…………………………………………………………………………………………………………………………….
With Bynum Dentistry, what we saw was a successful dental practice combined with a CEO who is both highly visible in the region and recognized as a progressive leader and trendsetter in his industry. From the design of “thinking outside the box” dental studios to speaking engagements with dental professionals across the county, Matt Bynum strove to take average dentistry to a whole new level.
However, his original brand was never reflective of his exceptional customer service, his clientele, or the impact he has on clients’ lives. Overall branding methods did not set the practice apart from other dentists in the region. Instead of merely focusing on changing their clients’ smiles, as many of his colleagues were, Dr. Bynum focused on changing their lives. In order to effectively market this campaign, we needed it to both grab attention and evoke curiosity. By developing a stirring marketing strategy that stood out and played off of, not only the celebrity of the CEO, but also put the clients in the spotlight, we were able to embrace the total vision of Bynum Dentistry.
By placing clients in a center stage role, we were able to develop the “Rock Star Smiles” campaign. Developing the idea that every touch point with the client became a marketing opportunity, everything from billboards, business cards, and even appointment reminders in the form of rock concert tickets, connected clients with the rock star experience. In this manner, Bynum Dentistry became associated, not just with great dentistry, but with a personal touch and putting their clients on stage as the star.
