Changes in the way insurers cover homeowners and businesses hit by disaster has benefited The Buntin Group, which last week won Servpro Industries' $8-10 million national ad account.
The Gallatin, Tenn.-based client, which specializes in cleaning homes and businesses hit by fire or water damage, traditionally has relied on referrals from insurers, the previous target of its marketing efforts. That work was handled in-house. The company, which has 1,200 franchises in 49 states, claims to be the largest in its industry.
Rising deductibles and more restricted coverage have led more consumers to seek catastrophe cleanup on their own, said client evp Rick Isaacson. "The deductible [for mold or water damage] used to be $250; now it's $1,000," he said. "Our move is to get consumers to know our brand."
A national campaign from Buntin is slated for early 2004, with spots to run on Fox News, CNN, The Weather Channel, CNBC and HGTV. Radio will also be part of the mix.
The effort will be themed, "When fire and water take control of your life, we help you take it back. Servpro. Like it never even happened." That concept helped the Nashville, Tenn., shop beat out four undisclosed agencies.
Servpro's competitors include ServiceMaster Clean, a division of ServiceMaster, and The Dwyer Group's Rainbow International, which spent about $40 million and $3 million on ads in 2002, respectively, according to Nielsen Monitor-Plus. Servpro's 2002 sales were $450 million.
"We figured out what was going on in common in all those [disaster] scenarios and turned that into a relevant platform," said Jeffrey Buntin Jr., evp and creative director.