Adverts generate higher quality leads and communicate the benefits of company merger
Having merged some months earlier TempAstor and Storage Structures had very different client bases but both companies sold and hired temporary buildings for commercial use. Storage Structures offered a lower cost product and service, TempAstor's products offered a higher level of specification. With each offering being so different it is was important that the adverts communicated the benefits of the merger to both sets of clients.
The merger presented the opportunity for the new company to offer a wider range of products and services to customers. As TempAstor had the more prominent brand of the two companies it was selected to lead the new company identity, however only the logo would remain as the parent company, GL Events, had an established set of guidelines which the new company would adopt.
Previously both companies marketing operations operated very differently, TempAstor, who were successful and growing rapidly did not measure the response from their advertising so didn’t know whether their adverts were creating any leads. Storage Structures had a smaller budget but had manual systems in place to record all leads generated, they knew these publications were creating leads but they were about to lose their niche.
The risk was that the new adverts, which were to be branded TempAstor, would miss the Storage Structures customer base, i.e. those who want to purchase a lower cost product and service.
Quiet Storm put forward a solution which phased the consolidation of branding across three issues of the various publications with the third issue being the consolidated advert which used only the TempAstor branding.
The first phase of advertisements remained as previously booked and the smaller advert branded Storage Structures contained a reference to the larger TempAstor advert, with both adverts also featuring the GL Events parent company branding. A new web address was created to provide a measure on the adverts (as only those responding to the new advertisements would arrive at the new site). This also explained the merger of the two companies in more detail, together with the benefits that this combination brought.
Creating the look of the advert and new marketing tools the adverts and the micro website were the first of the new marketing tools to be created which used the new TempAstor look and the GL Events corporate guidelines. However other marketing tools required in the coming months needed to follow on from the style created for the adverts.
Taking in all of the factors and working within the GL Events guidelines the design of the advert was based upon a grid of application photographs demonstrating the wide variety of applications available from TempAstor. This photographic reference was coupled with an unambiguous headline and copy outlining the major benefits of multipurpose temporary buildings. The result was that the adverts retained the same number of enquiries from the smaller companies and also generated leads from the larger companies requiring more sophisticated solutions.
“The leads generated were of a higher quality than that previously experience. Prospects understood the capability and benefits of our products from the advertisements and therefore the leads generated almost always resulted in a quotation. Quiet Storm provided a well thought out and thorough response to our brief. The execution, which included several adverts all different sizes and versions, went without a hitch”.