There are several types of homeowners that this technology can target, including new homeowners, previous customers, and current customers for annual appointment reminders.

“The ability for a HVAC or fuel delivery company to directly market to new homeowners gives them a distinct advantage over competitors,” said Shane Daley, partner at Daley PWS. “Once you reach that audience, a new customer is very likely to become a permanent customer.”

Targeting past customers can encourage them to reach out to the company independently and will warm them up as a lead when the company contacts them directly.

HVAC and fuel delivery companies can use IP Targeting to remind existing customers of annual service appointments. This works well when combined with email and snail mail reminders.

IP targeted display ads appear on all devices – home computers, tablets, cell phones – any device that someone uses to surf the web. Sites where ads can appear include Fox News, MSN, CNN, Yahoo! and email portals like Gmail and Hotmail.

An advantage of IP targeting is that the banner ads are only seen by targeted households. Advertisers do not pay for impressions and clicks of people they don’t want to reach.

“The cost per household is comparable to a mailing,” Daley adds. “We help the client set up an efficient IP marketing campaign. That includes determining a target audience, creating optimized landing pages, tracking setup and the ad creation.”

Publication date: 11/30/2018

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