STANDBY GENERATOR CASE STUDY
Assignment: When natural disaster strikes and the power goes out, demand for Generac home standby generators goes off the charts. Dealers are overwhelmed, and buyers get tired of waiting for a response. Eventually, once power is restored and life returns to normal, they forget about the experience and demand fades.
Changing this boom to bust cycle was the goal. Generac needed to level out demand by getting customers to consider buying and installing a home standby generator when they didn’t need it.
The answer? An informative half-hour documercial that reminded homeowners of what it was like to live without power for days on end. Powerful testimonials by Generac owners, a compelling narrative presented by host Allan Hunter, and insightful 3rd party expert commentary by Dr. Gregory Reed provided persuasive reasons to make the purchase now.
Result. Highly successful at generating in-home consultations. Dramatic reduction in boom to bust sales cycle.