Welcome to LMTmag.com, the social and information hub of the dental lab industry. Connect with industry peers and vendors, ask questions, sign up for events, review products, read LMT articles and industry news and more!
If your laboratory routinely uses a particular product and you are interested in keeping your advertising costs down, co-op ads may be an ideal option. Just as the name implies, in co-op advertising a laboratory and manufacturer or distributor jointly finance ad costs. The manufacturer or distributor benefits by a having a laboratory promote its product, while the laboratory simultaneously advertises its name.
In a recent co-op effort in Contemporary Esthetics, Billy Drake, owner of Drake Precision Dental Laboratory in Charlotte, North Carolina, inserted a reply card next to a manufacturer's ad. The ad promoted the product, while Drake's card let readers know his laboratory provided the service that uses that product and offered free information. Drake paid $4,000, which was the total cost of designing, printing and placing the card.
Drake also recently participated in a co-op ad with five other laboratories and one manufacturer. "The labs are geographically noncompetitive," says Drake. The ad, which listed all six laboratory names, ran three times and cost a total of $7,500. The manufacturer picked up half of the tab; the six laboratories split the remainder. As a result, Drake paid just $600 to have his laboratory advertised three separate times.
© 2015 LMT Communications, Inc. · Articles may not be reprinted without the permission of LMT
Nothing has yet been posted here.