Contractor Training

7 Steps to HVAC Marketing Success

Tune-Up Your Marketing

Instructor: Elaina Burdick
90 minutes, plus discussion

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

Let’s face it, HVAC is not exactly a “sexy” industry (meaning: consumers aren’t interested in us until they’re uncomfortable) so we need to be especially strategic about how we market ourselves.

Contractors are bombarded by marketing suppliers, internet vendors, distributor programs and media reps throughout the year. Often, busy Contractors practice “reactive marketing,” instead of developing a plan, calendar and annual budget.

    Here are a few symptoms of reactive marketing:
  • Not getting enough quality leads and referrals?
  • Unsure of the best way to spend your marketing budget?
  • Running ads or billboards because your competitor does?
  • Always rushing to use up co-op funds at year end?
  • Uncertain how well your marketing efforts are performing?
  • Operating without an annual marketing plan?

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.

Contractor Training

Branding Basics

Instructor: Elaina Burdick
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!)

TM Training

HVAC Marketing Primer for TMs

Instructor: Elaina Burdick
90 minutes, plus discussion

Designed to teach Distributor Territory Managers a basic overview of local contractor HVAC marketing.

Class Description

The goal of this course is not to turn TMs into marketing experts – but to give them the tools and knowledge they need to guide their contractors toward appropriate advertising vehicles and help them to avoid “reactive marketing.”

Contractors are bombarded by marketing suppliers, internet vendors, distributor programs and media reps throughout the year. They tend to make quick, knee-jerk marketing decisions – often based on what their competitor is doing – without a long term goal or strategic marketing plan. Too often, this results in poor ROI, frustration and the assumption that marketing doesn’t work.

But it does work – if done properly.

    In this course TMs will learn the 7 Steps to HVAC Marketing, including:
  • 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 the 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

Contractors look to TMs for marketing guidance. The goal of this course is to help them spend their money wisely - not spend more of it.

Discussion is encouraged!

Elaina Burdick is the President of EB&L 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. EB&L 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
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Elaina