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By taking proactive steps to become more visible and involved, you can build trust, establish a strong brand presence, and ultimately increase customer loyalty.

The Missing Piece of Your Marketing Plan for 2025

Aug. 27, 2024
Community involvement should be a non-negotiable part of your marketing strategy each year.

CB Influencer Guest Editorial

Every day, we receive those familiar requests: “Dear [Your Name], I’m a loyal customer, and I’m asking for support for my daughter’s soccer team,” or “Hello, we’re seeking sponsors for our annual event. Can you buy a table?” These messages flood our inboxes, social media feeds, and even our desks. Non-profit organizations and community groups reach out for support, each with a deserving cause that tugs at our hearts. But with so many worthy causes, how do we harness the power of community support to drive leads and revenue for our business? The answer lies in being intentional with our involvement.

Make Community Engagement a Cornerstone

For HVAC contractors looking to grow their business and deepen relationships with their local community, engaging in community activities isn’t just a nice-to-have—it’s essential. By taking proactive steps to become more visible and involved, you can build trust, establish a strong brand presence, and ultimately increase customer loyalty. Here’s how you can make community engagement a powerful part of your marketing plan in 2025.

1.  Show up and Show Out at Community Events!

One of the simplest yet most impactful ways to engage with your community is by showing up where it matters. Participate actively and intentionally in local festivals, fairs, sporting events, and school activities. Imagine your brand’s van parked front and center, your mascot mingling with the crowd, and your company sponsoring the main event.

This kind of visibility doesn’t just boost brand awareness—it creates real, personal connections. The old adage of “shaking hands and kissing babies” still holds true. Face-to-face interactions at these events make your brand more recognizable and trusted. Set up a booth, sponsor an event, or join a local parade to showcase your services. The more you’re seen, the more your community will remember you.

2.  Start a "Local Heroes" Campaign

Honoring local heroes is a heartfelt way to connect with your community. Whether it’s offering discounted or free services to teachers, first responders, or veterans, a "Local Heroes" campaign can generate positive buzz and foster community pride. Share their stories on social media or your website, showcasing their contributions and your appreciation for their service. This approach not only engages your audience but also positions your company as one that values and supports the community’s heroes.

3.  Collaborate with Local Businesses

Partnering with other local businesses can amplify your community presence. Consider teaming up with a local food truck to offer a special deal in your parking lot, or collaborate with real estate agents to provide HVAC inspections as a “welcome gift” for new homeowners. Joint promotions and service packages can draw a larger audience and offer more value to your customers. Plus, these collaborations help strengthen the local economy, reinforcing your role as a key player in the community.

Engaging in community activities isn’t just a nice-to-have—it’s essential.

4.  Sponsor Local Sports Teams

There’s nothing quite like the pride of supporting local youth sports teams. Sponsoring a team not only puts your brand in front of a broad audience of parents, families, and friends, but it also allows you to get creative with your involvement. Go beyond just putting your name on a banner—invite the team to your office for a press photo, have the kids record a video singing your jingle, and give them branded t-shirts and drinks in your company colors. Post these moments on social media and watch the likes, shares, and community engagement skyrocket. It’s a win-win for everyone involved!

Conclusion: Don’t Just Participate, Plan for It

Community involvement should be a non-negotiable part of your marketing strategy each year. Don’t just react to requests—prepare for them, plan for them, and budget for them. By implementing strategies like a referral program, recognizing local heroes, collaborating with other businesses, and sponsoring sports teams, HVAC contractors can build stronger connections with their communities. These efforts will not only increase your brand visibility and customer loyalty but also establish your company as a trusted and valued member of the community. Make 2025 the year you fully integrate community engagement into your marketing plan and watch your business thrive.  

2025 CB Influencer Crystal Williams is founder and strategist for Lemon Seed Marketing, a full-service marketing team based in Diboll,  TX. She a board member of Women in HVACR and a presenter at HVACR industry events. Find Lemon Seed Marketing at lemonseedmarketing.com.