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Marketing Tips to Increase Summer Sales

MARKETING TIPS TO INCREASE SUMMER SALES

It’s mid-May — and that means the summer heat will soon begin to put a strain on your customers’ air conditioning units. With that in mind, it’s also time to make sure your summer advertising campaign is in place, in order to leverage the busy season. Here are some tips to maximize your advertising budget and increase sales during this time:

  1. Develop a Microsite – To track the results of your summer advertising and marketing campaign, you should develop a campaign microsite with a specific URL that will allow you to track the leads your campaign generates. The microsite will host all the details of your summer specials and will make it easy for your customers to find out more about your company via links to your company website.
  1. Create a Summer Discount Offer – A great way to promote your business and create customer loyalty is to create a discount offer for customers to use in the hot summer months. Send out the discount offer to your customer database and use it as a digital coupon that they can print out and put on their refrigerator. For print ads, include the coupon in the ad so they can cut it out and keep it handy. In your radio and TV ads, be sure to include a specific URL for them to go online and download the discount coupon. Customers love saving money and they will love you for giving them a discount on repairs during the warm, summer months!
  1. Multi-media Advertising Platform – To ensure that you reach all the various target audiences in your region, make sure you are using all the advertising channels available to you. The best advertising campaigns use consistent messaging across all platforms, i.e., radio, TV, website, digital, social media, signage, events and special promotions. Develop a creative concept that can be effectively deployed across all the channels you are using and maintain that creative consistency throughout the campaign.
  1. Customer Referral Program – The easiest and most cost-effective way to boost summer sales is to reward your current customers with cash, gifts or other incentives when they refer their family, friends or social or business network. There are numerous referral platforms on the market that can help you stay in touch with your customers through an online portal designed to reflect your company’s brand. These affordable platforms allow you to create referral campaigns that can be easily shared by your customers to their networks at the touch of a button. The benefit of a consistent, online customer referral platform will help you build your referrals quickly, efficiently and easily, and will deliver a high ROI.
  1. Promote Specials on Company Vans – Your company vans are traveling billboards. You don’t have to rewrap your vans when you change your advertising, but you can use areas on the van to promote your summer specials. One area that is effective is the rear windows. A simple, vinyl poster cling can be affixed to the rear windows and will give you continuous exposure as your techs travel around the community.
  1. Community Partnerships – Summer time is a great time to partner with local organizations that are actively engaging residents and businesses in your community. Take an active role in sponsoring Little League baseball teams, community events, street fairs, children’s summer activities, senior outings, Chamber of Commerce events and city-sponsored outdoor events. Many offer tabling opportunities that will allow you to hand out your summer discount coupons and promo items that customers can take home to keep your company top of mind when they need HVAC service.

CE knows how busy the late spring and summer season can be for HVAC/R contractors like yourself. We have spent the last few months preparing to make sure our stores are well stocked to meet all your repair and replacement needs. To make your purchases even more convenient, your techs can order everything they need online at www.carrierenterprise.com, and it will be ready for them to pick up at the store!

 

 

 

New Years Resolutions for Marketing your HVAC Business

2016 is here and it’s time to set some marketing goals for your business – and what better way than with New Year’s Resolutions?

Many HVAC businesses have paid little attention to their online marketing, and it shows.   Here are a few ways to improve your online presence without breaking the bank.  These ideas are easily implemented and can change how customers view you on the web.

  1. BRAND YOUR EMAIL:  Update your email address from a free one to a branded one. Are you willing to lose a sale because someone doesn’t trust the email terryshvac1@gmail.com?  It’s very easy to get a branded one – and fairly inexpensive.  Buy a domain name at GoDaddy.com and build the brand of your business with an email that looks professional.  Bonus tip: Get an email address for every employee in your company.
  2. POLISH UP YOUR WEBSITE: A better website also means more trust from potential customers. If you don’t have one, find a local web designer and have them put one together for you.  It’s the foundation for all of your other digital activity.  If you do have one, make sure it’s updated, and ensure that it’s mobile friendly —upwards of 50% of your local traffic probably comes from a mobile device, AND Google will be more likely to display your site during searching if you’re mobile ready. That means more eyeballs on your business!
  3. SOUP UP UP THE SOCIAL: A CE dealer in the Midwest earned a $30,000 job by responding to a question about a bid on Facebook. Social media like Facebook and Twitter don’t have to be difficult to maintain, but consistency is key: Set a goal to post on a regular basis.  Make sure that you also take the time to respond to questions and comments directed towards your business in these channels.
  4. REV UP THE REVIEWS: Since the internet can help you to establish consumer trust, it’s important to encourage good reviews. Have customers post to Yelp, Google, or Facebook about positive interactions they’ve had with your business.  You could make it a competition to see which of your service techs can get reviews.

With these 4 resolutions, you can establish a better digital presence in 2016. None are expensive, and they’ll pay for themselves over and over as customers look for an HVAC business online!

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Using YouTube to Promote Your HVAC Business

In today’s fast-paced and competitive environment, HVAC contractors must use all the tools available to them to ensure that their business is top of mind when customers need to select a contractor for maintenance or replacement of an HVAC system.

Most successful contractors have begun to use social media to promote their business and engage their customers through consistent posts on Facebook and Twitter. But, many are not using the most powerful social media tool of all – YouTube. The power of YouTube to position your company to customers and maintain an ongoing conversation with them is one of the strongest and most cost-effective ways to keep your company relevant and top of mind for today’s customers. And once you have produced the videos, you can use them on your social media sites, company website, in advertising, public relations and other promotional channels.

When making videos for YouTube, it is great to have high quality video equipment if that is within your budget. However, if you don’t have that available to you, don’t let it stop you. Many videos on YouTube are done on smartphones or hand-held video cameras. If you have the ability to edit your videos to “get it just right” that’s great too — but, sometimes videos that are shot “on the fly” are just as informative and entertaining. The most important thing to remember is that you determine what you want to tell your customer and what you want them to learn after watching the video. If you have clear direction on that, you can go into production and have fun!

Here are some ways that you can use YouTube to promote your business:

Branding

  1. Company History – Produce a video showing a history of your company and your staff in the industry that will showcase your experience, certificates, licenses, awards, etc. This video can be used as part of a media kit, on your company website or as a leave behind on a flash drive when making sales calls.
  1. Promoting news stories you were involved in – You can extend the life and potential reach of a local news story by placing the video on YouTube. You may need to obtain permission from your local broadcaster before uploading the video to YouTube.

Education of Customers

  1. Tips for DIY maintenance – Most customers are not familiar with some of the basic things they can do themselves to ensure their HVAC system will perform well throughout the year. A great way to create customer loyalty is by producing a video that shows them some easy ways they can maintain their systems.
  1. How to program your thermostat – Programmable thermostats are very popular now, but many people don’t take the time to learn how to program their thermostat so it can save them energy and money. A simple step-by-step video to assist customers in programming their thermostat can go a long way in creating customer loyalty and ensuring that they will call you when their system needs repair.
  1. Explaining HVAC equipment SEER ratings – Once again, most customers know they should be purchasing the most energy efficient system possible, but most don’t really know why it matters. Sharing your knowledge on this topic will go a long way to increasing your credibility with your customers and give them the confidence that you are selling them a system that will best serve their needs.
  1. New Homeowner HVAC 101 – This video is designed to be a tutorial for a new homeowner who is not familiar with owning their own home with an HVAC system. It will show them how them basic information about the system and provide tips on how to prevent maintenance issues.
  1. Tips to prepare for change of seasons – This video will show homeowners how to get their systems ready for the upcoming change in weather conditions.
  1. How to prepare for a HVAC replacement – This video will show an owner what to expect when their HVAC system needs to be replaced and how they can minimize inconvenience and discomfort during the process.

Company & Staff Promotion

  1. Promote your internal and external staff – Showcase your entire staff and their experience and expertise to your customers so that they feel comfortable with the team that will be working on their home and handling their service calls.
  1. Showcase your company’s community involvement – It’s important to make sure that your customers know that your company is supporting the local community. Always video your team when they are out in the community helping others. It goes a long way toward developing customer loyalty.

These are just a few ways you can easily and affordably create a winning “reel” of online videos. After you get started, there will be even more reasons to show your customers what your company is doing. So, start today with one of these ideas and enjoy the benefits of free promotion for your company on YouTube!