This case study illustrates the benefits of distributing low cost, high impact technologies and products through giveaway events at retail settings, with a short, in-person educational message from a trained representative so that the functionality and benefits are clearly understood. Co-promotion with other products and services provides an efficient program delivery model. The campaign gave away 75,000 retractable clotheslines to Toronto Hydro customers through 144 in-store events with four retail partners (Costco, Home Depot, Wal-Mart and Zellers). To complement the giveaway, participants received instant discounts on specialty compact fluorescent light bulbs (CFLs) and cold water laundry detergent. Reps also signed up 1,789 Toronto Hydro customers for Peaksaver, a demand response program. Designed and executed by the Summerhill Group in close collaboration with Toronto Hydro - Electric System, the program won 13 marketing, communications and PR awards including International Association of Business Communicators Ovation People Choice Award and CPRS Ace -
Toronto, Creative Campaign of the Year.
Presented by Catherine Parry, Toronto Hydro and Julia Dalla Rosa, Summerhill.
$50, 12 noon to 1 PM Eastern Time
Register at http://webinars.cullbridge.com/course/info.php?id=177
Jay Kassirer
Cullbridge Marketing, and Tools of Change
Canada
www.cullbridge.com
Good combination of actions. I'm curious - did you do any follow-up to determine if the clotheslines were installed? And then used?
Jill Boone
Climate Change and Sustainability Manager
County of Santa Clara - Facilities and Fleet Dept.
United States