Scooter Store launches new branding strategy

Monday, August 23, 2010

NEW BRAUNFELS, Texas - The Scooter Store announced this week that it will be working with an integrated group of advertising and marketing agencies to "shape a new brand strategy" for the company.

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

The Scooter Store has partnered with Omnicom Group, a strategic holding company that comprises advertising agencies like Zimmerman Partners and marketing agencies like Daggerwing Group, to work on the new strategy.

No stranger to advertising and marketing, the Scooter Store plans to shift away from the "fact-based messaging approach" it has used in the past to educate consumers and "generate a direct response."

"While highly effective, this approach did not leverage many of the benefits associated with power mobility and it alienated some stakeholders," the company stated in the release.

The Scooter Store has spent about $17 million in measured media in the first half of 2010 and about $45 million in each of the past two years, according to Adweek, an advertising newspaper.