The Opportunity
Honeywell’s challenge was to reintroduce their energy saving Demand Control Ventilation (DCV) System. The benefit of the DCV system was huge energy savings in commercial/institutional buildings, with payback on the original investment in less than one year. Honeywell had let this energy saving product languish on the shelf for over two years and now needed a means to drive new sales of this product through Honeywell’s Canadian distributors.
The Solution
Honeywell partnered with Vancouver-based EMG Marketing Group to create a sales and marketing campaign to drive new awareness for Honeywell’s energy saving Demand Control Ventilation (DCV) System. EMG’s objective was to ‘jump-start’ sales for a very promising product line that had been poorly promoted in the past. With considerable expertise marketing to commercial and industrial vertical markets, as well as electrical and HVAC engineering, contractor and buildingmanagement target markets EMG was perfect for the job.
EMG’s solution was to design a Canadian direct-response sales campaign. Applying their highly accurate business customer databases EMG targeted electrical and HVAC contractors, engineers, specifiers and building management customers. In addition to directly targeting Honeywell’s end-users EMG worked with Honeywell’s Canadian distributors to manage campaign response.
The Results
With over 2,200 qualified sales leads the campaign exceeded Honeywell’s expectations. The sales generation campaign delivered a 22% response rate, and similar increases in Honeywell’s Q3 & Q4 product specifications and sales.
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