At this year’s AHR Expo in Chicago, every company brought their A-game. From large companies advertising sophisticated brochures and marketing slogans to smaller companies exulting the benefits of niche products, the show was impressive. For me, a newcomer to the HVAC industry, one other thing stood out — a relative lack of compelling storylines.
Not that the HVAC industry is without great stories. On the contrary, as technology advances, innovative products and services are everywhere. Yet brand and company communications centered mainly on the products and services, or in some cases, the benefits they bring. While most have a great story, this wasn’t immediately clear from their communications.