Category Archives: Offerings

The Power of a Smile

“Thank you,” she said to me as she sat on the steps, caressing her sore jaw.

“Me?” I said, turning to be sure she wasn’t talking to someone behind me, someone far more worthy of appreciation. “Oh, I’m just here to work with the media today.”

“Doesn’t matter,” she said, as her eyes welled with tears. “Every person here made this possible. I can’t thank you enough.”

This was the unexpected exchange I had with a woman at the South Carolina Dental Association’s Dental Access Days, a two-day free dental clinic that was held last month in Rock Hill, SC and sponsored by our client, Delta Dental.

Dental Access Days brought together 300 dental professionals from all over South Carolina, aided by more than 700 volunteers from the Rock Hill area, to deliver more than $1.2 million in dental services to more than 1,400 adults.

When I arrived at First Baptist Church Rock Hill that morning at 5:00 a.m., there was already a long line of people waiting outside. This line of 250 individuals had been pre-screened the day before and had already obtained a color-coded wristband that designated the type of dental procedure they were to receive.

Working with reporters on this side of the building for more than an hour, it wasn’t until mid-morning that I realized the “bigger” line was on the opposite side of the building. That line contained more than 750 people who had just shown up that morning, hoping to have a long-awaited dental procedure performed.

Many of these folks have been in pain for years. None of them have dental insurance. Many of them are out of work, or between jobs, or retired. Or their job doesn’t pay enough, and they have to decide between putting food on the table or getting a tooth pulled.

Dental students from the Medical University of South Carolina perform professional cleanings on patients.

Dental students from the Medical University of South Carolina perform professional cleanings on patients.

Whether they needed an extraction, a filling or a professional cleaning, it was worth it to them to wait in the dark, and eventually into the heat of the day, and in the rain, in the hopes of receiving care that they currently can’t afford.

It was a powerful scene, and one that became even more so as I moved inside to observe the church sanctuary/multipurpose room that had been converted into a full surgical theater. Rows and rows of dental chairs and equipment waited for the hundreds of patients, many of whom had driven long distances with high hopes that they would be able to get through the line before it was cut off.

The best vantage point was the stage at the front of the room, from which TV reporters and photographers set up their equipment to try and capture the sheer magnitude of the event. Everywhere you looked, you saw dentists, periodontists, oral surgeons, endodontists, dental hygienists, assistants and dental students as they worked patiently but swiftly to treat each patient, and then quickly move to the next one.

The view of Dental Access Days from the stage.

The view of Dental Access Days from the stage.

And here I was, the PR person whose job was to greet and escort members of the media and local dignitaries. I felt an incredible responsibility to tell the story of the dental professionals who so selflessly gave of their time and expertise to help so many strangers, as well as preserving the dignity of patients while capturing and sharing their powerful personal stories.

In addition to the woman who greeted me on the steps, throughout the day I observed patients crying tears of gratitude, hugging “their” dentist as they completed their procedures, and even taking photos with the person who had pulled their teeth!

Most people probably underestimate the value of a smile, but as one of the event organizers pointed out to me, a healthy smile can greatly increase someone’s self esteem, giving them the added confidence they need to go on a job interview or to otherwise get involved in their community.

“It’s not just about the dental work,” he said to me. “It’s about giving people their smile back, and helping them become contributing members of society.”

Including this year, Dental Access Days has provided more than 8,900 adults with $4.5 million in free dental care since the event’s inception in 2009. Delta Dental has a social mission to improve oral health in the communities they serve. Learn more at www.deltadentalsc.com.

Key Takeaways from Inbound 2014

The inbound marketing team just got back from Boston after attending Inbound 2014. The four day conference attracted 10,000 inbound marketing professionals from across the world, doubling its attendance record year over year for the past three years. This astounding growth is a clear indication of where the future of marketing is going. Thousands posted social media updates using the hashtag #INBOUND14, so we thought we would offer some highlights from the news feeds in this Storify.

How One Brand Ignited A Spanish Revolution

I have just returned from a life list vacation. Four days in Barcelona, four days in Madrid, four days in Valencia. I was overwhelmed with the immersion in history a trip like that provides; it’s simply impossible to wrap your head around tour-guide comments like during the Roman Empire and in the 8th century, after the Moor conquest. And yet history was there, in crumbling city walls and decaying columns and guarding gargoyles of every attitude and style. It was there—not a homework paragraph in a World History book, but carved in stones you could reach out and touch, rubbing your hands along the ancient surfaces.

 

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one of a thousand streets in the ancient city of Barcelona

 

There is this aged history you see and feel and know in all three of the cities we visited. What I found surprising—and, quite frankly jarring—is the contrast between this history and a distinctly 20th century art form wildly prolific there.

 

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Graffiti. Graffiti is everywhere. Graffiti is so profuse in these cities and along the rails as you travel by train it overwhelms the senses and seems to somehow leave Spain’s remarkable beauty in shadow.

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When I first arrived in Barcelona, I made my way through the city thinking:  Obviously the Spanish embrace graffiti as art. What a great example of the wonderful, easy-going European attitude! But it didn’t take long until a growing irritation began to color my thoughts.

How on earth did they let it go this far?

 

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Here’s what I have learned.

  • In Spain, graffiti is illegal and considered vandalism.
  • The graffiti movement is a counter-cultural revolution that began in the first years of Spain’s transition from a dictatorship to a democracy during the early 80s. According to Skate and Urban Street Culture Barcelona, “Young people began to write their names everywhere, on walls in the street, in the metro, wherever. The materials they used were from a view of nowadays rather rudimentary. Among them were ‘Edding’ felt-tips, shoe polishes and paint sprays. Also they made their own utensils, adapting for example pens with a wider tip using gasoline burners to create this effect or they prepared the nozzles of the sprays to achieve a wider marking style. During this time it was more common to steal the equipment from big warehouses, car shops or stationers. Today there are still some artists remaining that practice this kind of style.”
  • “The art form changed” in 1994 when a new type of paint spray can was developed specifically for graffiti writers and introduced by a company called Montana Colors.

According to the Montana Colors website:

In the early ’90s, graffiti was considered, by all of the American and European spray paint companies, to merely be an act of vandalism. It was of no interest to any of the companies, because it wasn’t yet considered to be profitable. At that time, the discovery of this passionate cultural revolution was what propelled the founders of Montana Colors to lay the groundwork for the creation of the first spray paint made especially for graffiti and, in that way, fill that hole in the market.

Today, Montana Colors is a major brand. Again from the website:

All brands have a path and a record in history, as well as an appellation of origin which guarantees its authenticity. Ours began 18 years ago in Barcelona, at a time when, after the launch of our first spray product, the word spread across Europe, and writers and artists from France, Germany, Switzerland, and Italy began to arrive to fill their car trunks with Montana and bring it back to their countries. From that moment up until now, the Montana Colors brand has expanded to a presence in more than 30 countries in the world and to 15 official points of sale: Montana Shop & Gallery, in cities such as Barcelona, Madrid, Valencia, Seville, Montpellier, Brussels, Amsterdam, Nottingham, Lisbon, Montreal, Tokyo, Buenos Aires, Rio de Janeiro, and San Paulo.

The root of the proliferation of graffiti in these ancient Spanish cities comes down to two things: (1) personal statements of rebellion and independence following a dictatorship, and (2) the introduction of a product that “filled a hole in the market.”

And if that’s not a statement about the cultural power of branding, I don’t know what is.

Calls are the New Clicks: Seven Secrets to Beating Competitors

MarketingProfs recently held a webinar called Calls are the New Clicks: Seven Secrets to Beating Competitors.

This informative webinar had so many interesting take aways, that we thought we would share.

  • More smartphones means more mobile searches
  • These will pass desktop searches by 2015
  • Tapping on a click-to-call link is easier and faster than filling out a web form on a smartphone
  • Google says 70% of mobile searches have clicked “call button”
  • 61% of mobile searches result in a phone call
  • Clicks are easy to track and manage

Secret #1: Track the Source of Inbound Calls

Track calls back to the exact source that originated them- and through to revenue; works for any marketing source.

Knowing what keywords, PPC ads, and landing page variations lead to calls and sales improves bidding and ROI

Secret #2: Assess your expected traffic for most appropriate segmentation

Evaluate what kind of traffic you are bringing in and by what means

Secret #3: Measure revenue from PPC not just conversions

Not all calls are high-quality sales leads

Optimize campaigns on sales, not clicks

Measure ROI by revenue generated, not raw lead totals

Secret #4: Segment your data to identify key insights about performance

Secret #5: Analyze Clicks and Calls Together in Universal Analytics

You can add mobile analytic data to Google Analytics

Secret #6: Messaging to Improve Call Response

Ad Copy = The gateway to your customers

As you continue with your tests, whether testing your creative or your landing page, segmenting your call traffic allows you to make a fuller comparison of actual call performance.

Secret #7: Marketers Should Control How Calls From Search Are Routed

What are you doing to make the phone ring?

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Spirit of the Lowcountry In New Spots

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Went in search of some Lowcountry soul and met great folks with unique perspectives on patient care at Beaufort Memorial Hospital.

Hope to have done both justice with these new spots.

 

Suzanne Larson from Michael Powelson on Vimeo.

 

Mike McCarty from Michael Powelson on Vimeo.

 

Jo Anne Tudor from Michael Powelson on Vimeo.

 

Special thanks to director Joanne Hock and GreyHawk Films, our partners in crime on this rewarding project.

 

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