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Creating opportunity in a bear market.
Chas Roberts is one of the largest residential heating and air conditioning contractors in the country. Founded in 1962, the organization has a solid reputation in the industry and community. In 2007, the company decided to dedicate resources towards the development and growth of their retail replacement division.
Quantitative research determined that although the Chas Roberts’ name was familiar, the market was not completely aware of the business focus of the company. The objective of the campaign then was two-fold; increase share of market for residential retail replacement services and increase brand awareness.
An unexpected downturn in the economy occurred in early 2008 at the launch of the campaign. The industry estimated a decline of the market by at least 20% for the year. In 2009, the market decreased an additional 50%. Despite the downturn, Chas Roberts’ replacement division increased revenues, grew market share and increase appointments by 32%.
The marketing effort was a fully integrated approach from traditional media and advertising, and new customer service initiatives; to the development of a new web site and implementation of social media strategies.
Chas Roberts will continue to build on the early success of its retail replacement division in 2010, building brand awareness and customer loyalty.
Visit www.ChasRoberts.com.
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