Heat pumps are a low-interest category. They're not particularly "sexy." And many people think all they do is heat. Plus they're expensive. Now, how do you get people interested in buying one?
Safety is always a great feature to highlight when marketing electricity. No gas. No pilot lights. No kaboom.
Many people can't get past the name. They think a heat pump just heats. This piece tackles the issue head on.
More general awareness about the heat pump's ability to both heat and cool. If people don't know they're getting both a heater and an air-conditioner, the price will be a deal-breaker, no matter how much money a heat pump can save you over the long haul.
Efficiency and savings are powerful messages for heat pumps, especially when it's really cold or really hot.
They're not cheap, either. Our job was to help people get past the sticker shock and realize that buying a heat pump was a sound investment.
This is from a direct email campaign. Email was great because if any 3rd party incentives came along (in this case, the government was providing the incentive), we could quickly get the word out.
