#ThoughtLeaderThursday

On March 24, 2022, Script to Screen, a Direct-to-Consumer agency, held a #ThoughtLeaderThursday webinar. Script to Screen Co-Founder, Ken Kerry, interviewed Bob Molhoek, CMO of Dental Choice Holdings to discuss Direct Response Television and how storytelling can grow your brand.

Overview

• Why DRTV is essential for educating customers and how to break into retail
• Long form vs. short form content: which is right for your brand?
• The importance of channel diversity and media layering
• How to create problem-solution oriented content

Our Guest

As CMO of Dental Choice Holdings, Molhoek runs campaigns for AIRWAAV, Game On Mouthguards and CustMbite Dental Products. He is an experienced leader who has used his creativity, entrepreneurial spirit, and marketing expertise to help dozens of businesses and brands create momentum and marketplace success. Most of Molhoek’s career has been spent leading strategy and business development at agencies including Fallon, Olson, and SixSpeed or leading startup ventures with company exits totaling more than $300 million. He has worked on leading global brands or their subsidiaries including BMW, Nike, Target, Allianz, and UnitedHealth Group.

Discussion

Ken Kerry said, “Our discussion with Bob will highlight how he and Dental Choice Holdings have used DRTV brilliantly to garner record-breaking success for products such as AIRWAAV.      Direct response advertising can be the answer for similar products in various industries that will benefit from reaching the consumer quickly with vibrant and detailed visuals detailing new and innovative features.”

Bob discussed with Ken why a long-form, direct-to-consumer campaign was the perfect vehicle for their snoring device system. “It’s about the education of the product. In the case of the snoring device, not too many people are familiar with this type of system so we need to educate them by doing a long-form infomercial where we can explain our product and make the consumer fully aware of what they are buying.”

Ken asked Bob, “Why is DRTV an important part of the overall strategy of the company?” Bob said, “This goes back to education. A product like ours is more complicated and needs to be explained. That is why DRTV is a great platform to tell our story and drive sales.” Ken asked, “When looking at his in-mouth brand of products, is DRTV, Digital, and Amazon all within the goal to build the brand to get it to a big retail play? Is that the strategy?” Bob says, “Not necessarily. Target, CVS, and Walmart employees would need education on the products, which would be highly unlikely, therefore, the product would sit on the shelves. DRTV is the best platform for our products.”

Bob says, “Every dollar we spend is measured and we are looking for a return on ad spend in every channel to optimize the business to achieve profit growth that every small entrepreneurial business is looking for.”

Highlights

00.01  Introduction

02.15  Every dollar spent is measured

02.53  What roll do products play in the ultimate consumer’s life?

03.45  What channels should we invest in and how to market that product

06.45  Value equation is real when people understand it

09.48  The aspects of DRTV

10.36  The importance of contact

11.36  Outbound marketing

11.50  What’s working and what’s not?

13.02  You must have a compelling message

13.45  Closing remarks