Carrier 2024 Dealer Playbook

2024: Our Best Year Yet

Last year was a standout year for Carrier, and that’s a reflection of your hard work. Watch this quick video to find out what the year ahead holds for Carrier and for your business. And as always, thanks for everything you do!

Sincerely,

Kearsten Huddleston Channel Marketing Manager

Leaders in Total Comfort

Carrier has been the leader in the heating and cooling industry since we created it in 1904. Our innovations have come a long way in the last 120 years. As we look toward leading the category in creating the industry’s most efficient systems, we’re more committed than ever to creating solutions your customers will love. Like you, we’ve always been dedicated to innovating new ways for homeowners to be comfortable – and we want your customers to know that. Click the videos to watch our latest national advertising commercials, which show homeowners how you and Carrier can help them stay totally comfortable no matter what.

Want to add your own dealer tag at the end of these commercials?

Check out our AdKit page.

We’re leading the industry, but don’t just take our word for it.

You Spoke

We’ve spent the last year connecting with dealers like you to find out what you need to make your business a success. Here’s what we’ve been hearing.

I mean, the pictures are great. Obviously we like to have that for print, but I would think getting more into the digital and your videos kind of like your explanations of how these things work.

Heat pumps have really taken off for us, which is, was our goal.

I would say 90% of our installs right now are heat pumps.

Since Carrier is such a strong brand,

we can leverage that because it’s so well known.

With the rebates, heat pumps push the efficiency and energy savings, and they sell themselves.

We need B-roll. We need B-roll bad.

Pictures. Stuff we can insert quickly, easily.

In the year ahead, we’re making sure our efforts are aligned with your business goals.

We Listened

More photo and video assets are coming.

In the coming year, we will be creating video clips and images that you can use in your own advertising. We’ll post them in the AdKit, so check back frequently!

We’re pumped for heat pumps too.

As more incentives and regulations push consumers toward heat pumps, we’re making sure they have options that will not just keep them comfortable but will also help keep their energy bills down.

Investing in your future.

We know our ability to stay ahead of the curve is one reason you love doing business with us. That’s why we’re investing in technologies that support your bottom line, like Puron Advance™ and heat pump innovations. Keep an eye out for updates as we continue to innovate.

Connecting With Consumers

Dual Consumer Approach

External research has shown us that it’s important to start meeting the needs of younger homeowners to balance our core “Engaged Shopper” segment. Here are the media worlds our two key audiences live in: Source: MRI/Simmons

Up-and-Comers

PREFERRED MEDIA

Adults, 35–64 Homeowners, $100K+ HH income College educated

Susceptible to brand advertising, conduct research, shop around and ask for recommendations Engaged

PREFERRED MEDIA

National Advertising in 2024

As the leaders in home comfort, we’ve set out to create emotional connections with our consumers through warm, relatable advertising. We’re continuing that approach in 2024, focusing on placing our advertising in media where we know our consumers are engaging.

Media Platforms

• Earth Day “House Hunters” Sponsor

• Custom Social Advertorial Video

• Healthy Home and Garden Digital Sponsor

• Q2 Commercial Schedule

Linear and Digital Digital Video and Connected TV Over

• Earth Day Takeover on Platform: Custom Open, First Break Commercial in Every Show Streamed on 4/22

• Q2 Streaming Schedule

Learning in 2024

Take part in Carrier events created especially for you and your business.

March

Dealer Playbook

AdKit Updates

August

Total Comfort Webinar

April

National Campaign Launch

Total Comfort Webinar

New Photography + Video Assets

December 2025 Advertising Webinar

What’s New

New regulations and constant innovations make 2024 a big year.

The landscape is always changing the world of HVAC, and this year is shaping up to be no exception. We’re excited about the fact that we’re not just responding to regulatory changes to refrigerant –we’re innovating our way to being the first compliant brand in the industry.

We’re also proud to bring you products and support that will set you apart from your competition. Because at the end of the day, it’s all about giving you what you need to succeed.

Read more about the Inflation Reduction Act.

Carrier Crossover Solutions

Seamlessly blending ductless technology with traditional HVAC ducts, furnaces and fan coils has never been easier. Download the sell sheet here.

Heat Pumps

Once thought of as a solution for a small group of homeowners, heat pumps are now one of the fastest-growing types of heating and cooling systems in our industry. To help your customers better understand heat pumps, we’ve created a video series that answers the five most-searched questions about heat pumps. You can watch them here (and share them with your customers).

Maintenance has never been easier for your system thanks to our working relationship with ecobee. InteliSense Technology keeps you the homeowner and the service tech in mind by connecting your HVAC system to the technician’s diagnostic softwares. It’s a smarter connection for smarter service.

The ecobee for Carrier Smart Thermostat tailors itself to your schedules, personal comfort preferences and the weather outside. It can also show how much energy you have saved each month and give insight into your heating and cooling system. It all adds up to a smarter system.

Download InteliSense launch kit. Download ecobee launch kit. InteliSense™

Puron Advance™

We’re focused on providing a refrigerant that offers a higher efficiency and the lowest GWP that will positively impact people, our planet and our communities. Download launch kit

What’s Trending

Consumer trends and what they mean for you

Don’t forget the human touch.

While technology advancements have made diagnostics, payment and scheduling easier, consumers still want to see and feel quality. That’s why it’s helpful to show your customers how all our products intentionally balance innovation with tradition.

The definition of “Quality” is expanding.

There’s an increasingly diverse idea of what indicates “quality.”

Words like “durability,” “versatility” and “craftsmanship” have always been used by consumers to describe “quality.” But now we’re seeing new ideas enter the discussion. Sustainability, convenience, health and efficacy now also add up to a sense of quality. So try to gauge how your customers define quality and show them how Carrier lives up to those expectations.

Brand matters.

Consumers continue to seek and align with brands that represent their values – and abandon those that don’t. In other words, your customers care more about supporting a brand they feel good about than ever before. It’s why we take every opportunity to share our brand story.

Consumers are living in uncertain times.

We’ve faced a lot of uncertainty in the last few years, and that will drive the consumer outlook over the next three to five years. When we understand how our customers are assessing risk in these uncertain times, we can make them feel more confident and reassured that Carrier will be a smart and comfortable choice for years to come.

Get

We’re focused on updating the AdKit regularly, so you can always have what you need to advertise your business. Click the creative asset you’re interested in using.

SOCIAL POSTS AND CONTENT

VIDEO ASSETS

:15 SOCIAL PHOTOGRAPHY

Your PR Toolkit

Getting your business’ name out there doesn’t have to be a challenge.

Did you know 55% of journalists get at least a quarter of the stories they publish from pitches? Rise above the daily noise and get your news shared by taking advantage of our PR toolkit, templates and additional resources. Just click the links in each section to access a turnkey way to supercharge your PR strategy for little to no cost.

Creative Ways to Spread Your Message

Explore low-cost and free opportunities for making your business name a recognizable brand.

Example Media Advisory Email

Download a template that you can use to invite media to your events.

How-to Guide: Press Release

This step-by-step guide teaches you how to distribute a press release.

Carrier News

Check out the Carrier brand newsroom for the latest articles and recognitions.

Press Release Template

Download this template for a plug-andplay way to send news about your business to the press.

Unlocking Success

The Essential Role of Social Media for Your Business

By leveraging social media effectively, your HVAC dealership can effectively connect with homeowners, increase brand visibility and drive business growth. Content is available to you via Carrier’s social media database in HVACPartners.

Utilizing social media for your HVAC dealership to reach homeowners offers numerous advantages. Here are some focuses and strategies to improve your social media outcomes:

Targeted Reach

Social media platforms enable precise targeting, allowing you to reach homeowners in the HVAC market in specific geographic areas or with interests related to home improvement.

Business Showcase

Share visually appealing content such as before-and-after photos, videos of installations and maintenance tips to showcase your expertise and attract homeowners’ attention.

Community Engagement

Engage with homeowners by answering questions, providing advice and participating in relevant community discussions, establishing your dealership as a trusted resource.

Educational Content

Share educational content about HVAC systems, energy efficiency and indoor air quality to demonstrate your expertise and help homeowners make informed decisions about their HVAC needs.

Financing and Offers

Promote financing offers to homeowners on social media, encouraging them to choose your dealership for their HVAC services.