NASHVILLE, Tenn. - A familiar face had a clear message for ISL conference attendees: marketing is a powerful investment. Adams Hudson, president of Hudson, Ink, Montgomery, Ala., presented a daylong marketing seminar titled "High Performance HVAC Marketing."
Hudson said that most contractors market "the hard way." They depend too much on the weather, rely on low customer expectations, and have unreal expectations about great word-of-mouth referrals. They try to "spend their way" into market penetration, but often they rely on those unskilled at marketing to achieve the desired results and forget that co-op ads are a joint venture and not a solo act.