Kennards Hire puts partnership at centre of latest brand efforts
- 01 August, 2019 07:29
Kennards Hire wants its customers to know that it’s got their backs.
The equipment hiring business has debuted a new campaign featuring testimonials from real-life tradespeople in landscaping, plumbing, concreting and building, promoting itself as a partner in solving their problems. The company has a long history and credits a spirit of business with keeping it relevant. The concept of the campaign is 'whatever you’re into, we’ve got your back' aims to promote the message about the company's wide range of equipment and knowledge.
According to Kennards head of marketing, Lara Galvin, the hire company understands tradies who use Kennards equipment on the job are best placed to share their experience. Being Fair Dinkum is one of the business values, so it believes real life reviews from genuine trade customer can really resonate.
“There is a lot of testimonial advertising in the market at the moment, across multiple sectors. The difference with this campaign is that we worked with real core trade partners who told real stories - their problems on site, business challenges they face and how Kennards Hire plays their part in supporting them: How we’ve got their back,” said Galvin.
“It encompasses the role of Kennards Hire as an expert partner to our trade customers."
Behind the scenes, Kennards worked with its brand agency to do updated research around what matters to customers and perceptions in the market.
"We utilised all that when developing the campaign messaging," Galvin said. "Then we also ensure they have a link back to our brand promise and our value proposition. Once that theme is developed, we sense check it internally and depending on the size of the campaign, then check it externally.”
Marketing to the busy time-challenged tradesperson is the company’s guiding light and it needs to understand their challenges for its core message.
“Making hiring easier and being an expert partner. Our marketing strategy is to own that position. And we leverage all our owned, earned and paid channels to do that,” Galvin explained.
“We work really closely on our media agency on the best way to target them, and obviously that changes all the time. Humour resonates with our audience. But we do tend to keep our messaging short and simple. We find radio really works for example, because they can listen in a van or on the job."
On an operational level, the entrepreneurial DNA in the business helps it continue to adapt to the ever-changing retail and ecommerce landscape it operates in today, Galvin continued. Kennards, which has been operating for almost 70 years, undertook a much-needed digital transformation several years ago and found a new customer segment while improving service to existing ones.
It moved from a static site to a dynamic hiring portal based on Magento, with results exceeding expectations. A key benefit has in attracting business from a younger demographic.
On the messaging front, the family run hire outfit is working towards its new brand campaign, which launches later in the year and will run across online and offline channels. It’s a process, Galvin told CMO, which is annual or thereabouts, and all revolves around ensuring its ongoing effectiveness.
“We like to keep a bit of longevity with our brand campaigns, where possible, but we do research to make sure it’s still resonating with our audience, so potentially annually," she added.
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