Capitalising on their marketplace points of difference, RapidClean members will be supported by a strong portfolio of marketing initiatives that are not only practical but also very achievable. Addressing his first annual general meeting and conference as general manager, Bruce Lees emphasised the need for all members and suppliers to adopt a totally positive approach […]
Capitalising on their marketplace points of difference, RapidClean members will be supported by a strong portfolio of marketing initiatives that are not only practical but also very achievable. Addressing his first annual general meeting and conference as general manager, Bruce Lees emphasised the need for all members and suppliers to adopt a totally positive approach to the Group and what it offers.
RapidClean board, from left Greg Wild, Jim Taylor, Lindsey Burgoyne, Kevin Daniels and Robert Cappello
The RapidClean conference was held at the Hyatt Coolum in early October. It involved two solid days of presentations; preferred supplier presentations; and social intercourse. Guest speakers included Brian Swinton and Alan Hardcastle.
In his ‘Future Direction of RapidClean’ address, Lees noted that in his short first four months with the Group two new members had been added; 20 members were visited; a specials catalogue had been published; the Group had joined the BSCAA; merchant facilities had been installed; and all members are trading within terms.
Lees said that RapidClean’s quest to build top-of-mind awareness with its disparate market segments will mean “customers will buy off you because you are a member of RapidClean; new customers will buy off you because you are a member of RapidClean; other stores will want to join RapidClean; members’ profitability will improve because they are members of RapidClean; and suppliers will sell more because they are preferred suppliers to RapidClean.”
In analysing RapidClean’s competition, Lees cited the Group’s points of difference, which are knowledgeable people; independently owned; B2B focused; and nationally represented. He demonstrated that no other competitors could claim all of those attributes.
Turning to the marketing plan, Lees listed a number of practical but most achievable initiatives.
They include print advertising and mooted TV and radio campaigns; sponsorships such as platinum BSCAA membership; specials catalogues; store livery external and internal branding; enhanced intranet for improved internal communications; trade show involvements; a 1300 national number; and a quest for new members.
Naturally, Lees emphasised the critical role that the Group’s preferred suppliers play in its success. He outlined a ‘code’ of commitments to suppliers.
At the end of two days of work sessions, Lees reflected on the key messages imparted. “Suppliers talked about getting away from the bottom of the market,” he noted and added that, “we can and should use each other’s knowledge to move away from low margins.
RapidClean recognises member and supplier achievements
At an official dinner held on the conference’s last night, a number of businesses and individuals – in member and supplier ranks – were recognised for their efforts.
