R J Nelson Heating & Air of Council Bluffs – Spring Tempstar Mailing
R J Nelson Company–a heating and air contractor–desired to target and entice homeowners in their hometown of Council Bluffs to buy a new Tempstar air conditioning system. Combining special offers from the manufacturer with their own incentives, a direct mail post card was printed and sent to every homeowner in the community. Post cards can being very effective as they instantly deliver the message without needing someone to rip open an envelope. The mailing was sent in May to get as many new installation jobs booked before the hot weather arrived.
Unfortunately, the cards were dropped in one of the most unseasonably cool weeks of May on record and the response was less than stellar. The lesson learned was chilly weather can trump even the best of hot offers. Maybe that comes off as an excuse but one wonders how well this inducement would have succeeded in more A/C conducive warmth.