FuelNet presents a case study on how one smart growing business, in an effort to boost its brand identity and inspire customer loyalty, improved its waiting-room experience.

PROBLEM: Parents normally choose pediatric dentists for two reasons: the special care they provide to children, and their reputation. A third possible reason could be how much their child likes the waiting rooms. Dentistry for Children, a practice in Lexington, Ky., met all the key criteria but still had trouble differentiating itself from the competition.

Learn more about Internet brand building by downloading a free report now. Get your very own copy of 4 Powerful Tips for Internet Brand Building without cost or obligation.

SOLUTION: To spark interest and inspire customer loyalty as part of its brand-building strategy, Dentistry for Children purchased a ride-on carousel horse from Kiddie Rides USA for its waiting room. It has definitely done the trick. “Every person who walks through our door comments on our carousel,” says Bea Burman, marketing director at Dentistry for Children. “The kids jump on as soon as they enter.” There are as many children who get upset because they don’t want to leave as there are kids who are scared about their first visit, she adds.

Parents agree the carousel is a great way to keep the children occupied while waiting, helping to get their minds off being at the dentist. Kiddie Rides originally marketed the horses as vending machines to provide revenue for enterprising entrepreneurs. But at Dentistry for Children, they provide far more than just the quarters in their coin box. They’re a creative tool for building brand awareness. “The cost was something we had to think twice about, but the horse has been such a great asset to our office we just couldn’t do without it now,” Burman notes. “We have offices in other locations, but many children come to this particular location just for our carousel.”

Permalink: http://www.stepbystepmarketing.com/?p=1947