After watching the 2012 Olympic Games Opening Ceremony, I felt the need to send a shout out to an Olympic advertiser: Rona.
This Canadian company’s same-store sales have been falling in 2012 while one of it’s competitors, The Home Depot, has been enjoying a steady increase.
In a bid to win back customers Rona has played it’s ultimate card in it’s 2012 Olympic ad; the “Canadian” card. This is Rona’s biggest point of differentiation in the marketplace, and they’re using it well!
Rona’s Olympic ad is clever, inclusive of Canada’s regions and sports, funny enough to keep you watching (and guessing), and shows the pride many Canadians have in their country (and according to Rona, their home improvement projects!).
Next step for Rona should be taking a look at it’s pricing; I don’t think Canadian pride is enough to get most people paying more for products.
Note: You may have noticed this blog post is different than my usual tips/advice for wellness practitioners/small businesses. I’m a huge Olympics fan and somehow while watching the 2012 Opening Ceremony I couldn’t take off my “Marketing Hat”!