Marketing
Build Brand Awareness
Create Your Industry
TYPICAL RESTORATION COMPANY DILEMMA
Two Major Complications:
– The Insurance “Preferred Vendor Programs”
• Being passed over
– National Franchises with National Programs.
• Could not compete with their national advantages
Fight Back
End User Advertising Campaign
– Targeted at the general public
– Created a successful branding campaign.
Define: Branding
Define Branding
• The Dictionary States:
– Marking, as cattle to identify ownership.
Build Brand Awareness – Create Your Industry
Define Branding
• The Dictionary States:
– Associating:
word or term = manufacturer or source
=
Build Brand Awareness – Create Your Industry
Define Branding
• In All Reality:
– It is the singular idea or concept that you own
inside the mind of the prospect
Build Brand Awareness – Create Your Industry
Laws of Branding
Al Ries Author of:
~ 22 Laws of Branding
& many other great marketing works.
Important Laws Of Branding
THE LAW OF CONTRACTION
– A brand becomes
stronger when you
DISASTER RESPONSE
narrow it’s focus
ES
DATA
RECOVERY
NEW
CABINETS
CARPET
CLEANING
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF CONTRACTION
– FedEx Contracted Their Brand & Successfully
Created A New Category.
Promote:
“Guaranteed
Overnight”
Narrowing The Focus To
Make The Brand Stronger
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF CONTRACTION
– A brand becomes stronger when you
narrow it’s focus
DISASTER RESPONSE
Stick to your
CORE business:
Convey one message
ES
DATA
RECOVERY
CARPET
NEW
CLEANING
CABINETS
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF PUBLICITY
– Fortunately, disasters are newsworthy events.
• When DISASTERS HAPPEN…….
– Provide Stations with Valuable News Stories:
• Consumers Tips:
– Preparing for a Disaster
– Disaster Prevention Tips
– Disaster Recovery Tips
• Time Sensitive Material:
–
–
–
–
Fire Prevention Month
Earthquake Preparedness
Hurricane Preparedness
Preventing Frozen Pipes
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF PUBLICITY
– Co-branding within your community
Website and Newspaper advertising in conjunction with the American Red Cross. Co-branding “DISASTERS HAPPEN”
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF PUBLICITY
• American Red Cross Co-Branding
– Provide Training Facility
• First Aid Classes & CPR
– Co-sponsor – TV, Radio, Newspaper
– Board of Directors
• Great Networking
– Foot in the door
• Board-ups
• Open Front Lines
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF ADVERTISING
– Brands need advertising to stay healthy
• Advertising is your defense budget
• Advertising is necessary to maintain LEADERSHIP
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE WORD OF THE BRAND
– Own a word or a term in the prospect’s mind
• A word or term end consumers associate with
Build Brand Awareness – Create Your Industry
Newspaper
• Size Doesn’t matter
• Re-enforce your brand and Campaign.
Keep it Simple
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE WORD OF THE BRAND
I’M
LOVIN
IT
YOU’RE IN
GOOD HANDS
JUST DO IT
YOU CAN DO IT
WE CAN HELP
Important Laws Of Branding
THE WORD OF THE BRAND
– The word “RESTORATION”
• It competes with too many other things
River Corridor and Wetland Restoration
Important Laws Of Branding
THE LAW OF CONSISTENCY
– Facility, Vehicles, Collateral, Advertising, Uniforms, Etc.
– One consistent message
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF CONSISTENCY
– Stay consistent with your advertising program
• What to expect after 9 months
• What to expect after 2-3 years
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF CATEGORY
– Create A New Category – Become The Category Leader!
Domino’s contracted their branding campaign on home delivery only. As a result, Dominos
became the first “Pizza Delivery” category, therefore the leader in pizza delivery.
Build Brand Awareness – Create Your Industry
Important Laws Of Branding
THE LAW OF CATEGORY
– Disaster Response Contractors have an advantage
• Not a recognized industry
2004 Public Survey Results:
80% could NOT identify, top
of mind, a company that
specializes in property
restoration.
84% had heard of the name
Disaster Kleenup.
Build Brand Awareness – Create Your Industry
Brand Awareness & Preferred Vendor Programs
Successful Branding Is Important EVEN When Your
Company Is Tied to Several Insurance Programs
– REASON #1:
• Name recognition for the insured
Utah
All
Advanced
SERV
Phase
Disaster
Pro
Restoration
Restoration
Services
Kleenup
Utah
Helferty
Complete
SERV
Disaster
Pro
Restoration
Restoration
Services
Kleenup
Utah
Advanced
Complete
PDS
Disaster
of Toronto
Restoration
Kleenup
CRCS
Advanced
Complete
SERV
Disaster
ProRestoration
Services
Kleenup
Build Brand Awareness – Create Your Industry
Brand Awareness & Preferred Vendor Programs
Successful Branding Is Important EVEN When Your
Company Is Tied to Several Insurance Programs
REASON #2:
• Insurance Trends - Always Changing
Build Brand Awareness – Create Your Industry
Brand Awareness & Preferred Vendor Programs
If You Choose NOT To Participate In Ins. Programs
• Building your brand is
even more important.
– 86% of insured's call the
insurance company first
– Your brand must be
strong enough to
influence their
purchasing behavior.
Build Brand Awareness – Create Your Industry
Concept of
Successful Branding
Create The Brand
By
Creating The Industry
Create The Brand By Creating The Industry
• Don’t Fight Fire With Fire:
– You will waste time trying to prove you are better
• Confusion with the word “RESTORATION”
River Corridor and Wetland Restoration
Build Brand Awareness – Create Your Industry
Create The Brand By Creating The Industry
• Do Fight Fire With Water:
– Create a new category
• Become the first Disaster Response contractor
Create The Brand By Creating The Industry
• You Create The Disaster Response Category
– Your Brand becomes:
• Disaster Response Category Leader
• Disaster Response Category Expert
– Promote Your Brand As Highly Capable
• Align yourself with extreme cases.
– The lower end cases will follow.
Build Brand Awareness – Create Your Industry
Conclusion:
Branding: A Singular Idea or
concept that you own inside the
mind of the prospect.
~ It is as simple, and as difficult as that!
End Consumer
Advertising Strategies
Advertising Strategies
Advertising Strategy ~ Simply Put:
What you want, and how you’ll get it
If you don’t have a strategy
You have no business advertising.
Advertising Strategies
• Forces you to focus on your target
• Defines what you wish to accomplish
DEMOGRAPHICS:
– Adults – 35 & up
– Homeowners
– Business Sector
•
•
•
•
•
Insurance
Property managers
CEO’s & small business owners
Business maintenance managers
City managers
Advertising Strategies
What is the purpose:
• Influence the end user to
call you first before they
call their insurance.
• Choose your company
name from the insurance
list of preferred vendors.
Advertising Strategies
Prime benefits for the disaster response
category end users:
– Full service disaster response
• Cleanup and reconstruction
• Availability 24/7 – 365 days a year
Advertising Strategies
We plant the seed
way before they
need our service
Advertising Strategies
Planting The Seed:
– Where do we plant it?
ADVERTISING MEDIUMS:
–
–
–
–
–
–
Television
Radio
Newspaper
Yellow pages
Outdoor
Direct Mail
Advertising Strategies
Terminology:
FREQUENCY
– Average number of times a household/person viewed a
given program, station, or commercial during a specific time
period.
Formula for Frequency = ratings/reach
Advertising Strategies
Terminology:
RATING, REACH AND FREQUENCY COMBINED:
Tuesday CTV – 5P-5:15P
Thursday CTV – 5P-5:15P
1 2 3 4 5
1 2 3 4 5
6 7 8 9 10
6 7 8 9 10
Tuesday’s rating is 3/10 = 30
Thursday’s rating is 4/10 = 40
Combined rating points
for Tues. & Thurs.
Weekly reach for 5
Households out of 10
Weekly frequency using
Rating/Reach (70/50)
= 70
= 50
= 1.4
RATING
REACH
FREQUNECY
Advertising Strategies
Advertising Mediums
NEWSPAPER:
– Oldest media in the
world
– Ability to see all details
of ad
– Custom for each budget
Not recommended for the
disaster response industry.
Advertising Strategies
Advertising Mediums
TELEVISION:
– Highest daily and weekly
reach
– Main source for news, sports,
entertainment, etc.
– Builds credibility
– Attention grabbing
– Suited for mass audience
– 99% of households in
Canada have TV’s
Advertising Strategies
Advertising Mediums
RADIO:
– Uses theatre of the mind
– Affordable
– Targets your audience
TIPS:
– Morning & afternoon drive
– Weather & traffic sponsorship
Advertising Strategies
• Web and Links
Advertising Strategies
Advertising Mediums
OUTDOOR:
– Attention grabbing
– Must be brief
– Very broad reach
Advertising Strategies
Advertising Mediums
PHONE DIRECTORIES:
– Necessary to some degree
– Extremely competitive
Advertising Strategies
Other Advertising Mediums
VEHICLES & DIRECT MAIL
Advertising Strategies
Other Advertising Mediums
VEHICLES & DIRECT MAIL
Advertising Strategies
AN EXAMPLE OF A MEDIA PLAN AT WORK:
• See TV ad
• Hear Radio ad
• Drive by billboard