Objectives & Marketing Strategy

Introduce the Novus product to practitioners and consumers with the intent to create brand awareness and generate inquiries for consultations in the Houston market.

Marketing Strategy:

Introducing Novus to the market successfully will require educating two different target audiences; practitioners and consumers. Each has a different motivation for engaging with the product. As a result, the messaging and benefit statements should be uniquely tailored to each audience.

The client suggests running campaigns in the Houston market, as they have distribution resources available in that geographic area. Green Dot recommends using social media channels, specifically Facebook, to run ad campaigns featuring image based ads, and video ads about the product, and customer and practitioner testimonials to educate and engage the audience.

Green Dot will place the phone number directly on the video and image based ads to ensure seniors can convert without first going to the Novus website – right from their mobile device. Ads targeting practitioners will can also include a phone number, but will be more focused on earning a click.

Consumer traffic resulting from the ad campaigns will be directed to a new website for Novus showcasing the product’s benefits by presenting the video content. Practitioners on the other hand will be directed to a landing page presenting the business side of the Novus product line. From this page, practitioners will be able to link to the main Novus website for more information about the product.

Nurture campaigns that educate both practitioners and consumers will play a key role. Since this technology is new to the marketplace, informing prospects about the benefits, and establishing Novus as a leader in the space requires detailed information. Blog posts on the Novus site are the ideal solution. They can be shared on social media channels to drive traffic to the website. And they can be segmented by audience type, so posts about comfortable dentures can be shown to consumers, and posts about the technology and business advantages can be shared with practitioners.

In addition, email marketing to practitioners can add value as well. Green Dot recommends asking practitioners for their email address in return for updates and product info. Over time, this list could be used to promote upcoming conferences, new product announcements and expansion into new markets. Green Dot can also create promotional emails to help engage practitioners.

We will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while creating brand awareness and growing your social audience.