by mckinley | Jun 6, 2019 | Uncategorized
If you haven’t done so already, this month would be a great time to sit down and plan your HVAC Marketing & Advertising Budget. Start with Last Year’s Sales To Determine This Year’s HVAC Marketing Budget The most common way to budget is “percent of...
by mckinley | Jul 28, 2016 | Uncategorized
A lot has changed in the “digital revolution,” and in my lifetime, I’ve seen HVAC contractors go from spending 1/3 of their ad budget in yellow pages down to ZERO. The phone book is gone and it’s all about GOOGLE. But for your existing customers, you don’t want them...
by mckinley | Jul 28, 2016 | Uncategorized
In the age of the “camera in everyone’s pocket,” it’s more important than ever to appeal to your customers through personal images. According to Perception Research Services, print readers view photos first, particularly pictures of human faces. Including a picture of...
by mckinley | Jul 28, 2016 | Uncategorized
It’s easy to take existing customers for granted… but it’s not wise. Most HVAC dealers know the value of their customers and how much they cost to acquire. What most dealers don’t know is how to connect with the thousands of customers they’ve acquired over the years,...
by mckinley | Jul 28, 2016 | Uncategorized
Communicating with customers is a cornerstone of any advertising strategy, but it’s often neglected for a variety of reasons. That’s where a customer newsletter program comes in handy — the channel is established, all you have to do is come up with a message or two...
by mckinley | Jul 28, 2016 | Uncategorized
Don’t worry, you won’t be getting your britches dirty. We’re talking about the kind of farming real estate agents do to find more leads. It means taking a small, carefully selected target market and nurturing it with repetitive contact. The best tool to do that with?...
by mckinley | Jul 28, 2016 | Uncategorized
The top two challenges for many service businesses are: 1.) Acquiring new customers 2.) Retaining existing customers The right referral program can work to do both. According to Nielson,...
by mckinley | Jul 26, 2016 | Uncategorized
It’s often said that 50% of advertising dollars are wasted. After 35+ years in the business, I suspect it’s closer to 90%. When it comes to planning your marketing budget, how hard would it be to allocate 10% for communicating with customers? That’s all it takes to...
by mckinley | Jul 26, 2016 | Uncategorized
When it comes to advertising your business, there are so many choices, any of which can “work” to grow your business. But which ones work the HARDEST for the LEAST AMOUNT OF MONEY? I’ve spent 40 years in advertising, and I’ll give you some free advice on three “must...
by mckinley | Jul 26, 2016 | Uncategorized
50% Off Is Easier Than It Looks How would you like to find a way to slash your marketing costs in 1/2, with very little effort? HVAC dealers do it all the time, by finding co-op sources that will pay up to half the cost of approved advertising. There are even some...
