Brand New Business

When Jerry Benton Jr. launched a new store, he also launched a new image — and an expanded business philosophy. The challenges were many, but with a plan to build his HME company’s brand and garner more cash sales, the results have proved worth the effort.

Jerry and his dad, Jerry Sr., bought Palo Alto Orthopedics, a 40-year-old home medical, orthotics and prosthetics business, in 1994. They followed with the purchase of a scooter and lift chair business called Motovator Sales.

But as the years passed, rents were skyrocketing at the original neighborhood strip mall location for Palo Alto Orthopedics, and they juggled locations, inventory and service. So the Bentons decided to consolidate their companies. But would they jeopardize the whole business?

New Location

After an extended search, they found a warehouse site in a Mountain View, Calif., business park, down the street from Google, Alza and Intuit corporations. Was this a good site? Out of their “birth city,” a busy shopping center and into a freestanding location with the front door facing the parking lot, not a main street?

“Absolutely,” says Jerry Jr. “But only with a three-year marketing plan with specific tactics to launch a new logo and strong positioning, build our brand, introduce the location to current customers, attract new customers and build community visibility.”

The Bentons believed their store was a destination retail location. With the proper care and attention, they felt that longtime referral sources and retail customers would follow to the new location. With the move, they also introduced their company’s new name, Benton Medical Equipment.

The plan to launch the new store with the name Benton Medical was risky, because customers knew Palo Alto Orthopedics. “We had many comments about the name, such as ‘Why change?,’ ‘You’re who now?,’ and ‘Why did you leave Palo Alto?’” Jerry Jr. recalls.

But, he explains, “customers seek us out for our expertise and return for our expanded offerings and familial professional service. We loved the new location designed for our customer’s convenience. We believed they would love it, too.”

The 2,500 square foot, custom-designed retail store features large front display windows, a warm palette of interior colors and textures, departments of need (bathroom set-up, leg health, mobility) wide aisles, custom gondolas, focused lighting and large department signs. An additional 5,000 feet houses three fitting rooms, a repair center, administrative offices and warehouse space.

A colorful new logo was designed that is upbeat, shows flow of movement and emphasizes the “B” in Benton. The company then further formalized its positioning statement: “Our family understands your home health needs.”

“This simple statement demonstrates we are family-owned and devoted to home health needs. Our ads show and emphasize three generations of Benton ownership and commitment,” says Jerry Jr.

“The transition from Palo Alto Orthopedics needed to reassure all current customers that we are committed for the long term. This statement and a photo of three generations are used on nearly all advertising and printed materials.”

Advertising and Promotion

Jerry Jr. also made sure Benton Medical’s target audiences knew about the new location. Advertising and promotion for the store consisted of a mix of street-smart tactics and professional communication, with:

• A new brochure
• A grand opening week with signs, balloons and windmills on grass areas and in the parking lot
• Grand opening activity that lasted six months, with a promotion each month backed by vendor support to emphasize and promote different feature areas. Examples include a scooter raffle and “Healthy Leg Days.”
• Direct mail to database three months prior to the move and then monthly to promote grand opening categories
• Newspaper advertising included:
  • A grand opening sticker on the front page of the newspaper for the scooter raffle
  • Neighborhood newspapers
  • Placements in senior magazine/newspaper supplement

• Radio advertising
• Follow-up calls to referrals by prosthetic clinicians
• Cable advertising beginning after Month 10, including:
  • Three 30-second ads focusing on:
    • Retail business
    • Orthopedic and prosthetic expertise and sports medicine
    • Mobility

  • Singing jingle of tagline to create a warm, memorable experience
• Community relations, including participation in health fairs, contact with local corporations for activities such as employee “Health Day” expos and contact with residential facilities.

Scorecard

Benton Medical recently celebrated its one-year anniversary in the new store, and staffers say they don’t miss the old location at all except “for the lunch options.”

The store has hit the target growth rate management projected. As Jerry Jr. predicted, his customers like the new location with its easy, accessible parking and large selection.

The company encourages customers to set appointments, and now can track at intake how a customer came to them. The new commercials are a hit, and customers frequently share, “I saw you on TV.”

But the Bentons aren’t stopping in the quest to build the Benton Medical brand and cash sales. They look at retailing, what works and how their target customers might react.

The Benton family pays attention to details and always takes the customer’s viewpoint, according to Jerry Jr.: “What would we like if our family member needed these services?”

Colette Weil, MBA, is managing director of Mill Valley, Calif.-based Summit Marketing, a firm specializing in strategic marketing, branding and program development for manufacturers, wholesale distributors and retailers. She may be reached at [email protected] or 415/388-5303.