For the most part, dentistry is a commodity. They all fix mouths. That's it.
The marketing of individual practices can be very similar too. Generic newsletters, standard emails, the occasional snail-mail campaign, and the occasional free clinic to drum up leads. All good ideas, but nothing exceptional, and nothing unique to any particular practice.
Then along came Michael Zuk, a dentist from Red Deer, Alberta, who changed it all!
He paid $31,000 for a tooth that was once in John Lennon's mouth. Why, you ask, would someone do that, especially given that it can't even be verified as authentic?
In my opinion, it was genius!
Consider this: from this point forward, he's Alberta's most famous dentist. Everyone is talking about him. Some opinions may be negative, but they're still talking about him. More importantly, any time anyone in Red Deer decides they need a new dentist, Dr. Zuk will at least be mentioned or considered, if not recommended as a result of that fame. "You should check out the guy that bought Lennon's tooth!", they'll say.
Not a bad for $31,000.
Imagine an ad agency claiming that for a mere $31,000, an ad campaign will be conceived, developed and deployed, and it's guaranteed to result in the undisputed top brand awareness ranking in your category for as long as you're in business. Talk about blowing smoke! Dr. Zuk achieved that very thing in a matter of minutes.
If you're in a commodity business - or any business for that matter - stop marketing just like everyone else does. Do something unique. Something memorable. Something outrageous. It just might put you on the map for good.
- Do you agree? Or is he just nuts?
- What are some of the most outrageous, yet successful marketing stunts you can recall?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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