Homeowners expect their appliances to, well, work. They expect their refrigerator to keep their food cold, their oven to reach the temperature they set, and their dishwasher to clean dishes. But when homeowners’ appliances do break, which they inevitably do, homeowners want them fixed…fast. Nebraska Home Appliance (NHA), a 25-year-old appliance service company in Omaha, could fix appliances, and it could fix them fast. The problem was that customers couldn’t find NHA when their appliances needed fixing. The company didn’t have an effective website, its brand was antiquated, and its consumer message was unclear.
Philosophy dove into customer research and found that customers weren’t sure if NHA was selling appliances, supplying parts, doing the service, or all of the above. Plus, customers couldn’t name any distinguishing factors about NHA. However, getting appliances up and running quickly was the most important factor in creating loyalty with an appliance servicer. A servicer who could fix an appliance quickly was seen as a “hero.” Because of NHA’s history and ties to Omaha, the idea of a “hometown hero” emerged front and center. Philosophy built a tagline around the hero concept and carried it throughout NHA’s brand – from its new logo, to the graphics on its service trucks.
It worked. Equating an appliance repairperson to a super hero may seem far-fetched, but imagine turning on your oven on Thanksgiving morning to cook your turkey only to find your oven not working. An NHA repairperson who shows up and gets the oven working in time for dinner would certainly be considered a hero. Most importantly, the new logo, tagline, messages, truck graphics and website gave NHA an identity. Philosophy created a brand that resonated with NHA executives and with consumers. The result was a 30% increase in website traffic, a 15% increase in sales and a 40% increase in new customers. How’s that for hero status?