Marketing Ideas for A/C Contractor?

10 replies
I just picked up a new client for my small business marketing service. Most of the businesses I've consulted with have been retail and restaurants, this is my first service business to consult with.

Here's what I've done/plan to do for the client so far:

  1. Built a website.
  2. Will be shooting customer testimonial videos starting this week.
  3. Will design a direct mail campaign (postcards).
  4. Newspaper advertising campaign for the 55+ demographic.
  5. Radio campaign.
I feel like I'm missing a few opportunities to help get the word out for my client. I'm not sure if a social media blitz would do anything for this type of business. Down the road I'd like to initiate a television campaign, but I need to help him increase his customer base and profits before doing so. Can anyone think of another method for marketing an Air Conditioning Contractor?

Thanks,

Will
#air conditioning #contractor #ideas #marketing
  • Profile picture of the author Summertime Dress
    joint venture with a non-competitor in similar industry...
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    • Profile picture of the author 1960Texan
      Originally Posted by Summertime Dress View Post

      joint venture with a non-competitor in similar industry...
      So, are you suggesting a plumber or electrician, maybe? Interesting...

      Will
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  • Profile picture of the author hotseochick
    For some reason HVAC contractors seem to really like social media stuff, although I haven't seen great results for them.
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  • Profile picture of the author marciayudkin
    I've been a customer of several A/C contractors and all of them are terrible in selling service contracts. It's unbelievable to me that they either didn't pitch me on an annual service plan at all or did so in a completely clumsy and ineffective manner.

    If you put all your emphasis on helping your client get more customers, you're missing a huge opportunity to help the client earn more money by lining up 90% of existing customers - and probably some competitors' customers also - for maintenance contracts.

    Good luck,
    Marcia Yudkin
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    • Profile picture of the author 1960Texan
      Originally Posted by hotseochick View Post

      For some reason HVAC contractors seem to really like social media stuff, although I haven't seen great results for them.
      Agreed. My clients biggest competitor has been hitting Facebook & Twitter pretty hard for the last year, and only has 77 fans on his Facebook page, even fewer followers on Twitter.

      Originally Posted by marciayudkin View Post

      I've been a customer of several A/C contractors and all of them are terrible in selling service contracts. It's unbelievable to me that they either didn't pitch me on an annual service plan at all or did so in a completely clumsy and ineffective manner.

      If you put all your emphasis on helping your client get more customers, you're missing a huge opportunity to help the client earn more money by lining up 90% of existing customers - and probably some competitors' customers also - for maintenance contracts.

      Good luck,
      Marcia Yudkin
      My client has developed a great service plan, one of my tasks is to help him get the word out. I've already got his office staff mailing out letters to old clients, later this week they'll hit the phones for follow-up calls.

      Will
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  • Profile picture of the author Doran Peck
    Consistent direct mail campaigns can be used to educate every household in the community. - postcards featuring tips and insider tricks, and of course awsome incentives will both capture those already looking for such service, and it will create customers/sales that would have otherwise happened 5 years down the line when they finally figured out on their own they needed such a service. Its no different than the IM industry...you just need to help people get a clue if you want to create customers.

    ...and that is where most of your new customer base will come from. Twitter and facebook can function in this capacity very well and capture some of those people.

    Duking it out on Facebook with his competitor is going to be rough going..If you want the upperhand in obtaining the majority market share for A/C quicker than his opponent...direct mail is your secret weapon.

    occupant mailings are only 14 cents postage, and the lists are only a penny an address...he doesnt need a targeted list for this...everyone is his potential client.
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    • Profile picture of the author 1960Texan
      Originally Posted by Doran Peck View Post

      Duking it out on Facebook with his competitor is going to be rough going..If you want the upperhand in obtaining the majority market share for A/C quicker than his opponent...direct mail is your secret weapon.

      occupant mailings are only 14 cents postage, and the lists are only a penny an address...he doesnt need a targeted list for this...everyone is his potential client.
      I'm not planning on Facebook/Twitter unless the client insists on it...as mentioned in post #6, his biggest competitor only has 17 Facebook fans after working it pretty hard. I just don't see Facebook/Twitter working for an A/C Contractor.

      The direct mail campaign is already underway...my biggest challenge with direct mail is going to be training his staff to log the results so that we can track the effectiveness of the campaign and determine the true ROI.

      Will
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  • Profile picture of the author Voasi
    Facebook/Twitter suck for AC contractor and client acquisitions. Try doing PPC via Google and Bing. Should be able to get 2-4 phone calls a day just by doing PPC.

    Costs might be high, but the client needs to learn how to either upsell additional services, have good follow-up systems in place and possibly put into action a recurring model for keeping clients around ($99 June - Sept. AC Program...etc...)

    Also, one other thing, I think contractors in this space HIGHLY UNDER-VALUE previous clients. They should be doing monthly direct mail pieces to past clients on new offers, specials, recurring models, etc... Much easier to get more money from previous clients then to acquire new ones.
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    • Profile picture of the author 1960Texan
      Originally Posted by Voasi View Post

      Also, one other thing, I think contractors in this space HIGHLY UNDER-VALUE previous clients. They should be doing monthly direct mail pieces to past clients on new offers, specials, recurring models, etc... Much easier to get more money from previous clients then to acquire new ones.
      Yeah, I've already got the client contacting his existing customer base. It's not just contractors that fail to see the value in their list; most of my clients spend more time chasing new customers than they do taking care of the current ones.

      In order for most businesses to have sustainable growth, they need to focus on current and potential customers.

      Will
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  • Profile picture of the author jsherloc
    I am glad that my area and my experience is not an anomaly when it comes to AC contractors COMPLETELY ignoring their past customers. I sat in with the owner of an AC company and his marketing manager awhile back.

    The one thing that they continuously talked about was the Yellow Pages of all things believe it or not. I had heard this from another fairly local AC contractor as well previously. Apparently, with tracking proof, they are DEFINITELY getting business from the YP. As I've mentioned on here before, I feel that AC/contractors in general are probably about the only service industries that the YP is still sending a TON of direct business too. You won't hear me recommending the YP too often though lol.

    But yeah, get to work on the customer retention systems and they should see gains pretty quickly. Obviously, the more incentive they give to current/past customers to persuade people to use their services again, the better your results should be.

    Also, I remember we focused on some type of new and improved filtration/efficiency system? that was really popular in the industry at the time. I just remember the owner was ecstatic about it so we ran with it in the promotion.

    EDIT: 500TH WF POST WOOHOO!

    - Jim
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