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
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% 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
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•
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April 2
May 2
May 3
May 15
May 17
June 2
July 15
Order literature for Ashrae meeting
Ashrae meeting
Send graphics for ad to ? Magazine
Photograph Millennium Project
Send article & photo to local paper
Order display for Sept. Tradeshow
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
*Place advertising in
regional magazines
*Submit to newspapers
project feature stories and
events
Newsletters:
yours/theirs
*Submit technical/case
study information
*Events
Direct Mail
*Monthly/quarterly mailouts
Brand awareness
Technical Tip
Events
Public Speaking
*Host on regular basis
*Organizational meetings
*Literature support
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