AC Buy Back Campaign

When it comes to AC sales, weather is king. Seasonal markets whose sales plummet during the off-season are at the mercy of the weather; sadly, business doesn’t care about the weather. As the Director of Marketing for Capital Construction Services, my challenge was to create a lead generation strategy that would make the phone ring - when it wasn’t hot enough for anyone to need air conditioning.

Leaning heavily on performance marketing tactics, outbound lead generation and field marketing, I launched the AC Buy-Back program: a limited-time promotion that allowed homeowners to trade in their old AC (during the off-season) for up to $1,500 off a more energy-efficient AC. In addition to the financial incentive, I integrated the sustainability messaging of the R22 refrigerant phase out and educated them on the financial risks of waiting