PLAN

Service Experts LLC, North America’s leading HVAC company specializing in air conditioning and heating repair and replacement, wanted to generate solid sales leads on new HVAC equipment, allergy equipment and tune-ups. The company wanted to connect with past customers and gauge their experience. SA decided to put together a campaign that spoke to customers’ needs as identified by potential and past customers.

CREATE

Strategic America reached out to consumers to ask them about their needs. Two postcard versions with personalized URLs (PURLs) were developed and tested for response rates. Postcards drove recipients to PURLs, where they took a quick survey and entered to win a prize. Both versions featured the recipient’s name in several places, coupons for a reduced-price tune-up and low APR financing on new equipment purchases.

Based on survey results, recipients were sent a follow-up piece by mail, e-mail or phone—depending on their preferred method of communication. The piece offered a solution to the problem the customer had identified in the online survey as well as coupons for new purchases, tune-ups, indoor air assessments and allergy equipment.

ACHIEVE

• With 17% of responding customers purchasing with Service Experts, the promotion paid for itself within the first month.
• Service Experts’ sales and knowledge of the customer base increased. Over a two-month period, 4,500 customers who participated in the PURL campaign made a purchase with Service Experts resulting in a significant revenue increase.
• Nearly 600 survey respondents also asked to be added to Service Experts’ mailing list.