What type of deal is best to offer in a marketing campaign? Is it best to offer free or discounted products? A prize offer? Or is it best just to explain the features or benefits of the equipment you sell or services you offer?
When it comes to small HVAC contractors drawing attention to themselves, they find putting a company name on the back of a jersey, buying ads in a hometown newspaper, and volunteering for a service project becomes a way to draw attention to the company.
Not long ago, according to Jack Beers of Metcalfe Heating & AC (Manassas, Va.), contractors all followed the old adage: “If you do a great job, your customer will tell nine people. Do a poor job, and they’ll tell 22 people.” But today, as more and more customers post online reviews, Beers explained, “The difference now is that if you do a poor job, they’ll tell 22 million people.”
Social media presents two primary choices: get involved or be left behind. Contractors have heatedly debated that statement, along with many other social media topics, for some time. More often than not, however, the argument circles back to social media relevance. With social media being so new, industry relevance is more a matter of opinion that could be argued from both sides.