ClimateMaster had the best product that lowered the cost of heating and cooling your home, yet their company was virtually unknown. We began by meeting with the owners and installers of the systems, homeowners and sales teams to define the selling process and what the hurdles were to purchase. A key issue revealed in discovery was an absence of structure to assist consumers.
After the initial discovery, we supplemented the intelligence with an in-depth segmentation analysis that provided additional direction for the multi-faceted plan. We created several options for communicating to dealers and homeowners and tested each to ensure the direction met the goal of not only awareness, but drove leads to dealers.
After one year, the program had created successfully raised awareness, but also resulted in driving over 100,000 leads to dealers. This resulted in an increase in sales year over year of over 30%.