A recent survey by advertising, marketing and public relations agency Mower revealed that 73 percent of electrical and heating, ventilation and air conditioning (HVAC) professionals say they are always on the lookout for new brands, uncovering a tremendous opportunity for marketers to reach this desired audience. These findings and more are the subject of Mower’s Building + Construction Specialty’s newest report, 8 Insights for Building Better Connections with HVAC and Electrical Pros.
“With our research, we were able to gain a deeper understanding of how professionals are introduced to new brands, what motivates them to look for new products, and the channels they use to learn more about the industry offerings,” said John O’Hara, Vice President, PR, and Building and Construction Specialty Lead at Mower. “Our latest report is a look into the habits of these professionals and provides brand marketers with a roadmap for engaging with this key audience.”
Although 68 percent of professionals have stuck with brands they were introduced to during their initial training, this doesn’t necessarily mean they are fully brand loyal. The top reasons that professionals switch brands are easier or faster installation, better brand reputation and quality issues with a professional’s current brand.
The most important factor for these professionals when considering new brands and products is brand reputation, which they assess through distributor recommendations, product demonstrations, or their own research. Trade shows are popular locations to show off a product and more than 64 percent of professionals surveyed indicated they plan to attend at least one key industry show in the coming years.
Ninety-two percent of electrical and HVAC professionals rely heavily on distributors to learn about new brands and products. Outside of distributors, online research and browser searches are the leading tools professionals use to learn more about a brand or product. Social media, particularly in video formats like YouTube, is another tool professionals use to consume content on new brands or products.
For more information about how professionals learn about new brands, the role of distributors in new product information, social media’s influence on professionals’ brand choices and more, download a free copy of the report.
