NEED
Generate sales leads from existing customers for a “Free Energy Audit,” promoting Grainger’s alliance with
GE Lighting.

SOLUTION
Target Facility Managers in numerous market segments through a three-part Direct Mail Program touting a different energy-saving tip in each:
• “Go from a size 12 to a size 8” (T8 lamps)
• “Go from incandescents to compact fluorescents”
• “Why Grainger/GE Lighting?”

Promote the key benefits/success factors:
• Reduce energy costs (by up to 45% of your typical electrical expense)
• Increase the life of your lighting products
• Reduce maintenance and replacement costs

Offer a “Free Energy Audit” to stimulate sales.

Response mechanisms:
• Call or visit your branch office
• Go to www.grainger.com/lightingaudit
• Call 1-877-699-4887
• Mail back the attached Business Reply Card

Roll out each mailer two weeks apart.

RESULTS
The response from the first mailer was so high (20%) that it surpassed the audit team’s ability to respond to all leads within one month. Grainger wanted to cancel the following two mailers, but the second in the series had already been sent. The third mailer was cancelled.