Background Rotobrush, a residential/light commercial air duct cleaning system, was poorly perceived in the air duct cleaning industry. HVAC contractors felt the machine was too small to be effective. Rotobrush challenged SKSW to convince contractors that the machine was highly effective, and to overcome the “lightweight” stigma.
Strategy SKSW conducted market research of competitors, the target audience and the nature of product inquiries coming through sales channels. We proposed to shift the market from an exclusive of specialty contractors, to an add-on service offering with a much broader range of service contractors.
Solution SKSW reached the market primarily through trade advertisements and direct mail, including trifolds with perfed reply cards offering free accessories with a system purchase, and letter templates contractors could use in selling to existing clients. New campaigns were developed monthly, with unique, low cost incentives. Purchasers also received marketing kits with guidelines for building their air duct cleaning business.
Results Rotobrush grew from $3 million in sales to $8 million in four years. That’s cleaning up!
