BY Adam Ambro
Challenge: Generate new customers during HVAC off-season
Chris Jones, sales director at Mspark, has been selling media for nearly twenty years, and for over half that time has been using AdMall. Jones knew that once he got in the door with the local HVAC business, he and his team could help create an HVAC off-season ad campaign that would generate new revenue.
“Our team was working with a small, family-owned HVAC company that struggled to maintain steady revenue during the spring and fall,” said Jones. “These transitional seasons saw a significant drop in demand for their services as heating and cooling needs were minimal. The HVAC company needed a way to boost their off-season business while staying within a limited marketing budget.”
Solution: Turn to AdMall’s Geotargeted data
To create a well-rounded HVAC off-season ad campaign, Jones turned to AdMall’s digital audit and AudienceSCAN profiles.
“By using AdMall, we conducted a category-specific consumer needs analysis for HVAC services,” said Jones. “This revealed key insights, including how many homeowners were unaware of the importance of off-season HVAC maintenance. [That] spring and fall were ideal times for duct cleaning, system inspections, and air quality upgrades, and over 70% of the target audience responded favorably to promotions or bundled service offers.”
“We worked with the HVAC company to design a hyper-targeted campaign, including seasonal bundles. [We created] a discounted spring maintenance and duct cleaning package [with] targeted direct mail, targeting specific geography with postcards that were sent to affluent neighborhoods with older homes, promoting the health benefits of clean air systems. Digital ads and geotargeted ads were targeted through addressable geofencing within the first two months.”
Result: 30% increase in calls for the company
“The success extended beyond the campaign where a good percentage of the new customers signed up for annual maintenance plans, providing recurring revenue for the HVAC company,” said Jones.
“[There was a] 30% increase in service calls and 2 new installs and $25,000 in new revenue. AdMall’s tools turned a challenge [the HVAC off-season] into a profitable opportunity. By leveraging data and insights, the sales rep not only solved the HVAC company’s immediate revenue gap but also helped them build a foundation for long-term growth.”
“[AdMall] helps you during every step of the sales process. Getting a new client, growing an existing client and retaining existing business.”
All About: Digital Audit
AdMall’s Digital Audit will do a real-time data capture of any client or prospect’s digital presence in less than a minute. Using real-time big data to analyze the account’s activity and findability, the Digital Audit:
- Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
- Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
- Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
- Compares the account’s digital presence to their top local competitors
- Does in 60 seconds what would take you 60 minutes to do by hand
- Incorporates data into tablet-optimized sales presentations in AdMall PRO
More About: Heating/Ventilation/Cooling Dealers
These businesses sell and install new heating and cooling systems for the residential and commercial markets. During new construction and renovation projects, these contractors may also install new piping, duct work and sheet metal for heating/cooling/ventilation systems. In addition, these dealers may sell service contracts to homeowners. Because of the increased sophistication of heating and cooling units, including digital parts, these contractors typically have some technical school education, a two-year college degree and/or certification.
Specifically, there are approximately 114,000 HVAC contracting businesses in the United States, reporting revenue of $133.7 billion.
