Insight on Business

September 2013

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in focus { s m a l l b u s i n e s s } By S haron Ve rbete n A 'basementy' brand Sure-Dry nets growth, awards after marketing efforts Online strategies "We wanted to work on our rebranding, our image," says Weyers. 48 | Insight • S e p t e m b e r 2 013 courtesy of Sure-Dry Basements S ure-Dry Basements can fix cracked basements and foundations, but it has learned that it can also shore up its company's brand and reputation as well. And that's important for a company that can't rely on repeat business – especially if it does the job well. In just one year (2012-13), Sure-Dry of Menasha, which serves 34 counties in Northeast and Central Wisconsin, showed a 60 percent increase in sales and a 43 percent increase in lead generation, according to Sure-Dry Marketing Coordinator Ryan Weyers. Already this year, its commercial division, Foundation Supportworks of Wisconsin, has nearly reached its revenue goal of $600,000, with $1 million in sight – with no marketing dollars spent outside of networking. "It's all coming together, and it's showing this year," says Weyers. Sure-Dry attributes this success to a combination of factors, not least of all strengthening its marketing/brand campaign "All Things Basementy," which features company president Doug Newhouse. The slogan was patented by Basement Systems, the national company that produces the water control products Sure-Dry uses, although the Menasha company, around since 1994, is independent and family-owned. Sure-Dry Basements Marketing Coordinator Ryan Weyers gets down and dirty to illustrate the company's newly rebranded slogan "All Things Basementy." That campaign slogan and Newhouse's image was extended to direct mail campaigns and online promotions. "I think people recognized us. We wanted to make something that was distinct and memorable, what we're seeing this year with the rebranding strategy," says Weyers. "If you look at just keyword searches, 43 percent of our leads come from the Internet. "The stuff we have tested has a good click-through rate," he adds. "We're looking at how that converts into new leads." The company's search engine optimization has also improved. Sure-Dry has also seen four-fold growth of direct brand search traffic through the Internet. "We definitely wanted to be one of the first up there," Weyers says. "We continuously update our website with fresh materials." With the weakening of traditional marketing strategies like the Yellow Pages and, to some extent, home shows, channeling more efforts into online and mobile promotion is a priority, Weyers says. While Sure-Dry still attends about 16 home shows a year and partners w w w. i n s i g h t o n b u s i n e s s . c o m

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