Dyno-Rod, best known for its work unblocking the nation’s drains, is
spending around pounds 100,000 on a PR drive to persuade people to use
it for other emergency household repairs.
Consolidated Communications is to execute the campaign, after winning
the contract from Dyno-Rod’s incumbent agency Handel Communications last
week.
The programme covers consumer and commercial media relations to raise
awareness of Dyno-Plumbing, Dyno-Locks, Dyno-Roofing and Dyno-Glazing as
well as internal communications and franchisee recruitment.
Consolidated’s appointment is part of a pounds 1 million advertising and
direct marketing campaign run by Collett Dickenson Pearce, which was
hired in May. The marketing re-think is the result of a survey
commissioned by the company which showed the Dyno-Rod brand had an 80
per cent brand recall but many thought it only dealt with drainage.
Consolidated director Tom Wells commented on the campaign: ‘Dyno-Rod
enjoys huge awareness and an excellent reputation for quality and
service in a market that is both fragmented and commonly associated with
‘cowboy’ practices and poor standards.
‘Our brief is to help raise sales to match this awareness and increase
recognition of the company’s newer services,’ he added.
