HVAC Marketing: Unplugging with Print
Mark Hale ‐ July 19, 2019
HVAC marketing for new customers is very competitive because there is a digital war waging for the customer’s and prospective customer’s attention.
What is the best way to advertise as an HVAC business? Is it time to go all digital marketing? Maybe, maybe not!
Let’s look at the digital media vying for your customer’s attention.
- Youtube
- Angie’s List
- Home Pro
- Email marketing
These are just a few of the digital platforms aggressively marketing to your customers. According to BankMyCell.com, the average smartphone user checks their device 47 times a day. That’s 17,155 times a year!
What’s more staggering is that 85% of smartphone users check their devices while speaking with friends and family. The good news, however, many have come to recognize that things are off-balance. 47% of users have tried in some capacity to limit their digital consumption, although only 30% have been successful.
These statistics should prove to you this fact:
The struggle with digital addiction gives print marketing one of the most profound, impactful benefits of all:
- It isn’t digital!
- It can be held, it is real.
Direct mail marketing still is the only advertising medium available to you that has 100% penetration and 100% usage. The United States Post Office delivers the mail 6 days a week, 52 weeks a year. Everyone gets his or her mail.
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Print marketing’s most underutilized aspect is using it as a follow-up tool. Because people are shopping more these days and taking longer to do so and because people are more informed than ever before, a nice leave-behind brochure or flyer is tangible, real, and more impactful than almost anything you can do. It also is a way for you to get real, actual time in front of your customers and prospects.
In today’s oversaturated digital world, your prospects and customers have begun to appreciate companies that use marketing that gives them a chance to unplug from all things digital, and it’s one of the reasons that direct mail response rates continue to rise. Those same smartphone users, 92% of them in fact, say they prefer direct mail when making purchasing decisions (according to a recent DMR report).
The choice is simple–by offering the tangible, physical, intrusive experience that print marketing provides, you’re allowing your consumers to unplug, interact with your company, and give full attention to you and your brand.
It’s not digital! That is the Print Advantage!
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