For Genesis Energy, attracting builders, electricians and gasfitters/plumbers opens up a healthy revenue stream for multiple new connections.
Launching an online rewards programme that incentivised these connectors to ‘pick up a little extra on the job’ through direct mail allowed Genesis to dramatically grab the attention of this highly targeted audience.
Hand-made hammers, saws, wrenches and pliers, covered them in papier-mâché dollar bills, were photographed and three levels of DM pack sent out. Electricians received a low value pack, gas fitters and builders received a medium value pack and the top 20 builders received a high-value pack (a life size papier-mâché saw) – something guaranteed to be the talk of the building site that day.
A four-tier incentive programme personalised to the type of trade was sent out, resulting in an increase in new electricity connections of 10.28%.