Tri Hawk Unveils New Marketing Campaign

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Dental Bur Innovator Targets “The Bur Connoisseur”

MASSENA, New York—March 10, 2010—Tri Hawk Corporation recently 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; a greatly expanded website featuring a comprehensive online store; an all-new journal advertising campaign; an extensive catalog showcasing the company’s unique 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 extensive line-up of standard, surgical and metal-cutting carbide and finishing burs.

The campaign was launched successfully at the recently concluded 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.” According to Mr. Macdonald, 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, which the company says gives it a significant edge over competitors that produce a wide variety of products. “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,” says Mr. Fischer. In order to meet the needs of the most exacting dental practitioners, Tri Hawk employs proprietary bur designs, metal blends and manufacturing processes, and even designs its own bur-making equipment. Customer feedback and independent studies indicate that Tri Hawk burs provide a combination of cutting speed, strength and safety that is unmatched in the industry.

In particular, Tri Hawk’s Talon® 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 well. As a result, Talon burs are able to cut through even the most challenging materials in a fraction of the time of other leading burs.

About Tri Hawk Corporation

Privately-held Tri Hawk Corporation, founded in 1969, has its corporate headquarters and manufacturing facility in Morrisburg, Ontario, Canada and US headquarters in Massena, New York. Tri Hawk sells its products in over 80 countries throughout the world, including Europe, South America, Africa and Asia. For more information, call (866) 874-4295, or visit www.trihawk.com.

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