The Rick Hart advertising committee debated for several years whether to include the well-known Western Australian identity as part of its branding strategy – using the person and not just the name.
Having decided in the affirmative, Mr Hart has, since January last year, become an integral part of the company’s branding, marketing and advertising strategies. (Perhaps this is why the company has appeared in the emerging brands category.)
And although Rick Hart stores and the Rick Hart brand are not new, Richard Clarke from Bowtell Clarke + Yole, who looks after branding for Rick Hart Seconds, said one of the reasons for greater awareness of the brand was Mr Hart’s recent business ventures.
“There are now five major outlets that have the Rick Hart name and this has contributed to a greater presence,” Mr Clarke said.
“Rick Hart [17 retail outlets], the Rick Hart Park Discount Superstore, Rick Hart Seconds, Rick Hart Fans and Lighting, and Rick Hart Gas and Air.”
Rick Hart marketing manager Lisa Buckingham said the branding strategy during the past year had continued its focus on Mr Hart as a person to complement other, more familiar, branding messages.
“Using Mr Hart as a person has given the brand credibility. Also, using the heart symbol and consistency of the messages, particularly WA owned and a price guarantee, has been important,” she said.
“People used to ask whether there really was a Rick Hart.”
Also contributing to the strong Rick Hart brand is the company’s focus on being a good corporate citizen.
Rick Hart group general manager Nicholas Kirby said Mr Hart was well known in the community and was well liked, which helped with the creation of a strong brand.
“His association with the Dockers and being president of the board of directors has raised his profile,” he said.
“He is always spending money and reinvesting back into the community by sponsoring sporting clubs and the Make-a-Wish Foundation for sick children.”
But one challenge for the Rick Hart team will be having to drop key branding message ‘100 per cent WA owned and operated’, after the company last month announced its merger with eastern states retailer Clive Peeters.
The deal has created a three-state chain with more than 25 stores and $350 million in annual sales.
