FIRST QUARTER 2019
FIRST QUARTER 2019
American Standard Heating and Air Conditioning seeks to be a resource for our distributors and dealers. We regularly share insights through trade publications to help build stronger businesses. Plus, we vet our brand marketing messages and tactics through our marketing Test Lab to make sure we are offering the strongest brand materials possible.
From the testing lab
Consumer-facing ads tested in Dallas, Atlanta
Digital Campaign – 6 weeks
This spring, the digital marketing Test Lab is studying how we can move consumers more effectively through the purchase funnel using creative tailored to each stage of the buying process. It will run for six weeks in Dallas and Atlanta. The first piece of creative will be a 15 second remote spot, that closes with the spring promotion offer. We are seeking to understand the optimal mix of creative, timing, and exposures to increase our leads.
Four ads highlight dealer challenges in field, announce updated dealer-focused website
Print Campaign – May 2 - August
A trade-oriented campaign running in print and digital - "Better Problems" - takes a playful look at what dealers experience in the field. So while they may wonder what they’ll encounter at their next stop, they won’t have to worry about the equipment they are servicing or installing.
The four ads announce our new dealer-focused website, americanstandardairdealers.com, that tells the Why American Standard quality story through details on the Building a Higher Standard program, product testing, and dealer-focused innovation.
Consumer testing and "Better Problems" trade campaign in works
New Dealer Website! americanstandardairdealers.com
Building a Higher Standard awards program wraps inaugural year, enters year 2
American Standard continues to honor dealers in the field who exemplify our brand values.
Up Next: Announcement of winners, development of media and PR to support the second group of winners and planning for the award ceremonies in each dealer’s town.
29 dealers nominated for 2019 Building a Higher Standard Awards
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 ATTRACTION
American Standard featured among IR portfolio of brands at builder show
with builders, stakeholders and industry partners that included in booth scheduled meetings, drop by meetings, dinners and sponsored events
in new business
directly connected to meetings at IBS, including additional business opportunities with :
Internal experts speak for brand through trade publications
Outreach in Q1 included several high profile pieces for the brand.
In the article “Marketing Your AC Services in 2019,” Kathryn Wildrick shared her marketing expertise with Contracting Business (100,090 unique visitors monthly) for the March 14 edition that appeared online and in print.
The final regional audio news releases appeared for two of the inaugural 2018 Building a Higher Standard Award winners. The releases, part of the award package, included mentions on both TV and radio stations in those regions.
Stories within ACHR The News and HVAC Insider sought nominations for the 2019 BAHS winners.
American Standard appears in trade, regional mentions
Estimated return on money invested in PR
What's it worth