If you’re like most of my customers (and most of your customers), you’re probably taking a look at all of your expenses — including your marketing budget. A couple of years ago, perhaps, you could afford to spend money on things that might not work. Now, every dollar is precious. In a time when belt-tightening […]
Ed Ridgway is a marketing consultant to the dental industry. Based in Pennsylvania, Ridgway consults with dental practices all over the country. He also publishes a blog called The Dental Marketer. June was a rough month for many dentists. Some reacted by scaling back their marketing, and others stuck with the plan they had in […]
Years ago I was involved in the Portland launch of a mobile phone company called VoiceStream Wireless (now T-Mobile). The company was determined to make a huge splash. They opened a bunch of stores… spent an enormous amount of money on radio, TV, print, and transit advertising… rented Pioneer Square in downtown Portland for a […]