Seasonal generator campaigns that sell the install before the waitlist starts.

Playbook

How to time generator campaigns by region

The biggest obstacle to selling generators in advance is that nothing feels urgent on a calm day. Seasonal campaigns work because they give a calm-day decision a real deadline. An install takes time: a sizing visit, a permit, gas and electrical work, and an inspection. That lead time is the honest reason to act now, and it makes a much better deadline than a discount that expires for no real reason.

Work backward from your region's risk. In Gulf and Atlantic markets, the hurricane season officially begins June 1, so mail in late February through April, and give a book-by date that leaves enough time for permits. In ice regions, mail in August with a September book-by date. In wildfire regions, plan for pre-fire season, since planned power shutoffs by some utilities can last for days. Many markets have more than one risk, so check your own service calls to see when your phones ring.

Keep past sizings in the loop. Owners who took a sizing and didn't buy have the highest intent of anyone on your list, as they already have your number and your price. Mail them before each wave with a short note and, if needed, an updated price. Sometimes the only thing they need is a reason to look at it again, and a change in season is a good one.

Tailor the message to the risk. Hurricanes bring concerns about flooding, food spoilage, and AC in the heat. Ice storms raise concerns about heat and frozen pipes. Fire-season shutoffs raise issues with medical needs, well pumps, and air filtration. Using the wrong season's concerns tells a reader that the card wasn't meant for them. Local details help, especially when you can name what happened in your own market.

Avoid fear and be careful about forecasts. Nobody knows if this winter or this hurricane season will be severe, and it's misleading to suggest otherwise. Say what has happened and what lead times really are. A statement like 'installs take several weeks from sizing to startup' is more honest than 'a big one is coming,' and it's also more persuasive. Mention financing only if you truly offer it.

Match mail to crew capacity. A pre-season wave can create as much backlog as a storm if you mail too many at once. Split large lists into staggered drops by zip. Keep some room on the schedule for service customers, too, since they'll need you when the season arrives. Review results after each season, and move next year's dates based on what actually happened with bookings and lead times.