Hvac service northern virginia

OUR TOTAL COMFORT CAMPAIGN

Creates an emotional connection with consumers

Distinguishes us from other brands

Sets you up for success

Total Comfort. Totally Happy

Whenyourhomeistotallycomfortable, everyone insideitishappy.AtCarrier,we understandtheimportanceofacomfortable home,andthat’swhywearededicatedto bringingevenmorecomforttoyour home–no matterwhattypeofhomeyouliveinorwhat goesoninside.

2023 Is Bringing a New National Campaign

Tech Up Recruitment Program

For years now, we have made it our mission to build and empower the next generation of HVAC technicians by giving you the tools you need on HVAC Partners to help recruit technicians. To build on the assets you’ve had for this program in years past, we’ve created new content. We’ve refreshed our Tech Up message with a new :30 commercial, corresponding photography and three new videos you can use on social media.

Marketing Content

Updated AdKit

Photography

Video + Social

Advertising

Total Comfort National Campaign 2023

Q2

In-stream and in-feed video ads

Behavioral, contextual, keyword targeting

Brand lift study

Over 4 million video views

Millennial Impact Sponsorship

Blogs, social media, influencer and print

Vision House Sponsor Product installation, Tim O’Brien testimonials, blogs, video and print

Video, social media, press release

Possible Architectural Digest exposure

Jonathan Scott VRF Install in NYC

New Photography

Aspartofour2023campaign,wearecreating newlifestylephotographythatwillladderupto otherassetslikeTV,socialandonlinevideo. Keepalookoutforthenewphotography, comingsoon.

InteliSense™

As you probably already know, InteliSense™ is launching on Performance™ series products. It will help you and your technicians deliver unrivaled customer service.

To support this launch, we’ve created new assets, including photography and selling guides, which can be found on HVACPartners.com.

CARRIER CONSUMER WEBSITE

Increasing Website Traffic & Conversions

Advertising

Search Engine Optimization(SEO)

Increase organic search traffic by optimizing website for SEO

New Visitors

Conversion Rate Optimization

Enhance user experiences that improve website engagement and drive more leads to our dealers

Locator Visits

Leads

Search Results

• Approximately 90% of clicks come from page 1 results

• SEO focuses on optimizing your website content so that links to your website display in Google search results

Non-Branded Search: air conditioner cost

Branded Search: Carrier air conditioner cost

Paid Ads

(pay-per-click)

Quick Answers

(SEO)

Organic Listings

(SEO)

Example of SEO Topic Page

Example of a Content Cluster

Hub Page

https://www.carrier.com/residential/en/us/products/furnaces/

Cluster Pages

https://www.carrier.com/residential/en/us/products/furnaces/ buying-a-furnace/

https://www.carrier.com/residential/en/us/products/furnaces/ furnace-service/ Sub-Cluster Page

https://www.carrier.com/residential/en/us/products/furnaces/ furnace-service/furnace-maintenance

Data Cube Scores | Competitive Assessment

Website Launch

• The Data Cube Score is a Key Performance Indicator (KPI) of how well website content is performing.

Source: Brightedge

• Dynamically calculated based on billions of data points, the score lets marketers see how their content is performing.

• The score also allows marketers to easily identify the state of their content performance and gauge how their content compares to their competitors in real-time.

Data based on review of Brightedge on April 14, 2023

Page 1 Keywords | Competitive Assessment

• ~ 90% clicks come from page 1 search results

Website Launch

• In 2020, Trane & Lennox had +133% & +119% more page 1 non-branded keywords than Carrier

• March 2023 – Carrier had +101% more non-branded pg.1 keywords than Trane and +73% more than Lennox.

Data based on review of Brightedge on April 14, 2023

© 2023 Carrier – Proprietary & Confidential – Not For Further Distribution.

Website Performance – Past 12 Months

657K Locator Visits

220K Leads

lead

~$66 Million in lead value Source:

LOCAL EXECUTION

WE’RE IN THIS TOGETHER

Carrier is here to support you as a dealer. That’s why our strategy for 2023 is to place National Advertising in relevant environments that creates awareness and provides an opportunity for you to focus on what you do best: serving your local markets.

Carrier Brand-building and awareness creation drive preference among customers. Dealer Conversion-focused tactics generate leads.

AWARENESS:

Create emotional connection and build confidence in Carrier as the HVAC brand that provides premium comfort and a healthier home.

CARRIER (Factory)

ENGAGEMENT/LEADS:

DEALERS

(Regional & Local)

Delivery of premium comfort to consumers as the experts in HVAC (service/product offerings)

Continue by capturing lead opportunity to “schedule” or “contact”

Our request to you….

1. ReviewtheAdKit assetsoften

2. Reviewbi-weeklyeComms

3. ReviewtheDealerPlaybookintheAdKit toalignontarget audiences

4. Lookforwaystoincorporatetheassetsandvideosavailable intheAdKit intolocaladvertisingplans

1. Addavideotowebsite

2. Rotatecreativeinacurrentbuy

5. Submitfeedbackandrequeststothefactory

6. Continuetoparticipateinwebinarsandsurveys

7. SharehowyouareusingtheAd KitandTotalComfort.

TotallyHappyassetsinyourmarket

DEALER PLAYBOOK

DELIVERING ON OUR COMMITMENTS