I am working on behalf of a client. Please see below questions I posed to the Client and the feedback I received.
The company is a waste and recycling company.
a) What are your current ways of targeting customers? Eg. Paper, radio, Word of mouth, sign at entrance.
Currently using word of mouth due the brand not being right, need to tie the brand down to push other advertising more.
b) How effective do you feel your current image is? Honestly, Is there certain element of the business it targets more than others?
Feel the current name ties them down to skips. Its all word of mouth for the other services they provide. They are a family run business and they feel there surname is used a lot. Mc Daid. A lot of people would know the business as McDaids and the other services would fall under this. Ie. “take that scrap down to McDaids” rather that Letterkenny Skip Hire.
They feel recycling is a massive part of there brand. No reference to waste, really pushing recycling.
c) What do new customers say about your business? The “I never knew you had that service” moment? What is that service?
Confidential shredding, also people would not be aware of Metal recycling and depollution of cars. Basically LSH weigh and pay you for your scrap. Again this is all word of mouth business
d) Are you happy with your name? Does it tie you down?
“LSH Recycling” is the new name for the business we agreed on. The other service will all fall under this.
Give a quick breakdown of what your company is and the services you provide?
Skip Hire, Metal recycling (paying out for scrap), Confidential shredding, Wood chip, authorized end of life vehicles disposal (falls under metal in my opinion) Business wheelie bins, Sammy Bags (Waste Bags), Civil amenities (public can come with tin and glass and dispose for free)
What image you want to put out to the public?
No Waste, nothing going to landfill, all recycling, 100% green.
Another big thing I feel could play a massive part of the brand, which they mentioned is they are a FAMILY run business. There are 7 family members working in the business. Feel they can appeal to people more using this, as people can trust them more.
i) What you want people to think when they see or hear about your business?
Abiding the law, doing things right, Family Business, long Established (since 1980) competent in what they are doing, moving with the times, good honest hard working reliable people. People comment on the reliability. When they are called to do a skip they give a time and collect on or before this.
Step 3: The Plan
a) Where do you want to be in 5 years? Zero Landfill, North Wests Largest Recycling Company
b) What element of your business do you want to push over the next five years.? Making fuel from waste, Domestic wheelie bins, Metal recycling, demolished aggregated (depending on changes in the law)
c) Have you any new products or services, which you feel, will be a big element of your business in the future?
Turning rubbish into fuel
d) Is there any element of your company currently that you want to push in the coming 5 years that is not already established.
e) Who do you want to be dealing with? Public, Corporate or both. Do you want your client base to remain the same or do you want to go in a specific direction. I.e. Push wood chip for heating schools. Push scrap metal. Push Skip hire.
Both public and commercial customers. Friendly but professional feel. Slick.
What exactly do you want from this?
Create a brand that ties all the service down. A good logo that really stands out. They also feel their orange lorries are very recognizable and nearly carry an element of branding in themselves.
Name: LSH Recycling
“Powering Green Solutions”
I feel their current tag line just isn’t right.
They Loved Logos with hidden messages built into them