Building a Brand Community:
MEET MR. JOHN
The portable restroom industry is unique. The industry suffers from little marketing savvy and a very low perception. When I first started working in the industry, I was appalled to see so much potty humor and unprofessionalism with slogans such as “we’re #1 in the #2 business” and “we’ll take your crap.”
My initial strategy was to differentiate ourselves by being the most professional operator. I wanted to elevate the perception of the industry and focus on the value and benefits of the product rather than position it as a joke.
THE PERSONIFICATION OF MR. JOHN
After my first few years of unrelenting serious professionalism, I began to entertain the idea of using a little humor in a tasteful way. Social media was starting to take off and we were expanding further into the residential market for special events.
I decided to personify “Mr. John.” He was a hard-working guy, just trying to make people happy and comfortable. And people fell in love with him.
BUILDING A TOILET-HUGGING COMMUNITY
I planned out a multi-channel campaign using direct mail, the web, trade show displays, and social media. The messaging was tailored to appeal to our two audiences: the special events market, predominantly female, with the theme “Mr. John = Mr. Right,” and the construction industry, mainly male, with a more straightforward approach, “Use Me.”
I designed postcards to show Mr. John’s desire to be appreciated. They included a personal ad, a ‘dear John’ letter, and a visit to the psychiatrist where he says, “I just want people to USE me – is that so wrong?!” For some more interaction, I offered free t-shirts for anyone submitting photos of themselves with Mr. John, and photos came flooding in! People were actually hugging our toilets. The photos were displayed on our social channels as well as on our website.
The “Meet Mr. John” campaign shifted our marketing dynamic and transformed our brand. By personifying Mr. John, we fostered engagement with our audience, encouraging them to become active participants in our brand story. This approach not only expanded our reach and visibility through user-generated content but also strengthened our brand identity as a relatable, trusted figure in the industry.
In recognition of these efforts, I was honored with multiple awards from trade organizations during their annual sales and marketing awards competitions, highlighting the impact of our innovative approach on the industry.