Re-Positioning

Precious Memories Private Pet Cremations

marketingmakeoverWe got an email last week from Ricky Farmer telling us his sales have increased 250% in the last year since we repositioned his business. He expressed his gratitude very eloquently. Naturally we were very pleased and flattered. So here you go. The smallest client we have ever worked with and it was no less of a job than repositioning the Miss America beauty pageant.

Last year we created America’s Marketing Makeover and agreed to do it on the Big Biz TV show. The idea was to select a small business and reposition it based on all of our BIG business marketing experiences with America’s most famous brands.

We selected a small pet crematorium located in Cleveland Georgia and have since been asked many times why pick that? It’s simple. We interviewed many business owners and one stood miles above all others. I’m referring to “salt of the earth” Ricky Farmer. One phone conversation and he had me. We had to help this guy. You can meet Ricky for yourself by viewing the recap below from the Big Biz Show. You will soon see what I mean.

Ricky’s fate hangs on a small brochure that he places in veterinary offices and hospitals within a thirty-mile radius of Cleveland, about sixty miles south of Atlanta.

Unlike the big brand Positioning we routinely work on, there was no budget for anything on this project. On this one, we draw on our years of learning from watching consumers react to the positioning stimulus we have developed across tons of assignments. Over time, we have become deadly accurate at organizing a powerful and compelling Selling Proposition, even without the advantage of research. The key changes were as follows:

FRONT PAGE:
-We designed it to be light in nature knowing that the consumer is stressed.
-We created the benefit “Peace of Mind at a Sensitive Time” which speaks to the experience we knew the consumer needs.
-We added three statements (drivers) that support the benefit.
-We added a photo that we knew would exude confidence in our Selling Proposition.

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BACK PAGE:
-We added the Gandhi quote as an endorsement…very powerful and we get it for free.

INSIDE PAGES:
-The front and back of this brochure will be read ten times for every one time the inside pages are read. Most prospects will make the buying decision based on the front and back and simply browse the inside.

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Working with Ricky was great fun and as rewarding as any project we have ever taken on. Along my career path we have learned something new about becoming a great marketer on every assignment. This one is no exception.