Scooter Store Takes New Branding Approach

NEW BRAUNFELS, Texas — The Scooter Store announced earlier today it has tapped Omnicom Group, a holding company that manages a portfolio of advertising and marketing companies, to “shape a new brand strategy and develop a fully integrated marketing plan.”

The giant mobility provider said it is revamping its roster of agencies to include “a new team that provides a deeper understanding of the U.S. health care market and proven expertise in branding and direct response.” Omnicom includes such powerhouse agencies as Zimmerman Advertising and Daggerwing, along with public relations firm Porter Novelli, Javelin Marketing Group and the AdelphiEden health communications company.

The announcement signals a major shift in the company’s approach to brand management and messaging used with “consumers, caregivers, medical professionals, insurers and government,” according to a release. While its historical messaging to educate beneficiaries and generate a direct response has been “highly effective,” the company stated, “this approach did not leverage many of the benefits associated with power mobility, and it alienated some stakeholders.”

Its new plan will include a campaign “promoting the life-enriching benefits of power mobility solutions while motivating, inspiring, cultivating trust and more fully defining the company brand. It will also lower the cost of customer acquisition through a sharper focus on those with an acute need,” the release said.

“Omnicom and their network of best of breed companies really stood out as the best option to help The Scooter Store reach a broader audience, strengthen our brand and deepen our messaging,” Doug Foster, chief marketing officer, said in the release. “Our new campaign, when launched, will capture the imagination of our target audience and allow medical professionals and other stakeholders to fully value The Scoter Store contributions to the health care system.”

Earlier this year, The Scooter Store announced it would continue the transition to a full-service DME with the addition of 51 new retail stores across the country.