Marketing Invisalign: From Alpacas to Braces

The chapter covers a range of topics from owning an alpaca pet named Parker to reminiscing about braces as a teenager and delving into the digital marketing strategy of Invisalign. It discusses the challenges of marketing a considered purchase like orthodontic devices, the differences between Invisalign and traditional braces, and the timeline of decision-making for teens and adults. Additionally, it explores the division of the digital marketing budget between B2C and B2B strategies, the main ingredients of a B2C media plan, challenges in engaging on Pinterest, and the approach to measurement in marketing.