PowerPoint Presentation

							   Marketing, Advertising and
       Public Relations

Getting the most Bang for Your Buck!
    Marketing, Advertising, & PR
         What are the differences?

How do I incorporate these functions into my
            company planning?
             Marketing
Concerned with building and maintaining
 markets for water-source heat pumps
            in your region.

  •Product, Price, Place, & Promotion
     Public Relations & Advertising
          supports Marketing

•Paves the way for sales calls
•Generates sales leads
•Provides third-party endorsements
•PR stretches your advertising & promo $$$
               Advertising

Time or space that you purchase in targeted
                 mediums.
               •COST $$$$
                •CONTROL
           •CALL TO ACTION
  •RELATIONSHIP BASED ON BUDGET
           Public Relations
Time or Space in various mediums that cost
               you nothing.
                 •FREE!!
          •LIMITED CONTROL
        •NEWS or STORY BASED
•RELATIONSHIP BASED ON ACCURACY
MEDIUMS:
   PRINT
 INTERNET
   RADIO
TELEVISION
Who Are Your Target Audiences?

           Design Firms
       Mechanical Engineers
             Architects
        Governing Agencies
       Related Organizations
Match the Medium to Your Audience
                Budget
               Timeline
         Message/presentation
     ClimateMaster support literature
                    Budgets
•   % of annual operating budget
•   Negotiate for better advertising rates
•   Track your rate of return
•   Coop advertising with other Rep firms
             Timeline
•Events
•Conferences of target audiences
•Project ground breakings
•Publication themes
•Dates for supplies
                    EXAMPLE:
              2006 Marketing Calendar
•   April 2        Order literature for Ashrae meeting
•   May 2          Ashrae meeting
•   May 3          Send graphics for ad to ? Magazine
•   May 15         Photograph Millennium Project
•   May 17         Send article & photo to local paper
•   June 2         Order display for Sept. Tradeshow
•   July 15        Send postcards out to print
            Message/ Tagline
• The Smart Solution for Energy Efficiency

• Join the Next Energy Wave

• This Bud’s for You!

• Get’s You Back Where You Belong
ClimateMaster Literature
ClimateMaster Literature
       ENGINEERS/DESIGN FIRMS
 Regional Publications               Direct Mail
*Place advertising in         *Monthly/quarterly mailouts
regional magazines                 Brand awareness
*Submit to newspapers                Technical Tip
project feature stories and             Events
events
       Newsletters:                Public Speaking
        yours/theirs          *Host on regular basis
*Submit technical/case        *Organizational meetings
study information             *Literature support
*Events
Advertising/Direct Mail
           • Coordinate your
             message with the
             ClimateMaster
             message
           • ClimateMaster offers
             graphic support through
             photos, illustrations…
           • Check with local
             university for student
             support: Interns
       Newsletters: Yours/Theirs

• Develop your own communication vehicle for
  informing, educating, and promoting.

• Write 3 – 6 technical articles with regional
  project examples for submission to other
  organization’s newsletters.
                 EXAMPLE
Dear (AIA representative)
I have attached an article for submission to the
   AIA newsletter. The topic covers basic
   information on water-source heat pumps and
   the flexibility they offer on the HVAC side of
   commercial design. I think your membership
   will find this information helpful for future
   projects.
Please give me a call if you have any questions.
            Public Speaking
• Host Lunch and Learns
• Guest speaker at organizational meetings
• ClimateMaster literature support