LAS VEGAS - Carrier Corporation welcomed nearly 4,000 dealers recently to the MGM Grand Hotel and Casino for the company's 2004 National Dealer Convention. The event, which took place Jan. 21-23, was the first of its kind for Carrier and was held in recognition of the company's dealers.

"To the consumer, the dealer is Carrier," said Halsey Cook, president of Carrier North America Residential. "Consumers make HVAC purchase decisions based on the relationship they have and trust they place in the dealer. The dealer's proficiency in servicing and installing home heating and cooling solutions is the ultimate driver of sales and long-term customer satisfaction."

Carrier's newest marketing program theme, "Turn to the Experts," was launched during the convention. According to the company, "Turn to the Experts" is an integrated campaign intended to educate homeowners about Carrier products, while engendering loyalty to expert Carrier dealers. The campaign will include television, radio, major print media, and the Web. Carrier says this is its largest campaign ever.

The event also marked the introduction of Carrier's new-generation Infinityâ„¢ System, along with its command center, the Infinity Control. The Infinity Control is a programmable thermostat designed to manage six comfort functions: temperature, humidity, airflow, ventilation, indoor air quality (IAQ), and zoning. The system automatically configures itself to the HVAC system and is capable of detecting problems and automatically alerting the homeowner and/or dealer when attention is needed.

The dealer convention also provided educational programs about services and products ranging from complete systems to accessories for improved IAQ. In addition to technical seminars, the dealers heard from guest speakers, including futurist Lowell Catlett, consumer behavior expert Roger Blackwell, and customer satisfaction expert John Goodman. All addressed issues of consumer buying patterns and the role branding and customer satisfaction play in building sales success. Also, leadership and teamwork were the subjects tackled by former NFL quarterback and ESPN analyst Joe Theismann.

A trade show was held in conjunction with the convention, which included more than 40 exhibitors, providing dealers with the chance to talk with Carrier factory staff, engineers, product managers, and brand managers.

For more information on the event or Carrier's latest marketing and product developments, visit

Publication date: 02/09/2004