The Kustom Konnections programme has been a highly successful Genesis Energy initiative that makes connecting to gas and electricity as easy and cost-effective as possible for builders, gas fitters, electricians and developers. Direct marketing has played a key role in promoting this service amongst a notoriously difficult audience but with limited data availability and quality, a more lateral approach to acquisition was needed.
Research identified bulk builders as the ‘gate keepers’ to new connections by providing exclusive access to their own network of approved contractors. Once the builder had signed up, it meant all of their contractors were obliged to use Genesis Energy.
Busy builders were targeted with a laser personalised wood off-cut explaining the service and asking for their contractors’ contact details, using only the appeal and efficiency of the service as an incentive.
This new approach achieved huge cut-through, quadrupling the client’s required response rate for pre approval forms and providing contractor lists from 40 builders that converted into 300 new connections - a 20% increase on the target of 250.