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Posts published in “HVAC Marketing”

Tricking the System Never Works

Tricking the System Never Works

Guest Blogger: Erika Feinberg, President, RevuKangaroo & Leadership Jams

Did you know there are call centers in India that specialize in writing and posting 5-Star reviews for companies right here in our community?  Could you imagine hundreds of total strangers in a different country clicking away leaving you stellar reviews?  Your third party reputation management company might be using these tactics without you even knowing it.  (No service provider is going to want to confess to it!)

Public review platforms like Yelp, Google and Facebook are catching on to the third-party reputation management specialists’ shady tactics and stripping ALL the accumulated reviews from those companies because they’re going about it the wrong way.… Read On!

Don’t Heckle Nice Ladies

Don’t Heckle Nice Ladies

Many years ago, when I was new to public speaking and teaching, I was asked to give a marketing talk at a local ACCA chapter meeting.  Back then, not everyone had come around to the idea that they needed a company website.  I was still trying to convince dealers how important it was that they could be found online.  Online reviews were a new thing too, and I explained that they needed to pay attention to their online reputation, since customers surely would.  As I made my presentation, I was heckled several times by an older HVAC dealer in the back of the room. … Read On!

People Don’t Read Positive Reviews

People Don’t Read Positive Reviews

Written by: Jeannie Steinbuch, Digital Sorceress

Eek!  An irrational customer just left you a 1-star review.  Hey, it happens to the best of us.  But now you have to get 100s of 5-star reviews to even it out, right?  Yes and No.  Bad reviews can work to your benefit, and even turn into sales, if you handle them well.

Think about how you behave and shop online.  It’s probably similar to how your future customer will act. Imagine you are looking for a house cleaning service for your home.  You google what companies are available in your local area and find three companies near your neighborhood.… Read On!

HVAC at the Home Show

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!

Staff Sabatoge

Staff Sabatoge

Your marketing is only as good as your people.  The most creative, eye-catching and compelling HVAC marketing campaign can fall flat on its face at your front door, if your staff isn’t aware of the details.  Trust me on this.  I’ve watched it happen more times than I can say.

Case in point:  an established and successful HVAC dealer we worked with for many years told me that the latest postcards we had created for him didn’t work.  He didn’t get nearly as many leads in the weeks after we mailed his cards as he used to.  And he was upset. … Read On!

Setting Your Marketing Goals – HVAC Podcast

Check out this HVAC Podcast featuring EB&L Marketing!

Have you set your goals for 2019? President of EB&L Marketing, Elaina Burdick, sat down with host Matt LaPan and Marketing Manager Jill Waters from S. G. Torrice Company to discuss setting marketing goals in this episode of Torrice Talk. Take a few minutes to listen.  There’s some good stuff in here!

Listen Now:
Subscribe:…/torrice-talk-torric…/id1436034922Read On!

The Worst and the Best Companies

The Worst and the Best Companies

Guest Blogger: Ellen Rohr

According to an American Management Service, Inc. survey compilation,

  • Family businesses comprise 90 percent of all business enterprises in North America.
  • Only 30% of family owned businesses survive to the second generation, 12% to the third, and 3% to the fourth.
  • Of CEOs due to retire within 5 years, 55% have not yet chosen their replacement.

According to my experience, the best companies I know are family businesses and the worst companies are family businesses.  When it works, you have aligned team members building on solid, functional, trusting relationships. … Read On!

Make a List. Check it Twice.

Make a List.  Check it Twice.

Your end of year marketing checklist.

It’s December and you’re busy with your end of year planning, holiday staff parties and buttoning up your books.  Figuring out who’s been naughty.  Who’s been nice.  But while you’re scurrying around like the Grinch on Christmas morning, make sure you set aside a few hours to review your marketing for the past year.

Pull out your 2018 marketing plan. 

A solid marketing plan will include your business goals, the items and actions needed to achieve your goals, a calendar and a budget.  Review your 2018 plan.

Did you cross off all the marketing initiatives on your list?Read On!