Situation
International Comfort Products (ICP) is a collection of seven recognized, regional HVAC equipment brands including Comfortmaker®, Heil® and Tempstar®. Each brand has a strong presence within their respective market, along with many years of positive name recognition.
While still respected, the ICP brands had begun to lose their luster. ICP engaged CVR to help breathe new life into its brands, positioning them for success in the modern, tech-heavy world of HVAC.
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Solution
To develop a comprehensive picture of how ICP’s brands were perceived, CVR and ICP combined voice of customer (VOC) interviews with extensive customer surveys. Using this research, CVR and ICP mapped out the full HVAC equipment funnel from manufacturer to distributor to dealer to customer.
CVR then created unique sales, marketing and training materials for each level, emphasizing ICP’s benefits of exceptional customer service, flexibility and distribution support. CVR also created new :15 and :30 TV commercials reinforcing these qualities and tailored to each brand.
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