Each of our clients has a story to tell. DRB has long-term relationships with many of its clients and the following Case Histories are brief snapshots of some of the services we have provided over the years to these clients. Simply click on the Client History of interest and see how DRB has responded to the challenge, provided effective strategy and generated results.

Maxforce, a division of The Clorox Company, is the leading manufacturer of pest control products for the Pest Management Professional (PMP) industry. DRB Partners has partnered with Clorox on the Maxforce brand since 1990.

DRB Services: Advertising, Branding

Challenge:

• The Clorox Company introduced the MAXFORCE brand in 1988. However, the Maxforce product line did not gain wide acceptance in the professional marketplace for several years.
  
• In 1990, DRB Partners was engaged by The Clorox Company to promote the Maxforce brand and product line. The primary objective of the first project was to address the resistance to using Maxforce baits by pest control professionals.

DRB Strategy:

• Establish baiting as an alternative to spray applications in controlling roach infestations and several varieties of ants
  
• DRB developed a strategic advertising campaign targeting Pest Management Professionals (PMPs) that emphasized utilizing bait stations as the industry’s most efficient method of controlling particular pests
  
• DRB developed supporting literature and training guides for the education of pest control professionals
  
• DRB developed data sheets on the Maxforce products for the PMPs to enhance their communication with their customers
• It was essential to grab the attention of the PMP. DRB created full-color, 2-page spread ads with illustrated graphics rather than industry standard photography. Illustrations allowed creative freedom to depict applications and solutions using baits.
  
• Targeting the PMP, DRB created copy that would inform and educate the customer about the Maxforce products and the effectiveness of treatment.
  
• The copy created by DRB was utilized in many versions of marcom collateral including data sheets, brochures, presentations and training materials. The marcom material educated clients, trained PMPs, and served to produce a paradigm shift from spraying to baiting.
  
• DRB prepared and placed articles for the industry media that addressed service applications for baiting, effectively raising the bar for the industry as a whole. Distributors and sales representatives serving the marketplace used article reprints as sales literature.
  
• DRB developed a new spread ad that appeared every 6-weeks in targeted trade publications to keep the messages fresh and to cover various product offerings. Ad reprints were also used as sales literature.

  Results:

• The advertising campaign effectively communicated the benefits of baiting strategies for treating cockroaches and selected varieties of ants. Bait sales began to rise as the industry identified the Maxforce products with Integrated Pest Management.
  
• Maxforce is now the dominant industry brand, with more than 70% market share. Maxforce baiting products have also enabled pest management professionals to better serve the food and healthcare industries because of the stringent environmental and medical regulations.
  
• DRB continues to manage the advertising program. DRB’s latest campaign includes advertorials to reinforce the Maxforce brand in light of emerging competitors in an established marketplace for baiting technologies.

  Other Services:
  

• Tradeshow Materials – sales sheets, flyers and article reprints

• Press Releases

• PMP Reference Guides
  

• Web Maintenance and Updates

   

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