Smile Brands Meets Customer Acquisition Goals with Front-Door Marketing

NEWPORT BEACH, Calif., May 12, 2011 /PRNewswire/ -- PowerDirect Marketing today announced the successful deployment of the first front-door marketing program delivered on behalf of dental services provider Smile Brands Inc. As part of its "Smiles for Everyone®!" campaign, Smile Brands added front-door media to its marketing mix for an exceptional boost in customer acquisition. The test campaign, which was deployed in Colorado, achieved 30 percent ROI – twice that of the market's monthly direct mail campaign – recording a higher response rate, lower cost per acquisition and higher revenue per patient.

With a broad geographic reach and an array of affordable dental services, Smile Brands recognizes that the lifetime value of each customer is what keeps the company growing in some of the largest metropolitan markets in the U.S. As a result, marketing dollars spent are highly focused on customer acquisition and retention. Direct mail has delivered solid ROI but the company wanted to investigate new methods to improve results for both customer acquisition and driving traffic in selected locations throughout its 17-state foothold.

"Smile Brands operates on a consumer-driven retail business model and we have very well-defined expectations of our direct response efforts," said Rick Brown, senior vice president, marketing and sales, Smile Brands. "We are highly focused on reaching our particular customer segments with the right messaging at the right time, and have extended our brand by putting high-value offers directly in front of the potential patient."

With the Smile Brands' front-door marketing test attaining higher results than expected, it proved an excellent addition to the company's direct response strategy. Noting that the test campaign helped break through a crowded media landscape – communicating a strong sense of brand and maximizing the return on marketing investment – Smile Brands is preparing its next front-door marketing campaign with the help of PowerDirect.

PowerDirect's scientific approach has turned an underutilized tactic into a strategic channel that allows brands to bypass a crowded field of competitive messages and meet their best customers at the door. This highly-targeted medium is being used in a wide range of industries to deliver compelling direct response offers and is, in some cases, exceeding an impressive 20 percent response rate.

About The Science of Front-Door Marketing™

Incorporating quality at every phase, PowerDirect executes front-door marketing campaigns featuring targeted consumer profiling and geo-targeting, nationwide distribution, and guaranteed delivery auditing via GPS technologies. Strategic thinking and a scientific approach are deeply ingrained in the operations and data analytics used to define targeted recipients, developed by combining customer data with syndicated data from high profile sources such as MRI, Simmons, Nielsen Claritas and Experian. Precision targeting is supported by superior execution, auditing, monitoring and metrics. PowerDirect's scientific, technology-based approach enables a valuable strategic channel for Fortune 500 brands – hand placing an impression of quality in a location where residents interact with the message and have a high percentage of response.

About PowerDirect

PowerDirect offers technology-based front-door marketing services and strategies, developed to influence consumers through the uncluttered and highly-targeted environment of the front door. Nationally or neighborhood by neighborhood – advertising, coupons, product samples and promotional messages are delivered directly to the right door at the right time. Innovated as 'The Science of Front-door Marketing™,' PowerDirect achieves measurable results for its major brand clientele through technology-based processes and proven direct response tools and methodologies. PowerDirect's Fortune 500 brand and agency clients have access to relevant creative, precision targeting, superior execution, auditing, and verified delivery information. For more information, call 877-737-8977 or visit www.powerdirect.net.

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SOURCE PowerDirect

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