Dicor

by Ashley

We have been instrumental in helping promote the Dicor Product’s brand image for not only the aftermarket space but also in the OEM space as well. Campaigns aimed specifically at OEMs and in strategic places where they are seen by the right audience, has proven an effective strategy. We follow strict branding guidelines that we developed to make sure consistency is always present, thus reinforcing a brand’s recognition.

Our contribution of concepting and developing “Rudy”, the engaging character and spokesperson for all Dicor aftermarket roofing products, accelerated Dicor’s sales and top-of mind brand dominance at consumer and dealer levels. Rudy appears on all packaging, advertising, POS materials, distributor catalogs, videos and social media influencer boxes and he has his own website. Today, Rudy has a strong brand appeal with RV owners and Dicor fields daily calls from consumers asking for Rudy! But even with his star status quality, Rudy needed a fresh look.

Updating and refreshing a beloved mascot for a client to appeal to a new, younger audience was our mission. Rudy, a character that represented the older, wiser and experienced RV roofing expert was created to be the face of Dicor Products – also known as the RV roofing experts. Dicor Products sells roofing membranes, sealants, specialty sealing tape and other maintenance items for RV roofs.

Rudy’s character appeared on OEM products such as labels, videos, catalogs, e-newsletters, bobbleheads for trade shows and more. When the company started to really focus on the aftermarket space, they wanted to give Rudy a refresh. He was a highly recognizable face, so it was advantageous to keep that recognition alive, while at the same time changing his appearance somehow to refresh his image.

The solution? Make him into a comic book character. With a new line of aftermarket only RV cleaning care products being released this was the perfect time. TaigMarks set out to create Rudy’s likeness – comic book style while also creating a video that tells Rudy’s origin story for his new look. In the video, we literally see Rudy jump from an RV and land in his new comic book image.

The video is used to introduce those that were familiar with Rudy’s old look to his new look while also promoting the cleaning care line. OEMs are also being introduced to Rudy and his success with customers through crossing over to trade magazine print ads and new product videos directly aimed at OEM customers. Rudy has become a staple of Dicor Products and is widely known as the face of the RV roofing experts.

Beyond Rudy, we have designed point of sale displays that will be seen in stores across the country as well as catalog pages, print ads, giveaways, show booths, websites and more.

Thor Motor Coach retained TaigMarks specifically to rejuvenate and boost results for a tired, less than stellar-performing consumer subscription newsletter. We helped change the design and messaging strategies for this semi-weekly publication and rapidly helped improve open rates from 18% to 26% (8% over the national average) with some over 30%. Click-thru-rates improved, and we strengthened brand engagement and increased web traffic.

By implementing a forward-to-a-friend function, subscriptions increased 50% from 50,000 to 75,000. Most importantly, the Class B segment TaigMarks was charged with supporting increased market share in a down market.

Marketing is not always supporting new products through the features and benefits, sometimes it is supporting the lifestyle of the industry where these products are found. Case in point, the semiweekly e-newsletters allowed a space to promote the many facets of the recreational vehicle lifestyle. Readers became engaged with road trip suggestions or museums that were a little off the beaten path. Interested in taking a fall road trip to some haunted sites and spend the evening watching a scary movie on your outdoor tv at the campground? We have you covered.

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