MASSENA, New York--Tri Hawk Corporation has unveiled a new multi-faceted corporate marketing campaign for its proprietary line of dental burs.
At the core of the campaign is a strategy to target only the most demanding bur users.
"Over the past 40 years, we have learned that many dental practitioners take the attitude that 'a bur is a bur,'" said Tri Hawk founder and CEO Gustel Fischer.
"More discriminating clinicians, however, are able to appreciate a bur that truly provides an unparalleled combination of cutting speed, user and patient safety, and resistance to breakage. Those are the people for whom Tri Hawk burs are designed."
This positioning is reflected in the company's new tagline: "For the bur connoisseur."
Key elements of the marketing campaign include: a more contemporary and distinctive logo, an expanded Web site that features a comprehensive online store, a new journal advertising campaign, an extensive catalog showcasing the company's product line and history, and a high-impact trade show booth design.
The company has also expanded its offering of diamond burs to complement its line-up of standard, surgical, and metal-cutting carbide and finishing burs.
The campaign was launched at the 2010 Chicago Dental Society Midwinter Meeting.
According to Scott Macdonald, Tri Hawk marketing manager for North America: "We could not be more pleased with the reception of our new campaign. Despite the still-recovering state of the economy, our show sales were the highest we have experienced in eight years."
Macdonald said Tri Hawk's new booth attracted exceptional traffic, and the new catalog received glowing reviews from both existing and new customers.
Tri Hawk's singular focus has always been designing, manufacturing and marketing the most effective dental burs possible.
"We have an intense passion for burs, for the simple reason that we consider them to be the most important instruments used by the dental practice," Fischer said.
In order to meet the needs of dental practitioners, Tri Hawk employs proprietary bur designs, metal blends and manufacturing processes, and even designs its bur-making equipment. Customer feedback and independent studies indicate that Tri Hawk burs provide a combination of cutting speed, strength, and safety.
In particular, Tri Hawk's TalonÒ metal- and crown-cutting burs feature an exclusive over-the-top blade design that allows the burs to cut not only horizontally but vertically. As a result, Talon burs are able to cut through even the most challenging materials.
For more information, call (866) 874-4295, or visit Tri Hawk.
To read more about Tri Hawk, go to Tri Hawk.
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