ACHRNEWS

Marketing Programs Bring Out Creativity

February 26, 2007

A market, by definition, is a gathering of people for the purpose of buying and selling goods. With multiple players in the same market, however, differentiation and continued profitability can be hefty challenges.

Enter marketing (which, by definition includes all business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, and packaging). Today’s HVAC market is not much different than the medieval marketplace of the 16th century. Gathered in healthy competition, manufacturers each offer new and unique marketing programs in their quests for market dominance.

TO MARKET WE GO

American Standard Heating & Air Conditioning (www.americanstandardair.com) hit the road with a mobile marketing tour last year and is continuing the program this year. The Clean and Comfortable Home Tour is designed to educate families on the importance of clean indoor air and how they can get that air inside their homes with the American Standard AccuClean Whole-House Air Filtration System.

The truck features several interactive exhibits for children and their parents. Participants can step inside a house to see how many “dust bunny” soft objects swirling through the air they can catch in the Dust Bunny Hop.

They can also test their IAQ IQ with a brief test, then visit the Magnification Station to peek through a magnifying glass to get an educated view of the everyday dust, dander, and pollen particles found in their home. The Take a Deep Breath exhibit allows homeowners to see how many microscopic particles can be inhaled inside a house without a whole-house filtration system as compared to a house without one.

The tour recently stopped at a consumer home show in Boston and will continue to four other home shows this spring. More stops are planned for the fall.

Bryant Heating & Cooling Systems (www.bryant.com) is offering contractors a new tool to help them market more-diverse and higher-end heating and cooling products. The Operating Cost Calculator is an online tool that compares a homeowner’s current HVAC system with three new Bryant systems.

The calculator computes the annual savings based on where the customer lives, the system, and local utility rates. After plugging in local rates, the tool determines how many hours of heating are required for one year based on 40 years of hourly updated weather data from the National Oceanic & Atmospheric Administration (NOAA).

It then combines the weather data and Bryant’s performance characteristics to show the homeowner the estimated annual savings. In an effort to ramp up interest in Hybrid Heat, Bryant has set up a consumer Website that graphically displays the cost-saving information of Hybrid Heat use in major U.S. cities.

The company is also offering a Bryant Bonus consumer promotion with rebates from $250 to $1,100 on its heating and cooling systems. Distributors can choose to run the program between March 1 and May 31, or between April 1 and June 30, depending on their market.

Coleman (www.colemanac.com) is allowing its dealers flexibility in choosing when to run its spring consumer promotion. Dealers can choose March 15 to May 31 or April 15 to June 30 to offer customers a cash-back rebate of up to $1,500, or a 10-year parts-and-labor extended warranty on selected residential heating and cooling Coleman brand products purchased during the promotional period. This program is only available through registered, participating Coleman Liberties and Liberties Plus dealers.

Coleman is also providing its dealers with a new comarketing program featuring new advertising and high-profile lead generation packages.

Daikin AC (Americas) Inc. (www.daikinac.com) launched its Daikin Network Alliance (DNA). This program is inviting HVAC contractors to apply if they are interested in adding the company’s intelligent air conditioning solutions to their current product mix. Participating contractors will benefit from sales referrals based on zip code, DNA Dealer locator representation on Daikin’s Website, and training.

After the application and evaluation process is complete, DNA Dealers will receive official notification and recognition as a member. Once the contractor has been accepted and has committed to attend product, technical, and service training, selected DNA Dealers’ employees will have access to no-cost training, covering topics such as installation, commissioning, and service and troubleshooting.

DNA Dealers will receive accruals of 1 percent in the form of DNA Dollars for all reported purchased equipment and accessories based on Daikin AC list prices. Half of the accrued DNA Dollars will be available for obtaining DNA marketing goods and service tools. Half of the accrued DNA Dollars will also be available to use for sponsorship, events, and advertisements. Candidates will be evaluated on technical astuteness and their ability to install and service Daikin equipment.

Luxaire (www.luxaire.com) is supporting its dealers with a flexible spring consumer promotion this year. They can run their promotion during the standard period of April 15 to June 30 or during a new optional period of March 15 to May 31. Customers can choose a cash-back rebate up to $1,500, or a 10-year parts-and-labor extended warranty on selected residential heating and cooling Luxaire brand products purchased during the promotion. The program is only available through registered, participating Luxaire Liberties and Liberties Plus dealers.

The company’s new comarketing program concentrates on lead generation and advertising. A new mailer program includes shared direct mail flyers, solo direct mail postcards, and Valpak coupon mailers, among other new items.

Totaline (www.totaline.com) is concentrating on brand loyalty as it revs up its new promotional program, “The 2007 Totaline Racing Challenge.” For every $1,000 worth of Totaline parts purchased each quarter in 2007, customers will automatically earn an entry to win a Dale Jarret Racing Adventure. This contest offers the first-place winners (28 in all) the chance to drive a stock car on a real track used by professional racecar drivers. The 56 second-prize winners will receive a completely loaded Totaline “Tools of the Trade” toolbox, and 140 third-prize winners will receive $250 gas cards. All Totaline shoppers will receive a Totaline Racing Challenge hat.

York (www.yorkupg.com) will provide its dealers with a flexible consumer promotional offering this year. Dealers can choose a preseason promotion window of March 15 to May 31 or the standard period of April 15 to June 30. Customers can choose a cash-back rebate of up to $1,500, or a 10-year parts-and-labor extended warranty on selected residential heating and cooling, York brand products purchased during the period. This program is only available through registered, participating York Liberties and Liberties Plus dealers.

In addition to the flexible promotion period, the company is supporting dealers with a comarketing program that offers local TV, radio, and print programs, among other lead generation and advertising strategies.

Publication date: 02/26/2007