Hot deals with relevant content

In their brand communication, heating suppliers tend to put their systems and installations in a good photographic spotlight. But are enough customers really interested in the good design of a heating system? The appliances are usually located in the most unspectacular rooms of buildings. Nevertheless, the appearance of a system plays a vital role in communication. This is because, up to now, most heating suppliers have been in dialogue primarily with installers and not with homeowners. The Swiss market leader ELCO wanted to change this and get to know the users of its heating systems better to communicate directly with them in the future. Based on a specially developed model, we analyzed ELCO’s existing dialogue elements and data and created corresponding personas using data-based profiling. These personas were invited to enter into dialogue with ELCO using marketing automation tools with relevant content – with individual, creative approaches intended to generate enthusiasm among them and via the most attractive channels.