Customer service plays a huge role in our vision of being a sustainable business. And it’s why taking care of customers is front and center in the new ad campaign we launched today.
The TV spots have up to now created strong brand recognition for our business. But now we have that recognition, and many folks automatically think “Enterprise” when they hear the words “We’ll pick you up.”
So, after spending time asking customers what they thought, we decided it’s time to start telling everyone the larger story behind our brand. And, though I don’t see myself as much of an ad/marketing geek, the way we’re telling that story gets me really fired up.
If you haven’t spotted the ads yet – entitled “The Enterprise Way” – you soon will. They feature real Enterprise employees under the lights and in front of the lens.
When we sent an email out announcing the “casting call,” more than 250 of our team members responded within 72 hours. About 50 were selected for taping, and about half of those will appear in these spots.
We kept the script simple. It’s all about delivering exceptional customer service as part of a family-owned business. Period.
Sure, I’m biased, but they tell our story without wasting words. “Being family-owned makes a difference, let us show you why.” That’s at the heart of how we operate and succeed as a business.
It’s a message we hope our customers will appreciate as much as we appreciate them. And we hope it attracts some stellar new people to our team, as we will hire approx 8,500 college grads this year.
Nobody tells our story better than the people who bring it to life every day. That’s my opinion – what do you think of the ads? Do companies benefit from including their own people in their commercials?
My sense of belonging is in large part from the time I spend at my company – just like most of us that must work for a living. We try to champion and support the communities where we do business, thus making it a little more palatable.