Business Services Industry
Integrated efforts saves money and increases response.
Target Marketing, June, 1999 by McLaughlin, Rachel
The heating oil supply industry may not be the first field that comes to mind when you think of sophisticated direct marketing. But you don't need to be a retailer or publishing giant to achieve exceptional results from your mailings. Heating Oil Partners (HOP) of Darien, CT, the country's second-largest marketer of heating oil products and services, aggressively solicits its customers year-round.
Serving nearly 120,000 homes from New Hampshire to Maryland, the company regularly sends mailings touting the benefits of upgrading home heating or air conditioning systems or promoting different payment plans. However, with 12 divisions and more than 90 separate local brand names, the mere task of coordinating mailings was daunting. Each location has...
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