Ortho Technology - October 2018

MARKETING HORRO

A Lesson in What Not to Do

Every marketing professional wants their campaign to be memorable. They want consumers to take notice — or take the bait — and make their company a big profit. But sometimes, things don’t go exactly as planned. The campaigns below certainly won the attention of consumers, but in each case, what started out as a marketing dream quickly turned into a nightmare.

FIAT’S DIRECT MAIL DISASTER In 1992, women across Spain received anonymous letters inviting them to go on a “little adventure.” The letters stated, “We met again on the street yesterday, and I noticed how you glanced interestedly in my direction.” Fearing a stalker, many women locked themselves in their homes. A few days later, another letter arrived, revealing the identity of the “secret admirer” as the new Fiat Cinquecento. Yes, the creepy letters were part of a marketing campaign by the Italian car company. Fiat apologized and

ended the campaign after criticism from consumer protection groups, Social Minister Cristina Alberdi, and the 50,000 women who received the letters. KFC AND HOOVER CAN’T DO MATH A shocking number of companies hold giveaway promotions without calculating exactly how much they will cost. Here are a few examples.

Back when “Oprah” was the biggest show on television, KFC ran an ad

How Ultra-Guard Can Help Prevent Injuries

The moment the first fall leaf hits the ground, Americans all over the country start preparing themselves for something they have waited for since February. They load up their grills with juicy and delicious burgers and brats, they brush the dust off of their favorite jersey, and they plant themselves in front of the TV to spend hours yelling, cheering, or jumping up and down while watching some of the most action-packed competitions known to mankind. They are ready for football season. Whether you are a diehard NFL fan or you only catch glimpses of a game every once in a while, chances are that, as an orthodontist, you inwardly cringe when you consider how much damage a player’s jaw or teeth undergo during a single season.

While encouraging your more athletic patients to wear mouthguards is an important step, it is imperative that they know that not all mouthguards are made the same. The Ultra-Guard Mouthguard, for example, is specifically designed for athletes with braces. It protects not just the upper and lower teeth, but it also keeps the lips and cheeks from being lacerated should the athlete accidentally take a ball or an elbow to the face. Lastly, its shock-absorbing bite tabs lessen the chances of a concussion, which makes it a great option for athletes playing all kinds of sports. As an orthodontist, you know that all mouthguards aren’t created equal. If you want more information about ULTRA-GUARD before recommending it to your patients, visit our website at orthotechnology.com.

Of the patients you see every month, a large number are under 18 years of age, and of those younger patients, a vast majority will opt to play at least one sport in their high school years. The American Dental Association projects that one-third of all dental injuries are sports-related, and that the use of a mouthguard can prevent more than 200,000 oral injuries each year. Additionally, a study of high school athletes found that 75 percent

of injuries occurred during baseball and basketball practice, but 9 percent of all athletes suffered some type of oral injury. And 56 percent of all sports- related concussions were suffered when mouthguards were not worn. In this way, a mouthguard offers more than tooth and jaw protection; it can help protect against trauma that can be seriously devastating to young players’ brain development.

2 | www.orthotechnology.com

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