While an orthodontic practice will not enjoy the same budget (Barbie’s marketing budget reportedly exceeded $100 million), there are still some helpful takeaways for your own marketing efforts.
1) Go BIG!!! Marketing is a numbers game, and you have got to try lots of different ideas to see what works best in your area. For the Barbie campaign, the cross-promotions and collaborations were too many to count.
Barbie’s signature pink ended up on Roku, Xbox, Airbnb, Bloomingdale’s, Hot Topic, furniture (Joybird), luggage (Beis), and more. Burger King even rolled out a “smoky” pink sauce for a special burger combo (only locations in Brazil got that one). Sadly, they did not name the pink condiment “Barbie Q Sauce” - feels like a missed opportunity.
2) Start EARLY!!! The Barbie buzz machine cranked out content for nearly a year before the film released. If you have a big event, like a patient appreciation day or annual community event, set the wheels in motion as soon as you can. Use different media channels to spread the word. If you do not have a big event, consider this your [massive pink] sign to start planning one.
3) Make it FUN!!! This can be challenging for orthodontic practices because your work is largely regimented, scientific, and technical. But people generally make purchasing decisions based on emotion, not logic. Being the best clinical orthodontist in your area is not a major draw for a lot of folks, especially if your competitors are having more fun at their offices.
Need a little help bringing some of that energy to your own marketing? KaleidoscopeAI™ can help with social media, website design, digital advertising, and even the slideshows on the TV screens in your office. Contact us today for a free consultation.