Problem
Townsend Energy has been serving the New England area since 1931. With the new addition of their insurance offerings and an increasing reliance on their digital properties for sales and customer relations,
Townsend engaged GHS and the Maderia Group to guide their transition into digital-first marketing and communications and assist in the rollout of the new insurance operations.
The GHS Models At Work
Mirror of Desire
Rather than competing on product specifications or features, GHS determined what aspirational value would appeal to the potential customer of Townsend Energy.
By using Townsend Energy, customers feel like a more responsible home and business owner. This value proposition was adapted to Townsend’s new insurance division to align the two sides of the company and create content supporting this value. The Townsend Insurance Group is now able to separate itself from its competitors by being recognized as a company that enables home and business owners to be more responsible and protect themselves from liabilities.
Customer As Teacher
More profound than an “influencer,” and more nuanced than a Net Promoter Score, the Customer As Teacher concept is the shift of promotional burden from the brand to the consumer.
Through testimonials, case studies, and positive reviews, GHS and the Maderia Group were able to capture the aspirational value or “mirror” that Townsend represents. This value was then conveyed through the words and experiences of existing customers in order to create a more potent message extolling the virtues of Townsend’s service.
Architecture of Participation
Armed with the testimonials, case studies, and positive reviews of existing customers, GHS scaled the effects of these assets by incorporating them into email promotions, social media branding, and other communications. These user-generated content pieces encouraged other customers to more actively participate in Townsend’s ongoing marketing efforts.
RESULT
Via our proprietary models, GHS and the Maderia Group were able to define Townsend’s unique value proposition and execute digital marketing strategies that allow Townsend to stay in constant communication with their customers while promoting new offers, providing educational resources, and encouraging feedback and conversation.
Townsend’s GHS and Maderia Group-led marketing campaigns have drastically increased sales of key products with individual campaigns generating as much as $300k in new revenue as well as a 30% increase in equipment sales for 2017. Townsend has also generated significantly more customer data than was previously available to them. GHS guided the implementation of a CRM that allows Townsend to effectively utilize this data and make more informed marketing and sales decisions.