Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.
Issue link: https://idoi.epubxp.com/i/105596
SALES&MARKETING; by Dan Apple Apple Marketing, LLC Because of my last name I am often asked if I have anything to do with the computer company, Apple. My answer is the same each time, "I wish". I resisted their products for a very long time but then finally in 2008 I was fascinated with their new iPhone so I went to their store to check it out. Ever since entering the store I have been a loyal customer. Since that time I have purchased the gambit…iPhone, MacBook, iPad, Apple TV, basically all things "Apple". Their products work well, are easy to use, last a long time and have a clean and distinct look and feel. Now I know what you're saying, what does that have to do with the garage door business? Nothing specifically and everything from a branding stand point. This is a company that has done such a good job of creating a brand that people are willing to stand in line outside of their stores for hours and sometimes days, braving the weather, to be the first to purchase their latest product. The really amazing thing is that they're willing to pay straight retail, no discounts and pound for pound, their products are the most expensive electronic devices on the market. Better still people become, almost always, customers for life. Now that's branding! What's Branding? So why is branding important to door dealers? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it 44 International Door & Operator Industry™ differentiates your offering from that of your competitors. According to Brick Marketing, a marketing and research firm in Boston, Massachusetts, "to understand branding, it is important to know what brands are. A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product." Whether it's a low cost producer like Costco or an upscale retailer like Nordstrom, both have created a brand identity that resonates with their customers. According to marketing expert and author, Al Ries, a brand is "a singular idea or concept that you own inside the mind of the prospect." In other words, it's the gut feeling a prospect has about your product, service, or company. Your brand is derived from who you are, who you want to be and who people perceive you to be. Are you the innovative maverick in your market or the experienced, reliable one? Is your product the higher priced, high-quality option, or are you the low-price leader? You can't be both, and you can't be all things to all people. Either can be successful if marketed properly. However you do need to decide what YOUR brand should be and then set about creating a consistent message. From the person answering the phone to the field technician and every representative in between, your employees, your products and your service all need to reflect your brand strategy. It's the experience with your company that customers remember and will get them to ask for your brand when they need garage doors or service in the future. Branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand. The thinking is that if your customers are loyal to your brand for their garage door needs, it's easy to assume that they'll trust your brand for other related products like entry doors or retractable awnings. Continued on page 47