August 28/September 4: Volume 32, Issue 6
By Lindsay Baillie
3M recently tested the power of Scotchgard Protector to determine the brand’s overall cachét. The results positioned Scotchgard as one of the top “protector” brands on the market—ranking higher than others in both consumer awareness and desirability. Furthermore, Scotchgard Protector—a brand that has been around for years—continues to fulfill market needs while gaining consumer trust and loyalty.
“Perceptions of Scotchgard are extremely positive,” said Amy Haase, marketing communications, 3M. “They have been for decades and always revolve around Scotchgard brand quality, effectiveness and reputation. We have consistently seen that for years. Consumers know it’s effective and we just have a good reputation as being a Scotchgard brand and as a product from 3M.”
Over the years Scotchgard Protector has worked to bring brand awareness to various key demographics, including the millennial consumer. Through its quality and reputation the brand is making strides with this key demographic and other groups, according to 3M. In addition, the brand looks to meet manufacturer needs to provide cost-effective solutions.
“As a business, we take the time to meet with our customers,” said Carrie Pettit, segment marketer, 3M. “We do consumer insight work. We continue to try to keep up on their needs. For example, carpet manufacturers are looking for lower cost but they’re also looking to have that brand promise and need for the consumer.”
Beyond meeting manufacturer needs, Scotchgard Protector by 3M also takes into account the range of emotional benefits a consumer experiences when purchasing new flooring with product protection. The brand, according to the company, provides consumers with peace of mind, less stress about their new floor and the ability to not worry about a carpet’s longevity.
“We know from our research that purchasing flooring is a major investment, and it’s something people put a lot of thought and research into,” Haase explained. “Being protected by Scotchgard is the proof point for consumers because it has the ability to repel liquids and provide stain protection. Those factors are especially important for families with kids and pets because they are most likely to face those kinds of incidents.”
The strength of the Scotchgard Protector brand is the result of many factors, including its many consumer touch points. Unlike other brands, Scotchgard Protector is known in multiple markets, including apparel.
“There are so many touch points for the consumer in general for the Scotchgard brand,” Pettit said. “There’s retail apparel products that provide that same type of ‘Wow, this stuff really works’ response. It’s the same message across a couple of touch points, not just carpet. So from a consumer standpoint, when she is out purchasing carpet, the brand is recognized from all of those other touch points as well.”
Scotchgard’s message is consistent across all of its partners’ web pages as well as the company’s social media sites. The company also provides in-store demos, signage and product education for retail sales associates. Creating one message the consumer sees across all platforms helps Scotchgard maintain a powerful presence in the marketplace.
“We don’t rely on a consumer learning about our brand just when she is looking for carpeting—which happens once every five to seven years,” Haase said. “She is actually seeing our brand every day. We’re a brand that has been around for a while so we have longevity and heritage, but we are also constantly improving our products, which allows us to maintain that trust.”
Some of Scotchgard’s current and future improvements include sustainability efforts to address major environmental concerns. Other plans focus on expansion of a product’s warranty, which now covers rugs.
“If you want a custom rug for your living room we will cover that as well,” Pettit explained. “We’re trying to update our program to make sure it is the best out there.”