Often in hvacr advertising we see the word “experience” used in the context of how many years the contractor has been in business. But try thinking of “experience” from your potential customers’ point of view.
A few years ago, a study was conducted in the field of medical marketing and the results of a survey were very enlightening. It was found that many patients who elect to have eye surgery take for granted that the doctors should know what they are doing and that they should be using the latest state-of-the-art equipment and procedures. What really made for a strong positive or negative experience for these patients were things like adequate parking at the facility, whether they were greeted with a smile by the receptionist, how long they were made to wait, and even the temperature of the lobby. These survey results really opened the eyes of many eye surgery marketing professionals, who saw dramatic increases in traffic when they repositioned advertising efforts.