Making the phone ring at TLC Plumbing

TLC Plumbing has been a client of RYNO for over 5 years and serves multiple markets. Each of the visitors to the TLC site is there for a very particular and different reason. The users that come to the site interested in land development not only wants to see different content, but is also in a different frame of mind than the person that needs to get the toilet working after their toddler dropped their keys in it. The newest version of the TLC site was created to serve the needs of each of these groups, putting the content that would be interesting to each group in the areas near to where their are most likely to see it when looking for the primary information they came from.

The construction trades and land developers who come to the site are not in as big a hurry as the other groups, typically visiting the site well in advance of their need for TLC to actually perform their services. On the other hand, the consumer segments of their market usually visit the site when they need TLC right now. To satisfy this group urgency, all the ways of contacting TLC have been moved to the top of the home page so their is no need to scour the site searching for a contact form, phone number, or even a live chat mechanism. If a customer needs TLC right now, they will get TLC right now.

TLC's main marketing directive is to increase the share of wallet they have for each of their customers. It is easier to sell new products and services to existing customers than it is to bring in new ones. Many of TLC services have a broad appeal to many of the visitors already coming to the TLC website, so the major opportunity is to educate the consumer on what else TLC can offer them at the time when they come to solve their immediate problem. To facilitate this, the consumer related products and services that are not immediate needs are showcased on the site directly below the contact info, above the fold on the home page. Now, when visiting the site to find the phone number or contact form, the typical consumer will also immediately notice a very graphical presentation to let them know about TLC's new solar products, or how they can reduce their costs at home by getting new equipment put in.

The exposure to these other services are increasing the inquires of other services, while keeping the immediate needs customers serviced quickly. This coupled with online and offline tracking techniques, TLC's website is now driving over 50% of their business and revenue.

Overthrowing the Reining Champion at Rhino Board

New product launches are very tricky, especially when the competitive landscape is full of entrenched market leaders. Rhino Board was facing exactly this problem when their newly designed product came on the scene in the water jet industry.

A Rhino Board is a sacrificial cutting surface used on water jet cutting machines. Unlike the competing products to this industry, the Rhino Board is superior in every way. Rhino Boards are bigger, stronger, lighter and more versatile. The benefits to the customer are also great. Because they are bigger, it takes less time to set up a job, meaning more work can get done in a day. Because they are lighter they are easier to use to keep production fast and cheaper to ship. They are stronger which makes them last longer and don't have to be replaced or reset between job runs. The only problems facing Rhino Board were that the market didn't know they existed, and because they don't look like any of the competitive products, natural skepticism was hard to overcome.

RYNO helped launch Rhino Boards by creating their new branding, identity and website. The branding and identity was centered on promoting the feature of the Rhino Board most important to the market, strength. The identity and web presence was created around the ease of use using a no nonsense type of voice and graphic style. Rhino Boards are created by an actual water jet shop operator who knows that the more jobs get done in a day, the more money the shop owner makes. There are a minimum of frills on the site, and in the place of the standard marketing fluff, is real content, examples and video showing exactly how the product is better. Each video it shot using a minimum of editing and fancy shooting techniques. The videos look like what they are, a shop owner on a small budget using an amazing product. There are almost no cuts in the video, so the customer base knows that there is no camera trickery here.

It's working. The Rhino Board is taking off. Even the major vendors of the water jet machines are interested in this new product to use a value add so they can sell more machines that seem to get more work done than the old ones. While the entrenched market leaders are still around, the heavy weight championship fight is coming up, and Rhino Boards are looking like the strongest contender. Not just to us, but also by the market, and that is what matters.

---