The mobile denture repair van is an innovative solution that is becoming very popular now. At the same time such business requires development of the complex promotional strategy in order to achieve the loyalty of the customers who are used to the traditional denture services rendered in hospital.
The primary objective of the promotional approach is to communicate the advantageous of this service to the potential customers. The promotion campaign should be focused on the redirection of the loyalty of clients who are adjusted to traditional denture services. It is important to emphasize that this product is the effective solution to the healthcare dental problems of modernity. The means of achievement the advertizing goals should be formulated on the basis of the specific goals. The goals of the advertizing campaign may be defined as following:
It is important to describe the promotional activities to be done in details. The placement of advertising in the press media should be done in accordance with the preferences of the target audience.
The magazines such as Healthcare and beauty, Cosmopolitan, Children health should be involved for the needs of advertising campaign. These journals are published monthly, the cost for one page advertising constitutes 10000$, 20000$ and 1000$ accordingly. Therefore the total cost of advertising for the whole advertising company that will last approximately one year can be evaluated as 372000$.
Another means to be applied is the broadcasting. Thirty-second radio spots on WBAL-AM, with two ads during morning drive time and one during evening drive time; ads to run five days each week for first month and alternate every other week for five months; ads to run once each morning every other day during months six through 12. The total cost of this campaign is $208000.
For the purposes of this campaign the public relations is the key component to the achievement of the balanced advertising model. The personal selling should be implemented on the basis of establishing the advertising spots with the advertising brochures delivery. The target audience of the product is the clients of dental hospitals that try to save time on the dental services. The young generation is also the potential customers as they live fast and have no tome to keep health. To reach the target customers it is important to use the free media such as blogs involving the leaders of opinions. The video placed on the You Tube should be informative and easy to understand. The news report should be launched reflecting the efficiency of the advertized service.
The cost of advertizing campaign per customer should be calculated on the basis of the total cost of the advertizing campaign divided by the target audience to be reached. In general on the basis of previous calculation and analysis of the topic we can conclude that the total amount of the target audience is 1000000 people, nearly 50$ dollars per customer are needed to achieve the objectives of the advertising campaign. The various media should be employed to the process of the promotion.
References
Peterson, M. (2015). How to reach the target customers in healthcare. London: LNC.
Teen, D. (2016). The cost for advertizing in different media. Chicago: CP.
