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Marketing Build Brand Awareness - Create Your Industry

Learn how to build brand awareness and create a successful branding campaign in order to overcome the typical challenges faced by restoration companies, such as insurance programs and national franchises.

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Marketing Build Brand Awareness - Create Your Industry

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  1. MarketingBuild Brand Awareness-Create Your Industry

  2. 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

  3. Fight Back marketing positioning branding End User Advertising Campaign • Targeted at the general public • Created a successful branding campaign.

  4. Define: Branding

  5. Define Branding • The Dictionary States: • Marking, as cattle to identify ownership. Build Brand Awareness – Create Your Industry

  6. Define Branding = • The Dictionary States: • Associating: word or term = manufacturer or source Build Brand Awareness – Create Your Industry

  7. 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

  8. Laws of Branding Al Ries Author of: ~ 22 Laws of Branding & many other great marketing works.

  9. Important Laws Of Branding THE LAW OF CONTRACTION • A brand becomes stronger when you narrow it’s focus DISASTER RESPONSE CARPET CLEANING ES NEW CABINETS DATA RECOVERY Build Brand Awareness – Create Your Industry

  10. Important Laws Of Branding Promote: “Guaranteed Overnight” Narrowing The Focus To Make The Brand Stronger THE LAW OF CONTRACTION • FedEx Contracted Their Brand & Successfully Created A New Category. Build Brand Awareness – Create Your Industry

  11. Important Laws Of Branding DISASTER RESPONSE Stick to your CORE business: Convey one message CARPET CLEANING ES NEW CABINETS DATA RECOVERY THE LAW OF CONTRACTION • A brand becomes stronger when you narrow it’s focus Build Brand Awareness – Create Your Industry

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. Newspaper • Size Doesn’t matter • Re-enforce your brand and Campaign. Keep it Simple Build Brand Awareness – Create Your Industry

  18. Important Laws Of Branding THE WORD OF THE BRAND I’M LOVIN IT JUST DO IT YOU CAN DO IT WE CAN HELP YOU’RE IN GOOD HANDS

  19. Important Laws Of Branding River Corridor and Wetland Restoration THE WORD OF THE BRAND • The word “RESTORATION” • It competes with too many other things

  20. Important Laws Of Branding THE LAW OF CONSISTENCY • Facility, Vehicles, Collateral, Advertising, Uniforms, Etc. • One consistent message Build Brand Awareness – Create Your Industry

  21. 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

  22. 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. THE LAW OF CATEGORY • Create A New Category – Become The Category Leader! Build Brand Awareness – Create Your Industry

  23. Important Laws Of Branding 80% could NOT identify, top of mind, a company that specializes in property restoration. 84% had heard of the name Disaster Kleenup. THE LAW OF CATEGORY • Disaster Response Contractors have an advantage • Not a recognized industry 2004 Public Survey Results: Build Brand Awareness – Create Your Industry

  24. 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 All Phase Restoration Helferty Restoration PDS of Toronto CRCS Disaster Kleenup 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 Build Brand Awareness – Create Your Industry

  25. 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

  26. 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

  27. Concept ofSuccessful Branding

  28. Create The BrandByCreating The Industry

  29. Create The Brand By Creating The Industry River Corridor and Wetland Restoration • Don’t 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

  30. Create The Brand By Creating The Industry • Do Fight Fire With Water: • Create a new category • Become the first Disaster Response contractor

  31. 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

  32. 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!

  33. End ConsumerAdvertising Strategies

  34. 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.

  35. 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

  36. 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.

  37. 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

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

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

  40. 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

  41. Advertising Strategies REACH RATING FREQUNECY Terminology: RATING, REACH AND FREQUENCY COMBINED: Tuesday CTV – 5P-5:15P Thursday CTV – 5P-5:15P 1 2 2 3 4 5 1 2 2 3 4 4 5 X 6 7 8 9 9 10 10 6 6 7 8 9 10 10 X Tuesday’s rating is 3/10 = 30 Thursday’s 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

  42. 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.

  43. 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

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

  45. Advertising Strategies • Web and Links

  46. Advertising Strategies Advertising Mediums OUTDOOR: • Attention grabbing • Must be brief • Very broad reach

  47. Advertising Strategies Advertising Mediums PHONE DIRECTORIES: • Necessary to some degree • Extremely competitive

  48. Advertising Strategies Other Advertising Mediums VEHICLES & DIRECT MAIL

  49. Advertising Strategies Other Advertising Mediums VEHICLES & DIRECT MAIL

  50. Advertising Strategies AN EXAMPLE OF A MEDIA PLAN AT WORK: See TV ad Hear Radio ad Drive by billboard

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