Build Brand Awareness - Create Your Industry
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Transcript of Build Brand Awareness - Create Your Industry
Build Brand Awareness
-Create Your Industry
By, Keri Jones – Restoration Media Marketing
Restoration Media Marketing
Who Are We?– Ad agency for
disaster response contractors.
– Our campaign:
DISASTERS HAPPENWE’LL TAKE CARE OF THEM
ALL.• Television Commercials• Radio Commercials• Billboards
– Started by a disaster response firm.
Utah Disaster Kleenup’s DilemmaTwo Major Complications:
– The Insurance “Preferred Vendor Programs”• UDK was being passed over
– National Franchises with National Programs.• UDK could not compete with their national advantages
Utah Disaster Kleenup Fights Back
End User Advertising Campaign– Targeted at the general public– Created a successful branding campaign.
Define: Branding
Build Brand Awareness – Create Your Industry
• The Dictionary States:– Marking, as cattle to identify ownership.
Define Branding
Build Brand Awareness – Create Your Industry
• The Dictionary States:– Associating: word or term = manufacturer or
source
Define Branding
=
Build Brand Awareness – Create Your Industry
• In All Reality:– It is the singular idea or concept that
you own inside the mind of the prospect
Define Branding
Laws of Branding
Al Ries Author of:
~ 22 Laws of Branding& many other great marketing works.
Build Brand Awareness – Create Your Industry
THE LAW OF CONTRACTION
– A brand becomes
stronger when
you narrow it’s
focus
Important Laws Of Branding
DISASTER RESPONSE
NEW CARP
ET
NEW CABINET
S
DATA RECOVE
RY
CARPET CLEANIN
G
Build Brand Awareness – Create Your Industry
THE LAW OF CONTRACTION– FedEx Contracted Their Brand &
Successfully Created A New Category.
Important Laws Of Branding
Promote:
“Guaranteed Overnight”
Narrowing The Focus To Make The Brand
Stronger
Build Brand Awareness – Create Your Industry
THE LAW OF CONTRACTION– A brand becomes stronger when you
narrow it’s focus
Important Laws Of Branding
DISASTER RESPONSE
NEW CARP
ET
NEW CABINET
S
DATA RECOVE
RY
CARPET CLEANIN
G
Stick to your CORE
business:Convey one
message
Build Brand Awareness – Create Your Industry
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
Important Laws Of Branding
Build Brand Awareness – Create Your Industry
THE LAW OF PUBLICITY– Co-branding within your community
Important Laws Of Branding
Website and Newspaper advertising in conjunction with the American Red Cross. Co-branding “DISASTERS HAPPEN”
Build Brand Awareness – Create Your Industry
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
Important Laws Of Branding
Build Brand Awareness – Create Your Industry
THE LAW OF ADVERTISING– Brands need advertising to stay healthy
• Advertising is your defense budget• Advertising is necessary to maintain
LEADERSHIP
Important Laws Of Branding
Build Brand Awareness – Create Your Industry
THE WORD OF THE BRAND– Own a word or a term in the prospect’s
mind• A word or term end consumers associate with
Important Laws Of Branding
Build Brand Awareness – Create Your Industry
Build Brand Awareness – Create Your Industry
MOVINGFORWARD
LIKE AROCK
ULTIMATEDRIVINGMACHINE
ZOOM ZOOMBUILT
TOUGH
THE WORD OF THE BRAND
Important Laws Of Branding
I’MLOVIN
IT
YOU CAN DO ITWE CAN HELP
JUST DO IT
YOU’RE INGOOD HANDS
THE WORD OF THE BRAND
Important Laws Of Branding
THE WORD OF THE BRAND– The word “RESTORATION”
• It competes with too many other things
Important Laws Of Branding
River Corridor and Wetland Restoration
Build Brand Awareness – Create Your Industry
THE LAW OF CONSISTENCY– Facility, Vehicles, Collateral, Advertising,
Uniforms, Etc. – One consistent message
Important Laws Of Branding
Build Brand Awareness – Create Your Industry
THE LAW OF CONSISTENCY
– Stay consistent with your advertising program
• What to expect after 18 months
• What to expect after 2-3 years
Important Laws Of Branding
Build Brand Awareness – Create Your Industry
THE LAW OF CATEGORY– Create A New Category – Become The
Category Leader!
Important Laws Of Branding
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
THE LAW OF CATEGORY– Disaster Response Contractors have an
advantage• Not a recognized industry
Important Laws Of Branding
Disaster Kleenup of Treasure Valley, ID – 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
Successful Branding Is Important EVEN When Your Company Is Tied to Several Insurance Programs– REASON #1:
• Name recognition for the insured
Brand Awareness & Preferred Vendor Programs
Utah Disaster Kleenup
Complete Restoration
Advanced Restoration
SERV Pro Services
SERV Pro Services
Utah Disaster Kleenup
Complete Restoration
Advanced Restoration
Advanced Restoration
SERV Pro Services
Utah Disaster Kleenup
Complete Restoration
Complete Restoration
Advanced Restoration
SERV Pro Services
Utah Disaster Kleenup
Build Brand Awareness – Create Your Industry
Successful Branding Is Important EVEN When Your Company Is Tied to Several Insurance Programs
REASON #2:• Insurance Trends - Always Changing
Brand Awareness & Preferred Vendor Programs
Build Brand Awareness – Create Your Industry
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.
Brand Awareness & Preferred Vendor Programs
Concept of
Successful Branding
Create The Brand
By
Creating The Industry
Build Brand Awareness – Create Your Industry
• Don’t Fight Fire With Fire:– You will waste time trying to prove you
are better• Confusion with the word “RESTORATION”
Create The Brand By Creating The Industry
River Corridor and Wetland Restoration
• Do Fight Fire With Water:– Create a new category
• Become the first Disaster Response contractor
Create The Brand By Creating The Industry
Build Brand Awareness – Create Your 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.
Create The Brand By Creating The Industry
Branding: A Singular Idea or concept that you own inside the mind of the prospect.
Conclusion:
~ It is as simple, and as difficult as that!
End Consumer
Advertising Strategies
By, Gina Douglas – Restoration Media Marketing
Advertising Strategies
Advertising Strategy ~ Simply Put:What you want, and how you’ll get it
If you don’t have a strategyYou 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 offered to the end user:
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:
RATINGS– % of total households/persons tuned into a
specific station at a specific time.– A standard by which all stations and
programming can be evaluated.
1
6 7 8 9 10
5432
Tuesday CTV – 5P-5:15P
2
9 10Tuesday’s rating is 3/10 = 30 rating
points
Advertising Strategies
Terminology:
REACH– # of different
households/persons– exposed to a program– at least once during avg.
week
1
6 7 8 9 10
5432
Tuesday CTV – 5P-5:15P
2
9 10
1
6 7 8 9 10
5432
Thursday CTV – 5P-5:15P
2 4
6 105 different households out of 10 viewed CTV over Tuesday and Thursday
5 out of 10 = 50%
Reach is 50%
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
RATING REACH FREQUNECY
Advertising Strategies
Terminology:
RATING, REACH AND FREQUENCY COMBINED:
1
6 7 8 9 10
5432
Tuesday CTV – 5P-5:15P
2
9 10
1
6 7 8 9 10
5432
Thursday CTV – 5P-5:15P
2 4
6 10Tuesday’s rating is 3/10 =
30Thursday’s rating is 4/10
= 40
Combined rating points for Tues. & Thurs.
= 70
Weekly reach for 5 Households out of 10
= 50
Weekly frequency usingRating/Reach (70/50)
= 1.4
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
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
AN EXAMPLE OF A MEDIA PLAN AT WORK:
• See TV ad
• Hear Radio ad
• Drive by billboard