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.
Consumers are always looking for a bargain. In today’s struggling
economy, that is especially true. No one wants to pay full price for anything.
So why not offer a coupon with a discount?
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.
According to a recently released survey by Pew Research Center, women are the key household decision-makers. When it comes to deciding on major home purchases, managing household finances, and other decisions, women are very much involved and often are in charge.
This year as the price of oil and gasoline sharply rose, the impact of high energy prices weighed heavily on the United States economy. To find out how readers feel about the energy issue, an informal online survey was conducted on The NEWS Website, keying on oil drilling and renewable energy.
As an HVAC contractor, the most important brand that you sell is not the product brand. It is your company name. If customers do not know about your company, they will not buy from you. It’s as simple as that. You are the company that sells and installs the product. You have to build brand awareness for your company.