The St. Louis-based company, Spectrum Brands, has been in business for over 50 years. The manufacturer of pesticides, insect repellents, and related products came to Meredith St. Louis with two problems related to brand identity and awareness. By creating a marketing campaign targeting local consumers, the professionals at Meredith developed an effective solution to help them reach their well-defined goals.
Because Spectrum Brands has always concentrated on national campaigns rather than local ones, few people in the St. Louis area realized that they are a local company. For that reason, they were missing out on sales from those area buyers who want to support local businesses. In addition, the local cable company, Charter Cable, had just recently changed its name to Spectrum. This new development served to create additional confusion around the brand itself.
Spectrum Brands came to Meredith St. Louis wanting to:
- Increase brand awareness
- Associate their parent brand with their product brands, like Spectracide, Hot Shot, and Cutter
- Become top-of-mind for local customers
- Increase market share
- Make locals aware that they have been a part of St. Louis for over 50 years, with headquarters, manufacturing plants, and a distribution center all located here.
We had clearly defined our goals and objectives, so we needed to find the solutions to help us achieve them. --Lacey Ebert, Director of Marketing, Spectrum Brands
Before approaching Meredith St. Louis, Spectrum Brands looked at marketing through local events and grassroots campaigns to increase awareness of their brand. They wanted to associate their parent brand with their product brands in people's minds, but they had yet to develop a viable plan.
Through several meetings and careful consideration, Meredith St. Louis determined that the St. Louis Proud campaign was a perfect fit for Spectrum Brands. These feature stories appearing on News 4 highlight people and businesses that make St. Louis proud. Employing the assets of their media company, KMOV, Meredith created a commercial campaign to address their needs. Through CEO Messages, Spectrum Brands' CEO could address the market directly, putting a face on the company to create familiarity around the brand.
Meredith St. Louis created a commercial campaign that included:
- Spots on the KMOV schedule
- Sponsorship of Great Day St. Louis Live
- Digital distribution
Because Great Day St. Louis is a live event, messaging had to be especially engaging and brand compliant. Meredith St. Louis worked closely with Spectrum Brands to strategically design each live segment and social media post for optimum results. Meredith made sure to provide advertising opportunities for selling products while communicating that the brand is local.
My favorite part about the relationship is how easy Meredith St. Louis is to work with; they are wonderful. Our sales representative listens to our needs and brings solutions to the challenges we present. --Lacey Ebert, Director of Marketing, Spectrum Brands
The campaign addressed Spectrum Brands' need to brand their name, improve their local image, and increase sales for various Spectrum Brand products. The company was especially won over by the St. Louis Proud idea and loved the concept of being branded as a St. Louis company.
Spectrum Brands was delighted with the results generated by the campaign. Employees of the company enjoyed seeing their segments on the air and over the internet. They were impressed by an increased market share and how Meredith St. Louis treated them.
KMOV partnered with us to develop a program that would help us grow our overall awareness and share. The St. Louis Proud message really connected with us and our St. Louis history. We are delighted with the success. --Lacey Ebert, Director of Marketing, Spectrum Brands
All aspects of the marketing strategy were focused on increasing sales. Spectrum Brands had produced commercials in the past, so they understood the power of broadcast media, but a six-month market share report confirmed the campaign’s success. According to this report, Spectrum Brands grew by double digits while their overall product category grew in St. Louis as well.
Meredith St. Louis
Meredith St. Louis works with businesses of all sizes looking to grow in the St. Louis area. Our marketing professionals have the tools and expertise to make your brand a household name. We will work closely with your company to identify your pain points and define your goals, and together we will come up with the best strategy for reaching your target audience. If you are interested in marketing locally, we have cost-effective solutions that utilize both television and digital avenues to take your brand to the next level.