Firm lands more than 10,000 leads for home systems
Power-Save Technologies has pulled in more than 10,000 leads for home solar energy systems thanks to a DRTV campaign that began this summer.
The effort consists entirely of 60- and 120-second commercials on such cable networks as CNBC, Discovery Channel, DIY Network, The History Channel, and The Weather Channel, says Steven Morvay, executive managing director of SendTec, Power-Save's agency.
The San Luis Obispo, CA company also was able to save money by using an automated response system rather than live operators — a strategy that can cut costs by nearly 80%.
Morvay says, “I'm just using averages, but in telemarketing a company might expect to pay 75 cents to 80 cents per minute for a live operator vs. 15 cents to 17 cents for an automated system.”
Power-Save is aiming at a fairly broad demographic with these spots, the only advertising it plans for now.
“The people we had in mind are obviously not only those interested in the solar side of green energy, but anybody who's looking to save money on their electric bill,” Morvay says. “When you put that on the table, virtually the entire market opens up to you.
“We know from experience in this category that DRTV is one of the most efficient vehicles for reaching the greatest number of people for the least amount of money and getting the highest response.”
One commercial, for example, asks: “How much can you save on your electric bill?” and displays the toll-free 800 number and the company's Web address. It adds that Power-Save's home solar systems are free in many states. According to Morvay, that's because both federal and local governments offer rebates or tax incentives. Currently, he notes, there are rebates and tax credits in 42 states.
These incentives might be helpful considering system prices range from $7,000 to $15,000 depending on the size of the house, says Mike Altieri, SendTec's vice president for account services.
When a prospect responds to a commercial, Power-Save asks qualifying questions such as where he or she lives and how large the house is. Then a salesperson calls on the person and tries to close the deal. SendTec says the sales process takes between two and three months.
The spots are scheduled to air at least a few more months. “But frankly, Morvay says, “as long as we continue to get responses we'll keep running them.”
Spots emphasize how much the company's systems can save homeowners on electricity.
