Home services companies face a daunting task. First, they must build trust in a category that often lacks integrity. On top of this, homeowners typically only think about home services when they have a problem. And when a homeowner has an issue, they want service — fast — any time of the day, any day of the week. Convenience is king.
With the competitive environment in the home services category increasing significantly, BGE HOME, Maryland’s premier home services company, needed to stand out and assert its leadership position.
GKV conducted a thorough brand evaluation, developing a new and differentiated positioning for BGE HOME. As part of the exercise, a new tagline was created: “We know more. We do more.” The line leverages BGE HOME’s breadth of service, knowledge, experience and professionalism. It instantly says that BGE HOME is different, better and does much more than the competition.
Then GKV needed to find a unique way to communicate BGE HOME’s leadership position. We started crunching numbers…literally. BGE HOME offers significant advantages, such as the number of technicians, trucks on the road, on-time rates, overall satisfaction rates, and much more. Thus, the “Numbers” campaign was born, a fully integrated campaign including TV, radio, print, digital, out-of-home and direct mail.
The results? Fantastic! Double-digit sales growth and the highest unaided brand awareness in the company’s history. Even in the highly competitive environment, unaided brand awareness increased 6% points!