A Case of Brand Extension. . . .

Our client is the largest distributor and service provider of golf carts in New England. Their primary customers are golf courses. They also, through the manufacturers they work with, distribute and service a line of utility vehicles with accessories , that they wished to market to industry, educational institutions and other commercial end users. The target audience is primarly facilities management professionals. The challenge facing our client was how to market, i.e., brand utility vehicles for commercial markets while maintaining their brand and position in the golf course industry. Attempting to market to two distinct target markets, i.e., golf courses and the building management industry, could affect each other to the detriment of long term market share in each market. We saw this as an exercise in brand extension. Having developed a strong and well recognized brand in the golf course industry, one of quality products backed up with award winning service, we felt that this perception could be extended to the industrial market and augmented with attributes that would appeal to the target audience in the industrial / commercial market. The attribute we chose to feature, was the comprehensive accessory features offered for use on the utility vehicles. This had direct appeal to facilities professionals, the decision makers, having responsibility for facilities maintenance; both the facility / building and the grounds surrounding the facility. To communicate our message we chose print and internet advertising directed to this specific target audience of facilities professionals. We chose a regional New England publication that has strong circulation to this target audience. The publication also has an online edition that provided opportunities for online exposure. We created advertisement copy and editorialized the important features of the utility vehicles, complemented with appropriate photography and placed both advertisements and editorial in the publication on a monthly basis for a year; complementing that with online advertising and a link to their website. At the end of one year, our client is firmly established in the industrial market with strong brand recognition among facilities professionals. We continue to work with this client in advertising and editorializing their superior line of utility vehicles to improve sales.

SUCCESS STORY #2

This client supplies building automation systems to control energy costs through mechanisms that automatically adjust lighting levels and heating, ventilating and air conditioning equipment. In addition, they developed and supply the software that provides the overall control and interface with other building systems. Their objective was simply to improve the company's awareness level in the New England industrial / manufacturing market. In other words, they want buyers to think of them first when it came to controling building systems. We suggested that Lockhart Communications provide the creative services necessary to develop a whole new image of the company. This manifested itself in a new logo, sales literature stressing their strengths and new print advertisements reflecting the values of the company. The print advertisements have been running for a six month period and the company has appeared in several trade shows with their new materials and have had many positive comments. Their marketing manager stated, " The creative talent possessed by Lockhart Communications has projected our company into the upper echelons of companies within our industry. The quality graphics displayed truly represent the values we possess as an organization. We are extremely satisfied."