For anyone interested in developing highly successful marketing techniques and business growth strategies, and especially those involved in the heating and air conditioning industry, I am extending a personal invitation to join the Wizard of Ads group and myself on Wednesday, September 26th for our Marketing MasterClass. This class is being held in the Veranda Room at the Wizard of Ads’ world headquarters in Austin, Texas, and you can follow this link for class registration.
My topic is titled, “Confessions of a Comfort Kahuna,” which was a moniker given to me back in 2006 when I became a Wizard of Ads partner. After starting my business, my very first client was a heating and air conditioning company, and in this industry it’s all about home comfort. Since that time, I’ve worked with many home comfort oriented companies including roofers, plumbers and of course, other heating and air conditioning companies.
Gaining Insight for Growth Strategies
My experience began when I was still a consultant in the Wizard of Ads’ home office and Roy Williams was my boss. In those days Roy held what was called 5K days. Basically Roy could be hired for $5,000 a day and he would offer his advice and knowledge to anyone who hired him. On those 5K days, I would flip a coin with our other consultant, Tom Walters, to decide who would get to be the note taker a/k/a the fly on the wall. John Young, Chief Marketing Officer at AirTime 500, hired Roy for several 5K days and I had the opportunity to absorb invaluable information that transpired during those meetings. That information formed much of what helped me establish my business, which centered on the heating and air conditioning industry.
Garnering Success in the Heating & Air Industry
Gallagher’s Heating & Air was the first company I worked for. Tim Gallagher and Geno Gruber, Tim’s General Manager, gave me my start in the industry and I learned a lot from them. The success we enjoyed through my ad writing served to open the door further for me within this industry.
But my biggest success story to date is Bell Brothers Heating & Air in Sacramento. We drove their sales from $5 million the first year all the way north of $20 million in the fourth year, literally quadrupling the size of the company.
Jerry and Kenny Bell continue to show remarkable ability in both hiring and training good employees, and that ability combined with my marketing techniques established that exponential growth. I am proud of the role I have played in their steady climb to success, and in our ability to continue to work together to devise new strategies to continue growing “The No Surprise Guys.”
Key Elements in Heating & Air
Because most people only call heating and air conditioning companies when they experience a problem, the industry’s product purchase cycle is very reactive. Due to this cyclical nature, we’ve learned it is necessary to build a company’s brand in anticipation of times of high seasonal demand versus low demand. Heating and air conditioning companies are constantly challenged with staffing needs during these highs and lows. Marketing tools and techniques can help, both with anticipating and dealing with peak times, as well as pacing and leveling out slower times. This creates more business in the long run, enabling companies to retain their qualified employees.
Now that I’ve given you a little preview of what I’ll be discussing during our Wizard of Ads’ Marketing MasterClass, I hope I’ve piqued your curiosity to hear more. Again, you can find further information and register here for the class which is September 26th at the Wizard of Ads’ headquarters in Austin.