May 31, 2020  
 
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Marketing an Air Conditioning Dealership

Small and medium size air conditioning dealerships can compete and even outperform larger competitors. All it takes is the right marketing plan.

Great air conditioning dealership owners are skilled marketers. Yet in this industry, the characteristics of able marketers aren't always obvious.

A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of air conditioning dealership marketing success.

Loss Leaders

The majority of air conditioning dealerships frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. When used in air conditioning dealerships, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

Building A Community Around Your Brand

Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Whether they realize it or not air conditioning dealerships need to do a better job connecting with their customers. Direct mail campaigns featuring mailing lists from a reliable list partner can jumpstart a social media drive by expanding your customer base and alerting them to your social media presence.

Why Branding Matters

Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. It's a fact: A air conditioning dealership has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.

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