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