case study: stanley steemer

CASE STUDY: STANLEY STEEMER
EVERY FLOOR MATTERS
CAMPAIGN:
Stanley Steemer newspaper ads
GOAL:
Refine marketing communications to increase appointment calls.
OBJECTIVES:
Understand Stanley Steemer’s buying audience, their perceptions
of Stanley Steemer and deliver strong results from advertisements.
TARGET AUDIENCE:
Phoenix area consumers in the market for carpet, tile, area rug and
upholstery cleaning.
SOLUTIONS:
In an effort to examine Stanley Steemer’s brand perception and
consumers’ needs, our Client Solutions team (GCS) conducted
studies on their ads in 2010 and 2011. The results unveiled that
Stanley Steemer had an opportunity to communicate the breadth of
their services and improve value perception among Valley residents.
Consumers were unaware of the extent of their services beyond carpet
cleaning, yet these things were important to potential customers.
RESULTS:
The information proved invaluable and delivered information that
influenced some creative changes. As a result, Stanley Steemer ran
weekly ads for a month in summer on the weather page featuring
services other than carpet cleaning. The surveys also revealed
that Phoenix consumers were more influenced by price than past
experience, convenience or brand name, so a ‘dollars off’ offer
was featured.
OVERVIEW
Advertiser: Stanley Steamer
Industry: Carpet Cleaner
Operating in a highly competitive industry
and a down economy, Stanley Steemer sought
to understand the needs & current brand
perceptions among Arizona residents. This was
critical to developing and maintaining an effective
marketing plan.
GCS and Stanley Steemer are striving to develop a strong working
relationship by understanding customers’ needs and altering brand
perceptions to drive results.
Don’t wait for business to come to you —
contact Republic Media today!
Bea
Lopez
Republic Media
Advertising
•
blopez@republicmedia.com
advertising@republicmedia.com
•
602.444.8833
602.444.4920