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Pushing Performance Pulls in Cash: A Marketing Success Story

Gas Card Incentives for High Efficiency Natural Gas Heating Equipment

Natural Gas Heating Incentives

Clients: NSTAR Gas, New England Gas Company, Berkshire Gas, Bay State Gas, and Northern Utilities
Location: Massachusetts, New Hampshire, Maine

Challenge/Business Need

GasNetworks® wants to grow their existing base of heating contractors by attracting new participants as well as promote the sale of high efficiency natural gas heating equipment. Objectives include:

  • Grow base of heating contractors
  • Promote high efficiency natural gas heating equipment to help homeowners save money and energy
  • Help contractors gain new business with their support for energy efficient gas heating equipment
  • Preserve the environment by reducing overall energy consumption

CSG’s ROLE

CSG and GasNetworks launched a multi-faceted marketing campaign intended to reach out to contractors who could drive rebate penetration in a focused and swift manner. This campaign was implemented utilizing multiple media channels such as email marketing, print advertisement, direct mail, and point of purchase display. We were able to connect with heating contractors from numerous angles and encourage them in purchasing and installing energy efficient gas heating equipment.

COMMUNITY BENEFITS:

  • Energy savings for homeowners
  • Healthier environment

RESULTS:

  • Acquired 228 new contractors
  • Fulfilled more than $117,000 worth of gas cards
  • Continued support from contractors for energy efficient gas heating equipment

Strategy & goals

The following strategy was executed to attract new and existing heating contractors for this program:

  • We offered contractors gas card incentives for the purchase and sale of high efficiency natural gas heating equipment. The incentive amounts are $75 and $100 depending on the type of equipment.
  • The main message developed for the campaign was rewards which were highlighted in various media vehicles such as email marketing, print advertisement, point of purchase display, and direct mail.
  • The strong message was complemented with an eye-catching creative that resonated with contractors.

Impact

The program offer was only valid for a limited time (9/1/08 – 12/1/08) and it has produced significant results.

  • Acquired 228 new contractors
  • Fulfilled more than $117,000 worth of gas cards
  • Continued support from contractors for high efficiency natural gas heating equipment even after the campaign ended

CSG Contacts

Kathleen DeVito, Director of Corporate Communications

Tasteful Flourish