Finally, the picture is getting clearer!
Max Williams,
Principal Consultant
Now, at last, the economic numbers are beginning to show a consistent story. Construction projects have been
cancelled, mines are laying off people, job ads are at record low numbers, redundancies are on the increase,
and to cap it all - radio ads are running advising employees to seek legal protection against unfair
dismissals!
On the other side of the coin, retail sales are up, but that was in the face of massive promotions and
extraordinary discounts. Even so, that retail growth is less than inflation. Activity levels are actually
going backwards.
The big question is now: "Can retailers operate with enough margin in this tight market, or will they find
profitability and cash flow unsustainably low"
No-one wants to talk down the economy, but commercial survival does require a realistic view of the world in
which we live and trade. That view now looks like unremitting dark clouds getting closer and closer, and it
would be wise to get inside, batten down the hatches, and hope our storm survival plan works.
In real life, though, if we do get inside and batten down the hatches, the prophecy of doom will be
self-fulfilling. We will need to ride out the storm from on deck, managing in the middle of the buffeting
from the tough times.
As for the clouds getting closer, there is now a clear consensus that "any recession will hit in the third
and fourth quarters of 2009". That is in line with comments in this publication since last September, that we
have just a few months to get our storm survival plan in place. Given that a lot of what must be done can
take months to work, that gives us precious little time.
In this edition we show some practical and quickly implemented changes made by one small business to make
sure that whatever happens in the next year or so, their performance will be at the top end of the scale. Our
hope is that you get something helpful from this case study!
I
n 2009, we will need every efficiency and productivity improvement we can get. That applies to all our
marketing activities and marketing costs too. One sure way to maximise your marketing effectiveness, is
to have a readily recognisable brand. Your brand also needs to stand for value, and an offer of products
or services that your markets really want. Here is an example of one small business that has taken this
lesson to heart, and done what all small businesses can do!
Well Established Family Company
Pollard Pools & Spas is a pool construction company
operating now for over thirty years. It has been a successful operation, and has become a by-word in
its local area as a well established, ethical organisation.
The original business built concrete free-form swimming pools, and inevitably, there came the addition
of installing of pre-formed fibreglass pools. In recent years, a retail pool and spa shop has been
added to the enterprise, along with a service department.
There is competition however. In the north coast NSW town in which they operate, there are four pool
shops, and a number of pool construction companies. All these have been vying for the lion's share of a
market that has been, until now, driven by retirees leaving Sydney to invest in a country lifestyle and
valuable coastal real estate.
Time marches on. The founder has now handed the business on to the next generation. Faced with rapidly
tightening market conditions, and holding a steely determination to keep succeeding, the new owners
looked for ways to beef up their marketing and make it really effective.
In times like these, you don't want extra expense unless it is fully justified. One sure fire way to
make their marketing more effective, was to re-invent their well established brand, and give it fresh
values with links that pull on the established values of the past.
Recent Marketing Had Diluted the Brand
Without a clear marketing plan, marketing efforts had become piecemeal and had had only
limited effect.Typically, in undertaking a new initiative, the website designer had gone off and
created a new graphic, without any regard at all to the previous brand symbols.
This web site header is appealing enough - but does it have any link at all to the established retail
store, pictured above?
In a word - No, not at all! The palm motif is completely missing, the fonts are all different, and the
theme of tropical luxury that dominates the showroom display is completely absent. You can see some of
the palms that create the tropical ambience in the showroom - visible in the picture above.
Other advertising had been opportunistic and fragmentary. The brand had been seriously weakened by
inattention. Now, it was time to rebuild!
Brand Symbols and Fonts Brought Back to Life
One look at the front-of-house of the company showed the classic, original theme intent. Could
this be brought back to life, in keeping with modern styles?
You
can quite clearly see the tropical palm motif used in the earlier and effective marketing that had been
driving the business to its early successes. A new palm was called for - since there was nothing left
of any original artwork.
A close look at the building revealed that the original font for the name is still available. In
keeping with how things are done these days, the different font for some of the words was discontinued
- leaving the whole new brand presentation with a single font. The original signage on the building had
missed one important point. The name is "Pollard", but that name is in a small size. Amongst today's
visual clutter, a strong, stand-out, name is needed! Now you can see how the final brand worked
out.
This has since been translated into a new header for the newsletter, which had been using the same
header as the website. Next, the website is slated for a refresh too! Here is the newsletter header.
See how it maintains a link with earlier newsletters, while displaying the new brand - which also
carries all the old brand symbols with it.
Brand Value Statement
All we need now to complete the deal, is a brand value statement - the new name for a slogan!
After extensive discussion, the brand value statement simply 'fell out' of the ideals of the owners.
The brand value statement was just three words.
Trusted. Reliable. Experienced.
Below you can see the first ad to arise out of this re-branding project - an ad that has already
achieved good pulling success in an new, tougher, market.
So here now is a company leveraging all its past strengths and recognition, to make a really strong
product and service claim in the here and now.
Is your brand identity in need of a spruce up -
particularly now that you will need all the marketing 'heft' you can muster? Don't wait! Revitalise
Your Brand. Now!
Confidentiality is vital for The Red Zebra Business Centre and its Clients. This case study has been
written with the help and approval of Pollard Pools & Spas, to whom we express our appreciation
for their permission to use their data.
If you'd like to find out
more about 'Re-Inventing Your Brand', talk to us, or ask us a question
here! Remember, there's no charge or obligation.
This same offer applies in
New Zealand. Click
Here!
