Postcard Marketing Air Conditioning – Heating
Postcard Mailings promoting an HVAC Company are one the most cost effective advertising methods available . Unlike other media, direct mail always reaches the intended prospect… because everyone gets their mail everyday!
Here are a few things to consider when planning a postcard mailing for your HVAC Company.
Start by defining your territory
Do some research. Where do your current customers reside? Which neighborhoods are older and likely to need air conditioning service or replacement?
Mail carrier routes can be used to define the neighborhoods you want to reach. Create a “wish list” of all the carrier routes you would like to target, even though you may not have the budget to mail them all at the beginning. Once identified you will have a total count of the postal deliveries of your projected market area. With that information you can create a marketing plan with future expansion in mind.
Mail on a Regular Basis
Consider both REACH (the number of prospects) and FREQUENCY (the number of mailings). Mailing on a regular basis is important. If your territory is too large you may struggle to establish a budget that allows frequent mailing.
We recommend mailing the same prospects every 4 to 6 weeks. Remember, if you are trying to establish brand awareness within a territory, frequency is more important than reach. Therefore, after you establish a comfortable budget, adjust your reach to accommodate a 4 to 6 week frequency.
Here are 3 Messages That Generate Response
1- Air Conditioning Tune-Up Offer with a Reason
Equipment tune-up’s offered at an attractive price are a tried and true special offer. In addition to price, give the prospect an additional reason to respond:
“Regular Maintenance Can Improve Efficiency and Extend The Life of Your Unit”
2- Ask a Curious Question
Here’s a question that has generated response:
“Why Replace Your AC If It’s Not Broken? To Save Money!”
Followed by an explanation of how a high efficiency replacement unit can dramatically reduce energy costs.
3- Include a questionnaire on the postcard:
- Is your system 10 years old or older?
- Does your system cool your home adequately during the summer?
- Are your energy bill higher than you think it should be?
If you answered yes to any of the 3 questions you should call us for a FREE Savings Analysis.
Don’t Keep Changing the Appearance of your Postcard
Modify pricing and message if you must, but try to keep the appearance of your postcard basically the same. You want prospects to recognize it and associate it with your brand.