Unitary + Light Commercial Heat Pumps: Page 1. THE HVACR CONTRACTOR’S WEEKLY NE WSMAGA ZINE SINCE 1926 May 26, 2014 | $5.00 | Visit us online at www.achrnews.com, Twitter, Facebook + LinkedIn Contrasting Classic and Contemporary Approaches to HVAC Marketing W M By Matt Bishop Of The NEWS Staff hat works and what doesn’t work in a small business seems to evolve on a daily basis. This mantra rings espe-cially true in the realm of HVAC marketing. Although digital marketing is gaining steam and popularity with contractors, some aren’t convinced the so-called traditional means of advertising — TV, radio, newspa-pers, and Yellow Pages — are dead yet. “Every marketing aspect that every company does or will do is likely to be very different for everybody. It all depends on their demographic, location, avatar, and what they’re trying to attract,” said Mike Agugliaro, owner, Gold Medal Services, East Brunswick, New Jersey. “People try to treat it like it’s one size fits all.” Keeping Up with Technology For years, Rob Minnick, president and CEO, Minnick’s Inc., Laurel, Maryland, participated in his manufacturer’s TV and radio ads, where his company was lumped in with other area contractors. That, he found, was not a very effective way to market his business. About four years ago, he shifted his focus from interruption marketing to permission marketing. • See MARKETING | page 20 Heat Pumps Riding a Wave of Popularity Shipments Grow by Double Digits, Trend Expected to Continue By Joanna R. Turpin Of The NEWS Staff fyi hvac briefs Price Increase • Allied Air Enterprises (West Columbia, South Carolina) an-nounced a price increase of up to 5 percent on residential and com-mercial equipment. The increase will apply to orders placed on or after June 2. anufacturers had a lot to like about last year. According to the Air-Conditioning, Heat-ing, and Refrigeration Institute (AHRI), shipments of equipment increased in just about every category in . Especially notable were shipments of air-source heat pumps, which were up percent over . That good news has spilled over into this year as well, with a recent AHRI report showing a . percent year-to-date increase in air-source heat pump shipments for the first two months of . With heat pumps becoming more popular across the U.S., manufacturers expect sales to remain strong for quite a while. Residential Contractors • Boehmer Heating and Cooling (Pittsburgh) joined the Green-Homes America (Irvine, Califor-nia) Network. • CroppMetcalfe Inc. (Fairfax, Vir-ginia) received the Lighthouse Beam Occupational Safety Award from BB&T Insurance. Driving Forces The popularity of heat pumps is due to a chain reaction of sorts, noted Philip Wind-ham, vice president of sales, Nordyne, a Nortek Co. “Many times, the utilities start the cycle by offering incentives and rebates to home-owners and explaining the value proposition of a heat pump system. The consumers then ask their HVAC contractors for more educa-• See POPULARITY | page 16 Commercial Contractors • SS Solutions LLC (Charlotte, North Carolina) was named the 2013 U.S. Contractor of the Year by H oney-well Intl. Inc. (Minneapolis). • Thermal Concepts Inc. (Davie, Florida) opened a new location in Miami. Heat pumps are an attractive choice for homeowners who are looking for higher efficiencies and greater comfort. (Photo courtesy of Nordyne.) Continued on page 4 A end this FREE Webinar! # achrnewswebinars Looking for Air Conditioning, Heating and Refrigeration Training Resources & DVDS? Check out AECStore.com to view over 150 training products for HVACR Pros! R SeparatingFactfromFiction DATE: TUESDAY, JUNE 3 • TIME: 1 PM ET RETROFITS Register for FREE at webinars.achrnews.com.