Campbell, Harrington & Brear

December 22nd, 2009
Posted By: Allan Pettit

In business, it helps to have your head on a swivel.

That’s how Preventech, a CH&B client that develops and markets preventive care products to the dental industry, became aware of important changes in the fluoride varnish category.

The category leader – with 82 percent share – was swallowed up in an acquisition and the new owners promptly released the leader’s sales force. Other brands had evident product problems or little enthusiasm for marketing.

Knowing the varnish application process is a pain for the dental hygienist, Preventech created Vella™, a fluoride varnish with innovative application tools geared toward simplifying the process.

Working with the client, we created a strong, differentiating ad message that sells simplicity and touts the way Vella eliminates problems common to the competition.

Continue reading “CH&B Staying Busy On The Launch Pad.” »

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November 16th, 2009
Posted By: Allan Pettit

Teeth-bleaching has been taking off. Yet studies show more than 80 percent of patients experience sensitivity during the bleaching process.

Market share for take-home products to treat that sensitivity is up for grabs. The category was shaken up following an acquisition, changes in distribution channels, companies losing focus and a general marketing malaise.

Preventech sensed an opportunity for a proven marketer to partner with supportive dealers to capture more of the market for the distributor network.

They developed and introduced Dayli, one of the only competitors to offer a colorless formula. CH&B took that advantage and helped to package it as a clear advantage for products used on teeth that are being bleached. Meanwhile, the business model clearly works too: Dealers sell to dentists who recommend Dayli at the point of sale.

As with Preventech’s other two launches (PediaGel and Vella) during an active seven-month period, CH&B helped to make it happen through strategic consultation, packaging, trade ads, a sell sheet, digital ads, web updates and PR.

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November 4th, 2009
Posted By: Allan Pettit

It was Election Night and Harry Ness was being interviewed by a TV newsperson regarding his freshly-minted victory in the race to fill one of two vacant seats in the York County Court of Common Pleas.

Asked how he managed to win, the candidate answered, “Good branding.”

That notion of “candidate branding” was especially important in this race. Nine candidates jammed the original primary field, and two of our candidate’s three opponents in the general election had previously run for judge. Certainly, they entered the race with better name recognition.

But no one had more experience – legal or court room – than Harry with his 32 years. We made that the heart of his campaign message.

Political candidate branding is particularly difficult due to the short time period allotted to build the brand image.  That’s why it is critically important to develop and execute a single, consistent graphic image and a simple, concise message – without wavering – over the length of the campaign.  It’s a strong brand-building model businesses should adopt as well.

Media tools used to accomplish our mission included outdoor, direct mail, radio, and new media, including a website, blog, email blasts and social networking.

CH&B has acquired a great deal of experience and expertise over the years in the marketing of political candidates.  From judgeships to mayoral elections, district attorneys to county commissioners, the blending of our creativity and strategic expertise with our knowledge of resource allocation and timing have helped us build a strong track record of winning, including some very difficult uphill battles.

We are proud of our success rate with candidate clients.

We’re also proud of Harry and our role in helping him get elected.  He will be a very good judge.

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October 21st, 2009
Posted By: Angela Wenner

Industry experts are projecting a 4.5 percent annual rise in U.S. demand for dental products through 2012, citing favorable population trends, continued interest in cosmetic dentistry and growing concern about overall good health.

Unfortunately, that rising tide won’t necessarily lift your sales. Markets don’t demand what they misunderstand … or, worse, miss altogether…

Download Our FREE White Paper On New Media Trends and Tactics

We’d like to help by offering you an informative free white paper on new media trends and tactics, titled “The Tooth is Out There.” It offers many ideas that might help you get started on the road to more effective marketing in this brave new world.

Continue reading “Dental Product Demand to Rise: We Can Help You Capitalize.” »

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October 14th, 2009
Posted By: Mel Campbell, Jr.

There are all kinds of weapons in the marketer’s arsenal. But for pure branding power, few deliver the goods like television. Its combination of sight, sound and “targetability” make it uniquely effective for building brand awareness, market share and geographic growth.

For years, the personal injury law firm of Martz & Gaily had confined its marketing to outdoor, radio and telephone directories. While all were effective, it was time to revamp the strategic advertising plan to take the firm to the next level. That meant adding TV advertising.

Continue reading “Building Brand Awareness 30 Seconds at a Time.” »

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October 5th, 2009
Posted By: Angela Wenner

I’m getting ready to leave tomorrow for the AIGA Make/Think design conference held in Memphis. The design conference celebrates design excellence, reinforces friendships and connections, and stimulates thinking about the critical issues that surround design practices.

As a designer, having the chance to attend an event like this is an outstanding opportunity. A four-day long conference which will revolve around absorbing, learning and stimulating my creative mind. Just to name a few of the people who will be helping me with this process are Stefan Sagmeister, graphic designer, typographer and founder, Sagmeister, Inc.; Michael Bierut, designer and partner, Pentagram; Ben Blumenfeld, communication design manager, Facebook; David Butler, vice president of global design, The Coca-Cola Company; Khoi Vinh, design director, NYTimes.com.

Continue reading “What a “Tweet” Idea!” »

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September 15th, 2009
Posted By: Allan Pettit

CH&B is delighted to announce the launch of the new Accomac Inn website.

The Accomac Inn, for decades one of Central Pennsylvania’s most elegant restaurants, needed a brand new website – one as fresh as the redefined Inn itself.

Not only had the Accomac renovated its interior, making it lighter, brighter and more welcoming, it had transformed its menu too, thanks to a whole-hearted commitment to serving only the freshest local seasonal fare.

Our job was to conceive, design and construct a website as appetizing as this new Inn experience. What we delivered is something that they will be able to savor for a long, long time.

While touring the site at www.accomacinn.com, take a moment to visit the blog. Not only does it enable the Accomac to inform its customers about a range of issues in real time, it also plays a big role in search engine optimization.

Continue reading “Scrumptious New Website For Gourmet Restaurant” »

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August 24th, 2009
Posted By: Allan Pettit

Calling it “a real game-changer,” Mel Campbell, president of Campbell, Harrington & Brear Advertising Agency, has announced a new partnership with Joseph Szala, one of the region’s leading experts in new media and web development.

Szala, who has been in web development since 1999, started Vigor, a branding, interactive and marketing firm, in 2002. More recently, he launched Blabberbug.com, a restaurant referral and members reward site.

Joseph offers the ability to code a robust website, design brands on a Madison Avenue level, and implement new media into an effective strategy.

More importantly, Mel says, Joseph has the ability to strategize in ways that turn social media tools into website traffic.

“We now have an inhouse expert who is second-to-none in new media, web development and anything else on the bleeding edge of 21st century communication technology,” says Mel.

Continue reading “New Partnership Puts CH&B “On Bleeding Edge” of New Media” »

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August 3rd, 2009
Posted By: Allan Pettit

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