Campbell, Harrington & Brear

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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