Outbound telemarketing was the principal tool in achieving this supported by direct mail and fax. Eirtricity's Eddie O'Connor says: "We are determined to continue to actively increase our customer base using direct marketing methods and to inform the general public that green energy is the only source of electricity which can help prevent the emission of tonnes of CO2."
A direct marketing campaign by Ireland's green electricity supplier Eirtricity has won the company a silver certificate in the telemarketing category of the Irish Direct Marketing Awards. Eirtricity, the first Irish company set up to supply green power after deregulation of the electricity market in February 2000, devised its "What Happens if the Wind Doesn't Blow" campaign to initially target commercial customers. Within six months of the campaign start, Eirtricity had recruited some 4% of the small and medium enterprise market and secured sales exceeding I£20 million, resulting in over 6000 new customers from a zero customer base.