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Score 72 - Account in Jeopardy: The Junkluggers taps first CMO amid rapid expansion
selected Kristy Ferguson as CMO, seemingly its first CMO, effective January. She most recently served as CMO of NerdsToGo, and prior to that, served as chief strategy & innovation officer at Edible Arrangements. She will now "drive local sales; implement advertising and guerrilla marketing initiatives; coach franchise partners to best utilize their marketing and sales programs; and lead the internal marketing team and vendor partners."
Ferguson joins the likes of Tom Kinzer, who started as marketing manager in April after a 46-month tenure as marketing manager of trupro.com, and Ruby Cantoni, who was named creative marketing associate in November after completing her creative marketing internship.
These personnel, especially Ferguson, will likely review agency relationships. Therefore, agency & martech readers with professional service experience should reach out. We don't know who handles creative or media, but you'll find competition for PR from Front Lines Media. Focus pitches on assisting Ferguson with her duties, as well as helping Junkluggers differentiate itself from competition like Junk King and College Hunks Hauling Junk.
Junkluggers has put a focus on local marketing since it has been increasing communication with franchisees and expanding its footprint. Expect that focus to continue given Ferguson's job duties and as Junkluggers continues to expand. It opened ten new markets in 2018 and plans to open at least 30 in 2019. View locations here.
Because it focuses on local marketing, it primarily uses guerrilla tactics, social media and direct mail. We may see some outdoor, radio and print as it continues to expand, and we may see a return to digital, but we'll have to see. Junkluggers also uses cause marketing, as it is partnered with numerous charities that it strives to donate used items to.
Sellers -- Junkluggers has tiny budgets and there likely won't be much revenue for you to secure, but it certainly doesn't hurt to reach out. It has a millennial skew given its focus on sustainability, but overall, targets residents who need junk removal, businesses who need junk removal and movers. It has not yet established a top spending period, but should spend the most during the summer, when people are more likely to clean and/or move.
Adbeat reports Junkluggers has greatly decreased its digital display spend, having spent $881 across the last 12 months and $50.2k across the last 24 months. The ads were placed via Google (100%) onto sites like hometalk.com, thekitchn.com, apartmenttherapy.com, realtor.com and diynetwork.com.