The marketing industry is often accused of being superficial, burnishing images with clever taglines or fancy new logos. But the pandemic inspired some marketers—including ABM Industries, a 112-year-old cleaning company—to transform their services from the inside out.
The company chose to evolve cleaning from a “very budget-sensitive operational expense” that happened behind the scenes to a public-safety oriented “clean people could see,” said Cary Bainbridge, chief marketing officer. To accomplish that, ABM formed an advisory council of experts, redesigned its service, retrained and certified more than 3,000 staffers—and only then created new messaging.
ABM Industries evolved from operating behind the scenes to ‘clean people can see'
Read the full Q&A on Ad Age: Why the Pandemic Transformed a Legacy Cleaning Company’s Marketing Strategy
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