Case Study: First Point Utility Systems
Capturing share of an emerging market

Situation:
First Point Utility Solutions needed to move quickly to reach its potential customers. The company - which provides energy-usage data gathering, billing and collection services - saw great opportunity in the recently deregulated California energy market. Deregulation was spawning numerous new energy companies that could use First Point's services. First Point wanted to capture them before its competition.

Solution:
Landrey & Company designed a direct-mail campaign that was to take place in phases - a three-dimensional piece to be followed by a letter and then direct contact. There was so much uncertainty in the new market that we positioned First Point as the company that could foresee the problems and deliver the answers. The kick-off piece built directly on this theme to convey the message that First Point brought Extra Sensory Perception (ESP) to understanding how the dynamic market would affect Energy Service Providers. A package containing a crystal ball on a stand with the First Point logo along with a brochure tied to the ESP message was sent to the CEOs of First Points target customers.

Outcome:
The crystal ball was so successful at reaching targets and positioning First Point that many of its prospective clients began calling before the start of the second phase. Our effective communication allowed First Point to seize first-mover advantage and sign up customers before its competitors were out of the blocks.