Driving Sales with Sustainability and Smart Solutions
Client: Capital Heating, Cooling & Electric | Year: 2019-2024
As the Marketing Director at Capital, I faced a challenging season where mild weather led to a reduced demand for air conditioning units. The typical driver of sales—hot weather—wasn’t a factor, and we were falling short of our lead generation and sales goals. We needed to find a compelling reason for customers to purchase new AC units that wasn’t dependent on external climate conditions.
AC BuyBack Campaign
I created the AC BuyBack Campaign, which appealed to two key customer segments: Baby Boomers and Millennials. The campaign emphasized two key factors:
Sustainability – Customers could trade in their old AC units for new ones, highlighting the environmental impact of recycling and eliminating harmful refrigerants in older systems.
Cost Savings – Repairs on old units were becoming prohibitively expensive due to the phase-out of harmful refrigerants, positioning a new system as a financially smarter choice.
I also introduced financing options to appeal to Millennials, who prioritize flexible payment plans, and marketed the convenience and long-term savings to Baby Boomers
Delivering Results
Within just four months, the campaign closed the sales gap by 12%, significantly boosting revenue during a typically slow season. The AC BuyBack Campaign resonated so well with both target demographics that it continues to run, driving ongoing sales and positioning Capital as both environmentally conscious and financially savvy.