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"The traditional power relationship between mass media and markets is eroding. Connected and conversational consumers are less inclined to respond to generic advertising, template websites, poorly designed mobile sites, and flat social signals. As consumer data has become increasingly available and transparent, the idea that demographic data is sufficient has also faltered. In other words, simply targeting the “right” consumer based on zip codes, ages of homes, median income, and other freely available data fails to answer the most important question: Is the customer ready or at least looking for a contractor to install a new heating and cooling system?
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Pretending that these shifts aren’t happening is a mistake — one that can significantly harm a distributor’s value proposition among contractors. However, distributors can create a market advantage for themselves and their customers by responding to shifts in consumer behaviors as well as providing marketing and advertising options that are aligned with current trends.
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Traditional marketing and advertising efforts are being challenged by consumers and contractors with new expectations. As Moises Naim wrote, “The decay of power is changing the world.” Distributors who capitalize on this decay recognize it is not simply decay, it’s the emergence of a new set of opportunities. These opportunities will result in marketing and advertising programs that happen faster, more authentically, and creatively. Distributors also need to pay attention to quickly emerging technologies that will reshape the very nature of brand building and lead generation. Those who do will differentiate themselves — and this may simply be a matter of recognizing that the programs that made HVAC contractors successful have become the things that are now holding them back."

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