BRAND UPDATE
FIRST QUARTER 2019
WHERE WE'VE BEEN & WHERE WE'RE GOING NEXT
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BRAND UPDATE
FIRST QUARTER 2019
WHERE WE'VE BEEN & WHERE WE'RE GOING NEXT
The Trane Residential Brand team is dedicated to delivering a year-long comprehensive integrated marketing plan that targets consumers and supports distribution partners and dealers through extensive national and digital paid campaigns; social media efforts, trade show interactions and public relations outreach. Here is a rundown of what we’ve been working on in Q1 and what’s coming in Q2:
Spring National Advertising builds on value of testing
TV Campaign – March 11-May 26
“Tested to Run” and “Relentless Testing” spots are appearing in a mix of TV media through Traditional Network Direct and Programmatic TV (PTV) channels, focusing on sports and home content channels that have proven successful in past campaigns. The traditional and PVT ad buys each provide unique opportunities to reach different segments of our target consumers.
In addition, we are providing dealers with campaign assets – TV, print, digital and outdoor ads - to use in their own markets. of consumers.
Digital campaign, April 15-May 31
TV Campaign – March 11-May 26
This 6-week program was developed through out Q1 using a mix of Brand and promotional creative to introduce consumers to the Trane brand, and guide them into the consideration and favorability phase of the purchase process.
Coming for Q2
Plus, we are working on:
Paid Media
Attractions
1
Social Media followings
2
Testing Appreciation launches as the
first social media campaign for 2019
The first Trane social media campaign of 2019 gave our followers an inside look at what makes our products #Unstoppable. For this campaign, we developed new content to showcase the relentless testing our products endure to ensure homeowners have dependable home comfort. Building off of the newest TV spot, we deployed 3-4 posts per week on Facebook highlighing the real-life testing in the Tyler Test Lab, as well as on our production lines.
Telling stories of #Unstoppable People
This interactive, social media based campaign seeks to define and recognize what makes a person #Unstoppable. Through a series of social posts we are telling stories of those who fight against the odds or who go above and beyond to make a difference in others’ lives.
We are asking our social media followers, customers and fellow Trane team members to look within their lives and offices and share those who meet the criteria. (If you have a nominee, please consider filling out the form.) We also invite you to follow our new social campaigns by liking and following the Trane Facebook page
Coming for Q2
2019 Builder show draws media, leads
During the 75th International Builders’ Show, Feb. 19–21 in Las Vegas, the Ingersoll Rand Residential HVAC portfolio of products came together to showcase how we can meet every homebuilder’s needs. With about 100,000 attendees, this year’s show brought outstanding exposure for the company’s brands and resulted in key builder and media appointments.
The 50’ x 50’ booth design, graphics, and interactive videos—which were created in-house by the Marketing Communications team in Tyler, Texas—brought together the Trane, American Standard, Ameristar, and Nexia brands under the theme, “Comfort Solutions for Every Home.”
Trade show connections
3
50+
appointments
with builders, stakeholders and industry partners that included in booth scheduled meetings, drop by meetings, dinners and sponsored events
$5M+
in new business
directly connected to meetings at IBS, including additional business opportunities with :
Results of from the International Builders Show
Public relations
earned media
4
Allergy story draws top media pickups
A survey-based story launched March 11 examined how people are effected by seasonal allergies and how a Trane HVAC system with air filtration can help. The piece was picked up by 51 outlets with 537 million unique visitors a month, and included IAQ insight from our own subject matter expert Jay Ayers. Media outlets picking up the story included:
Good Bones duo, influencers talk Trane
We continue leveraging our partnership with HGTV's Good Bones celebrities Karen Laine and Mina Stariak Hawk. During Q1, the ladies shared several social posts featuring the Trane brand and prepped for April visits to top-tier NYC media editors and a Trane video series
We also launched the 2019 partnerships with other influencers including Ron Hazelton of CBS’ House Calls show, Brad Rodriguez of Fix This Build That and The Ugly Duckling House.
Coming for Q2
We’ve got a lot of exciting things lined up this year, especially with our partners at @trane Residential. What makes us even more proud to be working with them, is that #TraneResidential was recently recognized as America’s Most Trusted ® HVAC brand by Lifestory Research for the fifth consecutive year! Now that’s what we call #Unstoppable! #ad
"Good Bones" social post,
Feb. 11
9:1
Estimated return on money invested in PR
What's it worth?