Morris said the program's direct mail component targeted mechanical contractors within 50 miles of likely wholesale supply houses. Promotional notepads with pressure and temperature charts also were distributed to the contractors, and the message was carried as well to appropriate trade shows.
Meanwhile, the marketing carried an explicitly green message.
“The goal of the Reklaim was to create a reputable brand that says, first, that Airgas will lead the industry in incentivizing people to do business with us,” said Crawford. “And second, that we'll handle the R-22 in the right way.”
A year after it was rolled out, Airgas' Reklaim brand boasts impressive results. From zero collection centers, the company has signed up more than 250 wholesale supply houses to serve as recycling conduits. Further, the company has increased profits in its gas recycling business by 15%, according to Crawford.
“We changed how we went to market, to grow the market,” she said. “We have enjoyed significantly positive ROI and continue to invest in it.” M