HVAC distributor Spenser Sturkie, president of Climatic Comfort Products, North, Atlanta, GA, added a live remote component to his 2006 marketing plan with a pilot program at an Atlanta Braves baseball game. “We were looking for different areas to create brand awareness in the local Atlanta market. Obviously, the Braves are one of the largest sports draws in the country and locally, they’re huge. So, we decided to become a Braves Radio sponsor, which includes advertising on the matrix board at Turner Field during the Braves games.”
This, in turn, led to an opportunity to set up a booth at the entrance to the stadium, including a working York Affinity™ air-conditioning unit equipped with University of Georgia and Georgia Tech college logo panels, Climatic Comfort’s delivery truck, product literature and giveaways. Sturkie estimated the booth exposed the company to approximately 5 -10,000 people, and generated many conversations and requests for additional information.
“These are qualified leads,” said Sturkie. “They are homeowners who have expressed interest in the product. Other forms of advertising require a call to action, and as a result, it can take much longer to gather and then qualify leads, if customers respond at all. This opportunity provides us the brand awareness we desire, specific product awareness supporting current products, as well as qualified leads on the spot that we can pass on to our dealers.”
For more information about York Affinity air conditioners, visit www.yorkupg.com/affinity.