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Direct Mail: Reports of its Death Were Greatly Exaggerated
Contrary to recent buzz, direct mail is still an excellent option for promoting your services to existing and prospective customers. Done well, direct mail can be very effective, especially when paired with your other marketing initiatives. Think about it: in this day and age, we are all bombarded by many different forms of digital advertising, all day long. Nationwide, heck, worldwide, company advertising budgets have shifted away from the traditional forms of marketing (direct mail, newspaper, TV, radio, etc.) to internet marketing. It’s literally everywhere! This gives good old direct mail a bit of an unexpected advantage, in that it stands out from all that digital clutter. … Read On!
Have a FER-tastic Fall!
After the July fireworks, HVAC contractors went back to work with a new standard in place. The Department of Energy’s FER (Fan Energy Rating) standard went into effect on July 3rd.
So how will you market these higher priced products to homeowners who are already gripping about system costs?
You get out ahead of it!
How do you do that? You educate.
Education is how you differentiate yourself from the pack.
And the FER standard gives you a golden opportunity to enlighten your customers on what this new Federal law means to them in terms of efficiency. … Read On!
HVAC at the Home Show
Home shows are everywhere this time of year.
Home shows can increase brand awareness and be a source of solid leads for your HVAC company. They can also be a major time burner and expensive. So make sure you are getting your money’s worth. The idea is to look sharp and professional. Friendly and approachable. Interesting and enticing. A tall order, to be sure. Here are a few tips:
Advertise in advance.
Let your customers know that you’ll be exhibiting and offer a gift, discounted HVAC service or special drawing for those who stop by to see you. … Read On!
How to Make your HVAC Postcards More Effective!
Don’t let anyone tell you differently: postcards are still an effective, economical and easy way to promote your HVAC business. You just have to make sure you’re doing it professionally, and with a sound strategy and goal.
Use postcards to market to existing customers AT LEAST twice a year. Existing customers provide the best return on investment and help build referral and repeat business. It’s important to capitalize on your existing customer database.
Use postcards to introduce your company to new prospects in season. That’s when the fish are biting.
Here are some tips to make your postcard advertising more effective:
• It’s all about the design!!… Read On!
Existing Customers are the LHF!
Existing customers are the low hanging fruit, folks. They’re the easiest people to market to, they’re the cheapest people to market to and you’ll receive the best return from marketing to them.
Roughly 80% of your business will come from existing customers. You’ll spend the majority of your marketing dollars trying to capture that other 20%.
So why do we overlook existing customers? Often, one of our HVAC marketing specialists will sit down to do a marketing consultation with a 2nd or 3rd generation contractor and learn that they have 20,000 or 30,000 customers in their database – and they’ve never reached out to these customers.… Read On!
