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

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