The History Behind 'The Unusual Places' Ad Campaign
Q&A with former Thermo-Kool VP of Sales and Marketing Teri Brewer
When did you start your journey at Thermo-Kool, and what was your position?
Teri Brewer: “My journey started when I was hired as a receptionist on March 10, 1980, as a young 17-year-old girl just looking for an opportunity to pay her way through junior college, not knowing what the future held.”
What drew you to the position of Marketer?
Teri Brewer: “I never knew I even liked marketing until it was just thrown in my lap when the then editor of the company newsletter, Turtle Tracks, resigned and I was assigned the task. Being a part of marketing quickly developed into a strong love and passion to develop the best marketing approach that ensured our company, product, and team were recognized as the best in the industry.”
Two ads in particular come to mind when I think of Thermo-Kool advertising: the lighthouse and the treehouse ads. That was such a unique way of conveying Thermo-Kool’s ingenuity and ability to customize no matter what the available space is. What was the initial thought process behind creating this campaign, and how do you think it impacted the foodservice industry?
Teri Brewer: “Working through our then marketing agency, we wanted a campaign that showed why we are different from our competitors, i.e., our ability to manufacture uniquely designed walk-ins that fit the exact job site space with every panel locking in place so there was no ‘cutting and pasting’ necessary in the field. We also wanted to show that our walk-ins could outlast others while still remaining functional.”
Did this campaign influence future ads?
Teri Brewer: “The ad which came after those and, I believe, demonstrated our ability to withstand all others is the ‘Built To Outlast’ ad. We received many accolades for that ad, and I truly believe it backed our reputation as the best and brought us the support of the consultants and end users.”
The landscape of marketing, with the addition of social media and the push of digital content, has changed drastically over the last decade. What was the greatest challenge in making the transition from print to digital?
Teri Brewer: “To me, the greatest challenge was (and I would guess still is) ensuring our content stood out enough that the industry decision-makers, who were already inundated with information, didn’t just pass our information by for just another social media site, digital link, etc.”
Do you believe there is still value in printed material?
Teri Brewer: “I do believe there is value in some printed materials that provide an overview of what TK does best. I used Turtle Tracks over and over throughout the years as a sales tool when meeting with consultants, end users, dealers, etc. Many told me how much they loved our little newsletter because it was simple, front/back, and easy to read. I never had anyone tell me they did not read it, but numerous who told me they did.”
Are there any lost forms of advertising that you wish were still implemented today?
Teri Brewer: “There is no better advertising than word of mouth by those who have experienced the service and quality of the product you provide. I do think putting a document in the hand of the ‘decision maker’ which shows examples of what you do best and provokes a conversation is a very effective sales tool.”
On a personal note, how has retirement been treating you? Do you still keep in contact with all the industry friends you’ve made over the years?
Teri Brewer: “Surprisingly, after 41 years with the company, I transitioned into retirement better than I expected. I stay busy playing tennis, traveling, and spending time with my family. I do stay in touch with many industry friends but truly do miss being a part of the TK team and seeing my industry peers.”
Before we wrap this up, are there any final thoughts you would like to share? Advice, words of wisdom, shouts outs?
Teri Brewer: “The veterans of the industry have more ‘hands-on’ wisdom than you can get from any other platform. If one will just take the time to ‘listen and learn’ from those who have learned the lessons and paved the path, the knowledge will be invaluable.
