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Shared and About us Dental Life

How does your work life balance

impact your performance
New products Events

According to dentistryiq.com and

things changed a lot since COVID-19
started, a career as a dental hygienist
offers one of the best work-life
balances there is. But no matter
whether you’re just starting out in
your path as a newly-qualified RDH
(registered dental hygienist) or
Peer connection

Gray’s provides a
gentler cleaning
experience that
your clients will
notice.
✓ Cleans the most
difficult stains
✓ Reaches the most
Do your dental tools
stay comfortable for
your entire shift?

Owned media
whether you’ve done the job for difficult places
years, things can get on top of you ✓ Comfort handle for
and you can quickly lose the the longest shifts
wonderful work-life balance that first
attracted you to the role
The gentle client experience
The gentle client experience

Buy Now
Gray’s Dental Instruments
The gentle experience your clients will notice
Dental products Toronto 44,386 followers Gray’s Dental Instruments
The gentle experience your clients will notice
Dental products Toronto 44,386 followers

How work life balance impacts performance How work life balance impacts performance
According to dentistryiq.com and things changed a lot since COVID-19
According to dentistryiq.com and things changed a lot since COVID-19 started, a career as a dental hygienist offers one of the best work-life balances
started, a career as a dental hygienist offers one of the best work-life balances there is. But no matter whether you’re just starting out in your path as a newly-

White paper there is. But no matter whether you’re just starting out in your path as a newly- qualified RDH (registered dental hygienist) or whether you’ve done the job for
years, things can get on top of you and you can quickly lose the wonderful
qualified RDH (registered dental hygienist) or whether you’ve done the job for work-life balance that first attracted you to the role
years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role

www.grays.com

How does your work

life balance impact
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According to dentistryiq.com and According to dentistryiq.com and
things changed a lot since things changed a lot since
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Gray’s dental instruments

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About us Dental Life

How does your work life balance

impact your performance
New products Events

According to dentistryiq.com and

things changed a lot since COVID-19
started, a career as a dental hygienist
offers one of the best work-life
balances there is. But no matter
whether you’re just starting out in
your path as a newly-qualified RDH
(registered dental hygienist) or
whether you’ve done the job for
Peer connection

Gray’s provides a
gentler cleaning
experience that
your clients will
notice.
✓ Cleans the most
difficult stains
✓ Reaches the most
difficult places
Inform
1. Create an idea that attra Do your dental tools
stay comfortable for
years, things can get on top of you ✓ Comfort handle for
your entire shift?
and you can quickly lose the the longest shifts

consumers to drive mass

wonderful work-life balance that first
attracted you to the role

The gentle client experience

Gray’s Dental Instruments

The gentle experience your clients will notice
Dental products Toronto 44,386 followers

Marketers Guide to awareness and consider

How work life balance impacts performance
According to dentistryiq.com and things changed a lot since COVID-19
started, a career as a dental hygienist offers one of the best work-life balances
there is. But no matter whether you’re just starting out in your path as a newly-
qualified RDH (registered dental hygienist) or whether you’ve done the job for
years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role

www.grays.com

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things changed a lot since COVID-19 your clients will
started, a career as a dental hygienist
offers one of the best work-life notice.
balances there is. But no matter ✓ Cleans the most
whether you’re just starting out in difficult stains
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(registered dental hygienist) or ✓ Reaches the most
whether you’ve done the job for difficult places stay comfortable for
years, things can get on top of you your entire shift?

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and you can quickly lose the the longest shifts
wonderful work-life balance that first
attracted you to the role

The gentle client experience

Gray’s Dental Instruments

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The gentle experience your clients will notice
Dental products Toronto 44,386 followers

their
Marketers Guide to
How work life balance impacts performance
According to dentistryiq.com and things changed a lot since COVID-19
started, a career as a dental hygienist offers one of the best work-life balances
there is. But no matter whether you’re just starting out in your path as a newly-
qualified RDH (registered dental hygienist) or whether you’ve done the job for
years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role

www.grays.com

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dental hygienist offers one of the
best work-life balances there is.
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COVID-19 started, a career as a
dental hygienist offers one of the
best work-life balances there is.

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The CPD Standards Office is a unique organisation and was founded with the vision of understanding and enabling qualified RDH (registered dental
hygienist) or whether you’ve done
the job for years, things can get on
qualified RDH (registered dental
hygienist) or whether you’ve done
the job for years, things can get on

positive and successful CPD and learning experiences. As a highly specialised expert team, our university led research

Shared and
top of you. top of you.

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And you can quickly lose the And you can quickly lose the
wonderful work-life balance that first wonderful work-life balance that first

has equipped us with extensive expertise on all things CPD. attracted you to the role attracted you to the role

Gray’s dental instruments

Between the work of the Professional Development Consortium and the CPD Standards Office dual CPD research and
accreditation activities sharpen our knowledge and expertise. This enables us to work with individual coaches, training
providers, employers, and ‘membership organisation’s as a collaborative CPD network & community.

This factsheet will provide guidance on how to start using your CPDSO digital badge.

How to use your CPDSO Digital Badge

Consumer Journey 4. Use
Owned media “Please read and follow this guidance accordingly”

Repeat
As part of your awarded accreditation for CPD, you will be issued with a digital badge which you can use on
your social media platforms and for online purposes.

This badge can be displayed on the following online platforms:

Buy an ex
Your Company Website
$4.99
them
Twitter

Satisfied
LinkedIn

Facebook
Service Close 5. Delig
The CPD Standards Office
so th
PART OF THE PROFESSIONAL DEVELOPMENT CONSORTIUM LTD
Customer
Buy Now
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T: 0203 745 6463 W: www.cpdstandards.com
Factsheet 41: CPDSO Digital Badge – Rev 02/20
Subscribe Service
Behaviours

© Beloved Brands Inc, Graham Robertson

 Video
TV advertising
When to use TV advertising Cautions for using TV advertising
1. Ideal for mass awareness with sizeable budget 1. Production complexities
• Ideal at the attract stage. Despite declines media consumption over the past five • Easy to make a bad TV ad, difficult to make a great one.
years, TV remains a potent platform offering strong reach and frequency. Need 2. Extended lead times
considerable production costs, which can deter smaller brands. The high cost for
• Substantial planning and production time, making them less
both entry and sustained presence necessitates careful budget management,
adaptable to swift market changes. Less suited for reactive or
especially in light of potential escalation in production costs.
spur-of-the-moment strategies.
2. Visual demonstration of your brand is required 3. Advertising clutter
• TV has the unique blend of visual, sound, and dynamic elements makes it ideal for
• TV is saturated with commercials, leading to a high degree of
conveying intricate ideas, demonstrating product functionality, and stirring emotional
clutter. Ads need to be compelling or innovative.
responses. Optimal choice when a detailed explanation or illustration is needed to
communicate your brand message. 4. Special concerns for reaching under-40
3. Engaging live viewership • Shift to digital media: Younger audiences consume media
• Despite overall falling ratings, live events on TV continue to be a coveted space for through digital or Netflix, Amazon, YouTube, and social media.
advertisers due to the assurance of real-time viewer engagement. High-profile Therefore, relying solely on TV advertising misses a significant
events like the Super Bowl, Academy Awards, MTV Awards, or Olympics still attract portion of this audience.
substantial audiences, offering advertisers an ideal platform to showcase their • On-demand viewing: Younger viewers record or use on-
brands. However, they are extremely expensive and not always efficient. I would demand services and skip commercials.
recommend more for high profile brands who are looking to gain big/quick attention. • Fragmented viewing habits: Often multitasking across
4. Reach a specific consumer segment multiple screens or devices, diluting their attention and
• Appointment TV offers great opportunities for targeted ads on programs with reducing impact of TV ads.
dedicated viewerships, such as specific sports or home improvement shows, allow • Cost efficiency: Digital advertising often offers more targeted
brands to reach niche consumer groups. These programs are ideal for brand and cost-effective solutions for reaching this demographic.
integration through product placement or show sponsorship.
Billboard
Video Digital Display Ads
When to use Digital Display ads Cautions for using Digital Display ads
1. Targeting Specific Demographics 1. Ad Blockers
• Digital display ads can be precisely targeted based on a user's location, • Many users employ ad blockers that prevent display
demographics, interests, browsing history, and even their online behavior. Creative ads from appearing, potentially reducing reach.
can be adjusted to targets, locations etc. 2. Over-Saturation
2. Retargeting • Display ads are everywhere online, so there's a risk
• Digital display ads can help re-engage users who have visited your website or of users experiencing 'banner blindness', where they
interacted with your brand in the past. ignore these ads.
3. At any point during the consumer journey 3. Brand Safety
• Digital display ads can be used by brands to attract attention, trigger a consumer to • Ads appearing next to inappropriate or damaging
learn more, highlight a promotion at the point of purchase to trigger a sale, engage content can harm a brand's reputation.
consumers to repeat or build into a routine, and delight brand fans. 4. Click Fraud
4. Promoting a new product • Bots or fraudulent clicks can inflate metrics without
• Digital display ads can effectively generate buzz and excitement around a new driving real engagement or conversions.
product or service launch. Visuals can help potential customers understand the 5. Privacy Regulations
benefits of the new offering quickly. • Marketers must ensure they're complying with data
5. Part of an overall media plan privacy laws like GDPR or CCPA when targeting or
• Digital display ads can significantly enhance reach and effectiveness. When used in retargeting users.
conjunction with TV, the digital display ad can lead the consumer to a more immersive
and engaging brand experience. While TV helps drive overall awareness, digital ads
can drive immediate action like clicks, sign-ups, or purchases.
 Video
Digital Video advertising
When to use Digital Video ads Cautions for using Digital Video ads
1. Wide Audience Reach 1. Managing user comments
• Opportunity to reach a broad and diverse audience as YouTube has over 2 billion • YouTube allows users to comment on videos, which can sometimes
logged-in monthly users, making it an incredibly broad platform for reaching result in negative or harmful comments. This could potentially harm your
potential customers. For attracting attention, YouTube's wide reach and varied ad brand's reputation. It's important to actively manage your comment
formats (like skippable and non-skippable video ads, display ads, and more) can section and consider disabling comments if they become problematic.
help get your brand in front of more people.
2. Connected to bad content
2. Targeting Specific Demographics • Sure, YouTube’s community guidelines prohibit types of content,
• For brands with a very specific audience, YouTube ads can be set up based on including hate speech, violent or graphic content, and misinformation,
demographic information, interests, location, and more. however any pre-reel ads are at risk of being connected to a negative
3. Video-Based Product or Service news story or political angle you don’t want to be linked with.
• If your product or service lends itself well to video (e.g., it requires a 3. Measuring ROI
demonstration to understand, it's visually compelling), YouTube advertising can • Challenge to accurately measure ROI. While YouTube provides analytics
be a powerful tool. like view count, likes, shares, and watch time, connecting these to
4. Re-Marketing Purposes business outcomes like sales or leads requires careful tracking and
• If you want to reconnect with people who have previously interacted with your analysis. I’d recommend using YouTube to attract attention.
website or your own YouTube channel, YouTube ads offer effective re-marketing 4. Your own channel is time consuming
options. • Managing a YouTube channel can be time-consuming. Creating, editing,
5. Engaging Storytelling: and promoting videos, as well as engaging with your community, can
• If your brand has a compelling story to tell that works well in a video format, take a considerable amount of time. Growing a YouTube channel often
YouTube advertising can be an effective way to share it with a larger audience. takes time, and success can take longer than expected.
 Video
Your own Digital Video
When to use your own Digital Video Cautions for using your own Digital Video
1. Product Demos and How-Tos 1. Create community to drive views
• If your product requires demonstrations or explanations on how to use it, YouTube • Whether you are hosting on YouTube, TikTok, or your own
and TikTok are perfect platforms for this. How-to videos and product demos are website, you need to build traffic. You can create a specific
very popular, and they can help customers understand the value of your product or brand channel on the host or use social media to drive
service better. Create videos of different lengths and to different skill levels. viewers to the host.
2. Brand Storytelling 2. Invest in Quality and Consistency
• If your brand has a compelling story, YouTube can be a great place to share it. This • Invest in production quality and establish a look/feel
can help to create a deeper connection between your brand and your audience. consistent with the brand's image and messaging.
3. Educational Content 3. Provide meaningful content
• If your brand can provide educational content that's relevant to your product, • Avoid excessive promotional content and focus on providing
service, or industry, YouTube is a great place for that. Educational content can
real value to your customers and make sure that topics are
position your brand as an expert in the field and attract a larger audience.
relevant to attract viewers.
4. Customer Testimonials 4. Audience Engagement
• Positive feedback from happy customers can go a long way in convincing potential
customers. By showcasing these testimonials on YouTube, you can reach a wider • Manage viewer comments responsibly, while responding to
audience. feedback and criticism constructively.
5. Behind-the-Scenes Videos 5. Need to keep content fresh
• These types of videos can give a more personal, humanizing feel to your brand. • Regularly update video content to maintain audience interest,
Showing your audience what goes on behind the scenes, introducing them to your reflect current trends or news, and show that the brand is
team, etc. can help build a deeper relationship with your audience. active and engaging.
Billboard
Video Out of Home advertising
When to use Out of Home ads Cautions for using Out of Home ads
1. Raising Broad Awareness Limited Audience Targeting
• If your goal is to raise widespread awareness about your brand, product, or • OOH ads generally reach a broad audience, but lack precise
service, especially in a specific geographic area, OOH can be highly effective. targeting capabilities of digital ads. Choose locations to reach your
Billboards or transit ads, for example, can reach a wide range of consumers as target demographic, but less control over who sees your ads.
they commute or travel. High Costs for Prime Locations:
2. Launching New Products or Services • High-traffic locations like city centers, popular highways, or busy
• If you're launching a new product or service, especially one that appeals to a broad transit hubs come with high costs. Balance cost with potential reach
audience, OOH can create a big splash. Large format billboards or digital screens and impact.
in high-traffic areas can be particularly impactful. Keep message focused
3. Geographic specific events or businesses • Need to be simple and concise due to exposure time. A great
• OOH is great for promoting events or businesses in a specific locale. Street exercise is hold up the ad, count to 6 to limit the message you
furniture advertising (like bus shelters or benches) can target local residents communicate.
effectively. Excessive Production Costs
4. Supporting multichannel Campaigns • OOH ads involve design and production costs that make it a high
• OOH can work well as part of a larger, integrated campaign. For instance, digital impact, but low efficiency media. Digital formats are more cost
billboards can be synced with social media or mobile advertising for a coordinated effective, but you need high-quality graphics that stand out.
impact. Lack of Direct Engagement:
5. Context-Specific Messaging • Unlike digital media, OOH doesn't provide a direct channel for
• Some OOH formats can be very effective for context-specific messaging. audience engagement or immediate conversion (e.g., making a
Opportunity connect to purchase moment, such as retail, fast food, or convenience purchase or signing up for a newsletter).
brands, you can use OOH to trigger the need with consumers.
Long
VideoCopy Print Advertising
When to use Print ads Cautions for using Print ads
1. Targeting Mature or Traditional Audiences 1. Declining Readership:
• Print media like newspapers and magazines still hold sway with older • Print readership declining as digital media consumption rises,
demographics (50+) who are more accustomed to these forms of media particularly among younger demographics.
consumption. 2. Inefficient or expensive
2. Local Market Focus • Print can be expensive, for high-circulation publications or premium
• Local newspapers and magazines can be effective for reaching a specific placements. Costs include not just the space but design and
geographic market. If you are a local business or your campaign has a production.
regional focus, print advertising can work well. 3. Lack of immediate interaction
3. Industry-Specific: B2B, Healthcare • Unlike digital media, print doesn't allow for instant interaction or
• Trade magazines or industry-specific publications are excellent for reaching a conversion. Readers can't click a link to purchase a product or learn
niche audience with a strong interest in a specific field. more.
4. Long-form content 4. Difficulty measuring impact
• If your advertising strategy involves in-depth articles, guides, or content that • While some measurements are possible (like using coupon codes
the reader may want to save for future reference, print can be a good choice. unique to the print ad), it's generally more challenging to track the
5. Supporting multi-channel campaigns effectiveness of print advertisements compared to digital ads.
• Print can play a supporting role in an integrated marketing campaign. When 5. Excessive lead times
used in combination with digital, TV, and other forms of media, print can help • Print media often requires long lead times. Limits your flexibility to
to reinforce your message and reach different segments of your target respond to changes in the market.
audience.
 Building a fully integrated campaign

Explainer Video

Content Marketing
About us Dental Life New products Events Peer connection

How does your work life balance

impact your performance Gray’s provides a
gentler cleaning

Long
VideoCopy
According to dentistryiq.com and experience that
things changed a lot since COVID-19 your clients will
started, a career as a dental hygienist
offers one of the best work-life notice.
balances there is. But no matter ✓ Cleans the most
whether you’re just starting out in difficult stains
your path as a newly-qualified RDH Do your dental tools
(registered dental hygienist) or ✓ Reaches the most
whether you’ve done the job for difficult places stay comfortable for
years, things can get on top of you ✓ Comfort handle for
your entire shift?
and you can quickly lose the the longest shifts
wonderful work-life balance that first
attracted you to the role

The gentle client experience

Gray’s Dental Instruments

The gentle experience your clients will notice
Dental products Toronto 44,386 followers

How work life balance impacts performance

According to dentistryiq.com and things changed a lot since COVID-19
started, a career as a dental hygienist offers one of the best work-life balances
there is. But no matter whether you’re just starting out in your path as a newly-
qualified RDH (registered dental hygienist) or whether you’ve done the job for
years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role

www.grays.com

When to use Content Marketing Cautions for using Content Marketing

1. Building brand awareness 1. Quality over quantity
• For new brand or looking to enter a new market, content marketing can be highly • Creating a lot of content doesn't necessarily mean
effective in creating visibility and establishing brand presence. By creating and sharing you'll get better results. Content must high quality
high-quality, valuable content, the brand can attract and engage potential customers. and provide value to your audience.
2. Establishing thought leadership 2. Understand your audience
• Brand wants to position itself as an authority or thought leader, creating in-depth, • Conduct thorough audience research to understand
insightful content that showcases its expertise can provide value to its audience. Includes needs, interests, challenges before creating content.
blog posts, white papers, webinars, or research reports. 3. Send consumers to your website
3. Product or Service Launch • When sharing content onto media partner sites,
• Brands launching a new product or service can use content marketing to educate always send consumers to your own site.
audience about features, benefits, and use cases. Includes product demos, how-to 4. Avoid hard selling
guides, or explainer videos. • Content marketing is about providing value and
4. Lead Generation and Nurturing building relationships, not just selling. If your content
• Generate leads or nurture potential customers toward conversion. Create content to comes off as too promotional, it can turn off your
resonate with each stage of the customer journey from awareness to consideration, and audience. Make sure to strike a balance between
decision. promotional and informational content.
5. Customer Retention and Loyalty
• To retain customers and build loyalty, use content marketing to keep audience engaged
even after a purchase. Can include customer success stories, user-generated content,
loyalty program details, newsletters, and exclusive content for existing customers.
 Building a fully integrated campaign

Explainer Video

Building a Website
About us Dental Life New products Events Peer connection

How does your work life balance

impact your performance Gray’s provides a

Owned
gentler cleaning

Video
According to dentistryiq.com and experience that
things changed a lot since COVID-19 your clients will
started, a career as a dental hygienist
offers one of the best work-life notice.
balances there is. But no matter ✓ Cleans the most
whether you’re just starting out in difficult stains
your path as a newly-qualified RDH Do your dental tools
(registered dental hygienist) or ✓ Reaches the most
whether you’ve done the job for difficult places stay comfortable for
years, things can get on top of you ✓ Comfort handle for
your entire shift?
and you can quickly lose the the longest shifts
wonderful work-life balance that first
attracted you to the role

The gentle client experience

Gray’s Dental Instruments

The gentle experience your clients will notice
Dental products Toronto 44,386 followers

How work life balance impacts performance

According to dentistryiq.com and things changed a lot since COVID-19
started, a career as a dental hygienist offers one of the best work-life balances
there is. But no matter whether you’re just starting out in your path as a newly-
qualified RDH (registered dental hygienist) or whether you’ve done the job for
years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role

www.grays.com

When to build a Website Cautions for building a Website

1. Have a reason for consumers to visit 1. Quality of design & user experience
• In the digital age, your website often serves as a first impression for potential • A poorly designed or difficult-to-navigate website can deter visitors
customers and a primary source of information about your products or services. and create a negative impression of your brand. It's crucial to
2. High risk purchase - complex or high price ensure your site is visually appealing, intuitive, and user-friendly.
• The more complex or expensive the purchase, the more time investment consumers 2. Search Engine Optimization (SEO)
put towards search. A website can help answer consumer questions, provide product • Without proper SEO, your website and blog may not be easily
details that separate your brand from competitors, or help consumers engage. discoverable by potential customers searching online. It's essential
3. Engaging one customer at a time to understand and implement SEO best practices.
• For big ticket items, bringing the consumer to the website can lead them to engage 3. Content quality and consistency
with your sales team, through e-commerce purchase, online chat, direct call, or • To retain audience interest and improve SEO, it's important to
calendar appointment. consistently publish high-quality, relevant content. Failing to do so
4. Need for Increased Visibility can impact your brand's credibility and search engine rankings.
• If your brand needs more visibility online, investing in improving your website's SEO • Regulatory Compliance
and starting or updating a blog can help increase organic search traffic. • Security
• Mobile Optimization:
5. Customer Relationship Management (CRM)
• Capture visitor information, preferences, and behavior patterns to set up potential 4. Use of Analytics:
personalized marketing and sales strategies. A CRM program can track purchase • It's crucial to track visitor data and website performance to
history and customer behavior, facilitating upselling or cross-selling opportunities, understand your audience and make informed decisions. However,
and managing customer loyalty programs. misinterpreting this data can lead to misguided strategies.
 Building a fully inte

Organic Search (SEO)

About us Dental Life New products Events Peer connection

How does your work life balance

Earned
Video
impact your performance Gray’s provides a
gentler cleaning
According to dentistryiq.com and experience that
things changed a lot since COVID-19 your clients will
started, a career as a dental hygienist
offers one of the best work-life notice.
balances there is. But no matter ✓ Cleans the most
whether you’re just starting out in difficult stains
your path as a newly-qualified RDH
(registered dental hygienist) or ✓ Reaches the most
whether you’ve done the job for difficult places
years, things can get on top of you ✓ Comfort handle for
and you can quickly lose the the longest shifts
wonderful work-life balance that first
attracted you to the role

When to use Organic Search (SEO) Cautions for using Organic Search (SEO)
1. Creating a continuous presence 1. Time-Consuming
• Organic search is a fundamental component of your online presence where you • Organic search efforts, including SEO, are not quick fixes.
use an optimized website to be a constant cornerstone of your digital strategy. Considerable amount of time to yield results. Brands must be
Use content to attract potential customers who are searching for products or patient and consistently work on their SEO strategies.
services. 2. Constant search algorithm changes
2. New Content publication • Search engines frequently update algorithms, which dramatically
• When publishing new blog posts, articles, or other forms of content on your affect your website's rankings. Crucial to stay up-to-date with these
website, making sure to write it so that it is SEO optimized to make sure that changes and adjust your SEO strategy accordingly.
your content is easily discoverable through organic search. 3. Content quality and technical SEO
3. How-to-content • Regularly update your site with fresh content for SEO purposes,
• For complex or frustrating problems facing customers, where your services are a and make sure content is high-quality and provides value to your
potential solution. Could be direct product or services or an adjacent solution audience. Overstuffing your content with keywords can lead to
such as beauty tips for beauty brand, where to visit for a luggage brand, or food penalties from search engines. SEO isn't just about keywords and
menu items for a grocery store. Write as an expert advisor with key steps. content; technical aspects, such as site speed, mobile optimization,
4. Long-term strategy and secure connections (HTTPS). Neglecting these aspects can
• Unlike paid advertising, which can bring immediate traffic but only lasts as long lead to a poor user experience and lower rankings.
as you're paying for it, organic search is a long-term strategy. Building and 4. Over dependence on organic traffic
maintaining your site's organic search presence can bring continuous traffic to • While organic traffic is a key component of many brands' online
your site over time. success, it's risky to rely on it entirely. Diversifying your traffic
sources can help ensure stability and resilience.
Shared
Video User Generated Content
When to build User Generated Content Cautions for User Generated Content
1. Content curation and usage 1. Quality and Accuracy:
• UGC can be curated and shared on websites, blogs, or social media to provide diverse • UGC varies in quality, accuracy, and reliability. Not all will be
perspectives and engage the audience. Enhances content strategy by featuring user suitable or appropriate for your intended purpose. It's essential to
stories, experiences, and opinions. verify information and ensure that the content aligns with your brand
2. Community building values and guidelines.
• USG fosters community engagement and involvement. By encouraging users to 2. Offensive or Inappropriate Content
contribute their content, businesses and organizations can create a sense of belonging, • UGC can contain offensive, inappropriate, or objectionable material.
encourage user interactions, and strengthen relationships with their audience. Essential to moderate to filter out such content and maintain a safe
3. Product development and feedback and respectful environment. Implementing guidelines and
• UGC can offer valuable insights into customers' preferences, needs, and expectations. community standards can help mitigate potential risks.
By analyzing user-generated reviews, feedback, and suggestions, businesses can 3. Negative Reviews and Feedback:
improve their products or services, identify trends, and make informed decisions. • While UGC can provide valuable feedback, it can include negative
4. User support and knowledge Sharing: reviews or criticism. Be prepared to handle negative content
• UGC can serve as a resource for user support and knowledge sharing. Frequently professionally and respond appropriately. Use negative feedback for
asked questions, troubleshooting guides, tutorials, and user-generated tips and tricks improvement and engagement with your audience.
can be shared to help other users and build a self-sustaining support ecosystem. 4. Brand Reputation and Control:
5. Social Proof • When incorporating UGC, you relinquish some control over content
• UGC, such as positive reviews, testimonials, and user experiences, can serve as social that represents your brand. While this can be advantageous for
proof for potential customers. It builds trust, credibility, and confidence in the brand, authenticity, it also carries some risks. Monitor and moderate the
products, or services. content to maintain a positive brand image and protect your
reputation.
Shared
Video Social Media
When to use Social Media Cautions for using Social Media
1. Regular Customer Engagement 1. Reputation Management:
• Maintain a regular presence on its chosen social media platforms to stay relevant • Social media makes your brand more visible, but this also
and engage with customers. Posting content, responding to comments, and initiating means that any negative comments or reviews are
conversations keep engagement strong. Live events, trending topics, or popular publicly visible. How you handle negative feedback can
hashtags, relevant conversations, share your brand's perspective, or contribute significantly impact your brand's reputation.
valuable insights. 2. Requires Constant Monitoring:
2. Product or Service Launches • Social media never sleeps. To respond timely to
• Build buzz around a new product or service using teasers, behind-the-scenes comments, inquiries, or crises, your brand needs to
content, launch dates to engage your audience and get them excited about your monitor social media regularly. Time-consuming and
launch. Generate conversation around an event or promotion maximizes impact. require dedicated resources.
3. Customer Service 3. Potential for Missteps:
• Brands should be responsive on social media when customers reach out with • A poorly judged post or response can easily backfire,
questions, concerns, or feedback. Timely and helpful responses can improve damaging your brand's reputation. Social media is
customer satisfaction and show that you value your customers. immediate and unforgiving, and once something is
4. Crisis Management posted, it's tough to take it back even if you delete it.
• If a crisis or issue arises, social media can be an effective way to communicate with 4. Authenticity is Key:
your audience directly, clarify any misunderstandings, and manage the situation. • Users value authenticity and can usually detect when a
5. User-Generated Content brand is being insincere. Brands should strive to be
• Encourage and share user-generated content to build a community and is a great genuine and honest in their social media interactions.
way to engage with your audience.
Shared
Video
Retailer’s Media $4.99

When to use the Retailer’s media Cautions for using Retailer’s media
1. Promotional Campaigns 1. Brand Consistency
• Opportunity to amplify its reach and visibility to align marketing campaigns to • Retailers have their own strategy that may not align with your brand's
increase brand awareness and drive sales. identity. Ensure retailer's media maintains consistency with your brand's
2. Product Launches messaging, values, and visual identity.
• When introducing new products, retailer's media creates excitement and 2. Loss of Control
generates interest among the retailer's customer base. Retailers can feature • When using a retailer's media, the brand may have limited control over how
brand in their newsletters, social media posts, or dedicated product showcases, its products or services are presented and promoted. It's important to
providing valuable exposure. communicate expectations and guidelines to the retailer to maintain brand
3. In-Store displays and visual merchandising integrity.
• Merchandising and and visually appealing displays highlights a brand’s 3. Competing Brands
products, effectively capturing customers' attention at the point of purchase. • Your brand may face competition within the retailer's media and marketing
Adding claims can help close the deal. efforts, diluting your brand's impact. Make sure you differentiate your brand.
4. Online Marketplace Optimization 4. Pricing and Discounting
• If a brand sells its products through an online retailer or marketplace, optimizing • Retailers may engage in price discounting that could impact your brand's
product listings with high-quality images, compelling descriptions, and positive perceived value or undermine pricing integrity. Have clear pricing
customer reviews can enhance visibility and increase sales. Optimize the agreements to maintain consistency and brand value.
brand's presence can improve discoverability and conversions. 5. Limited Targeting
5. In-Store Events and Collaborations: • Retailers have a broad customer base, and their media efforts may not
• Retailers frequently host events or product demonstrations. Participating and always reach your brand's specific target audience. Retailers may not
leveraging the retailer's media coverage can generate brand exposure and always provide comprehensive metrics and analytics regarding the
connect with the retailer's customer base in a more personal and engaging way. performance of the brand's products or campaigns within their media.
Shared
Video Customer Reviews
When to manage Customer Reviews Cautions for managing Customer Reviews
1. Product or Service Launch: 1. No fake reviews
• After launching a new product or service, encourage customers to leave • Do not create or encourage fake reviews. It can lead to severe penalties
reviews or ratings. This can help build trust with potential customers and and damage to your brand's reputation.
provide valuable feedback for your brand. Positive reviews and ratings 2. Handling Negative Reviews:
can be utilized in marketing campaigns to provide social proof. This can • Negative reviews are inevitable, but how you handle them matters.
be especially useful when promoting a specific product or service. Always respond professionally, thank the reviewer for their feedback,
2. Building Brand Reputation: and try to address their concerns. Ignoring or deleting negative reviews
• Continuously collect and highlight positive reviews to boost your brand's can lead to further backlash.
reputation. This is an ongoing process and should be integrated into 3. Responses
your brand's regular operations. • Prompt responses to reviews are important so customers feel unvalued
3. Responding to Feedback and ignored. Avoid responding defensively to negative reviews.
• If a customer leaves a review, positive or negative, timely response is Important to take accountability, apologize when necessary, and show
essential. This shows customers that you value their feedback and are you are addressing the issue.
dedicated to improving their experience. 4. Encouraging Reviews
4. Sales Conversion • While it's good to encourage reviews, it's important not to pressure
• Use reviews and ratings at key points in the sales funnel. For example, customers. Reviews should be voluntary and not influenced by
including positive reviews on product pages, checkout pages, and in incentives that may bias their opinion.
email marketing can help convert potential customers into buyers. 5. Quality vs. Quantity
• A large number of reviews can be beneficial, the quality of reviews is
more important. Focus on providing an excellent customer experience
that naturally leads to positive reviews, rather than simply trying to
increase your review count.
Earned
Video Public Relations
When to use Public Relations Cautions for using Public Relations
1. Product Launches or Updates 1. Messaging Control
• When introducing a new product or a significant update to an existing one, public • In public relations, you can control the message you send out,
relations can generate buzz and awareness among your target audience and the but you cannot always control how it is received or interpreted
broader public. by the media and public. Misunderstandings or
2. Regular Brand Awareness misinterpretations can occur.
• Beyond specific events or announcements, a steady stream of press releases, 2. Crisis Escalation
media pitches, and other PR activities can keep your brand top-of-mind, inform the • If not handled correctly, a crisis can escalate and harm your
public of ongoing initiatives, and strengthen your brand reputation. PR is essential brand's reputation. A poorly worded statement or late response
when organizing events such as conferences, webinars, or fundraisers. It helps to can lead to backlash from the public or media.
generate interest, increase attendance, and maximize the impact of the event. 3. Negative Coverage
3. Crisis Management • Public relations also means dealing with negative coverage or
• Brand facing a crisis or a significant public issue, a proactive public relations publicity. If an unfavorable story surfaces, it's crucial to handle it
strategy can help manage the narrative, mitigate damage to your brand's reputation, tactfully to mitigate potential damage.
and communicate your response effectively. 4. Long-term Effort
4. Thought leadership/Reputation management • PR is not a one-off effort; it requires a consistent, long-term
• When your brand has unique insights or valuable expertise to share, public relations strategy to build and maintain a positive brand image and strong
can position your company leaders as experts in their field, enhancing the credibility relationships with media outlets.
and visibility of your brand. If your brand's reputation needs improvement, a 5. Replace with content marketing
strategic public relations campaign can help reshape public perception over time. • In the age of social media and online reviews, can we now
bypass the news media and use content marketing to manage
our own brand reputation and messaging.
 Media Cheatsheet
When to use Cautions for using
1. Ideal for mass awareness with sizeable budget 1. Production complexities
TV 2. Visual demonstration of your brand is required 2. Extended lead times
Ads 3. Engaging live viewership 3. Advertising clutter
4. Reach a specific consumer segment 4. Special concerns for reaching under-40

1. Wide audience reach 1. Managing user comments

Digital 2. Targeting specific demographics 2. Connected to bad content
Video Ads 3. Video-based product or service 3. Measuring ROI
4. Re-marketing purposes 4. Your own channel is time consuming
5. Engaging storytelling
1. Product demos and How-Tos 1. Create community to drive views
Your own 2. Brand storytelling 2. Invest in quality and consistency
digital video 3. Educational content 3. Provide meaningful content
4. Customer testimonials 4. Audience engagement
5. Behind-the-scenes videos 5. Need to keep content fresh
1. Raising Broad Awareness 1. Limited audience targeting
Out of 2. Launching New Products or Services 2. High costs for prime locations
home 3. Geographic specific events or businesses 3. Keep message focused
4. Supporting multichannel Campaigns 4. Excessive production costs
5. Context-Specific Messaging 5. Lack of direct engagement:
 Media Cheatsheet
When to use Cautions for using
1. Targeting Specific Demographics 1. Ad blockers
2. Retargeting 2. Over-saturation
Digital 3. At any point during the consumer journey 3. Brand safety
Display Ads 4. Promoting a new product 4. Click fraud
5. Part of an overall media plan 5. Privacy regulations
1. Quality over quantity
Building a fully integrated campaign
1. Building brand awareness
2. Establishing thought leadership 2. Understand your audience
About us Dental Life New products Events Peer connection

How does your work life balance

impact your performance Gray’s provides a
gentler cleaning
According to dentistryiq.com and experience that

Content
things changed a lot since COVID-19 your clients will
started, a career as a dental hygienist
offers one of the best work-life notice.

3. Send consumers to your website

balances there is. But no matter ✓ Cleans the most
whether you’re just starting out in difficult stains
your path as a newly-qualified RDH Do your dental tools
(registered dental hygienist) or ✓ Reaches the most
stay comfortable for

3. Product or service launch

whether you’ve done the job for difficult places
years, things can get on top of you ✓ Comfort handle for
your entire shift?
and you can quickly lose the the longest shifts
wonderful work-life balance that first
attracted you to the role

The gentle client experience

Gray’s Dental Instruments

The gentle experience your clients will notice
Dental products Toronto 44,386 followers

Marketing 4. Avoid hard selling

How work life balance impacts performance
According to dentistryiq.com and things changed a lot since COVID-19
started, a career as a dental hygienist offers one of the best work-life balances
there is. But no matter whether you’re just starting out in your path as a newly-
qualified RDH (registered dental hygienist) or whether you’ve done the job for
years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role

www.grays.com

4. Lead generation and nurturing

5. Customer retention and loyalty
1. Regular customer engagement 1. Reputation management
2. Product or service launches 2. Requires constant monitoring
Social 3. Customer service 3. Potential for missteps
Media 4. Crisis management 4. Authenticity is Key
5. User-generated content
Building a fully integrated campaign

About us Dental Life New products Events Peer connection

1. Have a reason for consumers to visit 1. Quality of design & user experience
2. High risk purchase - complex or high price 2. Search Engine Optimization (SEO)
How does your work life balance
impact your performance Gray’s provides a
gentler cleaning
According to dentistryiq.com and experience that
things changed a lot since COVID-19 your clients will
started, a career as a dental hygienist
offers one of the best work-life notice.
balances there is. But no matter ✓ Cleans the most
whether you’re just starting out in difficult stains

Website
your path as a newly-qualified RDH Do your dental tools
(registered dental hygienist) or ✓ Reaches the most
whether you’ve done the job for difficult places stay comfortable for
years, things can get on top of you ✓ Comfort handle for
your entire shift?
and you can quickly lose the

3. Content quality and consistency

the longest shifts
wonderful work-life balance that first
attracted you to the role

3. Engaging one customer at a time

The gentle client experience

Gray’s Dental Instruments

The gentle experience your clients will notice
Dental products Toronto 44,386 followers

How work life balance impacts performance

According to dentistryiq.com and things changed a lot since COVID-19
started, a career as a dental hygienist offers one of the best work-life balances
there is. But no matter whether you’re just starting out in your path as a newly-
qualified RDH (registered dental hygienist) or whether you’ve done the job for
years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role

www.grays.com

4. Need for Increased Visibility 4. Use of Analytics:

5. Customer Relationship Management (CRM)
 Media Cheatsheet
When to use Cautions for using
1. Creating a continuous presence 1. Time-Consuming
Organic 2. New Content publication 2. Constant search algorithm changes
Search 3. How-to-content 3. Content quality and technical SEO
4. Long-term strategy 4. Over dependence on organic traffic

1. Content curation and usage 1. Quality and Accuracy:

User 2. Community building 2. Offensive or Inappropriate Content
Generated 3. Product development and feedback 3. Negative Reviews and Feedback:
Content 4. User support and knowledge Sharing 4. Brand Reputation and Control:
5. Social Proof

1. Product Launches or Updates 1. Messaging control

Public 2. Regular Brand Awareness 2. Crisis escalation
Relations 3. Crisis Management 3. Negative coverage
4. Thought leadership/Reputation management 4. Long-term effort
5. Replace with content marketing
1. Promotional Campaigns 1. Brand consistency
Retailer’s 2. Product Launches 2. Loss of control
Media 3. In-Store displays and visual merchandising 3. Competing brands
4. Online Marketplace Optimization 4. Pricing and discounting
5. In-Store Events and Collaborations 5. Limited targeting
 We teach how the best marketers
think, define, plan, execute and analyze
Our marketer must look at the situation
and circumstances facing their brand

1 Strategic Thinking: Learn to ask the challenging questions by taking

Winning
a holistic look at your brand’s core strength, competitive landscape,
Strategic Strategic Positioning tightness of the consumer bond, and business situation.
1 2
What your What your
ThinkBox customers brand
Thinking 1 Core Strength
want does best
Statement
Consumer
2 Brand Positioning: Our brand positioning process starts with a
2

3 Competitor What your

4 Situation competitor
does best
consumer profile and uses a balance of functional and emotional
Measuring the brand love, to determine the
love, power and profit progress of the brand
benefits to find a winning space that is unique, motivating, & ownable.
strategic
Marketing Plan
Use the brand funnel to measure health thinking
Brand Plan GRAY’S
Cookies

3 Marketing Plans: The marketing plan as a decision-making to guide

• Brand funnels become thicker as the brand Brand Vision: Clearly state your brand’s long-term vision statement
becomes more loved. It’s not just about driving
Awareness particular numbers but about moving them from Analysis Strategy Execution
P&L forecast Key Issues Advertising
one stage to the next. Sales $30,385 1. What’s the priority choice for growth: find Use awareness to drive trial of the new Grays.
Gross Margin $17,148 new users or drive usage frequency among Target “Proactive Preventers”. Suburban working

Familiar • Awareness is never enough. Anyone can get that. GM % 56% loyalists? women, 35-40.Main Message of “great tasting

everyone who works on the brand. Learn how to write a brand vision,
Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control
Contribution Margin $6,949 focus and deployment be to drive our of your health”. Media includes 15 second TV,
Consideration is the point you start to see that your CM% 23% awareness and share needs for Gray’s? specialty health magazines, event signage, digital
3. How will we defend Gray’s against the and social media
brand idea starts to connect and move the Drivers proposed Q1 2014 ‘healthy cookie’ launches
Consider consumer.
• Taste drives a high conversion of Trial to
Purchase
from Pepperidge Farms and Nabisco? Sampling
Drive trial with In-store sampling at grocery,
• Strong Listings in Food Channels Strategies Costco, health food stores and event sampling at
• Exceptional brand health scores among Early 1. Continue to attract new users to Gray’s fitness, yoga, women’s networking, new moms.
• To drive trial you need to gain consideration first
purpose, goals, key issues, strategies and marketing execution plans.
Adopters. Highly Beloved Brand among niche. 2. Focus investment on driving awareness and
Purchase Inhibitors
trial with new consumers and building a Distribution
Support Q4 retail blitz with message focused on
(the brain) and then you need to move the • Low familiar yet to turn our sales into loyalty 3.
presence at retail.
Build defence plan against new entrants that holding shelf space during the competitive
• Awareness held back due to weak Advertising launches. Q2 specialty blitz to grow distribution at
consumer towards purchase and through the •
defends with consumers and at store level.
Repeat Low distribution at specialty stores. Poor
coverage. Goals
key specialty stores.

experience. Risks
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the core
Innovation
Launch 2 new flavors in Q4/15 & Q4/16.
• Launch of Mainstream cookie brands target. Monitor usage frequency among the Explore diet claims.
Loyal • To drive loyalty (the heart) you need to create •
(Pepperidge Farms and Nabisco).
De-listing 2 weakest skus weakened our in- •
most loyal to ensure it stays steady.
Increase awareness from 33% to 42%,
Competitive Attack Plan
experiences that deliver the promise and use tools •
store presence
Legal Challenge to tastes claims
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Pre Launch sales blitz to shore up all distribution
gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store
to create an emotional bond with the consumer. Opportunities
• R&D has 5 new flavors in development.
Focus for sales is to close distribution gaps
going from 62% to 72%.
sampling.
• Hold dollar share during competitive launch. Use sales story that any new “healthy”
• Sales Broker create gains at Specialty Stores
cookies should displace under-performing

4 Marketing Execution: Learn to write a creative brief, innovation

• Explore social media to convert loyal Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf. and declining unhealthy cookies.
following.

Beloved Brands

Marketing Marketing
The playbook for how to build a
brand your consumers will love.

✓ How to think strategically

✓ Write a brand positioning statement
The playbook for how to create a
brand your consumers will love

5 process, and sales plan. We teach how to make smart decisions on

✓ Come up with a brand idea
✓ Write a brand plan everyone can follow

3
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers !1

Analytics Plans
Beloved Brands is available on Amazon and Apple Books

execution around creative communication and media choices.

Creative Brief

5 Marketing Analytics: The deep-dive business review, to assess your

brand’s performance and set up smarter strategic thinking, looking at
the marketplace, consumers, channels, competitors, and brand.
4
Marketing
Execution
 Day Strategic Thinking Day Brand Positioning
1 and Analytics 2 to define a brand
Strategic Thinking Defining the consumer target
• How you think and decide. • Defining consumer needs.
• Elements of strategic thinking. • Consumer insights and their enemy.

Our Beloved Brands Using our Strategic ThinkBox • Building a consumer profile.
• Brand’s core strength. Building the brand positioning

Marketing
• Consumer strategy. • Functional benefits.
• Competitive strategy. • Emotional benefits.
• Situation strategy. • Features and claims.
Deep-dive business review • Final brand positioning statement.

Training
• Elements of analytics Defining the brand idea
• 64 best analytical questions • Brand Idea map to touchpoints.
• Finding the brand’s key issues. • Brand concepts, credo, story.

agenda
Day Building a Plan that Day Decision-making on
3 everyone can follow 4 Marketing Execution
Building the strategy Creative development process.
• Vision, purpose, values. • Marketing PlayBox.
• Analytical summary and key issues. • Writing the Creative Brief.
The topics we cover in each module • Organizing brand strategy statements. Advertising decision-making
of our marketing training Execution Plans
• Brand communications plans.
• Understanding Ads that get attention,
brand link, communicate and stick.
• Innovation plans. • Using our Creative Checklist.
• Sales, pricing, retail plans. • OmniChannel Media planning.
Brand planning process. Innovation decision-making
• Rough draft of plan. • Innovation planning
• Structuring the plan presentation. • Innovation process
• Building each strategic slide. • Using our Innovation Checklist
 The customer
is always right
85% of our reviewers gave
Beloved Brands a 5-star rating.
Readers tell us they reach for our
playbook a few times each week
to help them run their brand.
 We empower the ambitious
to achieve the extraordinary
[email protected]
416 - 885 - 3911