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Power Brand in Your Target Market
By: Cindy Wendland
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Not all businesses will be a globally recognized power brand like Calvin Klein, but you can be a power brand in your target market. All it takes is commitment, discipline, and consistency. Treesanta.com in Chicagoland is a great example.

Treesanta.com caters to Chicago-area residents that want a real Christmas tree delivered. They promote their message of: Deliver. Remove. Recycle. For some people, selecting or chopping down their Christmas tree is an important part of the holiday season. For others, just the ability to have a real tree in their home for the holidays is the significant aspect. Some people don’t have the time, manpower, or strength to bring in a heavy tree, and the thought of the cleanup and removal is a deterrent as well. So treesanta.com allows families to have a real, fragrant Fraser fir Christmas tree delivered by ordering online.

The treesanta.com website offers the information and functionality necessary for the service. Their Facebook presence is where their personality really shines. They have a few posts during the off season to remind people Christmas will eventually come again, and then posts in the holiday season showing delivery and cleanup to highlight how easy the Christmas tree portion of the holiday can be. The Treesanta van is where they really get noticed as they drive to make their tree deliveries.

Most people enjoy a little humor done well. The Santa portion of treesanta.com is a significant part of their branding that does just that. The trees are delivered and removed by a person in a Santa suit. Somehow that just makes it all a little better and a little happier. Treesanta also claims to plant two or three new trees for every one they chop down, so people can feel good about enjoying their tree.

This micro market values what treesanta offers — the ability to have a sustainable, old-fashioned Christmas without the clean-up, with a little humor and fun mixed in. That’s powerful.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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