Killing the Competition - A Deadly Case Study
I got a call from a former client last week that really made me smile. We had lost contact over the last couple of years and he simply wanted to re-connect. During our conversation I asked him about the overall impact of the work I did for him and he was pleased to tell me that it continues to be a major driver in his companies growth.
Case Study: Batzner Pest Management
Wisconsin’s largest, privately owned pest management firm faced stiff competition in a mature market place. Clarity’s mission was to create an image and market position that will add value to the company’s services, differentiate the firm from competitors and provide a competitive edge.
I conducted industry and customer research to clearly define the main concerns and value equations for each target market. This groundwork uncovered key information including an overwhelming concern about the use of chemical pesticides. The research also revealed that there were no other pest control companies in the market who were addressing this concern. Industry sources confirmed that the industry was moving in this direction on a large scale due to customer demand.
Using this data, I worked with Batzner to re-brand the company’s main service line. Calling the service the B.A.N. System (an acronym for Balanced As Nature), I developed a logo for the service and a marketing and advertising strategy to position the company as a holistic alternative to traditional pest control.
Printed materials, a new web site, print ads, television and radio advertising were developed and implemented to promote the new company position to consumer and corporate audiences with great success, producing a growth rate significantly higher than the industry average. Additionally, we updated employee uniforms from plain, gray work cloths to tan outfits reminiscent of zoo keepers. The logo was also applied to the companies fleet of vehicles and employee uniforms.
The B.A.N. System has become a central product offering for the family owned and operated company and continues to drive growth.
Case Study: Batzner Pest Management
Wisconsin’s largest, privately owned pest management firm faced stiff competition in a mature market place. Clarity’s mission was to create an image and market position that will add value to the company’s services, differentiate the firm from competitors and provide a competitive edge.
I conducted industry and customer research to clearly define the main concerns and value equations for each target market. This groundwork uncovered key information including an overwhelming concern about the use of chemical pesticides. The research also revealed that there were no other pest control companies in the market who were addressing this concern. Industry sources confirmed that the industry was moving in this direction on a large scale due to customer demand.
Using this data, I worked with Batzner to re-brand the company’s main service line. Calling the service the B.A.N. System (an acronym for Balanced As Nature), I developed a logo for the service and a marketing and advertising strategy to position the company as a holistic alternative to traditional pest control.
Printed materials, a new web site, print ads, television and radio advertising were developed and implemented to promote the new company position to consumer and corporate audiences with great success, producing a growth rate significantly higher than the industry average. Additionally, we updated employee uniforms from plain, gray work cloths to tan outfits reminiscent of zoo keepers. The logo was also applied to the companies fleet of vehicles and employee uniforms.
The B.A.N. System has become a central product offering for the family owned and operated company and continues to drive growth.
posted by Pete Monfre at 3:50 PM
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