Case Study
We started working with Andersen Heating & Cooling in the spring of 2015 via a recommendation from their local HVAC equipment salesperson. Their marketing and advertising was being handled in-house like many HVAC companies we come across today. They had a company managing their website, they had dabbled in radio and tv in the past, had a heavy investment into the yellow pages, sponsored a minor league baseball team, participated in a new homeowner’s publication, and a few online paid lead services. Our team presented a plan that would improve their marketing results to drive more leads and ultimately more business.
"Since our partnership we have doubled our sales" —Carrie Ivester, Andersen Heating & Cooling
Results With Effective Media
- Yellow pages
- Manufacturer managed PPC ads
- Angie’s List
- Minor league baseball team sponsorship
- TTWN(Total Traffic & Weather) Radio advertising
- Monthly SEO(Search Engine Optimization) for website
- Created original music bed for radio and TV
- Cable TV
- Yellow pages removed and reallocated
- Increased investment in Radio
- Increased investment in Cable TV
- Started “Trust Your Home to Andersen” Branding
- Billboards (Co-op through Manufacturer)
- Marked increase in Search PPC
- Social Media Organic posting
- Social Media Paid ads
- Increase in Search PPC budget
- Additional Search PPC campaign added through manufacturer co-op
- Reduced Angie’s List budget by half
- Addition OTT(Over The Top Television) in conjunction with cable TV
- Increased PPC budget
- Addition of LSA’s or Google Guaranteed
- Angie’s list removed from budget
- Slight increase in Search PPC Budget
- Addition of PPC Display Ads
- Broadcast TV in addition to Cable and OTT
- Hyper Targeted Ads for Google Display and Facebook/Instagram
- Google Local Ads
- Television campaign centered around their core beliefs, why you want to “Trust Your Home to Andersen”
Marketing Summary
Key Takeaways:
- We removed 2nd party lead generation sources (Yellow Pages, Angie’s List, Home Advisor)
- Reallocated marketing funds to create more consistent leads
- Created a brand that resonates with their target customer: “Trust Your Home To Andersen”
- Balanced their budget properly between demand lead generation and branding
- Created a consistent message across all forms of marketing
Results
The Andersen brand has become a household name in their local area and has become a dominant player in the residential HVAC market.
Effective Media has made us into an organization that has a quality media plan that gets results. I would absolutely recommend Effective Media.
We like working with Effective Media because we find that their approach is collegial and professional—they don't seek to drive to their particular goal or opinion, they instead try to understand our operation and custom make their approach to best serve us.
Effective Media has changed the way that I look at our business, they've opened up my options to increase the revenue in my business, and opened up new pathways for my business.
I've watched our customer growth since working with Dave and Will grow exponentially. They're innovative in their thinking—from the old-school advertising to the new-school advertising, they keep us successful and on track. I would recommend Effective Media.
