Contractor’s Guide to Building Business with Aprilaire Co-op Advertising Generate new sales Leads Marketing to existing customers Increase business with your current customers The goal of the Aprilaire Co-op advertising program is to generate Aprilaire accessories sales leads for you. To do this effectively, a few key elements are required in the advertising: Aprilaire brand, product, consumer benefits, and a call to action. Of course, no competitive product allowed. It’s a simple program. The attached guidelines walk you through the simple process, but here’s a quick summary: You get $1,000 automatically, every Co-op Year (March 1 – Feb 28). Add to your available funds with EVERY Aprilaire purchase – just send us invoices or statements for all Aprilaire purchases and get 2% of the total (including all products, all parts). We’ll do the math and maintain your account balances for you. Run pre-approved ads that Aprilaire provides, send us a copy of the ad with invoices you paid for advertising, and we’ll reimburse 50% of the cost, based on accrued funds in co-op account. For your own custom ads – Simply work with us to pre-approve your ads before they run, then follow the same procedure. There are some specific elements of the advertising that we require that will help get more out of your advertising. Ads should feature: Aprilaire brand – this should feature a current Aprilaire Logo Product – Does NOT have to include a photo of the product. A product name also makes the point. A photo of a product without a name can be confusing as not everyone knows what our products look like. While not required, you could consider images that show IAQ problems, like cracked earth, dust mites, etc. Also consider images of your company business or staff. A personal element can be very powerful. IAQ – An alternative to advertising a specific product, Aprilaire Co-op will also pay for an overall IAQ message. In this case, there should be a clear message regarding benefits, such as temperature control, humidity control or cleaner, healthier air. We have existing ads that can help here. Needs/Benefits – Message must have benefits to the consumer. A problem AND a solution work best. o Dry, itchy skin? (Problem). o We can provide comfort today, with an Aprilaire Whole-Home Humidifier (solution). Call to action – A strong call-to-action will generate more sales leads. o Poor example: Call ABC Heating & Cooling at 273-8772. o Better example: End Uncomfortable Dryness In Your Home Now - Call ABC Heating & Cooling at 273-8772 Today and be more comfortable Tomorrow Media choice: – We know that our products get installed in single family Homes. The demographics of single family homeowners are pretty consistent: ages 25-60, married, own the home. Choosing a media that reaches this audience is key to generating quality sales leads. This is why we have pre-approved materials that are designed for specific media to reach this target audience. Logo Ads: Logo-only ads don’t typically qualify for Co-op funds. This kind of advertising doesn’t generally make your phone ring. An Aprilaire logo on a truck, sign, storefront, billboard or in the Yellow Pages is not an effective way to communicate to consumers that you are their IAQ solutions provider. Needs and benefits need to be part of your message. Pre-approved ads - We have a full stable of professionally developed, pre-approved ad materials at www.aprilairecontractor.com. These materials can be used to place ads without pre-approval. This will save you time and expense. They’re ready to go today. Custom ads – You can develop your own custom ads with more of your company message, or an equipment product, as long we pre-approve the ad before it runs. This will ensure that you get the maximum co-op reimbursement available and claims get processed quickly. Plus, since we work with 100's of contractors across the country, we can share insights and ideas to help ensure ads & media selection will generate maximum sales leads for you In Summary: Our co-op program is super-easy, flexible and (most importantly) designed to be effective. Call us at 1-800-334-6011, email email@example.com or log on to www.apriliarecontractor.com for more information about how we can help you build your business. Aprilaire Co-op Advertising Contractor’s FAQ’s Side note: If there’s ever a question that starts with “Can I…” the answer is never “No”. Examples: Q: “Can we get help paying for an Aprilaire logo on our trucks?” A: We’d love to have our message driving all over town. Typically we find that simply displaying a logo does very little to generate Aprilaire phone calls for you. Is there room to include an IAQ or product message? Something with a problem and solution? Since room is tight, and you only get a brief impression in traffic, maybe we should look at other ways to use your Aprilaire co-op dollars more effectively to generate sales leads –direct mail or newspaper ads during peak season might be some options where we can put a problem-solution message and a call to action to work for you. Q: “Can I get Aprilaire to help pay for Home Show booth space, like I’ve been doing for years?” A: Not a bad idea if we also get you some tools to use in the booth to talk to consumers about IAQ. We will pay a flat rate of $100.00 for including Aprilaire in your home show booth. Simply displaying our products, not installed, does very little to communicate benefits to a consumer. (We’ve done the consumer surveys – there is very low awareness, so this is why asking about needs is so critical.) Q: “I’ve been using this Aprilaire logo in Yellow Pages for years. Why can’t I get reimbursed now?” A: If I can get you the current logo and if you can squeeze in a bullet point or two to help communicate IAQ benefits, you’ll not only be telling consumers more about what you can provide, but we’ll gladly pay for 50% of the space used for Aprilaire. Let’s work together to improve this ad before it gets re-run in the next book. P.S. An Aprilaire message in the heating or cooling sections of the Yellow Pages only reaches consumers in the market for a whole new system, or that need emergency service – neither are thinking about IAQ at this point. Aprilaire has a national Yellow Pages program where you can be part of an Aprilaire listing under “Humidifiers” or “Air Purifiers” for a small fraction of the cost of a typical Yellow Pages listing. Consumers looking under these headings are red-hot leads that have a need and are looking for a solution. Call the Aprilaire Yellow Pages hotline at: 1-800-223-0074 X6600 . This program is managed by TMP – they are the leading directory placement company in the U.S. We’ve seen ads that would cost $1200 go for as little as $200 based on the Aprilaire contribution, and our national buy. BONUS – the Aprilaire contribution for the Yellow Pages program does not count against a dealers co-op balance. Q: “Can I do ___________?” A: I’m not really sure, but I’ll get you an answer right away. What’s your deadline? For the fastest service, call us at 1-800-334-6011, or e-mail your ad / idea to firstname.lastname@example.org.