Successful marketing can be a colossal task of significant effort and expense. Combining two marketing campaigns can be next to impossible. When trying to market two different messages, it can create a line of demarcation that is not easily blended. It is here that the marketing relationship between manufacturers and contractors is forged, and there are benefits to be had for both parties.

One of the benefits provided to contractors from some manufacturers is the ability to stay current with evolving marketing trends. Paul Wadsworth, president and owner of P.K. Wadsworth Heating and Cooling Inc., Solon, Ohio, has more than 40 years of experience in the HVAC industry, and he has found that the breakneck pace of marketing trends is difficult to navigate.