Co-ops see direct marketing success

December 28, 2011

One of the advantages of tracking direct marketing efforts is that the results can provide positive proof of successful efforts. Wabash Valley Marketing Coordinator Kara Baker said that three member systems’ recent experiences with the refrigerator/freezer recycling program are great examples of that.
 
“Kankakee Valley REMC used a billboard in July and a bill stuffer in August to promote the program, and they saw an immediate increase is member participation,” Kara noted. “They’ve recycled 260 aging refrigerators this year.”
 
“After Hendricks Power put up a billboard and sent a direct mail piece to members in August, participation shot up 226 percent over July levels,” she added. The co-op reports that its members have said goodbye to 331 clunky refrigerators.
 
“And then there’s NineStar Connect, which had recycled just 25 requests from January through October,” Kara recalled. “They sent a direct mailer in early November, and ended up with 50 more just that month!”
 
So far, the program has helped Wabash Valley co-ops recycle over 2,300 inefficient refrigerators from their lines. Kara encouraged any co-op that is interested in using targeted marketing efforts to improve communications and results to contact her. “We love to help co-ops succeed in their marketing efforts!”