To promote the new Source 1™ HVAC Supply Centers in the Chicago market, we developed a comprehensive strategy that positioned the stores as convenient supply locations and as sources for HVAC expertise and training. We also planned tactics to enhance relationships with the existing base, cultivate new relationships, increase parts and supply revenue, and grow residential furnace and air-conditioning equipment market share.
To reach the regional market, we created print ads in local HVAC trade publications and sent press releases to local media outlets. We leveraged direct mail and e-blast invitations for more targeted communications. We also designed a microsite to provide contractors with more detailed information about each of the supply centers.
Ultimately, the grand openings boasted a trade show-like atmosphere, with live product displays, interactive demos and the opportunity to talk with representatives from Johnson Controls. We also leveraged the relationship between Johnson Controls and the National Hockey League, inviting a former Chicago Blackhawks player to attend the events.
Johnson Controls reported solid contractor attendance at the events and positive prospect engagement numbers. Data collected at the events indicated 20% of those who attended the soft openings and 23% of those who attended the grand openings were pre-categorized as new business prospects.