5 Go-To Strategies for HVAC Marketing
Date: November 09, 2015
We feel it in the air – the temperatures are cooling and the leaves are falling. Fall is here and winter is just around the corner, which means peak selling season for Heating, Ventilation and Air Conditioning (HVAC) companies. Chances are if you’re in the industry, you’ve heard or even tried all of the traditional marketing techniques to reach new customers and keep existing customers happy.
But is it working for you? Incorporating these five go-to techniques will take your HVAC marketing strategy to the next level.
1.Think Mobile, Think Micro-Moments
Google launched a new website, Micro-Moments, in May to house insights on the way mobile has evolved and changed the way consumers make purchasing decisions. The term “micro-moments” refers to the opportunity (and challenge) brands have to be visible right in the moment when target consumers choose to pick up their mobile phones during their decision making.
- “Near me” search interest increased 34X since 2011 and nearly doubled since last year.
- 70 percent of companies say that mobile has urged them to transform their businesses and experiences.
- Companies that make steps toward becoming moments-ready reap tangible benefits in the form of more profitable ROI in both mobile investment and overall marketing investment.
Case and point: your customers are searching for you when they are on-the-go. If you aren’t bidding on “symptom” keywords, such as “furnace repair,” or optimizing your website, you’re missing out on key opportunities to reach consumers at the point of decision making.
2.Diversify Your Advertisements
Did you know 77 percent of contractors spend over half their budget on Yellow Page ads that provide little to no ROI? That means that if an HVAC owner were to sign a Yellow Pages contract for $4000 a year, they’d need about 400 leads, or over one call a day, to break even. The likeliness of this many calls coming in is unlikely at best.
Gone are the days of a one-size-fits-all marketing strategy. Diversifying your advertisements is the most effective way to get in front of new purchasing audiences. If you haven’t already, work with your agency partner to create and implement a HVAC marketing solution that seamlessly integrates social media, print advertising, pay-per-click, direct mail and email marketing. You’ll reach a wider, more specific audience because of it.
3.Take Advantage of Co-Op Advertising
If you haven’t asked your agency partner about your co-op advertising opportunities, chances are you are missing out on free advertising dollars. Tip: our co-op advertising blog is a great place to start if you want to learn the basics. Many HVAC manufacturers offer co-op programs for their distributors to co-promote product and store. Co-op funded companies may withdraw from the funding for approved marketing and advertising activities, such as print, radio, television, billboards, truck wraps and more. If you are interested in learning more, start the conversation with your vendors/manufacturers early – many co-op agreements are due before the end of the year.
Balance is the key to building a strong, successful marketing plan. Yes, advertising and marketing your products are important, but so is engaging and interacting with your consumers. Event and charity sponsorships can be an effective way to position your business as an authority in your industry and/or a supporter of good-will in the community – and doing so will likely set your business apart from your competition. Look for opportunities in your communities that complement your brand and mission. Take Mechanical Air Service for example: the company started Outreach Cooling and Heating in Southern California in order to reach low-income families. When you get creative about community engagement, you can open the door to new and targeted audiences.
December is the peak sales month for appliance retailers. In fact, December accounts for 9.5 percent of total sales within the heating, ventilation and cooling sector.* In other words, now is the best time to get ahead of the purchase cycle and reach customers as they begin to research and evaluate. Start your HVAC advertising campaign early. Then, when sales slowdown, offer special promotions and/or non-traditional activities to increase traffic.
Does increasing revenue dollars while decreasing wasted spend sound appealing to you? These five strategies are proven to boost your bottom line, and Register Media can help! Download our Home Improvement white paper or contact us today at 515-207-8244 to discuss a customized HVAC advertising solution, so you can focus what matters most to you – owning your small business and meeting the needs of your customers.
*Source: "Estimates of Monthly Retail and Food Services Sales by Kind of Business: 2013." Monthly Retail Trade Survey. U.S. Census Bureau, 13 Mar. 2014. Web. 20 Mar. 2014.