With more than 150 restorative composites on the market, dentists tend to stick with the same products they’ve been using for years. At the Midwinter Meeting of the Chicago Dental Society, the TPH Spectra® “Truth or Dare Challenge” gave dentists an opportunity to compare the handling characteristics of DENTSPLY’s universal, dual-viscosity composite against their current composite in a “blind” test. Sixty percent chose TPH Spectra. We also created a Challenge Kit for dentists to try in their offices, produced videos of actual dentists performing the Challenge, and built a microsite with complete product information and a Challenge sign-up form. Email, social media and print campaigns drive traffic to the site for a complete, 360° campaign.
The “try it for yourself” approach helped turn a declining market share into 1.1 percent growth, $2.0 million in incremental revenue, and the largest number of dental offices in more than four years purchasing the TPH Spectra restorative composite.
BMA B2 Award 2014, Best of Category: Marketing Activation
BMA B2 Award 2014, Award of Excellence: Integrated Communications Program
BMA Tower Award 2014, Bronze: Marketing Activation
BMA Tower Award 2014, Bronze: Integrated Communications Program $100,000 – $250,000
With new dental restorative composites oversaturating the marketplace, the tried-and-true TPH®3 band was losing market share. The Adventures of DDS Dan bring fun, interaction and intrigue to the often-stodgy dental products category – attracting younger dentists while re-engaging seasoned dentists with the TPH®3 brand.
Through integrated print, email, social media, digital and video campaigns, dentists follow graphic novel-like stories of intrigue in which DDS Dan, a “fixer” in the world of dentistry, solves a series of restoration challenges using the five benefits of TPH®3. The campaign drove thousands of views of the DDS Dan microsite, with the average visit at almost eight minutes. Traffic to the product website jumped by 34 percent, and sample requests increased by 11 percent.
BMA Tower Award 2013, Gold: Integrated Communications Program $100,000 – $250,000
The oil and gas industry is a crucial market for electrical and lighting products designed specifically for harsh and hazardous industrial locations. After a large restructuring of the brands offered in this market by the global giant Emerson, the division that manufactures these specialized products needed a comprehensive “playbook” to coordinate the efforts of marketers and salespeople across eight product brands as they pursue product specification in large, complex oil and gas projects.
We produced a 42-page PDF “playbook” that explains the market environment, opportunities and buying process, while giving representatives the knowledge and tools they need to tell the brand story to the right people at the right time. This informative, easy-to-use playbook provides the entire international sales team with the industry- and brand-specific knowledge they need to win in this technically demanding and competitive market.
BMA Tower Award 2013, Gold: Marketing, Brand and Communications Strategy
To demonstrate Schawk’s thought leadership and generate qualified leads, we developed a quarterly newsletter engaging with marketing topics of high-level, international interest. Each Patterns Report features six stories extensively researched and written by Symmetri and presented in a dynamic, sophisticated and readable format available as a PDF for easy download and sharing. The inaugural issue, covering market opportunities in China, achieved a high percentage of downloads by C-level marketers and delivered more than 14,000 extended impressions on Twitter.
BMA B2 Award 2012, Best of Category: Digital Marketing Tools
DENTSPLY Caulk’s new ChemFil® Rock is a temporary restorative material used in applications such as temporary crowns and fillings for primary (“baby”) teeth. While ChemFil® Rock offers cost savings comparable to other temporary materials, it provides easier handling and substantially greater resistance to wear and cracking. To introduce ChemFil® Rock and clearly articulate its advantages, we developed an integrated digital and print campaign that drove traffic to the product microsite for easy sampling and orders. We gave the product a distinct personality – optimistic, confident, charming, even witty – that overcame the reluctance of dentists to try new products. The campaign exceeded expectations by driving 700 sample requests in just 90 days.
BMA Tower Award 2012, Gold: Total Communications Program under $200,000,
Once known as a prepress agency, Schawk has grown to become an international provider of brand development and deployment services including brand strategy, design, photography, graphics workflow technology and more. Symmetri helped rebrand Schawk with a full relaunch of Schawk.com, a mobile version of the site, a new blog, a revitalized BrandSquare.com marketing community, aggressive social campaigns, pay-per-click ads, daily news-digest e-mails, plus complementary efforts in traditional media and public events. Copious original content, plus forums for internationally renowned experts to share their knowledge, helped drive a 45 percent increase in new business inquiries and $44 million in new business.
BMA Tower Award 2012, Silver: Total Communications Program over $500,000
Accurate Perforating needed a new website that would provide easy access to its full range of metal perforating and fabricating products and services while offering inspiration to architects and OEM product designers. Based on extensive input from Accurate and its customers, we built a site architected around three key client categories, providing easy access to galleries, samples, specs, ordering and support. The site is as informative as it is inspiring. And it’s actionable, with clear pathways that direct visitors toward further engagement that leads to quote requests and sales.
BMA Tower Award 2012, Bronze: Web Sites $25,000 – $50,000
Symmetri oversees the tight integration of all Schawk social media channels, ensuring optimum promotion, resource efficiency, and coordination of analytics. BrandSquare, powered by Schawk, provides a networking hub for marketing and branding professionals – offering news e-mails, monthly Live Session webinars, discussion forums and more. Our Twitter campaign for BrandSquare increased followers by 50 percent and gained 8.5 million extended impressions in just nine months, while helping increase daily traffic to BrandSquare by 139 percent.
BtoB Magazine Social Media Marketing Award 2012, Runner-Up: Best Use of Twitter