About:
Jensen Dental is a leading manufacturer of precious metal dental alloys in North America. They have been at the top of the alloy market; offering high-quality dental alloys at a competitive price for many years. Jensen Dental takes a great deal of pride in their alloys being strong and reliable, two things dental laboratories seek as the metal markets fluctuate on a yearly basis, influencing their buying patterns.
THE CHALLENGE:
Create a Great First Impression!
Jensen Dental needed a pre-approach brochure for their alloy product line that best represented Jensen Dental’s core mission: developing and selling quality, time-tested products backed by unparalleled personal and technical service. The purpose of the piece was to be a creative tool, emphasizing this philosophy and generating interest in their alloys while avoiding turning the piece into a more technical/educational pamphlet.
THE SOLUTION:
It’s All About the Details!
To the average person, close-up imagery of dental restorations can be off-putting. The dental technician however examines the images as if they are works of art. Using photographs of work done by their peers would appeal to the artistic nature of the dental laboratory market. I photographed several examples of restorations using Jensen Dental Alloys fabricated by some of the most revered ceramists in the industry. The marketing department came up with copy that was direct and to the point. Then I boldly used the imagery to stop the reader in their tracks and draw them into reading the brochure.
THE RESULT:
The first event the pieces were unveiled at was a large-scale industry tradeshow and they were a huge success; so much that there were no brochures remaining at the conclusion of the event. Technicians were stopping by the booth just to view the piece because it was completely different from anything on the market. The Jensen Dental Alloy brochure went on to cement the perception in the industry that Jensen Dental was knowledgeable, personable and dependable.
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