CHALLENGE
A major regional HVAC services provider, with over $300 million in revenue and a range of residential, commercial, and construction services, wanted to better understand the needs of its customers and prospects to improve how it communicates with them.
DISCOVERY
We started by understanding their customers and prospects through blind, in-depth qualitative research discussions with homeowners, facilities managers, commercial construction companies, and stakeholders. The findings revealed:
- Customers, even good ones, do not readily understand the full scope of high-quality services provided – even though messaging described these services
- People consistently said reliability was the reason for their choice – specifically regarding showing up on time
- Price mattered, but not if the work was not done properly
- Business and residential prospects want a balance of these critical success benefits:
- CONVENIENCE: Help when it’s most needed; arriving on time.
- CONFIDENCE: The right, qualified technicians for a specific job.
- TRUST and TRANSPARENCY: Trust the people working. Integrity.
- COST: Pricing that is right and not too expensive.
SOLUTIONS
- We built powerful, memorable brand messaging alternatives around VALUE in an emotional way to instantly connect with B2B and B2C audiences.
- TRUST was instantly ignited through the story of highly skilled technicians and their commitment to a job well done.
- We also delivered targeted messaging positions for each audience and major service.
SUCCESS
- Detailed findings highlighted key opportunity gaps, offering insights that were continually referenced to refine strategies and better align services with customer needs.
- Powerful messaging direction evokes memorable, emotional brand connections. (Please note: these messaging examples do not reveal the client’s name).
