Heritage Plumbing had a modest beginning with two brothers and a pickup truck. Now, twenty years later, they are a regionally recognized brand employing 90 individuals and driving 55 trucks.
What is the key to their success? Their dogged focus on being “the very best service provider with the happiest customers.”
MK3 Creative was welcomed into the family business about a year ago, to assist Heritage in naming their key differentiators. What services are they providing that their customers considered the best? How is it they have been keeping their customers happy? Three key words rose to the top: cleanliness, expertise, and convenience.
From these, it was difficult to choose only one to take to the “airwaves.” After much thought, they decided that all three were essential to who they were as Heritage. The team jumped all in, deciding to create three thirty-second commercial spots.
Here’s how MK3 and Heritage highlighted “cleanliness,” “expertise,” and “convenience”!
By Joel Kaplan, Principal
What do you see when you look in the mirror? Maybe you identify yourself by your profession and you see an accountant, a police officer, or a school teacher staring back at you. What do professional marketers see when they look at themselves? Well, that depends on what they’re working on that day.
The term “mirroring” is often used in the service industry to describe the process of adapting and altering your personality to match another person, with the goal of making them feel more comfortable. For many it’s done subconsciously, but others work and develop mirroring like they would with any other skill. It’s a valuable tool that promotes human connection and it can lead to better results with customers and clients. Mirroring is a major facet of providing great service, but it’s also related to a very important aspect of becoming a successful marketing professional.
Within the last month, I’ve worked on projects for financial institutions, doctors/physicians, software engineers, consumer banks, higher education institutions, and many others. For each project, I took the time to research my client’s history, and also looked into their specific industry enough to understand what makes that particular business successful. I looked at the culture, differentiators, challenges, and leadership, and, most importantly, I listened carefully to each of my clients.
Many people in the workforce dedicate themselves to a single profession. It sometimes takes years to figure out exactly what area to choose, but most of the time people spend the duration of their career developing and mastering a specific industry. For those of us in marketing, part of that same process involves learning a little bit about everything. Clients look to us to provide creative solutions, and developing those solutions is dependent on knowing the arena in which that company functions. We spend hours teaching ourselves about those industries, and combine that knowledge with our creative experience to develop an approach.
So what do I see when I look in the mirror? I’m a financial adviser at a global bank, but ask me again next week and I’ll have a different answer.
By Eric Anderson, Account Manager/Producer