Campaign features trade ads, online banners and new trade destination Web site
NORMAN, OKLA. - (March 25, 2009) - Coleman® announces the launch of a new branding campaign, "The Brand That Opens More Doors." The campaign features several key mediums that complement each other and provide consistent messages, including trade ads, online banners and a new trade destination Web site: www.colemanhvacdealer.com.
"The new branding campaign capitalizes on Coleman's respected brand heritage and recognition," said Coleman Brand Manager Brian Michael. "The campaign also incorporates messages that show how our innovative, industry-leading products and premier marketing programs can assist Coleman dealers."
The first ad in the trade series, entitled "The Brand Everyone Knows," underscores the ability of Coleman's brand recognition, heritage and preference to open more doors for HVAC dealers. The second ad, "The Brand That Fits," expands upon product-focused trade materials developed last year around the compact footprint of Coleman MicroChannel products and the reduced height of Coleman 33-inch furnaces.
"This second ad takes that concept a little further by educating potential dealers that our products are a good 'fit' in more ways than one," explained Michael. "Coleman provides the right product size as well as the right product mix to fit customers' ideas of comfort, budget and sustainability, giving dealers additional options in the sales dialogue.
"And with a reduced size on most equipment models, dealers may fit all the products they need for installation and service in a single load, saving time, money and the environment."
According to Michael, the Web site supports the branding campaign and further entices potential dealers to consider joining the Coleman team.
"The intent of the site is to educate potential dealers about the power of Coleman's brand recognition, our suite of innovative, industry-leading products and our premier marketing and business tools."
The new site features improved navigation, more product detail, links to Coleman's history, featured products and the Coleman Home Comfort Center, an interactive program that shows customers how equipment upgrades can improve comfort and lower operating costs.
An updated dealer support section presents information about the Liberties™ program, including descriptions of the Retail Credit, Dealer Floor Planning, Commercial Leasing and Co-marketing programs as well as the new Marketing Action Center (MAC).
"The Marketing Action Center is an extensive online collection of marketing materials spanning a range of topics designed for maximum impact and visibility," Michael explained. "Dealers will find everything from customizable ads, brochures and direct mail to door hangers, images and public relations templates."
The site also educates potential dealers about Coleman's brand power and its best-in-class training. In addition, a new sustainability page describes the environmentally friendly selling features of Coleman products.
"Once potential dealers are educated, we provide them with an opportunity to find their nearest Coleman distributor by using the distributor locator tool," Michael continued. "They can also fill out an online form to contact us for additional information about our products, business tools, training and how to become a Coleman dealer."
To learn more about the products and support services that open doors for Coleman dealers, visit the new dealer Web site at www.colemanhvacdealer.com.
HVAC products from Johnson Controls, Inc., marketed under the well-known Coleman® brand, include highly reliable residential central air-conditioners, heat pumps, furnaces and accessories and light-commercial, packaged heating and cooling systems marketed through a network of distributors and delivered to home- and building-owners through independent Coleman heating and air conditioning dealers. For more information about Coleman, visit www.colemanhvacdealer.com or call 877-926-5362.
