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“What about brand awareness?”
Media fragmentation splinters consumer attention
Let’s assume… Every household has an HVAC system Systems need replacing every 10 years
Of a sample of 100 households….
10 households may be in market in a year…
Less than one a month…
Less than 30% chance they are paying attention…
Even less probability they view the chosen media... Like finding a needle in a haystack.
So, what do you do?
Industry leading lead management program Web-based call tracking and call recording Recover missed opportunities Lead score – scrubs call list for true leads Track results – ad source, close rate, and cost per lead Dealer locator Targeted mail Search engine marketing Other – newspaper, billboard, radio, television, and etc…
www. airease.biz
ContractorNET home screen
eLeads
Report home screen
Lead Score Summary Radius Mail Targeted Mail Search Engine Dealer Locator
Lead score Each call is reviewed for 30 seconds 2. Capture Every Sales Opportunity Each call is reviewed for 30 seconds Identify prospects vs. non-prospects Unique tracking phone number identifies how many leads each Ad source generates Allocate your advertising budget based on which Ad sources are delivering results
Report home screen
Click on speaker to listen to the recorded phone call Call recording Click on speaker to listen to the recorded phone call
Call recording When are your customers calling Business hours After hours What questions are you customers asking Current promotions Pricing related Product related
Dealer locator Unique tracking number for call tracking and recording Link to your own website Internet marketing initiative will drive more activity to dealer locator
Targeted mail Consumer segmentation Enter new markets AIREASE warranty registration data: SINGLE FAMILY DWELLING HOME VALUE: $100k+ HOME BUILT 12 YEARS OR OLD AGE 50+ Enter new markets
Targeted mail – creative Call to action Maintenance offer Service offer Replacement offer
Targeted Mail - Packages Bronze 3,000 mailers, $4,032 (CAD) 2 drops in one year Gold 6,000 mailers, $8,065 (CAD) Platinum 10,000 mailers, $13,441 (CAD) 3 drops in one year
Search engine marketing (SEM) Keywords PPC Pay Per Click Maps Local Business Listings PPC Pay Per Click Natural Results SEO
Search engine marketing (SEM) Customized based on the services offered Pay per click Adjusts your keyword bid spend based on conversions Calls Web Event – form submission or email Optimizing your website to Google New algorithms Penalty for “black hat” practices, affected 12% of search results Favors websites with original, keyword rich, and high-quality content “Site link” ranking is based on webmaster showing overview of website content, this will improve your overall site ranking with Google
Free Template
Pilot Program Direct Mail Dealer Dealer 1 Dealer 2 Dealer 3 Spend $ 4,515.00 Leads 5 28 26 Propects 22 19 Cost Per Lead $ 903.00 $ 161.25 $ 173.65 Cost Per Prospect $ 205.23 $ 237.63
Pilot Program SEM Dealer Dealer 1 Dealer 2 Dealer 3 Spend $ 2,478.24 $ 2,478.24 $ 2,323.70 Did not participate Leads 40 8 n/a Propects 24 2 Cost Per Lead $ 61.96 $ 290.46 Cost Per Prospect $ 103.26 $ 1,161.85
Questions?