In his book, Confessions of an Advertising Man, noted ad expert David Ogilvy wrote, “The headline is the most important element in most advertisements.” To get the most out of your advertising dollars, you must make sure you give extra special attention to your headline.
The memory of consumers is short. Your customers and prospects will not remember an advertising message that they see or hear just once or twice. The message has to be repeated. For advertising to be successful, your message has to have sufficient frequency and continuity.
To find out readers’ opinions about where solar products stand in today’s market, a brief, informal online survey was conducted on The NEWS Website. Survey respondents in this case do feel solar is taking hold in the residential sector.
Before developing your advertising, you need to think about and develop a strategy. What is it that you want to accomplish? Just as you develop an overall marketing plan, you need to develop an advertising plan of attack. Once you formulate a winning strategy, you can employ it for years to produce effective advertising.
Advertising is only one way to get your message out to customers and prospects. Be sure to use all the marketing tools at your disposal. For a low-cost way to promote your HVACR business, take advantage of publicity opportunities.
The immediate reaction by many companies during a recession is to cut their advertising. Advertising is seen as an expense and all expenses are subject to trimming in difficult times. However, advertising should be looked at as an investment that helps to increase your sales now and in the future.
Ease of installation and ease of service are prime features of benefit to HVAC contractors and technicians. So it’s no surprise that, at the 2009 International Air-Conditioning, Heating, Refrigerating Exposition (AHR Expo), manufacturers of unit heaters, duct heaters, and air curtains were pointing out the simple installation and serviceability of their new products.
One of the old sayings in the pubic relations field is “Do good
and then take credit for it.” HVACR contractors should take this to heart. When
you do something good for the community, make sure they know about it.
The economists at the National Association of Home Builders (NAHB) Construction Forecast Conference generally believed that the battered housing market will start to make a comeback in 2009. But in their assessment of the economy, they raised the specter of the dreaded “R” word - recession. However, the speakers did point out the positives in the current turmoil.