Chess is a game of strategy, and so is marketing for HVAC, plumbing, electric residential contractors. The same principles that apply to chess can be applied to marketing and lead generation. In fact, there are many similarities between the two.
In chess, the first pieces you move out are usually the pawns, followed by knights and bishops. Each piece has its own strengths and weaknesses. For example, bishops can cover a lot of territory, while knights can sneak up on your opponent. Rooks are powerful pieces but can be challenging to get “out” from being buried in the corner.
Our Sales & Marketing Director, Kerry Foster, plays chess and recently saw a very quick win! See the checkmate move below:
Chess and marketing
So, what does this have to do with HVAC, plumbing, and electric contractor marketing? Just like in chess, sometimes in marketing everything clicks, and you make all the right moves to reach your desired outcome. Your strategies fall into place, your messaging and offers resonate with your audience, and your campaign results exceed your expectations. It’s a feeling of accomplishment that comes from careful planning, meticulous execution, and a little bit of weather support (hot and cold weather in our favor). However, just like in chess, success in marketing requires continual learning and adaptation.
Above all, the most successful strategy in both chess and marketing is to have a strong, agile strategy for all of your pieces. In chess, the Queen is the most powerful piece and can move in any direction, but every element is important, and none of the “pieces” can be disregarded. In marketing, a strong strategy is built on recognizing the importance of every single piece, every single component. Cornerstone can help you to move in any direction to capitalize on new opportunities and stay ahead of your competition.
Our strategy
A comprehensive website built with search engine optimization (SEO) is a must, and the place to start. This is followed by strong social and pay per click presence. Lead aggregators like Angi Ads, Angi Leads (i.e. Home Advisor), eLocal, etc. are next for consideration along with direct mail to customers in she shoulder seasons and to non-customers for tune-ups throughout the year. As you grow, leaning into brand building with the various options for television (TV) will help boost all of your other advertising efforts.
From digital marketing and SEO to traditional advertising like direct mail and TV, we have the expertise to create a comprehensive marketing strategy that leverages the latest tools, tactics, and technologies to deliver results. We work closely with our clients to understand their unique needs and goals. Then, we use this information to craft a customized plan and budget that delivers real, measurable results.
Ready to win?
At Cornerstone Advertising, we’ve been playing the game of lead generation for HVAC, plumbing, and electric contractors for more than 25 years, and we know how to win. We have the expertise and flexibility to help you grow your HVAC or plumbing business from $4M to $8M in just three years. (Or less!!) We know what works at $3 million in revenue, $7 million, $15 million, and more. We are your marketing grandmaster, and we are here to help you win.
If you’d like to know more about Cornerstone, and how we work as your outsourced marketing department to help grow your business, contact kerryf@cornerstonead.com. Or you can call (317) 804-5640 x108.