Ask yourself: How much should I invest in advertising and marketing?

The answer is 5% of gross sales.

A quick distinction.

Advertising is product placement:

we do whitening
we do veneers
we do same day crowns
we do short-term ortho
we do implants
we do sedation

We live in a world of advertising.

I dare you to spend just one day counting up the number of adverts you see as you travel through your day.

The number will be in the hundreds – and you will forget almost all of it – because it doesn’t EVOKE an emotional response in you.

And, by the way, the old ideas on advertising, especially on the internet, are now largely extinct.

We are entering a new world of social engagement and influence.

A new world of marketing.

Marketing is story-telling:

we helped Julie to enjoy her holiday because we whitened her teeth
we helped Sam to get through his interview because we improved his smile with veneers
we helped Laura to save time in her busy travel schedule with same day crowns
we helped John to find a new girlfriend with short-term ortho
we helped Sheila to enjoy her 25th wedding anniversary cruise with dental implants
we helped Frank to over come his fear and attend his daughter’s wedding with sedation

Real people – real stories.

This is where marketing happens and we remember the stories because they EVOKE an emotional response in us.

Forgive me – but charities don’t show pictures of lorries laden with stores – they show pictures of starving kids.

So the next questions for you to ask are:

How do I allocate my 5% between advertising and marketing?
How do I allocate my 5% between
word of mouth?
What exactly should my team be doing on a day to day basis?
How do we EVOKE?
How should we measure our ROMI (return on marketing investment) to ensure the best bang for our buck?
What exactly should we be spending our money on?
How can you help me with this and what will it cost?

Ask us.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.