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Clockwork Home Services and 'The Pitch'

By Kelly Faloon
May 16, 2012
Clockwork Home Service’s Vice President of Marketing Chris Buitron talks to Plumbing & Mechanical about working on the reality television series and how it would benefit Clockwork’s franchisees and their customers.

Clockwork Home Service’s Vice President of Marketing Chris Buitron (left), President Scott Boose and Group President of Consumer Services Rebecca Cassel on the set of ‘The Pitch.’ Photo credit: AMC.


[UPDATE: Clockwork Home Services selected an ad campaign from "The Pitch" series. You can read the full story here.]

Benjamin Franklin Plumbing, One Hour Heating and Air Conditioning and Mr. Sparky - franchise brands of Clockwork Home Services - were featured on a May 7 episode of AMC’s new reality series “The Pitch.” The series chronicles the high stakes and tight deadlines top advertising agencies encounter when they set out to win new business.

Before the episode aired, Plumbing & Mechanical interviewed Clockwork’s Vice President of Marketing Chris Buitron about working on the reality television series and how it would benefit Clockwork’s franchisees and their customers.

PM:  How was the “pitch” made to Clockwork to participate in this reality TV series?
CB: “The Pitch” was presented to us by our agency, Pitts Consultancy, out of New York. We work closely with Pitts Consultancy to identify unique opportunities that are both relevant and engaging to our customers. This show met our criteria and also helped us to achieve a very timely objective

PM: What made you decide to go forward with it?
CB: We believed our brands had matured to the point that we could make a splash nationally. While the brands have been on TV in several capacities before, “The Pitch” seemed different. It’s more documentary than reality show. Plus, there was the possibility we could come away from the show with a great idea and the chance to work with a top-notch agency.

PM: Is this the first time the three brands have looked for a national advertising platform rather than regional/local?
CB: No. However, the uniqueness of this endeavor is that it will be the first time we promote all three brands together in the same campaign.

PM: How will national ads benefit the individual franchise businesses?
CB: Having a national audience learn about our on-time promises, our guarantees and the respect we show customers for an hour is always a good thing, but we made it clear to the agencies that the objective of any campaign we run is to make the phone ring at our franchises and company-owned stores. A secondary goal is to increase brand awareness, which will benefit all brands by decreasing our cost to acquire a new customer.

PM: What was filming the episode like?
CB: I had been part of TV programs before, but this was a little different. We got a so much done in a short period of time, including making an important decision for the brands. The producers and crew were very professional and made all of us feel very comfortable. I’m very interested to see how they edit the hundreds of hours of footage in to a 42-minute episode.

PM: We don’t want to reveal any spoilers, but were you pleased with the results once finished ad campaigns were presented to you?
CB: The agencies had to learn a lot about our industry in a short time, so we did have to make some adjustments so that our locations could execute the campaign, but I do think we ended up with something that’s never been done in this industry and will make an impression on the marketplace.

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Kelly june 2015 200

Kelly Faloon was a former editor of Plumbing & Mechanical as well as the BNP Media Plumbing Group’s Integrated Content Development Specialist. She also was a former editor of the Radiant Comfort Guide the Radiant & Hydronics Report — both official publications of the Radiant Professionals Alliance — and twice-monthly Radiant & Hydronics eNews, an enewsletter for anyone interested in the world of heating with hot water.

Her editorial specialties included women in plumbing, recruiting for the trades, green construction techniques, water conservation, water treatment, hydronic heating, radiant heating and cooling, snow melt, solar thermal and geothermal.

After a 3½-year stint at sister publication Supply House Times, Faloon joined the PM staff in December 2001 as senior editor. She was named PM’s managing editor in 2006 and editor in 2013.

Previously, she spent nearly 10 years at CCH, a publishing firm specializing in business and tax law, where she wore many hats — proofreader, writer/editor for a daily tax publication, and Internal Revenue Code editor.

 A native of Michigan’s northern Lower Peninsula, Faloon is a 1986 journalism graduate of Michigan State University. 

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