On Wednesday evening, two prospective "state-certified business economists" from the Max Weber School of Business Administration presented the results of their project work. The topic was the determination of the success of direct mailing campaigns of Stadtwerke Gießen AG (SWG).
To this end, Larissa Rigelhof from Buseck and Xenia Jäger from Giessen have been investigating the success of SWG's two direct mailings in the municipality of Hüttenberg in terms of customer acquisition since April 2008 under the guidance of their teachers Markus Schwarz and Klaus Weber. SWG's aim with these campaigns was to win electricity and gas customers in the external network area. Ina Weller (Head of Marketing and Sales at SWG) followed the project team's Power Point presentation with interest together with those responsible at the Max Weber School. This project work has provided the Giessen-based energy and water supplier with results as to whether planned goals have been achieved and whether campaigns of this kind will be worthwhile for the company in future. The budding business economists analysed direct mailings carried out in the municipality of Hüttenberg in April and November of last year. To come to this conclusion, the two used tools such as break-even analysis and amortisation calculation. In support of this, TV Hüttenberg received a bonus of 25 euros for every gas supply contract concluded between April 2008 and March 2009.
With the evaluation and the successful presentation, the project team not only scored points with the teachers, but also provided the municipal utilities with groundbreaking results for customer acquisition.