So I was out today to get a haircut and I noticed a Dental office with the tagline “We Cater to Cowards”
I get that they’re trying to say they’re gental and take care of those who hate needles, maybe, but I think they really missed the mark here.
What do you think – Stupid Marketing or Smart Tagline?
As a self acknowledged coward when it comes to all things involving pain – I have to say that it works on me so it must be smart
An older relative of mine didn’t go to the dentist for over 15 years because of his experiences with a dentist who didn’t have a care for his pain level. He was finally coaxed into going to a dentist who advertised that very tagline and ended up spending well over $5000 in one year… so again, I’m thinking smart!
Kelly McCausey´s last [type] ..Do You Give Up Easy
Twitter: AngelaWills
says:
Interesting! I thought people wouldn’t like being called Cowards but there ya go, lol.
Also – I was thinking after I posted that it would be pretty cool if they played around with it. Like – they could have a big cut-out of the Cowardly Lion in the hall or front office saying ‘Hey ya Scardy-Cat, C’mon In!’
Good food for thought here A.
I can see where your original thought was going and normally would agree.
I intially wouldn’t think the term ‘coward’ is one I would use for marketing either however with it being used for a dental office where most, if not all, people equate ‘dental’ with pain, I can understand how using ‘coward’ might actually put you at ease and thereby consider using their services. As I thought about it, it worked for me! It made me feel that I, being the total dental pain coward that I am, might be treated ‘special’ because I’m a scaredy cat!
So IMO I think this tagline does work for them and is good marketing.
I love your idea of taking it further and expanding on the tagline with the Cowardly Lion cut-out!
I think it’s a clear attempt to see what their niche market wants/needs/desires and use their language to capture it. You may just not be their niche market, Angela – so you can just walk by. But for those people who are cowards when it comes to dentists – that’s probably how they think of themselves – and then the experience is – oh, man – you so get me….
Debra Russell´s last [type] ..For Sale
Twitter: AngelaWills
says:
Yep I’m pretty sure I’m not their market and I guess that’s why I personally would be offended by being called a coward, lol. Figure I’m pretty darn brave when it comes to needles cause they don’t scare me.
I’m glad I posted though – just goes to show when you call out to your market in the right way they really relate to what you’re saying.