Roto-Rooter

Problem
Roto-Rooter is the largest provider of emergency plumbing services in the U.S. The company has 602 branches, half of which are franchised and half company owned. Because Roto-Rooter’s service is emergency based, it is infrequently and unexpectedly used. As a result, maintaining strong top-of-mind awareness is absolutely critical to the company's continued success. The company’s current mainstay, Yellow Pages™ advertising, is becoming increasingly costly and provides less of an effective competitive advantage than it once did

LMCA's licensing program goal was to create extensions that would (1) boost top-of-mind awareness, (2) help support share growth in the company’s core business, and (3) provide a new source of marketing funds.

Solution
All three goals were satisfied with the first license. Our extension into a full line of drain cleaning chemicals has given Roto-Rooter a substantial competitive edge in the industry. More than any other brand in its field, Roto-Rooter now provides a comprehensive solution to the problem of clogged drains. Roto-Rooter’s drain cleaning chemicals help consumers unclog early-stage problems. And if the problem is more advanced, consumers can call the toll-free number on the package for a company professional. No other plumbing service can offer the same range of solutions — nor can Drano, Liquid Plumber or any other brand of chemicals.

Results
The new Roto-Rooter product line has gained broad supermarket distribution and a double-digit share of market. Top-of-mind awareness and overall brand presence is up, supported now by billboards, retail shelf presence, truck signage, Yellow Pages™ and on-package and promotional tie-ins. The program has helped solidify a new level of cooperation between Roto-Rooter and its franchises and has opened the door to new extension opportunities.