Build Brand Awareness - Create Your Industry

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Build Brand Awareness-Create Your Industry
By, Keri Jones Restoration Media Marketing
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Restoration Media Marketing

• Who Are We?
• Ad agency for disaster response contractors.
• Our campaign
• DISASTERS HAPPEN
• WELL TAKE CARE OF THEM ALL.
• Television Commercials
• Radio Commercials
• Billboards
• Started by a disaster response firm.

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Utah Disaster Kleenups Dilemma

• Two 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

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Utah Disaster Kleenup Fights Back

• End User Advertising Campaign
• Targeted at the general public
• Created a successful branding campaign.

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Define Branding
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Define Branding

• The Dictionary States
• Marking, as cattle to identify ownership.

Build Brand Awareness Create Your Industry
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Define Branding

• The Dictionary States
• Associating
• word or term manufacturer or source

Build Brand Awareness Create Your Industry
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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
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Laws of Branding
Al Ries Author of 22 Laws of Branding many
other great marketing works.
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Important Laws Of Branding

• THE LAW OF CONTRACTION
• A brand becomes
  
  stronger when you
  narrow its focus

DISASTER RESPONSE
CARPET CLEANING
NEW CARPET
NEW CABINETS
DATA RECOVERY
Build Brand Awareness Create Your Industry
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Important Laws Of Branding

• THE LAW OF CONTRACTION
• FedEx Contracted Their Brand Successfully
  Created A New Category.

Build Brand Awareness Create Your Industry
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Important Laws Of Branding

• THE LAW OF CONTRACTION
• A brand becomes stronger when you
  narrow its focus

Build Brand Awareness Create Your Industry
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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
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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
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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
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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
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Important Laws Of Branding

• THE WORD OF THE BRAND
• Own a word or a term in the prospects mind
• A word or term end consumers associate with

Build Brand Awareness Create Your Industry
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Build Brand Awareness Create Your Industry
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Build Brand Awareness Create Your Industry
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Important Laws Of Branding

• THE WORD OF THE BRAND

LIKE A ROCK
ULTIMATE DRIVING MACHINE
MOVING FORWARD
BUILT TOUGH
ZOOM ZOOM
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Important Laws Of Branding

• THE WORD OF THE BRAND

IM LOVIN IT
JUST DO IT
YOU CAN DO IT WE CAN HELP
YOURE IN GOOD HANDS
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Important Laws Of Branding

• THE WORD OF THE BRAND
• The word RESTORATION
• It competes with too many other things

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Important Laws Of Branding

• THE LAW OF CONSISTENCY
• Facility, Vehicles, Collateral, Advertising,
  Uniforms, Etc.
• One consistent message

Build Brand Awareness Create Your Industry
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Important Laws Of Branding

• THE LAW OF CONSISTENCY
• Stay consistent with your advertising program
• What to expect after 18 months
• What to expect after 2-3 years

Build Brand Awareness Create Your Industry
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Important Laws Of Branding

• THE LAW OF CATEGORY
• Create A New Category Become The Category
  Leader!

Build Brand Awareness Create Your Industry
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Important Laws Of Branding

• THE LAW OF CATEGORY
• Disaster Response Contractors have an advantage
• Not a recognized industry

Disaster Kleenup of Treasure Valley, ID 2004
Public Survey Results
Build Brand Awareness Create Your Industry
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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 Disaster Kleenup Complete Restoration Advance
d 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
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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
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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
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Concept ofSuccessful Branding
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Create The Brand By Creating The Industry
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Create The Brand By Creating The Industry

• Dont Fight Fire With Fire
• You will waste time trying to prove you are
  better
• Confusion with the word RESTORATION

Build Brand Awareness Create Your Industry
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Create The Brand By Creating The Industry

• Do Fight Fire With Water
• Create a new category
• Become the first Disaster Response contractor

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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
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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!
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End ConsumerAdvertising Strategies
By, Gina Douglas Restoration Media Marketing
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Advertising Strategies

• Advertising Strategy Simply Put
• What you want, and how youll get it
• If you dont have a strategy
• You have no business advertising.

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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
• CEOs small business owners
• Business maintenance managers
• City managers

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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.

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Advertising Strategies

• Prime benefits offered to the end user

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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

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Advertising Strategies
We plant the seed way before they need our service
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Advertising Strategies

• Planting The Seed
• Where do we plant it?
• ADVERTISING MEDIUMS
• Television
• Radio
• Newspaper
• Yellow pages
• Outdoor
• Direct Mail

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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.

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Advertising Strategies

• Terminology
• REACH
• of different households/persons
• exposed to a program
• at least once during avg. week

Tuesday CTV 5P-515P
1
5
4
3
2
2
6
7
8
9
10
9
10
Thursday CTV 5P-515P
1
5
4
3
2
2
4
X
6
7
8
9
10
6
10
X
5 different households out of 10 viewed CTV over
Tuesday and Thursday 5 out of 10 50 Reach
is 50
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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
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Advertising Strategies

• Terminology
• RATING, REACH AND FREQUENCY COMBINED

Tuesday CTV 5P-515P
Thursday CTV 5P-515P
1
5
4
3
2
2
1
5
4
3
2
2
4
X
6
7
8
9
10
9
10
6
7
8
9
10
6
10
X
Tuesdays rating is 3/10 30
Thursdays rating is 4/10 40
Combined rating points for Tues. Thurs. 70
Weekly reach for 5 Households out of 10 50
Weekly frequency using Rating/Reach (70/50) 1.4
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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.

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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 TVs

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Advertising Strategies

• Advertising Mediums
• RADIO
• Uses theatre of the mind
• Affordable
• Targets your audience
• TIPS
• Morning afternoon drive
• Weather traffic sponsorship

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Advertising Strategies

• Advertising Mediums
• OUTDOOR
• Attention grabbing
• Must be brief
• Very broad reach

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Advertising Strategies

• Advertising Mediums
• PHONE DIRECTORIES
• Necessary to some degree
• Extremely competitive

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Advertising Strategies

• Other Advertising Mediums
• VEHICLES DIRECT MAIL

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Advertising Strategies

• AN EXAMPLE OF A MEDIA PLAN AT WORK

• See TV ad
• Hear Radio ad
• Drive by billboard