ASSOCIATIONINSIGHT
Portable Sanitation Association International News
BIWEEKLY EDITION DECEMBER 23, 2020
Page 19
Portable Sanitation Marketing Success…continued from page 18
Continued on page 20
Steve Dykstra, Director of Marketing and Brand
Strategy for Service Sanitation, says the company
has worked hard to use the products of the
company to grab attention. "Marketing is standing
out from the crowd, making an impression, and
showing your relevance to customers," said
Dykstra.
Just how much of an impression has the "Jingle
Johns" video made? It was enough to make it
onto the Today Show where one of the hosts
exclaimed, "I never thought a porta potty could be
so beautiful!"
Both ABC and CBS stations out of Chicago, along with NPR, ran stories about the chorus of singing portable units.
How to Brand Your Business
At this point you may be thinking, "That is great for Service Sanitation, but 32 port-a-potties with lit-up faces
singing a holiday classic in sequence is more than we can pull off."
Indeed, Dykstra is adamant in stating that it was a huge team effort with lots of ideas and work from many Service
Sanitation employees to pull of "Jingle Johns" and all of the videos they have made. "Your employees and
even their families can be your biggest advocates in delivering your branding message," said Dykstra. "Through
employee buy-in, they should be carrying your companies branding message and telling your business story."
However, marketing and branding is not about
how much budget you have or how many
employees can work on marketing projects.
The secret is to come up with creative branding
ideas and to put them out into the world for your
potential customers to see.
How you decide to introduce your brand to the
world is one of the most important business
decisions you will make. Even after a successful
introduction, how you continue to present your
brand's image on an on-going basis is key to its
success. Developing a brand's creative strategy
will require some investment however. This
will consist of time, energy, brainstorming, and
possibly a portion of your marketing budget.
As for Service Sanitation, their marketing of the Jingle Johns didn't stop with the creation of the video that has
grown each year. When posting the latest video on Facebook they announced "The Jingle Johns have officially set
a world record for the most animated faces on a single holiday light display." Did they actually set a world record?
Not officially. Did they create buzz and interest in their company with this statement? Absolutely.
According to Dykstra, "You can't always rely on your marketing to have a return on investment. It is about creating
awareness of your brand and getting engagement." Dykstra also pointed out that your marketing engagement
and social media is not your point of sale. You should be looking at this work to create advocates for your brand
and generate word-of-mouth brand recognition.
