There are 728,800 potential problems every day in Hampton Roads.
Market a message of trust and deliver on it.
A man at your door with a van in your driveway. If you’re the consumer, as a marketer I know two things about you for sure: 1) you have a problem, and
2) the biggest decision you will make is whether or not you are willing to open the door. If you’re a marketer in the home services category, everything involved with your marketing strategy and your advertising campaign has to deal with these two fundamental precepts.
The sheer amount of advertising weight aimed at this category would seem to indicate that a huge chunk of the 1.5 million adults living in 728,800 households across Hampton Roads must have a problem every day. The most popular broadcast-media dayparts in particular are chock full of HVAC, plumbing, pest control, kitchen remodeling, carpet cleaning (name your favorite problem) spots every day.
A man (OK, could well be a woman…I didn’t create the category name) at your door with a van in your driveway. Really, by the time the van is in your driveway, you’re most likely going to open the door. The decision was essentially made prior to or during the phone call you made to the company. According to Bill Day (@Bill_Day_) with consumer research company Frank N. Magid Associates, whether you will be comfortable opening the door and letting this company, or person, in your house is the first and most emotional decision you will make. The marketer and the business owner must project and establish a level of trust. When the consumer has a problem, he or she will make a decision to invite that company to his or her home based on an existing perception of trust for the company or brand.
That relationship, an urgent response based on brand perception, is at the core of why a company like Michael and Son, one of our market’s most persistent promoters, spends so heavily and so consistently. I talked with Eiman Bassam, founder of ESB Advertising based in Northern Virginia, and agency of record for Michael and Son. “We don’t know when someone will need us, so we have to stay top of mind,” Bassam said. For that reason, it doesn’t do any good for the company to focus on specials or sales.
“Price,” Day said, “is one of the least effective tactics for convincing consumers.” Magid’s Advertising Performance Research — a series of dozens of local studies done on markets from coast to coast with local consumers — bears out the most important attributes of advertising for this category:
What you say.
How you say it.
Where you say it.
“And production quality counts,” Day added. “Being your company’s own TV spokesperson is not for everyone.” Without naming names, I believe we have some in our market that could be putting themselves at a disadvantage on this point. It’s not hard to test commercials in a focus-group setting.
What you say, and how you say it.
Make no mistake, this is a business category driven by marketing. Think of 728,800 households with potential problems; the best marketer is going to win here. For a company that’s not based here and has only been operating here for about three years, I believe Bassam and Michael and Son have a winning formula. Maybe you didn’t know that Michael and Son isn’t locally owned. That “and Son” in the name makes it sound small-biz and local-yocal. The brand imagery and truck design is not over the top, and the advertising is well produced for the category but not expensive in look or feel. And even a highly recognizable voice talent, unique in sound, conjures an image of a helpful office person as opposed to a professional announcer. “Absolutely that’s on purpose,” Bassam said when I asked. “We have to look local from afar. When 70% of the decision-makers are women, we know we have to be trustworthy.” And consider the jingle/slogan, “If you can’t, we can.” Well at least they give me credit for trying.
Where you say it.
The most recognizable and the largest service-industry companies are fairly visible in traditional channels: @123bugfree, @MichaelandSon, @OneHourVirginia, @RSAndrewsinc, @VB_Plumbing (Atomic), and others. And most in the category spend a considerable amount on search marketing, which is necessary. But 2015 marks the point when advertisers will be spending more in online video and display marketing than search due to the advanced-targeting capabilities that behavioral data-tracking, ad exchanges and real-time bidding bring.
If you own or operate a business in this category, you should be considering what a more profound digital strategy could do. TV works well and will continue to work well in driving brand awareness. Not all players in this category can afford TV, but those who do should be looking to align their messages across all screens — TV, PC, tablet, and mobile. New data and technology advancements make that very possible and effective. If your budget doesn’t place you on TV, it’s even more important that you learn about new online-targeting tactics that can raise visibility of your brand. These advancements make it more efficient than ever to be top of mind for the right target.
So will the consumer unlock the door? It’s a matter of trust. Trust in you, and in what, how, and when you say it. And it all makes the assumption that the man (or the woman) at the door doesn’t look like Freddy Krueger.
If you have questions about anything in this article, feel free to post or contact me at firstname.lastname@example.org