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:

PRINTINTERNET

RADIOTELEVISION

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 FIRMSRegional Publications

*Place advertising in regional magazines

*Submit to newspapers project feature stories and events

Direct Mail*Monthly/quarterly mailouts

Brand awareness

Technical Tip

Events

Newsletters: yours/theirs*Submit technical/case study information

*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