Invisible Fence Brand Case Study
Business to Consumer & Business to Business
Invisible Fence is an iconic brand. Many people instantly recognize the name but are not sure what the system does. Invisible Fence is a pet behavior company that through advanced technology and software along with effective pet training keeps dogs and cats safe at home. The system is professionally installed and serviced by dealer network. After the initial installation, (average cost per installation is $1,800) the continuing revenue stream is extra collars, batteries and units for inside the home.
Invisible Fence’s name is truly a curse. While it is recognizable, since it was the first in the market, the name not only describes what it is but also describes the category it participates in. The curse comes in when people are simply looking for an “invisible fence” and might consider lower costs competitors that are not effective thus hurting not only Invisible Fence Brand but also damages the credibility of the category.
The corporation sells exclusively to 11 distributors in the US and Canada. The distributors control the dealer network. The distributors had seen multiple changes in senior management so they spearheaded the sales, marketing and customer service of the brand. Distributor senior management knew more about all of those areas than the corporation and began marketing the brand vastly different in various parts of the country. There was no brand consistency and extreme animosity by the distributors to the company. This disdain was so severe, the distributors simply called the company “the factory” and refused to even consider marketing initiatives from the corporate headquarters.
In 2004, the brand had been through 5 marketing directors in 6 years. There were many factors in why this happened but the result was no confidence or compliance in marketing initiatives. The brand was losing marketshare and revenues were stagnant. New marketing management entered the brand in a matter of less than three years gained the confidence of the distributors and dealer network to the degree that the company and its programs took back the brand and its materials were almost universally accepted and implemented by the dealer network. The brand became so dominant in the market that eventually its closest competitor purchased the company.
Objective: Lead Generation
Target: Prospective Dog/Cat owning customers
Summary: Compelling segmented color and black and white executions that used emotional artwork and factional content for credibility and support which highlighted competitive advantages.
Media: National Magazine, National Newspaper, Regional Newspaper, Regional Magazines
Results: Increased marketshare to 71%; Leads that generated over $4,560,000 in sales.