A friend passed this along. Excellent!
Marketing is more than the sum of its parts.
Company: 72 Degrees Heating and Air Conditioning (highly descriptive)
Advertising: direct mail…”Invest $69 in a precision tune-up for your
air conditioner and I will guarantee you a 100% profit or will return
your $69 with no hard feelings” – compelling (only direct mail I’ve ever
First telephone contact: “72 Degrees…how can I make you smile today?”
(I already was)
Second telephone contact: This is Bill, your 72 Degrees technician. I
plan to arrive at your home at 9:30 this morning.” ( he did — on the
First in-person contact: sparkling clean red service truck, sparkling
clean uniform, sparkling clean manners.
Tune-up _ 90 minutes for one of two units; recommended we not tune up second unit since they were both relatively new.
Sales pitch: Explained service contract features and benefits with no
attempt at hard sell. (we deferred until both units were five years old.)
Result: Put all the pluses together for an unbeatable synergistic experience.
Lesson Learned: Be Different! to Be Better!