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Grundfos campaign 2011: New target group sees hidden savings potentialOur ChallengeIn a time of global financial crisis, new building projects are not as frequent as they used to be. Therefore Grundfos Commercial Building Services needed to find a new angle on creating an interest for their super energy-efficient and intelligent products. And maybe they needed to reconsider their target group too? Strategy and ActivationAnalyses from the building industry say that existing buildings will account for 80% of the standing buildings 100 years from now. In a new building project, Grundfos’ target group is the consulting engineer or the contractor. But if new buildings are no longer popping up as frequently as they used to, then we needed to look for a target group that makes decisions in existing buildings. At the same time, we wanted to push the message that replacing older pumps with new Grundfos pumps could mean energy savings of up to 80% for the building owners. The conclusion: we needed to reach building administrators with direct responsibility for the energy costs in a given building. We decided to target hotels and hospitals specifically because we knew they had huge potential savings if they replaced their old pumps with new Grundfos pumps. Execution and resultsIn order to reach our new target group head on, we decided to run a direct mail campaign combined with broader awareness activities like inserts in relevant trade publications. The direct mails included direct phone numbers to Grundfos sales staff as well as a link to a campaign website. The overall concept of the campaign is the pump pit stop. All campaign material features a Grundfos pit crew ready to move into a building and swiftly and professionally and replace old pumps with new ones. |