Wright AC Services – Market Case Study
Wright AC Services, an established 45-year-old HVAC company, was experiencing flat growth in a highly competitive marketplace with over 250 rivals.
Uncovering Insights That Matter
Custom research from San Antonio homeowners revealed a disconnect between Wright AC’s brand messaging and what they valued most: skilled technicians, transparent pricing, and quality workmanship. We also uncovered significant demand among millennials for maintenance agreements in the markets and used this insight as a cornerstone of our growth strategy.
Reimagining the Wright Message
Using these findings, we aligned Wright AC’s messaging with customer priorities and focused on redefining overused terms like “quality.” By showcasing the expertise of their certified technicians and emphasizing warranties workmanship and maintenance agreements, a new campaign was born. A referral program was also introduced that offers tangible incentives like discounts, extended warranties, and transparent terms to encourage loyal customers to spread the word.
A Multi-Channel Approach for Maximum Impact
To reach target audiences effectively, we deployed an integrated marketing approach. Email campaigns personalized content to highlight referral incentives and success stories, building trust and encouraging participation. On social media, we spotlighted technicians through engaging content and videos, humanizing the brand while demonstrating service quality. The website was also optimized with a dedicated referral program page, complete with clear calls to action and customer testimonials to drive conversions.
Transformational Results
Wright AC Services experienced a 37% revenue increase year-over-year, even during a cooler-than-usual summer that typically dampens HVAC demand. The average ticket size grew by 29%, reaching $1,100, while maintenance agreement memberships rose by 41%, with higher retention rates at renewal.
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