Let’s face it: as an HVAC contractor, marketing often falls to the bottom of the to-do list. Between managing installations, troubleshooting customer issues, and keeping the day-to-day operations running, who has time to think about ad copy or email campaigns? But here’s the reality: neglecting marketing is costing you customers. What if you could enhance your visibility and boost sales without doing all the heavy lifting yourself?
Enter through-channel marketing (TCM)—a game-changer for HVAC contractors, as outlined in a recent article by Extu’s Chief Marketing Officer, Nichole Gunn, published in ACHR News. Gunn dives deep into how TCM programs, provided by the HVAC brands you already work with, can equip contractors with professional, easy-to-use marketing resources that save time, build credibility, and drive results.
Why TCM Works for Contractors
Through-channel marketing is more than just a nice perk—it’s a strategic tool. Here’s what it offers:
- Plug-and-Play Marketing Materials: No need to start from scratch—TCM programs supply you with ready-made content, like social media posts or email templates, that you can customize for your audience.
- Boosted Credibility: Using high-quality, brand-approved materials positions you as a professional and trusted partner in the eyes of your customers.
- Incentives for Participation: Many TCM programs reward contractors not just for participation, but for incremental sales growth—a win-win for everyone.
- Efficiency and Insight: TCM helps manufacturers scale their marketing, while also providing data insights to improve campaign performance.
What to Watch Out For
Of course, even a great tool comes with its challenges. Gunn highlights a few:
- Maintaining Your Unique Identity: While TCM materials can amplify your marketing efforts, leaning on them too heavily might dilute what makes your business stand out.
- Juggling Multiple Suppliers: If you work with various brands, you’ll need to coordinate their messaging to maintain consistency across your marketing.
- Content Relevance: Not all supplier-provided materials will resonate with your specific market. Work closely with your suppliers to ensure content aligns with your audience’s needs.
Automation: The TCM Secret Weapon
One of the biggest advantages of TCM is automation. Imagine a platform where you can access customized marketing materials, send them out with ease, and track performance all in one place. Automation transforms TCM from a resource into a full-fledged marketing engine.
Grow Stronger with TCM
Through-channel marketing isn’t just about getting access to cool content—it’s about strengthening your partnerships with HVAC manufacturers and scaling your business without burning out. By tapping into these programs, you can focus on what you do best—serving customers—while leveraging top-notch marketing to attract even more.
Want to dive deeper into the benefits of TCM? Read Nichole Gunn’s full article in ACHR News to learn how this approach can transform your business. Read the full article here.
Take the leap. Your business—and your future customers—will thank you.