person who called, most likely probably said they saw you on the web because they heard and saw all your other messages and then decided to call you and looked you up on the web. And when the person asked them from the office how they heard about you, that was the last place they saw it or your number. So what we recommend is asking them that upfront but then coming up with a section or a form in your new patient forms that has all different types of media on it. Radio, television, direct mail, yellow pages, website. Things that you’re not even doing. Then, when they fill out their forms you ask them please check off all the places you’ve heard or seen our practice. So, they may check off website, oh yeah I saw the direct mail and I heard the radio ad. So that person who was originally giving 100 credit for the website, now gives 0.33 for the website, 0.33 of a new patient for radio and 0.33 for the direct mail. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about creative advertising during a pandemic. One of the things that you need to get across to all new potential patients is how you’ve increased procedures internally to ensure their safety, your safety and your team’s safety. One of the things that I highly recommend if that you modify that message is to use your patient communication system to get it out to your current patient base as well. It’s not only effective in attracting new patients but your current patients are also fearful about getting dentistry done during a pandemic. So use your patient communication system. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with today’s Monday Morning Marketing Minute. Today, I want to talk about television advertising. If you’re advertising on television, one of the most important things you can do is check your invoices. And what you want to check for is the exact time that each commercial ran. And the reason is, the vast majority of stations will place a lot of local advertisers commercials in the breaks. And the breaks are the sections between two programs. Example, if you’re targeting women and that program is on from 8:00 to 9:00 but the station has a program on from 9:00 to 10:00 that targets men. The break would be 8:59, 9:00 and 9:01. The problem is the audiences are in flux. A lot of women have left that program and a lot of men have come back, so you’re not actually getting what you paid for. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with today’s Monday Morning Marketing Minute. Today, I want to talk about cheap versus efficient. It’s human nature to want to try to get the best price you can for something when buying it. Well, that’s not always the best policy when purchasing media. An example, you’re looking at radio stations and one radio station costs fifty dollars per spot. However, each spot only reaches a thousand people. Conversely, station number two cost a hundred dollars but it reaches 10,000 people. That is much more efficient. Even though you’re spending more money. You’re reaching a lot more people per dollar. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620. RAMP (7267).

I’m Joe Barton from RAMP, the Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about media contracts. One thing you should never do with a radio station, TV station, cable station, any station, is sign an annual contract. For a couple of reasons. One is, normally these contracts come with packages. And the packages have a lot of spots included on them. Which turns out, to overall have a low spot rate but it’s not very efficient. It’s about being effective. The other reason is, if something isn’t working after a couple of months, you need the flexibility to be able to cancel that. That’s why as an advertising agency, we have the ability to cancel with two weeks notice. So should you. Make sure you get a cancellation policy and in any agreement that you place. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620.RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency, with today’s Monday Morning Marketing Minute. Today, I want to talk about keyword re-targeting. What it is, is when somebody types into their browser, whether it’s Yahoo, Bing, Google the best dentist in Philadelphia. They don’t have to do anything. They don’t click on anything. Keyword re-targeting knows that they typed in those words. Then, for the next 30 days, your ads follow them around the internet as they are searching for different topics. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620.RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency, with today’s Monday Morning Marketing Minute. Today, I want to talk about budgeting. The vast majority of companies in the United States allocate anywhere from five to ten percent of their gross revenue to advertising. However, in dentistry, that can fluctuate a little bit. An example is, if you live in a large city like New York and produce a million dollars a year. You’re going to want to be closer to the 10% because of how much media costs in such a large market. Conversely, if you’re a practice in Idaho Falls, producing the same million dollars because of the size of the market, you could probably do five percent or less. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620.RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with today’s Monday Morning Marketing Minute. Today, I want to talk about website re-targeting. Every day you have people coming to your website, looking for information. Some of them will call but a lot of them will leave and look at other websites because they’re in research mode. What website re-targeting does is, when somebody visits your site, whether organically or through pay-per-click, you drop a cookie on their device. Then, whenever they surf the internet they start to see display advertisements for your practice. One of the things we highly recommend and makes re-targeting more effective is to put an offer on there. Generally a new patient offer. To learn more about RAMP, go to RAMPresults.com or give me a call at 1.800.620.RAMP (7267).

Hi, I’m Joe Barton from RAMP, the Dentist Advertising Agency with today’s Monday Morning Marketing Minute. Today, I want to talk about Patient Reactivation. An effective technique we use that you can use as well, is Facebook. What a lot of people don’t know is if you get a list of your inactive patients with their email address and telephone number. You can run that through Facebook and they will tell you how many accounts of your inactive patient you can reach. Once you have that, just design a simple ad that has your logo and maybe we miss you and then start reactivating your patients. To learn more about RAMP, give me a call at 1.800.620.RAMP (7267) or go to RAMPresults.com.

Hi, I’m Joe Barton from RAMP, The Dentist Advertising Agency with today’s Monday Morning Marketing Minute. Today, I want to talk about websites. By now all of you have been told you need a mobile website. The reality of it is mobile websites are old news. What you need is a responsive design website. There are multiple size devices; from phones, to iPads, to laptops. What responsive design does, is it recognizes the size of the screen that’s trying to access it and it modifies itself. To learn more about RAMP, go to RAMPresults.com or call 1.800.620.RAMP (7267).

I’m Joe Barton from RAMP – The Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about tracking. In the world of dental advertising, the tracking cycle goes. How many people called from your advertising. Of those people that called, how many made appointments. Of those that made appointments, how much was presented? And then, how much was accepted? This is the most important part of your advertising because you can increase your revenue without increasing your advertising expenditure. To learn more, give me a call at 1 (800) 620-RAMP (7267) or go to RAMPresults.com.

Hi, I’m Joe Barton from RAMP, The Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about magazines. If you plan on buying magazine space on your own be very careful. The vast majority of magazines tries to sell their magazine based off of readership. Readership is a mythical number. What happens is a third party auditing bureau comes up with a number of how many different people read each individual magazine that’s circulated. Circulation is what you want to focus on. So, I’ve worked with a national magazine that says that their readership was 11 times. That means each magazine that they circulated was read by 11 different people. So, if their circulation was 100,000, they’re saying their readership was 1.1 million which is a little difficult to fathom. To learn more about RAMP, give me a call at 1 (800) 620-RAMP (7267) or go to RAMPresults.com.

Hey, I’m Joe Barton from RAMP – The Dentist Advertising Agency with your Monday Morning Marketing Minute. Today I wanted to talk about newspapers. The whole idea of advertising in the newspaper is to be seen but what most people do is buy a quarter page ad, a half page ad, or a full page ad and what happens if you buy a quarter page ad or a half page ad, the newspaper will most likely put other ads around you because it’s an even size. One of the things that we recommend all of our clients do is do an odd size. Newspapers have columns, a standard broadsheet newspaper has six columns across. What we recommend our clients do is buy five columns. This way it leaves it one column left and the newspaper ninety-nine percent of the time will put editorial there, finish a story. So at least you know the people that were reading that story will see your ad. To learn more about RAMP, go to RAMPresults.com or give me a call at 800-620-RAMP (7267).

Hi, I’m Joe Barton from RAMP – The Dentist Advertising Agency with your Monday Morning Marketing Minute. Today, I want to talk about GeoFencing. With GeoFencing we have the ability to put an invisible fence around a geographic area or even in an individual building. Once somebody enters that fence with their mobile phone we capture their mobile advertising ID without them doing anything. All they had to do is enter the fence. Then, we start serving them ads across the internet whenever they surfing the internet on their phone. One practical application in dentistry are our clients that want to attract cosmetic patients. In those cases what we do is geofence the plastic surgeon offices, the gyms, the yoga facilities, high-end retail stores, high-end cosmetic stores. Places people will go to who care about their appearance. Once we capture all those mobile IDs we then start serving them ads across the internet for cosmetic dentistry for that individual doctor’s practice. To learn more, give me a call at 800-620-RAMP (7267) or go to our website RAMPresults.com.

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