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General Archives - Effective Media Solutions

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September 9, 2019

 

Summer is over, well almost!  It’s time to put your HVAC Co-op Dollars to work!

Things are slowing down even though it is still hot outside…..you’ve worked hard all spring and summer and have earned your co-op.  Deadlines for approval are approaching fast, but we still have time to put together a well thought out campaign that will maximize your funds.  Effective Media Solutions can help you make the best use of your funds and produce additional revenue for you company this fall.  Let’s talk!

So Don’t Let Your Co-op $$$ Go To Waste

Every HVAC Contractor wants to grow their business…..and every HVAC Distributor/Manufacturer wants to help their dealers grow. It’s time to put those HVAC co-op dollars to good use. Don’t waste them on shirts and hats, or a hastily produced campaigns at the last minute, or even worse…..don’t use them at all!  It’s Time to put your HVAC Co-op Dollars to Work for You!
Effective Media Solutions works with just about every HVAC brand out there, and we understand how your co-op dollars work. We can help your company make the best use of them to help you grow your business.

HVAC_co-op options

Here are a list of services provided by Effective Media Solutions that can be used for co-op:

Digital Marketing:

Traditional Marketing:

Print Marketing:

      • Newspaper
      • Direct Mail

Graphic Design:

It's Time to Use Those Co-op Dollars

 

  • Contact your local distributor/manufacturer or your territory manager to see what co-op funds are available.
  • Contact Effective Media Solutions directly.

It’s time to grow your business! We generate NEW LEADS that GENERATE NEW SALES! 

We Speak HVAC!

(844)533-HVAC – Office Line

(704)507-7858 Will Merritt or (704)661-8588 Dave Bowen

To read more industry related blogs visit: Effective Media Solutions HVAC Industry Blogs


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October 3, 2017

Today’s Consumer Wants Three Things From You

If you read our last blog, you know that there are now more ways than ever for HVAC contractors to reach their target audience. However, getting the message out there is only half the battle. Without a message that speaks directly to your customers’ desires and needs, your marketing efforts could be falling on deaf ears. Read on to see what your target audience looks for in an HVAC contractor.

HVAC Knowledge & Credibility

First and foremost, consumers look for credibility when choosing an HVAC contractor. No matter what the product or service is, people want to know they’re getting quality for their money. So how do you prove your worth as a heating & cooling provider? For starters, you should be easy to find. If you’re not on the first or second page of Google’s search results for AC services in your area, your chances of being found are minimal. Online shoppers rarely consider search results past the first or second page as the top choices for services. Advanced SEO tactics will improve your search engine rankings and increase your credibility. In addition, post blogs that demonstrate your industry knowledge and provide helpful HVAC tips to today’s information hungry consumer.

Convenience

For today’s consumer, convenience is invaluable. People will often pay a higher price for services if it means less stress and time spent shopping. There are various ways to make things easier on your customers. Your website should be simple, easy to navigate, and most importantly, mobile-friendly. If consumers can schedule AC or heating repair from their smartphone instead of having to open up their laptop, they will. Also, you should be easy to contact. Is your business info listed on different directories and social media pages, or is it only on your website? Finally, you should have a quick response time to customer inquiries on social media. A prompt response to a customer’s message will give them great incentive to contact you again.

Superior Customer Service

At the end of the day, nothing beats reliable customer service, especially when it comes to HVAC. It doesn’t matter if you have the best rates or the most experience. If your customer service isn’t better than your competitors, you’ll lose business. Do your customers have multiple ways to reach you when they have an AC emergency? Can they expect a quick, friendly response when they reach out on social media? Do they feel like they’re your #1 customer, even when your phone is ringing off the hook? These are the differentiating factors that separate you from your competitors in the eyes of a consumer. Elevate your HVAC business with superior customer service, and the results will follow!

TRUST

HVAC is an industry founded on and rooted in the trust that exists between contractors and their customers. Your technicians enter people’s homes and provide their families with year-round comfort and safety. They need to trust you like a neighbor, which means they need to know you like a neighbor. And there’s no better way to give your business a human face than with social media. Some of the most trustworthy HVAC contractors out there have no brand image, making them easy to overlook. Why not break through the noise with a social media presence unique to your brand? People like doing business with “Real” people, not companies, and social media gives your company a personality that will connect with your target market in ways other advertising methods can’t. Social media is also a great source of word-of-mouth marketing, one of the most valuable sources of leads for HVAC contractors.

VALUE

The modern consumer has a unique ability to compare several providers at once, all without leaving their living room. They can research the scope of services provided, service areas, and prices to determine which contractor meets their individual criteria. So how do you ensure that your business out-competes the countless other HVAC contractors that your target audience encounters? One word: Value. Offer maximum value for your services, and you’ll generate new leads while retaining your current customers. Keep in mind that value isn’t the same as “low-cost”. You know that most low-cost providers offer subpar services to match their cheap prices. Nonetheless, you have to show your customers why you’re worth the price. You offer excellent HVAC services, so your rates, while fair, reflect your quality. Let people know they’re getting the most bang for their buck, and they’ll be happy to do business with you.

FIXED NOW

Effective marketing strategies can expand your brand’s presence, even when people don’t necessarily have HVAC on the brain. However, when the AC goes out during a scorcher, or the furnace shuts down during a snowstorm, your customers will come running to you, not the other way around. When this happens, it’s absolutely essential that you can provide fast service with a rapid response time. The easiest way to turn away a lead is to tell someone it may be days before you can repair their equipment. On the other hand, fast response time to a service call is more than likely to earn you a repeat customer. If you can say, “Yes, we can do that!” while your competition says, “No, we can’t”, you’ll earn a rock-solid reputation as the go-to HVAC contractor in your area.

Consumer Thinking

Remember to take your “Contractor” hat off and think like the consumer thinks. They want to “Trust” your company provides them with “Value” in a timely manner, they want it ”Fixed Now!” Modeling your HVAC business around these core beliefs will help you outpace the competition.
Follow our blog for more upcoming HVAC marketing tips.
844-533-HVAC


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August 24, 2017

Times are Changing….Rapidly!

It’s no secret that technology continues to change our lifestyles year after year. However, staying ahead of the curve when it comes to these changes seems like a tall order for many HVAC contractors. In order to reach today’s consumer, you have to understand the way their viewing habits and entertainment preferences have evolved. Whether you’re a new HVAC provider or an established name in the business, your target audience’s tastes and behaviors are different than what they were even a few years ago. Here are a few ways you can bring your HVAC marketing strategy into 2017 and beyond.

Diversify your radio presence

The emergence of digital outlets like Pandora and Spotify has changed the radio industry forever. So what does this mean for your company? Well, if you want to stay relevant to your audience, it’s time to diversify your radio presence. Advertising on streaming services like Pandora and Spotify allows for superior targeting capabilities. You can tailor your message specifically to your intended customers depending on the demographic data you are targeting, regardless of the consumer’s listening behaviors and musical tastes. In addition, ads on digital radio can be very similar in cost. So, this means you can say goodbye to traditional radio, right? Not so fast. While streaming services are growing rapidly, good ol’ fashioned radio isn’t going anywhere any time soon. The vast majority of Americans still listen to radio at some point in the day, making it an excellent tool to broadcast to a wide audience across a large geographic area. (Check out the facts for yourself) Finding the right balance between traditional and streaming ads is the key to an enhanced radio marketing strategy.

The rise of the cord cutters

While traditional radio is still going strong, the cable TV industry is being shaken up. Video streaming services allow users to watch all their favorite shows without having to deal with a contract with the cable company. This has ushered in a massive shift of people away from cable or satellite to sign up for streaming services. As an HVAC contractor, it’s crucial to recognize this trend and act accordingly. Services like Amazon Video, Sling, Hulu, PlayStation Vue, Crackle, and YouTube TV all include advertisements in their programming. These ads cannot be skipped on these streaming services, so no worries about consumers fast forwarding through your spot.  And with countless hours of shows on numerous streaming platforms, that’s a lot of ad time to take advantage of. Why not create a brand presence in the midst of all that binge watching? (Check out the cord cutter audience)

Mobile advertising is the future

Over three quarters of Americans now own a smartphone, a number that is steadily rising. If you’re an HVAC contractor who’s worried about how to reach a customer base that is watching less TV and reading less newspapers, here’s your opportunity. The majority of consumers now carry the internet with them everywhere they go. With that being said, a focused mobile marketing strategy is crucial for any business owner in 2017. Mobile ads can make a significant impact on social media platforms, smartphone-friendly websites, and mobile-only apps. Nonetheless, while mobile advertising is a key tactic for HVAC companies, creating brand awareness and generating conversions is all about quality content, no matter what the medium.

Are you Social?

Social media has become a part of the fabric of today’s society. It began over 10 years ago as the “young” person’s playground. Now it has transformed into a juggernaut of news, video, opinion pieces, and yes an advertising platform. According to research (PEW Research Center),  8 in 10 online users today are using Facebook with Instagram, Pinterest, LinkedIn, and Twitter gaining ground. I bet most of your customers are hanging out here too? Social Media has become the new “Word of Mouth” advertising. This is a great place to create brand awareness for your HVAC or Plumbing business. You can humanize your company with personal pics of employees, your community involvement, and other fun activities. Consumers like to associate a bond with companies they do business with.  The key is to drive engagement with your social media base.  Strike up a conversation…post things that are relevant to your local community, if it matters to your followers they will engage.  You can even market your services and provide special coupons to social media followers.  Learn more about social media for HVAC here.

Now that you’re better equipped to reach your customers, you need to know what they want and expect from you. Check back soon as we discuss what today’s consumer looks for in an HVAC provider.

Will Young
Social Media Director
wyoung@myeffectivemedia.com


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September 14, 2016

 

Wear Your Consumer Hat

As an HVAC professional, you pride yourself in your expertise and knowledge of equipment, maintenance, and the state of the industry. At your disposal is a plethora of information with which you can enlighten laypeople in need. However, this technical proficiency can actually obscure your message and confuse your audience, especially when that audience is your customer.  You must think like the consumer…

Focus on the Benefits of HVAC

When marketing HVAC services or products, it’s important to understand your customer’s mindset. Consumers want to know in the simplest terms the benefits of choosing a specific product or service. This means focusing on results-based promotion. For instance, when promoting new air conditioner units, first inform the customer of the primary benefits: they’re more efficient, providing lower energy bills and better comfort. Leading with an in-depth explanation of government regulations of R-22 refrigerant and the superior properties of R-410A could easily lose your customer’s attention. Of course, this information is important. Consumers should know why they eventually will have no choice but to upgrade to an R-410A system. But when you let them know the benefits in their own language, you create a message that will generate a much more positive response.

Thinking like your Customer

Speaking your customer’s language is not the only way to tailor messages to your target market. In order to maximize your promotional exposure, you have to think the way the consumer does. It’s important to realize that people deal with HVAC issues in a reactive manner. That is, the average person won’t research HVAC repair until they encounter a problem, such as a strange smelling furnace. These kinds of inquiries open up the opportunity for SEO to direct searches towards informational blogs and website material about filter changes and general maintenance issues. Another fundamental aspect of this strategy is understanding the role HVAC plays in consumers’ lives. A family may go the whole year without thinking twice about the air conditioner or furnace, but if an unexpected winter storm knocks out power in the area, a functioning heating system could be the one thing keeping their home safe. Personalized emails to clients affected by weather and other events shows that you have the same concerns they do and realize that their HVAC is less machinery and more a safeguard for their home.

Keep it simple

Putting yourself in the mindset of your customer requires refocusing of your marketing strategy. However, the effort is worth it. Improved communication with the market is a sure way to increase your customer base.  Keep it simple for the consumer.  Think about benefits to the consumer and not features.  An example would be a two-stage air conditioner.  Talk to the consumer about increased comfort, lower energy bills, and quiet operation.  Don’t lose them in technical jargon, speak in their terms……Trust me it works.

Happy Selling!

To Read More HVAC Industry Blogs Click Here…


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August 9, 2016

Attracting Millennials to HVAC

Well I’m sure no one reading this has ever had the problem of finding qualified employees in the HVAC world. By 2020 Millennials will make up half of the global workforce, so what does that mean? It means just like your customer base will shift, so will your pool of employees. Attracting quality help from any age demographic is difficult, so attracting millennials can feel more like herding unicorns than sorting through applications (probably because there isn’t any).  Why is this?  The pay is good and there are always positions open, so why aren’t smart people lining the sidewalk of your business for an interview?  There a few different factors to consider: 1. They don’t know  2. Lacking Appeal  3. Attraction…. Believe it or not your recruitment efforts better go hand and hand with your marketing. Keep in mind large outfits and large corporations are paying big bucks to capture the most qualified unicorns.

They don’t know

When my friends ask me what I do for work I usually say something  like  “I create marketing plans for HVAC companies” a common response I get is “What’s HVAC?”.  They just don’t know…  If I were to say, “I’m a Solutions Architect” or “Software Engineer”,  I wouldn’t  get asked what’s that?  I’d get asked for whom?  It’s hard to attract someone, must less the best candidate, when they have absolutely no clue you exist or what your industry is all about.  Which is sad because many of us are drowning in student debt and are underemployed. That’s all good stuff but how do we change it?

Appeal

This may come as a surprise to some, but what millennials want from work is not that different from what every other generation has wanted.

  • We want to work for a company we can be proud of, “An Industry Leader.”
  • We want to be the best at what we do.
  • We want be treated well economically and interpersonally.
  • We want work / life balance.

Mind blowing right? Think about each of these points, then think about how your organization fosters these within your company. If the answers come quickly and easily then your company will win the war for qualified talent in your market.

Attraction

This is where your marketing and HR efforts merge.  We simply need to show that these  rewarding opportunities are available through the proper channels. Where does one go to catch unicorns?  The internet.  A simple way could be to make a video demonstrating  how your organization fosters the points gnkmentioned above.  Then you could distribute that through Google+, Facebook, Twitter, and Instagram with a link back to your career page further explaining the benefits of working with your company.  This kills two birds with one stone.  It creates awareness to potential customers, as well potential employees.  It creates a clear call to action. Many times we view HR and Marketing separately, however to gain the competitive edge they must be a joint effort.
The talented people are still out there….and you can catch those elusive unicorns…..You just need to know where the unicorns live and play today.
Dillon Collier
Account Executive
dillon@myeffectivemedia.com