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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 Radius mail Targeted mail Search engine marketing Other – newspaper, billboard, radio, television, and etc…

Call recording and tracking 1. Maximize your marketing investment Web based tracking Ensure all calls are answered and recover missed opportunities Identify training opportunities

Lead Score 2. Capture Every Sales Opportunity Identify your true cost per lead Know how many leads your marketing generated Adjust your advertising spend based on ROI

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

Radius mail Shared characteristics Age of home Income Lifestyle Increase your presence in markets you serve Turnkey program Warranty registration data feed Dealer phone number is key identifier

Radius mail – creative Call to action Maintenance offer  Service offer  Replacement offer

Radius mail - case study The contractor featured in this case study sold 6 units over the 30 day period that we covered. For each sale, he deployed radius marketing to the 50 closest neighbors. Of the 300 pieces he mailed, he sold 2 jobs.

Targeted mail Consumer segmentation (Claritas – Prizm NE codes) Merges demographic and lifestyle data to create a consumer profile Used AIREASE consumer data to build target list Enter new markets

Targeted mail – creative Call to action Maintenance offer  Service offer  Replacement offer

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 Radius Mail Dealer Dealer 1 Dealer 2 Dealer 3 Spend $ 934.50 Leads 6 7 Propects 4 1 Cost Per Lead #DIV/0! $ 155.75 $ 133.50 Cost Per Prospect $ 233.63

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?