It?s hard to think about fall when outside temps are clocking in at or near the three-digit mark in many parts of the country. ?With the promise of cooler weather just weeks away; however, now?s a great time to start thinking about how you?ll be marketing to your regular HVAC clients and prospective customers during the slower fall and winter months.
Marketing HVAC Maintenance Services
During the summer months, you?re probably busy fixing broken air-conditioners and putting in new ones. As the long, hot summer gives way to the cool, comfortable days of fall though, encourage your customers to think about the importance of proper maintenance of their HVAC units, especially for older models. Business and residential customers might appreciate having a service agreement, especially if you offer priority repair and service as well as regular tune-ups and checkups on their units as part of the agreement.
Other services to market in the fall and winter include checkups or tuneups or even replacements of heating units or parts, insulation checkups and installation and duct cleaning. ?Consider selling comfort-enhancing products such as humidifiers and air cleaning systems ? critical products during the fall allergy season.
Direct Mail Strategies for Fall and Winter Marketing
A radius direct mail campaign that targets the neighborhoods around your current customers can be very effective in generating good word-of-mouth about your services to the people most likely to need your services. Try postcard mailers enhanced with customized content such as PURLs (personalized URLs), landing pages, coupons, and special offers.
A full?neighborhood marketing campaign?can really give you lots of bang for your buck, ensuring that your marketing messages are distributed via multiple channels for greater impact. Combine direct mail with yard signs and door hangers to expand the reach of your brand and remind your customers? neighbors that you?re in their area.
Want to stay top-of-mind year-round? Consider magnet mailers that include your logo, tagline, contact information and custom graphics.?According to the DMA (Direct Marketing Association) Statistical Fact Book, postcards with removable magnets attached are read at least 51.9% more often than traditional postcards.
In addition, people often use the magnets to attach photos, memos, grocery lists, and other important items on their refrigerator door or metal filing cabinet, keeping your company name visible to everyone in the household all year long.
Other magnet options include magnet calendars, photo frame magnets and business card magnets.
Other fall marketing ideas include newsletters and holiday cards. Use newsletters to give your customers simple HVAC tips such as how to keep energy costs down over the busy holiday season; updates and news about your company (e.g., profiles of new hires, new locations, new phone numbers, etc.); and even fun articles such as holiday decorating tips and your favorite recipes. Your newsletters should be less about sales and more about enriching the relationship between you and your customers.
BDM ToolBox
Remember that you can find all of these marketing services and products on our exclusive BDM ToolBox. Registration is free and opens up a database of templates, graphics and even campaign messages to help you create your fall and winter marketing campaigns in just minutes.
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Source: http://bdmtyler.wordpress.com/2012/07/26/end-of-summer-marketing-strategies/
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