“We’re pleased that the campaign has enough freshness after all this time that one in the series was named a top ad for 2006,” said Leeanne Perkins, national advertising manager for Heat Controller. Perkins noted that an intense color, like the blue background, “really jumps off a white page, while also showing off the product photographs.”
Ron Bench, sales manager for PTAC at Carrier, believes this ad was a hit with NEWS readers for the fact that “Carrier’s No. 1 goal, like contractors, is customer satisfaction.” In creating this ad, Bench said the company wanted to communicate the benefits of Carrier’s packaged terminal air conditioners.
In the words of Mike Moriarty, marketing, Field Instruments, the ad states: “Fieldpiece provides the best handheld instruments for me, the field technician, with the features I need and the dependability I expect.”
“Creating the ad was a matter of considering what we knew was important to HVAC specialists from working with them and listening to them, and conveying that visually and verbally.”
“The focus on the benefit to the homeowner is somewhat unique in trade advertising and, we believe, helped the ad break through,” said Trane brand director Lauri Morrow Crawford.
Denise Ernst, director of commercial product management for Lennox, is not only pleased with the way readers reacted to the company’s ad, but also to the way they reacted to the company’s L Series® rooftop unit featured in the ad.
“While the Ruud and Rheem inserts were dedicated to two completely different subjects, they were both direct and to the point. We respect that contractors have precious little personal time, and we are not about to impose on their time with flowery, long-winded messages,” said Ed Raniszeski, director of market development and communications for Rheem Heating & Cooling Division, about both Rheem and Ruud being among The NEWS top ads.
International Service Leadership Inc. (ISL) recently convened its fall meeting in Toronto, where members learned about marketing programs, education, and best business practices. Milt Baum, president, and Bob Wilkins, vice president of operations, presided over the three-day meeting and reflected on the past while looking toward the future.
“We believe readers of The NEWS were intrigued by this ad because, intuitively, dealers can relate to the feeling of a ‘superhero’ hidden within their persona,” COMMENTED Michelle Caldwell, manager of advertising and public relations for Bryant Heating & Cooling Systems.
“We needed a way to find cracked heat exchangers,” said Steve Miles, general manager of Jerry Kelly Heating & Air Conditioning. “We needed a way to show that crack to the customer.” So, Miles started working on the Crack Finder project four years ago.
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