7 Steps to HVAC Marketing Success
Branding Basics
HVAC Marketing Primer
7 Steps to HVAC Marketing Success
Contractor Training
7 Steps to HVAC Marketing Success
- Not getting enough quality leads and referrals
- Unsure of the best way to spend the marketing budget
- Running ads or billboards because a competitor does
- Always rushing to use up co-op funds at year end
- Uncertain how well marketing efforts are performing
- Operating without an annual marketing plan
KEY POINTS:
- Learn the 7 steps to appropriate HVAC marketing
- Understand the importance of branding
- Avoid reactive marketing
- Find out the most important elements to include on your website
- Learn how to spend advertising dollars wisely-not spend more of them
If these sound familiar to you, it’s time for a marketing tune up! Learn how a solid, recognizable brand is the difference between boldly standing out in a sea of other HVAC providers and being just another name on the list. Then discuss how to apply it to your company marketing and build your customer base by marketing to existing and new customers, through all mediums.
Branding Basics
Contractor Training
Branding Basics
Instructor: Elaina Wellstead
90 minutes, plus discussion
Since HVAC is not exactly a “sexy” industry (meaning: consumers aren’t interested in us until they’re uncomfortable) a unique and compelling brand is required to set your business apart. How many times have your prospects seen the same old, worn out HVAC marketing themes (“family-owned,” “trustworthy,” “been in business XX years!”) A solid, recognizable brand is the difference between boldly standing out in a sea of other HVAC providers and being just another name on the list.
Branding is the bedrock of HVAC marketing. In this course we’ll learn how branding will accomplish the following for your company.
- Define your company personality, attributes and marketing message
- Clearly communicate the services and products you are providing
- Get noticed! Attract new clients and generate more business because your company stands out in the crowd
- Build trust by having a consistent marketing message – which makes your marketing more effective
- Appear more polished and professional (and charge more because of it!)
HVAC Marketing Primer
TM Training
HVAC Marketing Primer for TMs
- Branding – the importance of standing out from the crowd
- Website – the 4 basic elements an HVAC website should have
- Existing Customers – too many dealers overlook marketing to this goldmine!
- Defining New Customers – we don’t want them to market to everyone – just their best prospects
- Targeting New Customers – the best vehicles for generating leads
- TOMA (top of mind advertising) – should be approached after more direct forms of marketing
- Marketing Plan – putting it all together in an annual plan and tracking the results
Elaina Wellstead is the President of CHANGE HVAC Marketing, a full-service HVAC marketing firm. Elaina grew up around HVAC and recognized that residential contractors – with their limited time and marketing training – needed help promoting their companies. This led her to open a marketing company that is 100% focused on HVAC. For more than 25 years, she has worked with manufacturers, distributors and local contractors to effectively market their businesses and grow their bottom line, by building their brand and avoiding common marketing missteps. CHANGE HVAC provides marketing solutions for 1-man start-ups as well as large, multi-vehicle dealerships. But by far, educating contractors on appropriate ways to promote their companies is the part of her job she enjoys the most.
For more information or bookings send us an email or call 315-685-9500
