Services: Business Positioning, Action Plan, Website update, Radio campaign, Tradie Magazine advertorials, eDM Template
Industry: Construction, DIY
Sunnyside Clear Roofing
Sunnyside Limited is an independent supplier of polycarbonate roofing to both trade and DIY. The interesting thing about this company is that it is an owner-operator family business, with the third generation now at the helm.
To boost brand awareness and sales owner Kurt Breetvelt commissioned Right Hand Man to complete a Business Positioning workshop. From this process, we identified what made Sunnyside unique and drew up a Marketing Action Plan.
With Kurt being tech-savvy, Sunnyside already had a comprehensive website, but it was time for a refresh (something all websites need periodically – how’s your website doing?). Right Hand Man developed some design guidelines for Kurt to follow, and re-wrote the content based on the Business Positioning.
Sunnyside’s marketing secret weapon
With the web sorted, the real fun started… because Sunnyside had a marketing secret weapon: Kurt’s three-year-old son, Devon. Devon was tapped on the shoulder as Sunnyside’s fourth generation and CEO in training.
We wrote a radio campaign for tradie-friendly iHeart stations Radio Hauraki and Radio Sport. In a series of 30” ads, Kurt outlines why tradies and DIYers should deal with Sunnyside and he is periodically interjected by the ever-cute Devon (yes, it’s really him). The campaign is generating good results, with further ads featuring Devon in the pipeline.
Realising we had a star on our hands, Devon’s next move was featuring in a series of advertorials in Tradie Magazine, with the titles “Meet Construction’s Youngest CEO” and “Does Polycarbonate Roofing Pass the Devon Test?”. These advertorials extoll the benefits of polycarbonate roofing and choosing Sunnyside as your supplier, and included a measurable ‘buy online for a tradie discount’ offer.
Leveraging off Devon’s new-found celebrity status, it wasn’t long before he made his way onto the Sunnyside home page in a short yet endearing video.
We also developed an eDM template so Sunnyside could communicate more regularly and effectively with new and existing customers.
What next for Devon?
Devon will continue to make appearances as a successful company spokesperson, in part because he is so cost-effective. So far, his talent fees have been paid in the sweet, edible variety.
HERE'S WHAT KURT HAS TO SAY ABOUT WORKING WITH US:
"I've worked with marketing agencies before. So when it came to my own small business, I knew what I was looking for. People who take the time to understand my company and the market it operates in. People who are dedicated to finding solutions that work, are cost effective, and are measurable. People who are not afraid to suggest ideas I may not have thought of.
I found all this in Right Hand Man.
As a business owner, I needed someone to give me a different perspective. The business positioning RHM did for me was invaluable, and I refer to it regularly. The marketing initiatives continue to deliver, and I have no hesitation in recommending them.
Good marketing agencies don't have to cold call, customers will find them. I did my research, gave them a call, and they delivered."