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Grassroots Marketing for HVAC Companies

October 31, 2016
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Grassroots Marketing for HVAC Companies

Marketing can present a challenge to HVAC contractors, as many struggle to create brand awareness and effectively reach their target audience. Traditional marketing techniques are costly to implement and may not significantly connect with the intended audience. At Effective Media Solutions, we’ve found that grassroots marketing campaigns have been highly successful at increasing HVAC companies’ presence in their community. This combined with digital and traditional marketing efforts in the marketplace build stronger brands, while improving the bottom line.

What is Grassroots Marketing?

Typically, marketing efforts attempt to promote a product or service to a broad group in order to increase sales. Grassroots marketing instead focuses efforts on smaller segments, with the intention of creating excitement about the brand. The excitement is then shared with others and generates a positive response. This is often called a “buzz”, or word-of-mouth, and it’s one of the most intangible, yet invaluable forms of promotion a brand can have. Common examples of grassroots campaigns include handing out promotional flyers or merchandise with company logos to the public, online blogs that speak to specific issues HVAC customers may have, or social media posts that foster personal conversations and engagement between the consumer the company.

Why is Grassroots Marketing Valuable to HVAC Companies?

Grassroots marketing has significant benefits that make it a powerful tool to HVAC contractors. Grassroots strategies often involve street level, face to face interactions with potential customer bases that TV and radio advertisements can’t provide. For instance, you might hand out coozies or t-shirts to fans walking to the stadium at a Panthers game. Not only do they bring your physical logo back into their home, reinforcing your image, they have a positive and meaningful association with your brand from a memorable experience. This kind of connection is priceless, as your unique branding will cut through the noise of all your competitors and be the first that comes to mind when that customer needs HVAC services. This is especially critical in metro markets like Charlotte, where countless HVAC providers constantly bombard the customer base with special offers and promotions. In addition, this kind of branding is extremely cost-effective. Compared to the cost of traditional advertising, grassroots marketing campaigns are very inexpensive, yet still make a meaningful impact on the intended audience. Publishing a blog or passing out merchandise requires negligible upfront investment, but it creates immediate brand association with the audience. Although this group may initially be smaller, grassroots efforts promote conversation, which grows your base. A social media post may not even need to be relevant to HVAC; a humorous picture or a photo of the staff at a popular local establishment can encourage people to tag others and share the content, spreading your brand at virtually no cost to your company.
A strong marketing strategy usually employs a diverse array of tactics to reach the target audience. However, grassroots campaigns offer advantages that make them ideal for any local HVAC contractor. Call or email Effective Media Solutions today to see what we can do for your brand.