Get the Word Out - Position Yourself as the IAQ Expert With Business-Building Tools
Proven successful marketing strategies include efforts to communicate to your current customers as well as increasing your customer base. Both are essential in any business endeavor. There are generally three ways to do this and Aprilaire has tools for each:
STRATEGY NUMBER ONE:
MARKET TO EXISTING CUSTOMERS
Your existing customers already know you and trust you, so they're an easy audience for learning about IAQ. Direct mail is a great way to let them know about your IAQ expertise. Include information on comfort products and services on an envelope stuffer that is included with statements. Send the message out on postcards or letters. Or, consider drafting articles about the value of comfort accessories for your company newsletter.
Tools to Help:
 |
 |
 |
 |
 |
STRATEGY NUMBER TWO:
RETAIN EXISTING CUSTOMERS
Comfort accessories can also be used to ensure an ongoing relationship with your current customers. Maintenance reminder decals, plenum stickers and thermostats that include your name and contact information provide a permanent reminder to call you. Reminder postcards increase revenue with a quick and simple message about service reminders and replacement parts. Another way to keep your IAQ positioning at the top of your customer's mind is to send out service reminders via e-mail.
Tools to Help:
 |
 |
 |
 |
 |
STRATEGY NUMBER THREE:
GENERATE NEW SALES LEADS
There are millions of people looking for ways to make their indoor environment more comfortable, more healthy and more efficient. Many look to the Web for information on products, which usually leads them to manufacturer Websites. Check out our dealer locator, where your company and contact information can be listed. It will introduce you to prospects who might not know you yet and immediately position you as the local expert.
Seasonal sales promotions are another way to generate new sales leads. Aprilaire provides tools and promotion dollars to drive traffic to your business as the comfort accessory provider in your neighborhood. These campaigns are structured to appeal to customers when they need these products the most. For example, many will push humidifiers in the fall when the heating season begins, or air cleaners in the spring when homeowners begin opening their windows and letting in allergens.
Tools to Help:
 |
 |
 |
 |
 |
 |
 |
 |
 |
(Advertising pieces shown and others can be ordered by emailing sales@aprilaire.com or calling 1-800-334-6011.)