Treeline Dental Care shares the details of its approach to physical marketing – from posters and adverts to community engagement.
When the rest of the world is going online, taking what can be perceived as a more traditional advertising route might seem unusual. But Treeline’s approach to physical marketing is helping to build awareness and trust within the local community.
Using a programme of bus advertising and posters at tram stops, Treeline is managing to target just the right people, in the right places and with the right messages for that specific channel. This means that those who are not already aware of the dental group’s 14 practices throughout the East Midlands region can quietly absorb the messaging whilst they go about their daily life – waiting for a bus home.
The messages need to be single-minded and brief to engage. The focus recently has been on promoting Invisalign with a strong and intriguing ‘Your new smile awaits’ message.
Establishing credibility
Seb Perrin from Treeline’s marketing team at New Black Agency said: ‘Ads in places where people sit and wait are great places to communicate broad awareness messages designed to intrigue people who may not yet be patients. The spirit of these is different from the more specific treatment messages we might opt for in materials targeted at existing patients. The aim is to reach those who are looking for a trusted dental surgery, and recruit new patients.
‘These posters can also reach those who may not be active online, such as older patients or busy families. By placing marketing materials in local spaces, such as cafés, gyms and on message boards, the practice can reach potential patients where they already are. This hands-on approach helps establish credibility, encourages word-of-mouth referrals, and can drive direct action, especially if there is a call to action like a QR code.’
‘Strong local visibility and trust’
When it comes to communications with people who are already Treeline patients, the focus is to use ‘in-practice collateral’ that people who are visiting the surgery anyway can take away and read in the comfort of their own home. This information needs to be far more detailed and practical. However, Treeline also uses posters for waiting room walls. Again, the principle of giving patients the time to quietly absorb messages while they are waiting and in a state-of-mind that is receptive to new dental treatments, has proven to make people curious enough to ask their dental team for more information.
Treeline also invests in local sports sponsorships as a way of giving back to the community. This provides a good opportunity to build awareness and trust with locals. Specifically, Treeline has partnered with Sleaford Football Club and Keyworth Cricket Club to put their logo on shirts to build general awareness. At other events, the dental group uses branded pens and notebooks with the memorable Treeline logo as a leave-behind.
Dr Jimmey Palahey, co-founder of Treeline Dental, said: ‘For an SME dental group focused in one region, outdoor marketing can build strong local visibility and trust within the community. Unlike digital ads that can be easily ignored, physical materials like flyers, bus ads and tram stop posters can create a lasting impression.’
At the heart of local communities
Jimmy continued: ‘We are at the heart of our local communities. And this means we have a responsibility to give back to those we serve. One of the physical marketing activities I am always particularly keen to run is advertising to our military community. Treeline is able to offer priority care in our surgeries for service personnel and their families.
‘We are very proud to have recently achieved a Silver Award from the Armed Forces Covenant. For us this is our pledge that those who serve or have served in the armed forces, and their families, will be treated fairly and with respect. So ensuring that our outdoor ads are positioned where we know the British Army is present in Keyworth is key.
‘Our quirkiest example of outdoor advertising yet has to be our street art mural. We commissioned a new mural for an entire external wall at the Treeline Dental Suite in Sleaford. With a theme focused on improving overall wellbeing, this initiative brought-to-life by Peachzz Street Art has also been a way of supporting the local town of Sleaford in Lincolnshire.
‘Engaging the local community, both in terms of oral health care, but also endorsing local artistic talent are priorities for Treeline. It has also proved to be quite a talking point in the community!’
Discover more about Treeline Dental Care here.
This article is sponsored by Treeline Dental Care.
