Marketing of Energy Conservation Services to Homeowners a Direct Response Appr
Marketing of Energy Conservation Services to Homeowners a Direct Response Appr
Manohar U Kalwani
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Results of the Fall experiment are reported below, following the descrip- tion of the second experiment. Defining a Core Selling Proposition The second controlled experiment was carried out in the Spring of 1979; its design is also shown in Table 2. The findings of the Fall study supported the initial target market definition--a vjealthier homeowner living in an older home— so the next step, development of a core selling proposition, was under- taken. In the Spring campaign, homeowners in two B...oston-area communities with characteristics of the target group (Arlington and Belmont) were chosen to receive alternative brochures. The brochure that emphasized cost savings was similar to the brochure used in the Fall experiment. A second brochure was designed to present com- fort improvements as the core selling proposition. (Recall that the telephone survey of thirty Energy Bank's customers had revealed that the desire to Increase comfort was cited as the second most important reason for buying home energy audits.
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