Case Study: Dental Supply Company’s Football Schedule Magnet Marketing Campaign
Company Overview: A Mississippi-based dental supply company sought a cost-effective marketing strategy to promote its brand to dentists across the state. Since dentists are busy professionals with limited time for traditional advertising engagement, the company needed a creative and lasting way to stay top of mind throughout the year.
Marketing Plan: The company identified a unique opportunity to leverage the popularity of college football in Mississippi by producing and distributing football schedule magnets featuring the schedules for both Ole Miss and Mississippi State. The goal was to provide dentists with a practical and frequently viewed item that subtly reinforced the company’s brand.
Implementation Strategy:
- Design & Production (May – June)
- The company worked with us to design a high-quality, visually appealing magnet.
- The magnet prominently displayed the company’s name, logo, website, and contact information.
- The design included the complete schedules for both Ole Miss and Mississippi State to maximize relevance.
- Procurement & Logistics (July – August)
- The company placed a bulk order for the magnets in May to ensure production and delivery by early summer.
- Distribution Strategy (August – September)
- The company included a magnet in every order shipped to dental offices throughout Mississippi.
- Additionally, magnets were hand-delivered to dental offices during sales visits.
- The campaign was reinforced through email marketing, informing customers about the inclusion of the magnet and its usefulness.
- Continued Visibility & Engagement (September – December)
- As football season kicked off, the magnets remained visible in dental offices, serving as a daily reminder of the company.
- Sales representatives received positive feedback from dentists who appreciated the convenience of having the schedule in their break-rooms and reception areas.
Expected ROI & Business Impact:
- Brand Awareness: The magnets ensured repeated exposure to the company’s branding, fostering recognition and top-of-mind awareness among dentists.
- Customer Retention & Engagement: Clients appreciated the useful gift, strengthening customer relationships and increasing the likelihood of repeat business.
- Sales Growth: The company observed an estimated 5-10% increase in repeat orders from existing customers during the football season.
- Cost Efficiency: The bulk purchase of magnets (approximately $0.50 per unit) resulted in an affordable promotional cost per client compared to traditional advertising methods.
Conclusion: The football schedule magnet campaign proved to be a simple yet highly effective branding strategy. By integrating promotional materials into existing shipment channels, the company minimized distribution costs while ensuring widespread exposure. Given the positive customer response and measurable impact on sales retention, this initiative continues to be an annual marketing staple for the company.
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