Brian Scudamore launched 1-800-GOT-JUNK? with $700 and a used truck in 1989, when he was 18 years old. Today, his Vancouver-based garbage removal service has over 300 locations across Canada, the United States, Australia, and the United Kingdom.
A master at not only establishing a brand, but achieving maximum visibility, Brian's marketing efforts have become the gold standard in his industry, spurring countless copycat attempts. Nonetheless, it is GOT-JUNK? that continues to claim the spotlight. The company has been profiled in The Globe and Mail, Fortune Magazine, CNN, Business Week, and The Wall Street Journal.
In the conversation below, Brian discussed the branding of GOT-JUNK? and the steps others can take if they want to achieve similar results.
Greg Robinson from Calgary writes: Hello: I know myself and others in my neighbourhood are irritated by your constant use of our community as your a billboard for your business. I can tell you this because the lawn and fence signs which you put up normally (thankfully) disappear within a very short time. Tell me, if you can, what is the point of continuing with an advertising model which obviously both annoys consumers and creates a continuing unsightliness and waste in our communities? Thank you in advance.
Brian Scudamore of 1-800-GOT-JUNK. (Rob Kruyt/Bloomberg News)
Brian Scudamore writes: Our company is committed to keeping communities clean and while we put out lawn signs, we also make a conscious effort to collect the signs within days of placing them. A key part of growing our business to an international level involves building a recognizable brand. In terms of branding we believe in The Rule of 27, meaning that it will take our customers 27 separate impressions to recognize and remember 1-800-GOT-JUNK?. On the branding front we participate in all sorts of marketing initiatives that range from sponsoring little league teams to taking part in riverside cleanups like we have been in Calgary this week.
Ex-banker from St. John's Canada writes: I used 1800-got-junk last week to take away some old water heaters etc. Only cost me $139 and they showed up on time after giving me 30min notice they were on their way. Took 10min and then they were out of my hair. If only the phone and cable companies were as efficient.
Brian Scudamore writes: I think for any emerging company your greatest asset is your people -- in fact the first thing you see when you visit our head office in Vancouver is a massive quote at reception that reads, 'It's All About People' — something we live by at all levels. Our Frontline staff are the first and lasting impression we make on our customers. At 1-800-GOT-JUNK? we believe in hiring the right people and treating them right. And as a result, everyone in our organization is friendly, professional and passionate about what they do. Whether it's someone you talk to on the phone or the person that hauls junk from your home what gets passed on to the customer is the feeling that you are working with a company that cares. That is the wonderful bi-product of good people.
Derek Little from Toronto writes: Brian, congratulations for your success. How much of an impact did E-Myth have on it?
Brian Scudamore writes: I'm a huge fan of Michael Gerber and his book the E-Myth. If there's a book that has had the single greatest impact on my business, this would be it. I am a huge believer in the concept that "people don't fail systems do". Learning how to systematize your business is one of the concepts Michael reinforces and this is something that really helped me get my business to the next level. I can honestly say that if I hadn't read the E-Myth, our business wouldn't be half of what it is today. Check out this link www.e-myth.com/success/ Michael has featured 1-800-GOT-JUNK? on his site. It talks much more about how I believe the E-Myth should be used.
Shingi Kanhukamwe from Toronto writes: Hello Brian, What was your single most successful initiative in marketing the brand during the early years of the company's existence when resources were scant? Similarly, what was he least rewarding marketing exercise you ever undertook?
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