HVACR Business

OCT 2017

Help hvacr contractors master the critical components of business management.

Issue link: http://digital.hvacrbusiness.com/i/890176

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Page 13 of 23

Communicate with Frequency Determining the appropriate frequency for distributing direct mail advertisements is critical to the campaign's success, since not every customer is ready, willing and able to buy at any specific point in time. By ensuring your message is consistently in front of them, you'll be available to customers whenever they're in need of your services. An effective frequency for sending out a direct mail piece is once a month at min- imum in order to remain top of mind for customers in your area. Identify Your Best Offers e strongest offers are those that are broad-based or tiered for different prod- uct lines or services. You want to make sure you appeal to multiple types of bud- gets so that you have a better chance for redemption. Here are some examples of attractive offers to consider: • $50 Off Annual Maintenance Agreement • $50 for $150 Worth of Services • Free Furnace Inspection with the Purchase of a Heat & AC Tune Up • $49 Air-Conditioning Tune Up It's possible to have the right reach and frequency, however, if you don't give cus- tomers attractive offers that are designed to build trust and acquire new business, the result will be a small response rate and wasted advertising dollars. Design an Effective Ad e final element for effective ads are the graphics. Customers are exposed to so many messages each day that clear and concise communication of your offer is important. Recipients should be able to quickly de- termine what you do, what you're offering and how they can access your goods and/ or services. Your illustration should be eas- ily identifiable — within one or two sec- onds of looking at the ad. Begin by choosing one or two main col- ors based on your current branding, logo and target audience. Keep in mind that certain colors elicit different feelings to your customers; orange and yellow are en- ergizing, while cool coolers like blue and green are refreshing. When you need to emphasize excite- ment in an ad, a couple of bright colors will do the trick. Soer colors can also give off a more professional vibe than bolder ones. Some bold colors may come off as tacky, so play around with a mix of bright and so tones to create an aesthetically pleasing mail piece. Each piece of marketing collateral you send out should cater to your clientele's fast-paced, technolog y-driven lifestyle. It should look simplistic and sleek and be direct and to the point. A cluttered ad will garner low results, as customers may associate it with the cli- chéd visual features of "junk mail." By lim- iting the amount of copy and font types you use, you can avoid over complicating and overcrowding the restricted space you're working with. Ads should feature no more than two to three font types, including a large, bold font to distinguish any promotion or spe- cial you're offering. Put extra attention to the headline — a captivating headline followed by concise sentences will keep customers focused on the offer at hand and give your direct mail piece the highest potential of redemption. Engage on Social Media Revamping your social media plat- forms is another good way to appeal to new customers, especially younger mil- lennial homeowners who may not be as familiar with their HVACR systems. To successfully manage your social media presence, you must post engaging, person- alized messages relevant to the customers you want. is includes a mix of promotional and educational posts revolving around the services you offer, as well as interaction with your followers. When planning your direct mail, be sure to include your social media handles on the offer to drive traffic from younger customers. Update Your Online Presence If you do not already have a solid web- site or have not brought it into the year 2017, consider a web makeover. Be sure to consider making your website mobile friendly as well. In many cases, this ends up being a minor additional cost with major benefits to the end user. Remember, the consumer perceptions and reactions to a well-designed website can make or break their decision to hire your company, especially for Millennials. More than aesthetics, your website should have well-planned search terms embedded into it — from SEO optimization, to the content on your site, to a blog, if you have one. ese marketing and advertising guide- lines will allow your business to have di- rect and personal communication with potential customers in the mail, on their mobile phones and online while blowing away your competition. u Mike Tinz is vice president of franchise training at Money Mailer, a leader in direct marketing which offers local businesses a unique portfolio of marketing solutions to reach consumers online, on their mobile phones and in the mail. He has more than 30 years of experience in the marketing industry. For additional information, visit moneymailer.com. 14 HVACR BUSINESS OCTOBER 2017 www. hvacrbusiness .com Each piece of marketing collateral you send out should cater to your clientele's fast-paced, technology-driven lifestyle. continued from page 13

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