Why it pays.  A true story

If you’re a homeowner, I’m sure you know the anxiety of facing a household emergency in which you need an expert  — a plumber, electrician or in my case a drain and plumbing specialist to fix a  sewer that backed up in my basement from a cracked and root infested 100 year old sewer pipe. What to do? Who to call?

Fortunately, there is one company in the GTA that is easy to remember and has the service to back it up.  They are a regular advertiser on 680 news using vivid sound effects of gurgling water to a baby giggling.  They have created a strong brand identity to match—“look for the baby on the side” (of our trucks).  Even the company name stands out from the usual plumbing company names you see using forgettable initials.  To further differentiate itself, the company also has a story behind its name. “ We are New Canadians working hard as proud Canadians to promote the growth of our business”. 

In the midst of my emergency, recall was instant.  For many many years, I’ve heard their radio ads and seen their trucks on the road—silently hoping, I would never have to call them.

Well the inevitable happened—and now they are outside digging to find the “root” of my problem—the truck with the baby on the side is out front too for all to see and take note.

Nothing is as impactful as repetitive advertising backed by integrated marketing and communications. The more you see or hear something, the more likely you are to make it part of your household.

That’s why continual advertising to stay top of mind pays off.  Even for a small business or a plumbing company.

The name of the company is New Canadian Drain and Plumbing. I would be pleased to provide a recommendation –another important word or mouth marketing strategy—if you’d like.

In today’s competitive marketplace businesses may want to consider trade marking their products or services as a way to distinguish their business from their competition.

According to Wikipedia, a trade mark, is a distinctive sign or indicator used by an individual, business, organization, or other legal entity to identify products or services to consumers and indicates the trademark originates from a unique source.  It is also used to distinguish products and services from those of other entities.

I recently explored this concept with two of my clients. One I suggested applying for a trademark to protect a process related to a training approach.  The other, a phrase that can be used to distinguish the way the company promotes its services as a specialist.   In both cases, a trademark will give the company an added advantage –it can be used in promotional materials and prevent competitors from using the symbol, phrase or work and most importantly set the company apart for its competitors.

According to lawyer, Michelle Wassenaar, an international Trademark and Intellectual Property lawyer at Johnston Wassenaar, “It can be very effective to register a trade-mark since it gives the owner the exclusive right to use the trade-mark across Canada.”

A trademark is typically a name, word, phrase, logo or symbol or a combination.  It may be designated by the following symbols:

• ™ (for an unregistered trade mark, that is, a mark used to promote or brand goods)
• ? (for an unregistered service mark, that is, a mark used to promote or brand services)
• ® (for a registered trademark)

 The process starts with researching whether the trademark is registered; if it’s not then an application is made for a registered trademark.  “ When a company makes application for a registered trade mark (or simply decides that they have a common law trade-mark), they can use the symbol ™ “ says Michelle Wassenaar “ and when an application is registered, which typically takes about 2 years, then the ® symbol can be applied. “

Developing your key messages is the most important first step.

As you rush to launch a product or expand into new services, it is tempting create a marketing plan and promotional strategy before determining how you’re going to communicate to your customers.

Often clients come to me when they are just about to launch their product or service and wanting a marketing strategy.

When I asked them what is their message. What is it they want to communicate to their customers –they are more likely to give me a slogan, or something that is more about their business, or their mission and vision not about how the product or service helps the customer.  In other words I am likely to hear a ‘me message ’ or a message about the company rather than providing a  ‘you  message ‘ or how the product or service fulfills the need of the customer.

A marketing message is meant to grab the customers’ attention, resonate with their needs, identify how your service or product will help solve their problem and give them a reason for choosing you to do business with.

I recently reviewed a friends marketing materials only to find the copy was loaded with corporate jargon, referenced the company’s’ business proposition in a generic way with no reference as to what made my friend, a business professional, different and how he could meet his customers’ or prospects needs. 

Imagine if you had a cough and went looking for an over the counter remedy at the drug store.  The packaging contained  information only about the company and not who the medicine is for and how it will help you? Would you buy it?

Here are a few questions to ask yourself when creating your marketing messages.

1.     Who is your target market? Geographic? Age? Gender? Income? Etc.

2.     What are their need(s)/problems facing your customer?

3.     How does the problem or need affect your customer?

4.     What is the emotional or key need behind your product or service that touches at the core of your customers’ psyche?

5.     How will your product or service help them/resolve their problem/issues?   What are the benefits?

6.     What is different about your product/service from the competition.

7.     Do you have facts and examples to back up you claims? Testimonials.

Once you’ve answered these questions, you can begin to craft your messages and start creating your marketing communications strategy.  Combine this with solid thinking about ways to market your product or service and you will have a winning strategy.

Marjorie Wallens, is principal and founder of MJW COMMUNICATIONS an experienced Toronto public relations/marketing communications company that helps make contacts, and build the relationships needed to create awareness or promote products and services – leading to increased sales.   Services include: Marketing, Web Development, SEO & Social Media Marketing, Promotion, PR/Media Relations, Copy Writing,