RHEEM 2012 MARKETING PROGRAMS & SERVICES GUIDE

Transcription

1 RHEEM 2012 MARKETING PROGRAMS & SERVICES GUIDE

2 TABLE OF CONTENTS MyRheem.com Internet Marketing 4 Website Templates 5 Website Customization 6 Rheem DesignStar Program 7 Vehicle Wraps and Decal Kits 8 Right At Home Magazine 9 KwikComfort Financing 10 Protection Plus Extended Service Agreements 11 Consumer CashBack Program 12 Valassis Direct/Shared Mail Direct Mail Marketing Wizard 15 Rheem AdMaker and Newspaper Downloadable Ad Templates 16

3 3 MYRHEEM.COM 3.0 Introduction Contractors who sell the Rheem brand of HVAC equipment have a large selection of marketing tools, programs, and services at their disposal for use in local marketing/advertising initiatives. Your independent Rheem distributor will be able to review all menu offerings available for use, plus provide training and the proper guidelines for local implementation. All Rheem marketing programs and services are designed for ease of use, and customization to your specific business requirements is encouraged. All Rheem contractor marketing programs and services are supported by Rheem and your local independent Rheem distributor with co-op funds on a 50/50 basis, unless otherwise noted. All marketing programs or advertising plans, as well as specific advertisements or identification, should be submitted to your Rheem distributor for prior approval before co-op funding can be utilized.

4 INTERNET MARKETING Marketing your company on the Internet has never been more important than it is now, especially given the current economic environment. Today s discriminating consumer actively utilizes the Internet before making any bigticket purchase in any category of products or services. It is therefore vital to your company s long-term success to not only have a consumerfriendly presence on the Web, but also a specific plan on how to market your company on the Web, plus attract and serve current or prospective customers quickly and efficiently. Internet Marketing Contractors can attract more potential customers, as well as higher-quality customers who are willing and able to afford higher-efficiency systems, by having a strong Internet marketing plan and presence. To augment your company s Internet efforts, contractors should do the following: Have an integrated website, updated frequently, with special offers and information that consumers want quickly and efficiently. Make sure your employees are aware of what is on your site as well. List your site on Google, Yahoo, Bing, and Ask search engines especially Google, since that search engine comprises almost 75% of the market. Google Places will allow you to list your company, along with a map to your showroom. Make sure any local media advertising is linked to your site. Also include links to other frequently visited sites that will promote traffic and improve your listing on search engines. Understand, track, and evaluate the number of visitors to your site, what pages they are spending time on, what pages are producing higher bounce rates, and revise your site accordingly. Contractors should integrate Internet marketing into all 2012 marketing plans. We have partnered with MTA 360 (formerly Desert Consultants) to assist you with affordable results-oriented programs, designed to drive sales and higher profits for your company. MARKETING TRAINING ADVERTISING MTA 360 (formerly Desert Consultants), partnering with Hearst Media, utilizes a highly intuitive software program that maximizes your allotted budget by responding to specific key words. Plus, it learns how to position your company where it is most likely to have the greatest number of leads. The result is that your company maintains a strong Web presence while controlling your costs.

5 5 WEBSITE TEMPLATES Rheem Contractor Websites Rheem continues to assist contractors with website development available through your local Rheem distributor. This service is only $125, a one-time cost. And, your site can be customized and modified as much as needed at no additional cost.

6 WEBSITE CUSTOMIZATION We ve automated the process for contractors to customize their new website quickly and efficiently. Log on to MyRheem.com and click the Customize Your Website link. Customize your website with color schemes, testimonials, photos, company logo, special offers, and products. Change your color schemes Update company information Add a special offer Add contact message Add testimonials Add photos Add products NEW You can NOW choose the product mix to personalize your website

7 7 RHEEM DESIGNSTAR PROGRAM Rheem DesignStar Rheem customers enjoy exclusive access to the suite of Rheem DesignStar Program offerings that provides opportunities to close more sales, generate good leads, and sell more Rheem HighEfficiency Systems. The suite of DesignStar offerings includes: DesignStar Proposal Builder DesignStar Super Sprocket DesignStar Load Calculation Program DesignStar Energy Auditor Beta Version The Rheem DesignStar User s Guide has been updated to include all the latest available programs and features. Rheem customers can log on at RheemDesignStar.com. If you don t have access, contact your Rheem distributor representative today to enroll. RHEEM DESIGNSTA R 2012 USER S GUIDE

8 VEHICLE WRAPS AND DECAL KITS Rheem Vehicle Identification Decal Kits Transform your service vehicle fleet into powerful rolling marketing tools for your business by taking advantage of the new identification options available for Both full wraps and individual piece identification kits are available, allowing full personalization to your company s local marketing needs. Truck and van identification options for contractors will have some bold new looks for These colorful new looks are sure to create head-turning rolling billboards in the local marketplace that consumers will notice and remember. You can order the full kits or individual pieces by going to MyRheem.com and clicking on Links/Cool Zone Company Store/Identification. You may check online for pricing options. If you need help in ordering or checking the status of your order, contact Jim Mazurowski, GraphicMark, , or [email protected]. Vehicle Wraps Take advantage of the powerful advertising benefits of vehicle identification today. Nite-Bright Signs can provide full turnkey service for your vehicle full truck or van wraps. This program will enable you to obtain the highestquality full-wrap graphics to increase your business and market presence. We look forward to discussing how we can turn your fleet into a powerful marketing tool that s proven to work. For more information including program pricing, contact the Rheem Contractor Graphics Coordinator, Kevin Doyle, at , or Nite-Bright Signs at

9 RIGHT AT HOME MAGAZINE 9 New! Version RheemHome online Courtesy of Broadview Heating CALL US AT Customized and Print Marketing Program Brings Buyers More than 70% of Rheem contractors surveyed late in 2011 said they wanted to add marketing to their current marketing mix. Well, here it is! Rheem Right At Home magazine is now available in print and online. Now you can target printed or marketing to homeowners in your primary service area. We a one-page newsletter highlighting stories in your online Rheem Right At Home magazine. Each newsletter is customized with your name, contact information, three local HVAC offers, and links to your website and . The newsletter also links all stories to your online (electronic) magazine. This is the same as the printed magazine, with your company name and contact information customized on the front cover. On the back cover, you can choose a story about your business, coupons, or display ad. We provide all addresses based on primary market zip code. You can add current customer s to the mailing list. Printed A 16-page full-color home magazine that can be mailed, handed out on sales and service calls, and even used at home shows and expos. We know that customers save the printed magazine for months to refer to articles, recipes, and more. Copies are mailed directly from the printer. We can use your mailing list (recommended) or create a mailing list for you based on income, household value, zip codes, etc. Same great magazine now with two delivery options. Stories in print and online are specifically designed to drive business in a tough economy. Check the website for deadlines and story updates at To order, call Bill today and we ll show you how great your magazine could look with an online example or [email protected] 12 Months Deferred Interest On Any Qualifying Rheem System $25 off ANY Service Call Save up to $1,300 On a Qualifying Rheem High-Efficiency System Us BroadviewHeating Web site BroadviewHeating.com CALL US AT About Broadview Heating Broadview Heating is proud to install and service quality Rheem products. We pride ourselves in exceptional customer service. Iron Chef Bobby Flay share secrets of a great sandwhich Food Network Chef Bobby Flay knows a thing or two about creating flavorful sandwich recipes made with real, simple ingredients. Now he's letting others in on his secrets to help America build the perfect sandwich "Everyone has an opinion about how to make the perfect sandwich, from the must-have ingredients to the highly personal sandwich architecture," said Flay. "As one of the most recognizable chefs in the country, Flay is the host of Throw Down with Bobby Flay, Iron Chef America, Grillin and Chillin,... Read More» Programmable = $avings If you rely on electricity to cool and heat your home, heat pumps offer the most efficiency and can be a good choice depending where in the country you live. Heat pumps are best suited for areas with mild winters. Rheem #1 in Reliability A national comsumer magazine recently conducted a study of 32,550 consumers who bought an HVAC system ranked Rheem #1 in reliability. A limited lifetime warranty on the heat exchangers (one of the main components to any furnace) is one of the best in the business. As important as the system you purchase, installation is a key component to reliability. The correct size system, filtration system, duct work and many other factors are tied to the overall comfort inside your home. Rheem Top Contractors have undergone rigorous training and certification. When considering a new HVAC system, make sure you look at more than just price. Quality Rheem systems that are installed by top-quality contractors will give you years of trouble-free comfort. For more information go to rightathome Rheem Chicken Recipes For the Soul HVAC Tune-Up Only $69.00 Call us today Spring/Summer Going Green BIG rebates on Rheem HVAC systems Key West See old Florida with a new eco-twist ABC Air Conditioning COMPLIMENTS OF Serving South Florida for 27 years (305) GREEN ISSUE

10 0 KWIKCOMFORT FINANCING The Rheem KwikComfort Financing program is designed to do one thing: help you increase sales by making it even easier for your customers to get their new Rheem HVAC system. We ve added features and benefits that will appeal to you and your customers. Plus, our sales staff is here to give support and make the financing process as streamlined as possible. Benefits of financing By offering the Rheem KwikComfort Financing program to your customers, you re providing them with a variety of financing options to help them get the Rheem home comfort system they need on a payment plan that fits their budget. With stricter regulations and lenders continuing to exit the market, consumers have fewer credit options available to them. Meanwhile, confidence is on the rise and families are beginning to make purchases that they had been putting off. Payment options encourage consumer spending, and that makes financing more important and valuable than ever. How financing benefits contractors: Can increase sales up to 50% Sell larger projects Broaden your customer base Improve your close ratio Understanding your customers When it comes to financing, there are three basic types of customers: 1) Credit-Smart These customers are finance-savvy and have money but would rather buy now and pay later. WPDI (with payment deferred interest) plans will appeal to them. 2) Credit-Conscious These customers follow a strict monthly budget. They re looking for a fixed payment plan so there are no surprises month-to-month. 3) Credit-Dependent These customers tend to have poor credit, so they re looking for a plan that lets them make the lowest monthly payment possible. By understanding these three types of customers, you re able to better direct customers to the offer that s most appealing to them. As a general rule: Longer-term promotions help make large-ticket purchases more affordable. Shorter-term promotions appeal to customers making smaller purchases.

11 11 PROTECTION PLUS EXTENDED SERVICE AGREEMENTS Overview ESA Program for homeowners that acts as an extension of the factory warranty Covers all Rheem-manufactured HVAC equipment, select Water Heater models, and IAQ products Can be transferred to new homeowner from original owner for minimum fee (if transferred within specific time period) Available as Parts only, Labor only, or Parts & Labor warranties Available for both Residential and Commercial applications Available in following terms: Residential o Labor Only 2 year, 5 year, and 10 year o Parts Only 5 year and 10 year o Parts & Labor 5 year and 10 year Contractor purchases plans directly from Service Net Contractor can choose from 3 different reimbursement rates on each plan purchased: o Plan 1 - $60 per hour labor and $30 trip o Plan 2 - $80 per hour labor and $80 trip o Plan 3 - $110 per hour labor and $90 trip Plans can be purchased for individual components or for complete system applications Plans can be purchased online through MyRheem.com and claims can be tracked through the same Web portal Program is administered by Service Net o Service Net is headquartered in Jeffersonville, IN o Primarily involved in white goods and electronics warranty programs o Warranties are backed by Chartis A+ rated agency o Program is a flat-rate pricing program Commercial o Labor Only 5 year o Parts Only 5 year and 10 year o Parts & Labor 5 year and 10 year

12 2CONSUMER CASHBACK PROGRAM RHEEM CONSUMER CASHBACK PROMOTION Designed to promote the sale of Rheem High-Efficiency Equipment to homeowners Rebate levels vary by Efficiency Additional rebates available for selected IAQ Products Rebate is shared between Rheem, distributor, and contractor Rebate request can be filed online at or manually PROMOTIONAL MATERIALS AVAILABLE ONLINE Posted on MyRheem.com o Color and B&W Print ads o TV and Radio spots (that can be customized) o Box and Skyscraper Web ads o Consumer FAQ Tri-Fold o CashBack Logo (Lo-Res & Hi-Res) o All forms associated with Promotion Contractor Enrollment and T&C Homeowner T&C System Matrix with Rebate Levels Information on local Utility Rebates Information on DesignStar

13 Valassis delivers value to your consumers As sure as a compass points north 13 DIRECT/SHARED MAIL VALASSIS Offering multi-level media strategies Today more than ever, people rely on value media, and Valassis has the best blend of it. We ll find the optimal blend to maximize your results and returnon-investment. Broad-reach targeting of up to 79 million households weekly, 111 million households biweekly Highly cost-efficient advertising at just pennies per household Penetrate trade areas and deliver your messages into the homes of high-value customers Turnkey solutions from creative through printing save time and money PERF RMANCE SAVE MONEY with high-efficiency Rheem HVAC systems. SPECIAL OFFERS AVAILABLE. ASK FOR DETAILS! # IN AC THAT SAVES YOU MONEY RELIABILITY By the leading consumer products review magazine. YOUR LOGO HERE LIMITED TIME! COOLING & HEATING CALL or CLICK YourWebAddress.com In keeping with its policy of coninuous progress and product improvement, Rheem reserves the right to make changes without notice. GET A $300 Federal Tax Credit on qualified purchases. TO SCHEDULE YOUR ANNUAL HVAC SERVICE. 4 easy steps: We will point your customers in the right direction Target your customers with highest spend for home services and repairs Neighborhood level or zip code targeting Target those customers going to your competition Behavior and purchasing potential Coverage of home store geography Concentrate inserts within a 5-mile radius Optimize your ad spend so you re not wasting dollars on disinterested customers Getting started is easy Online support with your Valassis Media Consultant is only a click away. You will be sent an with a link to join an online meeting. Call toll-free Target your best customers and review your FREE trade area analysis 2. Select key dates to advertise and learn about your distribution options 3. We ll help you choose your creative from corporate-approved options 4. Finalize your order online with your dedicated media consultant Request your FREE analysis today. Contact your Valassis Media Consultant toll-free:

14 systems. AVAILABLE. ASK FOR DETAILS! By the leading consumer products review magazine. In keeping with its policy of coninuous progress and product improvement, Rheem reserves the right to make changes without notice. Federal Tax Credit on qualified purchases. HVAC SERVICE. continuous hot water with a high-efficiency Rheem Tankless Water Heater. products review magazine. COOLING & HEATING YourWebAddress.com In keeping with its policy of coninuous progress and product improvement, Rheem reserves the right to make changes without notice. Federal Tax Credit on qualified purchases. 4VALASSIS DIRECT/SHARED MAIL RedPlum TM Product Portfolio Maximize Rather Than Minimize Our diverse RedPlum TM media portfolio delivers value in the mail, newspaper, and online. We can integrate digital media with your print program to reach additional customers at the various touch points they use to search for good deals. Programs and products to fit any budget to deliver value HOW, WHEN, and WHERE you want, starting as low as 3 cents per household. in the mailbox Shared Mail Targeted inserts in the RedPlum TM wrap 4 product options Solo Mail Targeted to households 2 product options Variable Data Postcard New product offering in 2012 Use technology and targeting to communicate different messages Delivered to any address based on names, client data, or existing Valassis rooftop data at the household level 4 custom options available Saturation by zip code Minimum order = 10,000 Turnaround time = 6 weeks from finished art Save 40% or more over traditional solo mail programs and deliver individualized offers and messages to weekly Valassis markets SPECIAL OFFERS PERF RMANCE THAT SAVES YOU MONEY SAVE MONEY with high-efficiency Rheem HVAC # IN AC RELIABILITY YOUR LOGO HERE COOLING & HEATING YourWebAddress.com LIMITED TIME! GET A $300 CALL or CLICK TO SCHEDULE YOUR ANNUAL 72 C STAY ZY THIS WINTER SAVE ON ENERGY BILLS! 96 L VE AT FIRST BUBBLE ENJOY # IN AC RELIABILITY By the leading consumer YOUR LOGO HERE YOUR LOGO HERE COOLING & HEATING YourWebAddress.com Expert Heating & Cooling, Sales & Installation COMF RT LIMITED TIME! GET A $300 CALL or CLICK FOR YOUR FREE ESTIMATE. YOUR LOGO HERE COOLING & HEATING YOU CAN COUNT ON YourWebAddress.com Expert Heating & Cooling, Sales & Installation Starting as low as 14.5 each Examples of shared and solo mail products online Marketing Reach targeted homes for pennies per Example of variable data postcard

15 15 DIRECT MAIL MARKETING WIZARD Direct Mail Marketing Wizard Direct Mail Marketing Wizard has been simplified to help members utilize this valuable tool to target specific potential customers with a direct mail piece. With the Direct Mail Marketing Wizard, you can customize a mailing list based upon factors such as: Age of home or neighborhood Specific zip code or codes Household income levels Estimated home values A specific number of pieces you would like mailed to fit your budget For customer service, call The Quantum Group at or [email protected]. 72 C ZY STAY THIS WINTER YOUR LOGO HERE COOLING & HEATING YourWebAddress.com Expert Heating & Cooling, Sales & Installation You can access the Direct Mail Marketing Wizard through MyRheem.com by clicking Contractor Support/ Direct Mail Wizard.

16 6RHEEM ADMAKER/NEWSPAPER DOWNLOADABLE AD TEMPLATES Rheem AdMaker System The Rheem AdMaker System is a customized advertisement construction service that is free to all Rheem contractors. Located on MyRheem.com, under the Links section, the Rheem AdMaker System provides ad customization features in categories such as heating, cooling, heat pump, service, and package systems, to name just a few. There is ample room for your special offer or coupon. In addition, you can also download the ad templates and use-as-is, if you so choose. We have added some great new creative for 2012 that can be tailored to your local business and advertising needs. Plus, now you can also include your company logo in all ads produced on Rheem AdMaker. REBATES AVAILABLE FROM LOCAL UTILITIES. 72 C ZY ENJOY comfortable heating & savings all winter with a high-efficiency furnace from Rheem. STAY THIS WINTER SERVICE- FOCUSED to ensure your total satisfaction. YOUR LOGO HERE COOLING & HEATING CALL TODAY YourWebAddress.com In keeping with its policy of coninuous progress and product improvement, Rheem reserves the right to make changes without notice. SAVE UP TO $1,000 on a new HVAC system. TO LEARN HOW TO SAVE ON YOUR ENERGY BILLS! SCHEDULE YOUR ANNUAL SERVICE TODAY! COMF RT ENJOY comfortable cooling & savings all summer with a high-effiiciency Rheem AC system. # IN AC YOUR LOGO HERE COOLING & HEATING CALL or CLICK YourWebAddress.com YOU CAN COUNT ON RELIABILITY By the leading consumer products review magazine. LIMITED TIME! In keeping with its policy of coninuous progress and product improvement, Rheem reserves the right to make changes without notice. SAVE UP TO $1,500 on a new HVAC system. Ask us how! TO SCHEDULE YOUR ANNUAL HVAC SERVICE. Rheem Heating, Cooling & Water Heating P.O. Box 17010, Fort Smith, AR Rheem manufactures residential & commercial heating, cooling and water heating products. In keeping with its policy of continued progress and product improvement, Rheem reserves the right to make changes without notice. Printed in the U.S.A. 10/11 DC Form No. M Rev. 0