Much to my wife’s dismay, my children (both boys, ages 4 and 2) watch too much TV. This is especially true when daddy’s rolling solo. Indeed, I’m guilty of relying on my friend Jake and his Neverland Pirates to hold my young swashbucklers’ attention, 30 minutes at a time.
And, with television comes commercial advertising.
WE HAVE THE MEATS
In the 30-minute drive to and from their daycare center, we encounter a heavy dose of commerce. My oldest is not shy when it comes to showcasing his marketing prowess.
“Daddy, look, McDonalds,” he said, pressing his pointer finger against the foggy window. “Da-da-da-da-da, I’m lovin’ it.”
I glanced into the rear-view mirror and made eye contact with him, acknowledging his outburst with a smile.
“Oh, daddy, Arby’s! We have the meats.”
Not to be left out, my 2-year-old repeated the saying: “We have the meats.” The echo triggered dueling giggles. In the next 15 minutes, I must have heard the catchphrase at least 65 more times.
Ad campaigns resonate — regardless of age. But, what defines an effective campaign?
According to Inc. magazine, the primary purpose of a marketing slogan is to highlight a key benefit.
“The point of a slogan is to differentiate your product or brand from that of your competitors while also underscoring the company’s general mission,” said the article’s author, Dave Smith. “If you have an advantage over your competitors, or if your product or service has a unique benefit, you need to use it. A slogan is the first impression for many potential consumers, so it absolutely needs to stress the company’s worth. Isolate one key area of your business and find a way to integrate it into the slogan.”
Several contractors are effectively utilizing slogans and reporting impressive results. Harrell King Heating and Air in Bainbridge, Georgia, recently rebranded its company, opting to utilize a mascot, the Komfort King, and the slogan “Ring the King.” By no coincidence, sales increased more than 23 percent the year after the campaign was introduced. Within two years, sales jumped more than 34 percent, setting all-time marks in the company’s 32-year history. Harrell King now owns 48 percent of its market share.
Snyder Heating & Air Conditioning in Jacksonville, Florida, embraced the slogan, “The Snyderman Can.” When technicians show up for a call, they’re often asked, “Hey, where’s your cape?”
If you live in Metro Detroit, you can most likely sing out “Go with the name you know, 877-Randazzo.” The jingle, which represents Macomb, Michigan-based Randazzo Heating, Cooling, and Fireplaces, is a staple of network television and radio. The tune attracted my brother-in-law, who utilized the company last summer when he (finally) added central air to his home.
JUST DO IT
A slogan doesn’t have to be a Pulitzer Award-winning literary act. Taglines don’t get much simpler — or effective — than Nike’s “Just Do It” or Miller Lite’s “Tastes Great, Less Filling” and “It’s Miller Time.”
Some simple ideas for you to start with: “The Ph.D. of HVAC;” “72 Degrees with Ease;” “Your Wife is Hot, Show Her You Care and Fix the Air;” “Comfort You Can Feel, Quality You Can See;” and the list goes on.
Ultimately, the most memorable brands have one thing in common: They back up their claims through superior goods and services.
“Behind a strong, cohesive brand are top-notch products. When done effectively, your name and service remain in the forefront of customers’ minds,” said Todd Goldmeyer, marketing manager at Adrian Steel in Adrian, Michigan. “Staying mindful of your company’s overall brand is the key to a successful business.”
May I suggest you take a few minutes this week and put pen to paper. Transforming your company from just another heating and cooling option to the top-of-mind choice may be just a few carefully selected words away.
Publication date: 12/21/2015