1. Marketing Programs

2. Ease of Business
Online tools

3. ContractorNET

4. Look-up Tools

5. Product Information

6. Product Information

7. Ad Builder

9. Proposal Generator

11. Training

12. Other Information Consumer Financing Extended Warranties Forms
Preferred Vendors

13. “What about brand awareness?”

14. Media fragmentation splinters consumer attention

15. Let’s assume… Every household has an HVAC system
Systems need replacing every 10 years

16. Of a sample of 100 households….

17. 10 households may be in market in a year…

18. Less than one a month…

19. Less than 30% chance they are paying attention…

20. Even less probability they view the chosen media...
Like finding a needle in a haystack.

21. So, what do you do?

22. 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…

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

24. 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

25. 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

26. 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

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

28. 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.

29. 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

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

31. Search engine marketing (SEM)
Keywords
PPC
Pay Per Click
Maps
Local Business Listings
PPC
Pay Per Click
Natural Results
SEO

32. 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
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

33. Free Template

34. Pilot Program Direct Mail Dealer Dealer 1 Dealer 2 Dealer 3 Spend
$ ,515.00
Leads 5 28 26
Propects 22 19
Cost Per Lead $ $ $
Cost Per Prospect $ $

35. Pilot Program Radius Mail Dealer Dealer 1 Dealer 2 Dealer 3 Spend$
Leads 6 7
Propects 4 1
Cost Per Lead
#DIV/0! $ $
Cost Per Prospect $

36. Pilot Program SEM Dealer Dealer 1 Dealer 2 Dealer 3 Spend $ 2,478.24
$ ,478.24
$ ,323.70
Did not participate
Leads 40 8
n/a
Propects 24 2
Cost Per Lead $ $
Cost Per Prospect $
$ ,161.85

38. Questions?