Question

Topic: Strategy

Help With Ways To Promote Domestic Heating Cover

Posted by sjohnp on 8/15/2011 at 6:58 AM ET 250 Points
I have been asked by a family friend on ways his company could promote his range of cover plans for domestic heating systems. The company is family owned (heating installers) and looking to trade on their experience (40 years) and the fact they are local. It is their aim to only service customers who are located within a fifty mile radius and so call is quick. The cover plans are for central heating sysytems and designed to give customers peace of mind without breaking the bank. The company is aproximately 10% cheaper than any other brand (big and small). They are hoping to sell to customers who have been sold installations and to non customers who are loated in the given area. Any utility sell is hard and competitive and I wondered if anyone out there has any smart ideas they could share with me on how best they could market such a product. The company has 2000 existing customers and are also looking to generate business from cold customers in an area with a population around 120,000.

I would appreciate any ideas and help with regards how one could develop the right marketing approach.

Many thanks

Steve
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RESPONSES

  • Posted on 8/15/2011 at 1:11 PM Accepted
    1) Does the company have any kind of E-mail newsletter going out to customers with good information?
    With that "first, provide value" information come (every now and again) new product and service offerings (low key).

    2) Send a survey or poll out to your customers with some kind of reward for answering, e.g. a pdf about how to save heating costs, or even a prize. Ask them what they are concerned about. Include some leading questions that the coverage would solve.

    Based on the answers, you know a) to whom to offer the coverage right away, b) how to modify the coverage to give it broader appeal.

    3) Could the company offer a periodic maintenance service, bundled with the coverage?

    4) Use a short website video to explain the advantages of the coverage AFTER you know from asking the customers what they are concerned about.

    5) My guess is that the best approach is for the coverage to be an up-sell at the time of installation.

    Regards,
    JH
  • Posted by sjohnp on 8/19/2011 at 12:13 PM Author
    Thanks JH and your thoughts have been most welcome and very help[ful. We are currently look to hold an event and introduce and include a small research survey to gain a better insight to existing customers and their key requirements. Thanks again. steve
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