NATE has been diligently working on implementing a variety of marketing initiatives in 2012. For example, NATE is introducing an expanded offering of marketing materials for contractors and other partners to help them promote their affiliation with NATE, from a brochure about the benefits of working with NATE-certified technicians that contractors can leave with prospective customers, to online materials that qualified contractors can utilize to highlight their NATE-certified technicians.

The biggest marketing push to consumers is through our continuing efforts to educate homeowners about the importance of selecting contractors who hire NATE-certified technicians. Initially launched in 2011, this consumer awareness campaign primarily focuses on educating consumers about NATE through national network radio advertisements, which are currently underway on a mix of news, sports, and entertainment programs. In addition to these radio spots, NATE is also partnering with industry manufacturers who are including NATE in their own ads to help spread the word about the quality assurance offered by NATE certification.

The ad campaign continues in 2012 as ads are strategically scheduled to air during the spring and fall, reaching homeowners when they are beginning to think about preparing their air conditioning and heating systems, respectively. The message of the radio spots explains that NATE certification offers consumer protection and peace-of-mind, driving listeners to the NATE consumer website (www.hvacradvice.com) to find contractors who employ certified technicians in their area.

[July 10] a segment aired on the “Today” show and MSNBC examining the integrity of random a/c contractors. The results of the test were not good, but it stressed the importance of homeowners selecting competent contractors. It featured a link to hvacradvice.com; the demand for that information was so great it temporarily crashed the NATE website.

Dana Anaman
Manager of Marketing/Communications
North American Technician Excellence (NATE)

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Publication date: 8/6/2012