Zero-in on Targeted Messaging to Drive Sales

Business Challenge

A utility company with customers in the Midwest offers a variety of repair and home maintenance plans which can be customized to cover major appliances, heating & cooling systems, and sewer & water lines. The company wanted to drive use of the plans by identifying the best marketing messages that would resonate with likely purchasers of these services.

TRC’s Solutions

TRC designed and administered an online survey to homeowners and renters in the client’s delivery footprint to measure purchase interest for a variety of plan options. The survey also evaluated the motivations and barriers to purchasing the plan and tested messaging on how well the messages would motivate purchase.

Successful Results Implementation

Findings revealed that those most likely to purchase the repair or maintenance plans had a different demographic profile than the average consumers in their footprint. TRC recommended messaging with a focus on “convenience” as a more successful strategy to motivate the target segment.