BY Adam Ambro
Challenge: Create a digital HVAC ad campaign to increase sales
Amy Mazzarese, an account executive from Townsquare Media, has been selling media for over a decade, but only just started using AdMall. Though she had used it for less than a year, she knew that the tools in AdMall could help create a digital HVAC ad campaign for a local company that needed to increase business.
“The business specializes in HVAC services,” said Mazzarese. “The owner isn't very tech savvy, but knew they needed to make a change in their marketing strategy. They were seeing a decline in sales and were concerned if they didn't change their marketing strategy that sales would continue to decline.”
“Winning over an HVAC company with local expertise…was no small feat, but persistence and the right tools made it possible.”
Solution: Shift the conversation using AdMall’s co-op report
Mazzarese discovered the owner wanted to create a digital HVAC ad campaign, but the manufacturer they were working with already had an agency in mind for this purpose.
“During our conversation, the GM revealed that they were leaning toward a digital marketing agency recommended by their Trane manufacturer,” said Mazzarese. “This agency was presented as the best choice for leveraging co-op dollars, a critical factor in their decision-making process.”
“Thanks to AdMall, I demonstrated that our local agency could offer the same co-op opportunities as the [other] firm. AdMall allowed me to provide accurate and up-to-date insights on Trane’s co-op compliance and offers, reassuring the client that they wouldn’t need to act as a go-between. This gave the GM peace of mind and confidence in choosing a trusted local partner instead of [an unknown] agency.”
Specifically, Mazzarese used a limited-time opportunity that showcased Trane to frame her pitch. From there, she used Trane’s co-op report and was able to craft a digital HVAC ad campaign consisting of banner ads, streaming TV ads, email marketing, and social media ads.
Result: A new relationship with room for growth
“Ultimately, this assurance, combined with our understanding of their needs, helped us secure $72,000 in new digital business,” said Mazzarese. “By leveraging AdMall, we not only outperformed the [originally suggested] agency, but also beat out the company’s long-time linear TV vendors for their digital marketing buy. This partnership is more than a win; it’s a foundation for future growth.”
“I would 100% recommend using AdMall to give you those nuggets of information that will set you apart from your competition. [AdMall] is fantastic and I will continue to use it for all of my proposals.”
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
We maintain a database of detailed co-op funding/market development programs for over 10,000 brands. There is no cost for vendors to have their co-op advertising program details listed in the AdMall intelligence system. When vendors share their co-op plan with AdMall, their local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.
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.
