Enviro-Solutions had several issues it had to address to boost brand awareness, become a thought leader in green cleaning, and with this strategy in place, improve sales. By the mid-2000s, several cleaning chemical manufacturers were introducing green cleaning solutions. While there had been considerable resistance for many years to green cleaning, much of this hesitancy was beginning to fade at about this time.
For manufacturers, distributors, as well as end-customers, it was slowly being accepted that green cleaning solutions not only had a reduced impact on the environment, but contrary to earlier beliefs about them, these products were effective and cost effective as well. In time, this led to growing end-customer demand, starting with schools, the hotel industry, and then spreading far and wide to all kinds of facilities.
Compared to other manufacturers, Enviro-Solutions was a small brand, a division of a much larger company. The company had few distributors and because it was based in Canada, believed its future growth depended on getting not only more distributors in Canada, but many more in the United States.
When Enviro Solutions contacted AlturaSolutions, they asked us to do three things:
- Promote the many benefits of green cleaning solutions.
- Boost awareness of the Enviro Solutions brand.
- Encourage distributors to start marketing the brand’s products.
Because one of our clients is the leading advocate for green cleaning in the professional cleaning industry, it was quite easy for us to promote the virtues of environmentally preferable cleaning solutions. Articles were written and published in scores of different major trade magazines discussing the value green cleaning brings to the table. This included not only helping protect human health, but improving student performance, reducing school and worker absenteeism, even improving worker morale.
As to boosting awareness for Enviro Solutions, virtually all articles were published under the company’s top executive name. This way, he became a thought leader.
End-customers soon began to know who he was, viewed him as an expert on cleaning and particularly on green cleaning, began to trust him, and by trusting him, started asking their distributors for Enviro Solutions cleaning products by name.
Further, working with this executive, we developed a slogan that was repeated over and over again in all our article placements, news stories, even product releases. That slogan was that cleaning solutions made by Enviro-Solutions were
“As good as – if not better – than traditional cleaning solutions.”
This mantra made distributors, many of whom were still hesitant about carrying green cleaning products at that time, more comfortable suggesting them to their customers. They came to accept that the products were proven effective, which encouraged them to market them to their customers.
Further, facility managers became familiar with the mantra as well. In time, some managers asked specifically for “those” green cleaning solutions that were “as good as – if not better – than traditional cleaning solutions.”
Over an eight-year period, we:
- Wrote and published more than 192 articles, saving the client the equivalent of over $150,000 in advertising costs.
- Wrote and published more than 138 news stories and tip sheets, saving the client the equivalent of $55,000 in advertising costs.
- This company enjoyed a 30 percent growth rate during the Great Recession. We were one reason this happened.
- This program did not include social media.
Our work with Enviro Solutions was a perfect example of turning words into sales.
As to the results of this corporate communications strategy, the company grew significantly. It gathered distributors all over North America committed to the brand and its products. We were told that even during the Great Recession, when many jansan manufacturers saw their sales decline significantly, Enviro Solutions still experienced solid and enviable growth.
While the company was able to fund some advertising, it was the articles that sold the product. Respected thought leaders are believed, and in this case, the result was that end-customers believed in the value of Enviro Solutions products.