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EGIA Contractor University

Contractor Educational Programs

Advanced Branding, Marketing & Lead Generation Workshop – by Drew Cameron

April 4-5, 2017 – Philadelphia, PA

This EGIA Contractor University core educational workshop is designed to help guide a company through developing a full company marketing plan from overall marketing strategy to the actual implementation tactics across multiple platforms. The class will also help each company define a branding message and specific sales plan for each area of the business, while focusing on and defining each company’s unique selling proposition. This class will also help you determine how many leads you need to achieve desired sales objectives across all business segments. To complete the class, you will be given a sales planning tool to break down the service leads and marketing leads so an integrated advertising approach can be created to hit the company lead goals. All forms of media will be discussed, as well as a digital internet strategy, SEO, pay-per-click, and social media.

Event Details
Presenter Bio
Agenda

April 4-5, 2017
8:00 a.m. - 5:00 p.m.

Crown Plaza Philadelphia-King of Prussia
260 Mall Blvd
King of Prussia, PA 19406
Driving Directions

Registration is $1500/person.

Cancellation Policy
The deadline to cancel your training registration without penalty is 15 days prior to the training start date.

Drew Cameron

Drew Cameron

President, HVAC Sellutions & Energy Design System, Inc.

HVACSellutions.com


Drew Cameron is president of both HVAC Sellutions and Energy Design Systems, Inc. and has 38 years of experience in all facets of running a residential contracting business. He and his team work with contractors to implement effective lead generating marketing and build multi-million dollar profit-generating home services sales forces. Drew is a founder of the Contractors Consultants of America (CCA), a founding member of the Contractor Advisory Group (CAG), a member of Air Conditioning Contractors of America (ACCA), Electric & Gas Industries Association (EGIA) board member, Efficiency First board member, as well as a Consult & Coach Partner and Preferred Vendor Partner with Service Roundtable. Drew is a Tom McCart International Consultant of the Year Award Winner.

Day 1 - Part 1:
Opening Remarks and Agenda Review
Day 1 - Part 2:
Seminar Objectives and Materials
Day 1 - Part 3:
Marketing Fundamentals / Preface
  • Overview of Traditional Marketing versus Marketing for Contractors
  • Define your Main Company Goals – Specific Company Goals
  • Define your Company Marketing Goals that Support Company Goals
  • Create a lead forecast – lead sources
  • The Marketing Model – marketing process for success
Day 1 - Part 4:
External Marketing - Marketing Plan Synergy – All Aspects of Your Company Marketing Working Together
  • Establishing Your Brand - Attributes
  • Establishing Your Unique Selling Proposition
  • Establishing Advertising Objectives
  • Establishing Lead Tracking and Cost per Lead Expectations
  • Evaluating Advertising Effectiveness
  • Determining Lead Requirements and Assigning Responsibility
    • Internal Lead Generation Process
    • External Lead Generation Process
  • Choose Advertising Mediums to Maximize the Number of Leads
    • Research for Mediums
    • Demographics and Evaluating Media Choices by Data
  • Creating an External Media, Promotions & Advertising Calendar
Day 1 - Part 5:
Marketing Materials - Supporting Your Marketing Plan
  • Marketing for Service Leads
Day 1 - Part 6:
Introduction To Internal Marketing
  • Internal Communications and Culture – Defining for Employees
  • Training Platform
    • Identify skill sets required
    • Testing
    • Creating a Training Program
  • Performance Expectations – Defined Measurements and Role descriptions
    • Performance Evaluations
  • Setting Company Standards
  • Customer Feedback
Day 1 - Part 7:
Operational Marketing - Marketing Your Company Better -How to Implement & Execute Strategies
  • Growth Targets - Target Marketing – Choosing ROI Targets for Marketing Practices (Model)
  • Pricing Strategies and Methodologies – matching Brand Promise with Execution
  • Marketing to Existing Customers versus New Customers – Mix of Leads
  • Acquisition and tuck-in models
  • Establishing a Marketing Budget (ALL)
    • Internal – Operational – External
    • Align these with your business model – your goals- your strategies – your targets for growth
Day 2 - Part 8:
Service Agreement Approach and Lead Generation for Replacement
  • Types
  • Strategy
  • Metrics and Standards
  • Operational Formula
  • Technician Training Model, Compensation & Productivity
Day 2 - Part 9:
Develop Business Processes to Support Marketing Plan
  • Service Agreement Program / Support Material
  • Demand Service / Support Material
    • Flat Rate Program / Support Material
  • Technician Sales Lead Turnover / Support Material
    • $4K Rule
    • Repair Versus Replacement
    • Over 10 Program
  • Selling Processes / Support Materials
    • Credibility Book
    • Sales Support Material
  • Referral Programs
  • Builder Upgrade Program
Day 2 - Part 10:
Advertising & Media Planning for Contractors – creation of a media plan
  • Advertising Mediums and Media Planning
    • Broadcast Mediums
    • Print Mediums
    • Direct Marketing Mediums
    • Outdoor Reminder Mediums
    • Digital - Internet – Web Based Marketing –SEO/SEM/Rep Mgt/Social
    • Public Relations
    • Special Events Marketing
    • Sales Collateral Materials
  • Sales Collateral Materials
  • After the Sale Follow-Up Operational Process – Happy Calls
  • Consumer Premiums and Promotional Items
Day 2 - Part 11:
Complete overview of marketing strategies-tactics and action plans for your company
Day 2 - Part 12:
Finalize You Company Marketing Plan
Day 2 - Part 13:
Executing the Marketing Plan
Day 2 - Part 14:
Closing Comments
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