1 / 19

Marketing 2 Moms Roundtable Discussion: Case Study for a Service Brand

Marketing 2 Moms Roundtable Discussion: Case Study for a Service Brand. Maid Brigade. Company Background Business Problem Research Resolution Strategy. Company Background. Franchised residential cleaning service Over 400 service areas in US, Canada and Ireland

alder
Download Presentation

Marketing 2 Moms Roundtable Discussion: Case Study for a Service Brand

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing 2 Moms Roundtable Discussion: Case Study for a Service Brand

  2. Maid Brigade • Company Background • Business Problem • Research • Resolution Strategy

  3. Company Background • Franchised residential cleaning service • Over 400 service areas in US, Canada and Ireland • Grossed $53 million+ in 2005 • Primary Demographic • Female • 35 – 54 years old • Married, Dual income • Homeowner • Annual income $75K+

  4. Business Problem • Cost per inquiry and conversion has held at a steady rate over the last 3 years in spite of increased cost of advertising, BUT….. • Residential cleaning services is a more competitive industry than ever before, AND…. • Customer churn is preventing our franchisees from experiencing accelerated growth rates

  5. Research • Customer Profiling • Who IS buying today? • Focus Groups • To determine how cleaning customers make buying decisions so that we might incorporate current buyer values into specific marketing and service strategies • Explore whether our service offering is meeting current consumer need and, if not, how we might modify our offering to meet current demand • Conducted by our agency of record, The Haystack Group

  6. Research • Customer Profiling • Emerging customer sects • One third are singles and DINKs • One third are parents with presence of children • One third are empty nesters • Each subset has distinct mindsets & cleaning needs

  7. Research • Focus Groups – Key Findings • We are all considered just “one of the Ms” • There is little customer loyalty in the category • With mothers, the age of the children drives purchasing habits • The way to break free from the pack is to establish relevance…to show her we get it

  8. Research • Reasons for purchasing • Convenience • Necessity • Luxury • Self-affirmation • Rationalization • By subset, the buyer values are slightly different

  9. Research • Mindsets/buyer values towards housecleaning • Non-Mothers • Convenience ….”I’m too busy” • Luxury….”I’m above this” • Combo…”My time is more valuable; I can afford the convenience” • Mothers of infants/toddlers • Convenience…”I’m juggling sooo many things” • Necessity….”I can’t keep it clean enough for baby” • Quality of life…”I want to put my energy into my family” • Rationalization….”I’m doing this to be a better mom”

  10. Resolution Strategy • Mindsets towards housecleaning, cont’d • Mothers of teens • Convenience…“I’m too busy now that I’m working again” • Self affirmation…“I’ve paid my dues, now it’s time for ME” • Necessity…“Now there is less family conflict about it” • Rationalization…“He has a lawn service AND a gutter guy” • Mothers of grown children • Self affirmation…“I’ve paid my dues, now it’s time for ME” • Necessity…“It’s harder to clean well now that my body is aging” • Quality of life…“I want to put my energy into my grandkids”

  11. Resolution Strategy • Implications for • Service Offering • Creative Strategy • Targeting Methods • Sales Functions

  12. Resolution Strategy • Service Offering – no more “One Size Fits All” approach • As the “experts” we are shifting our marketing and sales process to know what customers need • Non-Mothers • Basic service with a la carte add-ons/Pet service • Mothers of Infants/Toddlers • Emphasis on sanitization, especially floors, bathrooms, faucets, door knobs, telephones • Mothers of Teens • Basic service with teen add-ons/picking up rooms/electronics • Mothers of Grown Children • Basic service with energy-demanding add-ons

  13. Resolution Strategy • Creative Strategy • Need to segregate messaging by target • Copy • Visuals • Targeting Methods • Replacing income lists with • Presence of children lists • Claritas PRIZM lists • By recognizing each individually and treating them thusly we can demonstrate relevance and authenticity

  14. Resolution Strategy • Promotional Opportunities • Tie-Ins • Non-moms: Entertainment • Moms of infants/toddlers: Baby Gap, Local Zoo • Teen Moms: Dinner for four, manicures • Grown Moms: Scrapbooking

  15. Resolution Strategy • Sales Function • Introduction of the In-home Confirmation • Tailor the service to customer needs, values • Meet her on her terms – gauge her “tipping point” • Allows Maid Brigade to convey our brand as • Valid • Credible • Relevant • Authentic

More Related