Bioheat outreach kicks into high gear

By NBB | July 15, 2011

August usually isn’t the time of year for Bioheat and home heating to be top-of-mind subjects, but this summer the NBB Petroleum Outreach team has created a buzz around Bioheat with some new and exciting outreach initiatives.

One of the best ways to reach consumers with the benefits of Bioheat is through their current heating oil company. That is why a comprehensive set of print materials was developed for Bioheat fuel dealers to alert consumers about the emergence of Bioheat in their area. Door hangers, statement stuffers, post cards, larger trifold brochures, Frequently Asked Questions, and Myth’s and Facts brochures were all made available to Bioheat dealers.

“As the heating oil industry transitions to a Bioheat industry its important end users know why companies are making the change,” said Paul Nazzaro, NBB Petroleum Liason and president of Advanced Fuel Solutions. “This initiative makes it possible for Bioheat dealers to educate their customers with a consistent, focused message.”

Another unique marketing opportunity that the petroleum outreach team has taken advantage of to spread the news about Bioheat is a comprehensive campaign with an independent Massachusetts radio station, 92.5 The River. The program includes internet positioning, radio advertising, and a smart car with a full Bioheat wrap touring a number of Northeast area events, including an Aug. 18 appearance at the Boston Green Fest. 

“This grassroots ad campaign has educated thousands of potential Bioheat users and has people asking, ‘where can I get this great product?’” said Nazzaro. “It is really pull-through marketing at its best.”

Another major project in the Bioheat consumer communication program is development of a New York Transit and New York Subway Bioheat marketing theme. Coordination between CBS Outdoor Media and the petroleum outreach team is underway to bring the Bioheat message to the forefront in New York City.

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