So the new name is Tiger Services, whose catchy slogan is, “We earn our stripes every day.” It may not be guerilla marketing, but it certainly is a move to pump new life into the business and tap into a vast residential service and replacement market, which constitutes 100% of Tiger’s business.
“It’s called relationship marketing,” said Mollgaard Jr. “We wanted a look [a tiger image] that would jump right out at the customer.”
“Houses are getting older and the market is getting bigger,” he said. “We are seeing more competition for residential service from consolidators and people like Sears.”
In an area that is constantly attracting new businesses, such as Southwestern Bell and a slew of telemarketing companies, the Mollgaards believe it is important to have an edge over the competition. Thus, the birth of Tiger Services — and a less-than-traditional look.
“All of our trucks are being painted orange and black,” Mollgaard Jr. said. “The tiger graphic reflects at night when headlights shine on it. Isn’t it true that the three things that sell are sex, babies, and animals?”
“Finding and keeping help is a big challenge, but our training meets the challenge,” he said. “We are seeing more sophisticated competition from people like Sears, Lennox, Home Depot, and Lowes. But these people are not taking enough time to educate their existing dealers.”
The company is also producing a newsletter called “Tiger Times,” which is mailed out three times a year. It serves two purposes: to educate customers, and to act as a road map to bigger things.
“Once our new website [www. TigerServices.com] is complete, it will be part of our overall plan to use relationship marketing to build lifelong relationships with our customers,” said Mollgaard Jr.
The aggressive plans of the “new” company don’t stop with the newsletter and the website. The company is going to add more in-home services, and also plans to start up new divisions.
Publication date: 03/26/2001