Wilo’s High-Efficiency Campaign 2008
Every year at the beginning of the heating season, the Dortmund-based pump expert WILO SE supports its market partners in the HVAC business with creative marketing ideas and concepts.
The new high-efficiency campaign for autumn and winter 2008/09 focuses on central sales arguments, i.e. saving energy costs and reducing CO2 emissions. For this reason, Wilo offers professionally designed, concerted marketing tools for addressing private house owners.
The focus is on the “Wilo-Stratos ECO” high-efficiency pump which is especially designed for applications in single-family and smaller multi-family houses. By means of this pump, which was awarded the Class A energy label, energy consumption can be reduced by up to 92 percent, from 800 kWh to just 63 kWh p.a. This enormous saving was proven by Germany’s Consumers’ Association Stiftung Warentest in September 2007. Since 1964, Stiftung Warentest has tested products and services by means of scientific methods in independent institutes. In Germany, the quality evaluations of the association are also an important guideline for consumers when selecting products. The Wilo-Stratos ECO was awarded the mark “very good”; in the criterion “energy efficiency” this pump is even the best of all evaluated products with the mark 1.3.
“By rating the ‘Wilo-Stratos ECO’ the best product in the criterion ‘energy efficiency’, Stiftung Warentest laid the HVAC business an optimum groundwork for marketing this pump. Since the outcome of the test, there has been an intensive increase in demand for the energy-saving circulating pump for smaller heating installations,” says Wilo’s Head of Marketing Dirk Geißler. Therefore the test result is one of the core elements of the new high-efficiency campaign. The target is to use the ‘downwind’ of the Stiftung Warentest also in the next heating season when it comes to new constructions and pump replacement.
HVAC craft companies can use the core statements of the heating pump test for customer consulting. The considerable savings visible on the electricity bill are demonstrated with an updated edition of the very popular energy saving calculator which is a handy calculation help in form of a parking disc. It is intended to help the service technician to quickly and easily demonstrate energy-saving potentials. Eye-catching onionskin (florpost) enclosures are available for business correspondence.
Moreover, Wilo uses the high-efficiency campaign to support HVAC craft companies in their local PR work. A sample press information, in which only the company details and the contact persons have to be filled in, sums up the essential energy-saving messages and makes the heating expert an energy expert in his trading area. This campaign model is topped off with a sample letter for dispatching the press information to the local daily newspapers, advertisers and house owner magazines.
About WILO SE
WILO SE is one of the leading manufacturers of pumps and pump systems for heating, cooling and air-conditioning technology and for water supply and sewage and drainage. WILO SE is now represented in more than 70 countries and employs about 6,000 personnel throughout the world. In 2007, turnover amounted to 927 million euros.
Source: WILO SE