This next thought is important: We kept the Punbar domain and website with the purpose of later on redirecting traffic to Cool Techies. This ensures we do not lose any potential leads. Cool Techies must first catch up to Punbar with online traffic and recognition before the full transition.
Customer Reaction
Customer reception has been overwhelmingly positive. Initially, there were concerns and confusion. Loyal customers wondered if we had sold the company or if there were new management changes.
We made sure to communicate clearly through emails, social media, and direct conversations that while the name and look changed, our core values and commitment to quality remained the same.
The new branding also helped us to attract new customers. The polar bear mascot wearing sunglasses became a talking point, and our colorful vans stood out in the sea of generic HVAC service vehicles. It was clear we were not just another HVAC company but one that brought a fresh and innovative approach to service.
The Financial Investment
Rebranding requires a significant investment. From the cost of new vehicle wraps to redesigning marketing materials, investing in SEO, and investing in online marketing, the expenses added up.
However, we see this as a long-term investment. The goal is to create a more recognizable and trusted brand, which in turn will drive growth and profitability.
Marketing Strategies
With the new brand, our marketing strategies have also evolved. Today we focus heavily on social media, creating informative and engaging content rather than just promotional posts.
Platforms like Instagram, Facebook, and LinkedIn became our primary channels for connecting with our audience. We also implemented targeted direct mail campaigns, reaching specific neighborhoods and potential customers.
We took the latter one step further: we place advertisements on shopping carts in local supermarkets, to also help increase our visibility.
One of the most effective new strategies to come out of our rebranding efforts is our customer referral program.
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