AEROSEAL IN ACTION

Aeroseal_in_ActionA Capitol Idea

Heath Allbaugh knows it’s all about making connections. He has been demonstrating how easily and effectively Aeroseal works for engineering firms, government agencies, utility companies and just about anyone else in the Tallahassee, Florida area that might be involved in duct sealing. And it’s working…

When he heard that the new Capitol Building in downtown Tallahassee was about to undergo retrofitting, including upgrades to the building’s bathroom exhaust system, he knew who to call.

“Not too long ago, I gave an Aeroseal demo to H2Engineering, the engineers of record on the Capitol building project,” said Heath, a certified mechanical contractor and then with TruSeal of Florida. They were impressed with the technology when they first saw it and I knew it would offer benefits on this particular project. So I called my contacts at the firm and said this is a job for Aeroseal.”

The initial retrofit project included upgrading over a dozen bathrooms located on various levels of the 22-story building. As part of the upgrade, the aging fans driving the individual exhaust systems were being replaced with new high-efficiency fans. In addition, each exhaust duct shaft would have to be sealed.

“The building was built in the late seventies and, as it turns out, none of the exhaust shafts had ever been sealed,” said Jeremy Parker, Parker Services, the mechanical contractors on the project. “If for no other reason, the ducts would have to be sealed just to meet code requirements. Of course, we all knew it would have a significant impact on the efficiency of the exhaust systems as well.”

Given their familiarity with Aeroseal, and the reminder call from Heath, H2Engineering was sure to specify that, when Parker Services went looking for a duct sealing subcontractor, that they included Aeroseal in the bidding process. That’s all it took. Given Aeroseal’s unique “from-the-inside” approach to duct sealing, the innovative technology offered several clear advantages over traditional sealing methods – a lower cost being just one of them.

“The reason we went with Aeroseal is that it is so much easier to apply in an existing building,” said Dan Henderson, H2Engineering. “Unlike traditional manual sealing, we did not have to remove the ceiling tiles, unwrap and rewrap insulation or deal with other obstacles. It was all done quickly and without interruption to the rest of the building.”

And of course, there was the cost. Heath and his crew of one – were able to complete the initial portion of the project – 9 of the original 13 duct systems – over a single weekend. In each case, the Aeroseal equipment was connected to the ductwork via temporary access points in the portion of the ducts located inside the bathrooms.  None of the hidden ductwork running outside the bathrooms and into the Capitol’s corridors needed to be disturbed.  No unwrapping and rewrapping of insulation was required. No walls needed replastering.

“We also didn’t need to hire a third party contractor to verify the results when the sealing work was completed,” said Jeremy. “Since post testing is part of the normal Aeroseal process, we were able to save time and money on this aspect as well.”

Aeroseal’s computer-generated report provided the results: total initial leakage was 592 CFM. Post Aeroseal leakage is 97 CFM – an 84% reduction. What was originally the equivalent of a 113 square inch hole was reduced to one just 18 square inches. Needless to say, everyone was happy…and the building code requirements were met and documented.

“We have several more bathrooms to complete once the project is ready for us,” said Heath. “Then I expect this to be just the beginning. The demos I gave to the engineers led to this initial project and that allowed me to gain visibility with others – including the Department of Management Services, who are in charge of meeting Obama’s mandate for energy efficiency throughout all of the state’s local and federal government buildings. Clearly, with Aeroseal, opportunities abound.”

AND THE WINNERS ARE…

and_the_winner_4Aeroseal Gives Away A New Harley, iPads And More

What better way to close out a stellar Summer for Aeroseal than to congratulate several winners of recent Aeroseal contests and get ready for a busy winter season ahead.

First, we want to thank all our dealers for helping make the past three months the busiest seal months in Aeroseal history. As word spreads, and neighbors talk and engineers share and the media covers this game changing technology, the demand for Aeroseal duct sealing just continues to grow.

The past few months have been particularly fun to watch as more than 70 dealers actively participated in the Aeroseal Summer Seal Challenge/Lucky 7 contest. Everyone who entered seal jobs had a chance to win a new Harley Davidson motorcycle or one of six new iPads. Each seal completed was good for one entry in the contest. The more seals, the more entries, and the greater the chance of having one of your entries picked in the final random drawing.

For the record keepers, there were well over 1,100 entries by contest closing time – as many as 50 or more by several particularly industrious dealerships.

The top achievers included:

  • One Hour Air, Niceville
  • Attic Experts of AZ
  • Aeroseal of Indiana
  • Arizona Aeroseal
  • Ener-Tech
  • Atlantic Duct Cleaning

In the end, the winning entry for the Harley, went to Adam Kaplan, the younger half of the father/son team – at Ener-Tech. Adam actually had a whopping 85 seals entered into the drawing.

“Adam already wanted a Harley, so this contest was the perfect sales incentive for him,” said Mike Kaplan.

Adam’s name was drawn during an Internet broadcast held live this past October 1st from the huge showroom floor of Buckeye Harley Davidson in Dayton, Ohio.

Ener-Tech hooked up with Aeroseal about a year ago. The company had been helping the residents of Clark County, Nevada save on energy for about seven years before adding duct sealing to its services, which continues to focus heavily on solar energy solutions. Ener-Tech was one of the first businesses to own a HomeSeal machine and they have since kept busy, averaging about twenty seals per month.

“I feel we are so successful in what we do at Ener-Tech because we really enjoy helping people become more green and helping them save money on their utility bills,” said Adam. “We take pride in helping people conserve energy and money.”

And while you can’t ride an iPad to work, you can certainly find a lot of other great uses for one – especially if they are loaded full of ready-to-use Aeroseal marketing materials. Congratulations to our six iPad winners including:

  • Tom Keys, Atlantic Duct Cleaning
  • Chad Malo, One Hour Air
  • Mike Apsinwall, Attic Experts of AZ
  • Tim McKenzie, Arizona Aeroseal
  • Mike Allred, Convenient Heating and Cooling Inc.
  • Andrew Brueggeman, Aeroseal of Colorado

Want more? Stay tuned. I have a sneaking suspicion that there are more contests and more winners in Aeroseal’s future

PROFESSIONAL INSIGHTS

Professional_InsightsGold Medal Service Shares Secrets To Business Growth

If you knew someone that grew their home contracting company into a $23 million annual business in less than ten years, you’d want to know their secrets, wouldn’t you?

So did about 150 attendees at this past Comfortech Expo, who attended Training Your Team To Convert Sales, a presentation given by super-entrepreneur Mike Agugliaro, owner of Gold Medal Service of New Brunswick, New Jersey, and a new Aeroseal dealer.  Mike and his partner, Rob Zadotti, began Gold Medal shortly after Mike graduated from a vocational school in 1988. After years of running a respectable business, the two decided they wanted more- and got serious about taking things to the next level. In about ten years, they had honed in on fundamental business practices that made all the difference.

“Even in a poor economy, we were able to turn Gold Medal into a multimillion-dollar business with more than 130 employees and a hundred-vehicle fleet of trucks,” said Agugliaro.  “Today, the business basically runs itself.”

With the enormous success of Gold Medal, Mike was running into a growing number of other company owners asking for business advice. As a result, he launched ServiceKey, a new enterprise dedicated exclusively to consulting and training other service professionals. Today, Mike is an in-demand speaker and author of the soon-to-be-released book The Secrets of Business Mastery: Build Wealth, Freedom, And Market Domination For Your Service Business In Twelve Months or Less. At last month’s Comfortech, Mike shared some of the principal lessons included in ServiceKey workshops and found in his upcoming book.

“Most service businesses today are focused almost exclusively on booking service calls,” said Agugliaro, “but it’s much more than that. To build your business it’s important that you consider what needs to happen before, during, and after your initial contact with the customer.”

According to Mike, the “before” considerations include all the things that need to happen before the service tech even arrives at the house.

“A successful service business must think more like they do at Disney World,” said Mike. “When you call and book a vacation, you already have expectations and there is excitement about your pending experience. And while fixing a furnace isn’t nearly as fun as a trip to Disney World, as a service provider, your job is to create enthusiastic expectations. You need to give customers the impression that you are their knight in shinning armor and you are coming to save the day.”

According to Mike, this means setting expectations that you will be doing more than simply fixing the furnace. You will, for instance, also be empowering them with information that will allow them to save money, and make their home more comfortable and healthier than ever before.

There are opportunities for increased success during the service call as well. Mike points out that new customers are often reluctant to bring strangers into their home. The faster you can become a “friend” rather than a “stranger,” the better.

“We teach the service tech to call on the way to the home,” said Mike. “He might, for example, explain that he was stopping off at the donut shop before arriving for his scheduled appointment, and that he was wondering if the homeowner would prefer a Boston cream or jelly filled donut.  Right away, you begin to build rapport. You are more than just a stranger.”

Then after the appointment, Mike teaches it’s important to effectively follow up with the customer.

“It’s like getting married,” said Agugliaro. “You don’t pay lots of attention during the courtship and then ignore your wife after exchanging vows. A healthy relationship requires ongoing attention.”

Mike likes to follow up service calls with an automated phone survey. This, he says, is better than having someone call from the office.

“Most people prefer to remain polite,” said Mike. “If someone gets a call from a friendly employee asking about the homeowner’s experience, chances are good that they will say positive things, no matter what. But if the homeowner is answering a multiple choice survey given by a recording, he or she is much more likely to give honest, usable feedback.”

When sales are mediocre, it’s usually not a sales process that is broke, but a human being process that is broken,” added Agugliaro. “If you are delivering amazing service and provide customers with all the information they need to buy, you don’t need some special sales closing magic to get the business. They will buy.”

When it comes to building customer loyalty, Mike recommends the following:

Stage 1: When you are looking to serve a customer, fix the immediate needs first. Once you’ve proved your value with the original project you can discuss other possible concerns.

Stage 2: One you fix the initial problem, engage in conversation that may reveal other concerns.

Stage 3: Thank them for being a new friend. This is the time to explain other services you offer. This is an educational opportunity – not a sales pitch.

Mike is also always looking out for what he calls the X Factor; the products or services that will allow his business to stand out from the competition. Recently, he added Aeroseal duct sealing to the services offered by Gold Medal.

“I first saw Aeroseal demonstrated on a television program and then I began to hear about it from business associates,” said Mike. “I did some research and came to the conclusion that adding Aeroseal was a no-brainer. I told my partner that we should do it now – It’s time.”

For Mike and Gold Medal, Aeroseal’s primary attraction was its ability to address issues related to indoor air quality. While most professionals in the industry continue to focus on the technical side of the business, Mike believes a holistic approach makes more sense.

“The number one thing that affects all aspects of your life is your health,” explained Agugliaro. In our area, there is growing awareness of indoor air quality and the impact it can have on your family’s health. We just started marketing Aeroseal services and already have several jobs lined up – all addressing IAQ. I know Aeroseal will be a winner for us.”

Mike’s new book is due out in early 2015. You can be one of the first to get a copy and to learn more about his consulting services by visiting secretsofbusinessmastery.com. You can also follow him on LinkedIn.

INSIDER SCOOP

Insider_ScoopAeroseal Names New National Director of Residential Sales

The acquisition of Comfort Institute isn’t the only big news around Aeroseal headquarters this last couple of weeks…

If you’ve been around the HVAC industry for any length of time, chances are pretty good that you know – and maybe have even shaken hands with — Scott Mueller. Well, the next time you see him, give him a pat on the back and a congratulatory greeting as well. Scott has just been named Aeroseal’s new national sales director for the residential market…and that’s good news for anyone thinking about joining Aeroseal, and even better for those already on the team.

Scott has more than 20 years of experience within the HVAC industry, most recently as regional sales director at Goodman Manufacturing Company, a leading supplier of heating, ventilation and air conditioning products. Prior to that, he served as brand manager for the Carrier Corporation. In his new position, Scott will oversee all U.S. residential sales operations as well as provide oversight to Aeroseal’s outside sales reps in the U.S. and Canada residential market.

Along with Scott coming on board, one of Aeroseal’s guiding lights was bumped upstairs as well. Neal Walsh was just named to the newly created position of Senior Vice President of Strategy and Commercial Market Sales. The commercial-market sales part is pretty obvious, and SVP of strategy seems to indicate that news such as the Comfort Institute acquisition is just the beginning of big plans for Aeroseal. I think it’s safe to say that the company is committed to the home performance market and is determined to be the industry’s one source for home performance contracting equipment, training and support. Stay tuned to the Aeroseal Insider for the latest updates as they happen.

INDUSTRY HEADLINES

Industry_HeadlinesAeroseal Acquires Comfort Institute To Create World Headquarters For Everything HPC

Just in case you’ve had your head stuck inside a duct system project for the past two weeks, let me share with you the major headline that has the entire industry abuzz…Aeroseal just acquired Comfort Institute (CI). Now, the sole licensee of an industry-changing duct sealing technology has joined forces with the premier organization dedicated to the success of home performance contractors.

The deal went down during the last week of August, and CI members were notified along with Aeroseal dealers by email (followed by snail mail) on the 25th. ACHR NEWS interviewed both company leaders the following day, posted on their website later that afternoon, and the word has been spreading like a California wildfire ever since.

From what I can tell from caller reaction, response from the news so far has been quite positive. CI members like the idea that the merger will infuse Comfort Institute with fresh resources that will allow the organization to take their training and support services to new heights. In fact, the new CI training schedule, which will be released later this month, will include a variety of regionally located classes as well as those typically held at a single CI facility. Also on the horizon for the immediate term is improved CI materials and support.

The merger was also well received on the Aeroseal side of the fence. Dealers reacted positively to the potential for increased exposure and special access to a wide variety of home performance-related materials, training and equipment. And while the new partnership doesn’t require either Aeroseal dealers or CI members to make any new investments in the other organization’s offerings, it does open up huge new opportunities for both parties.

“I can attribute a large part of our ongoing success to the combination of our Aeroseal dealership and our CI Membership,” said Steve Schmidt, President of Frederick Air Inc., Frederick, MD, and national board member of ACCA.  “I could not be more excited for the industry that these two organizations have officially joined forces. No doubt, greater contractor success and remarkable customer satisfaction is on the horizon!”

“Most experts agree that our industry is at a crossroads,” said Aeroseal CEO and President Amit Gupta. “The days where business growth based simply on selling heating and cooling equipment are fast making way to a new paradigm where a whole-house approach to home performance is taking center stage. HVAC professionals are now being asked to address the broader issues related to home comfort, IAQ and high utility bills. It’s expertise in these areas that is providing the competitive edge, and it’s what is driving today’s consumer demands.”

Under the merger, Comfort Institute will continue to exist as Comfort Institute, now a business unit of Aeroseal LLC. Several key CI personnel will remain in their current positions, including Brendan Reid and Ken Summers at the helm. The CI facilities and warehouse have moved to Centerville, Ohio.

“This merger marks a major step in Aeroseal’s vision of becoming a powerhouse in what is surely the future of HVAC,” said Gupta. “It sets us up to grow our offering in home performance contracting to become the industry’s one source for HPC equipment, training and support.”

“The joining of forces couldn’t be a more natural, mutually beneficial move,” said CI’s Brendan Reid. “Duct sealing is typically the single most effective thing homeowners can do to increase home performance and Aeroseal technology is really the only viable means to effectively achieve quality duct sealing results. Pair that type of mission-critical technology together with the industry’s most comprehensive, up-to-date training and support, and you have an organization that is offering unparalleled value for contractor success.”

Have questions about the acquisition? Want to know more about Aeroseal dealerships or CI offerings? We’ve scheduled a special webinar that will answer all your questions and more. The event is scheduled for Tudesday, November 11 at 1:30 pm EST. Click Here To Register.

AEROSEAL IN ACTION

OLYMPUS DIGITAL CAMERAAntelope Hills Country Club Scores Hole In One With Aeroseal

Talk about building momentum for success! For Bryce Cox over at Arrowseal of Prescott, Arizona, it began when he invested a bit of time and effort aerosealing the private homes of several city facility managers. He figured if he could prove to these directors how effective the duct sealing technology was in reducing energy savings in their own homes, they would be more likely to understand what it could do to save the city money as well.

It worked! The team at Arrowseal sealed the ductwork of several older homes suffering from both high energy bills and spotty heating and cooling. The results made instant Aeroseal believers of the homeowners, and that led to a pilot project for the city.

“Making the jump from private homes to commercial buildings was still a bit of a leap of concept,” said Bryce, “so we were asked to complete a trial run, sealing a small one-system office complex and then a fire station. In both cases we were able to show the city officials immediate and substantial savings. The undisputable results just led to an even bigger project.”

In January of this year, Bruce and his Arrowseal team were called in to work on a golf course facility run by the City of Prescott. The Antelope Hills Municipal Country Club includes a clubhouse, restaurant, bar and pro shop, all under one roof. The city was about to replace the facility’s six HVAC roof units with new equipment, and they wanted Arrowseal to ensure the ductwork was up to snuff as well. Energy costs for operating the country club were running around $5,000 to $6,000 a month and the city was hoping that, with the new upgraded systems and aerosealed ductwork, they could reduce that cost.

To understand the scope of the project, Bruce and his team came down to the clubhouse and took leakage readings before the new HVAC units were installed. With an overall leakage rate of around 550 CFM, Bryce knew that Aeroseal could make a significant difference.

What he didn’t know was that when he came back to retest the systems after the new installations were completed, the leakage rate would be even higher – closer to 900 CFM.

“Even though they replaced the six old systems with new energy-efficient units, the new ductwork and the connections between the ductwork and the new systems caused more leaks than the original system,” said Bryce. “Whatever efficiency they may have gotten from upgrading units was being lost through leaks in the ductwork.”

Step one for Arrowseal was to manually seal the connections between the ducts and the HVAC units. Bryce estimates that this alone reduced leakage by 100 CFM. Now it was up to Aeroseal to make it all worthwhile.

It took the Arrowseal team just two days to seal the supply and returns of the six individual systems.  Calculations showed a total pre-aeroseal (post manual sealing) leakage rate of 1,072 CFM. Aerosealing instantly brought that down to 79 CFM – a reduction of around 92%.

“Overall, we recovered almost 1,000 CFM of treated air – nearly 3 tons. That is the equivalent of saving the energy generated by one of the entire systems,” said Bryce.

The city estimates they are now saving an average of $2,000 per month – and as much as $4,000 per month during the hottest and coldest months – just from Aeroseal alone.

“The savings from Aeroseal will quickly pay for any costs of the sealing process and then begin to pay for the six systems,” said Bryce. “Even with their higher efficiency, the new HVAC units would never have saved enough in energy to pay for themselves on their own.”

Now the city of Prescott is looking to include Arrowseal in all of its retrofit projects. With a little investment in time and patience, Bryce turned a few small projects into a steady stream of work that will pay off for both Arrowseal and the taxpayers of Prescott, Arizona.

IN THE NEWS

In_The_News-homeConsumer Reports Spotlights Duct Sealing And Aeroseal

I think it’s safe to say that few, if any, magazines have a higher reputation for honest, unbiased reporting than Consumer Reports (CR). So we were quite excited to see what their latest home heating guide had to report about duct sealing and Aeroseal technology. On both counts, they declare them winners for saving on rising fuel prices.

When homeowners go searching for advice and information about the right products to buy or the best value for services, they know that Consumer Reports will give them the straight scoop based on impartial testing and credible research. The October 2014 issue of the magazine includes an article entitled “House Warming,” which offers the latest advice for those looking to save on home heating costs. While the publication editors were cool on the notion that duct cleaning would have any significant impact on energy efficiency, they were hot on the idea that duct sealing can save big bucks. Best of all, they highlight aerosealing as a smart way to have that duct sealing done.

The short piece goes on to give a little background on the technology (developed at Lawrence Berkeley National Laboratory) and how it works (microscopic particles of sealant are blown into ductwork). They even give a bit of information about average cost and savings. Given the source and the straightforward presentation, this article should be worth sharing with any homeowner trying to decide if saving money with Aeroseal is a real deal or just another sales hype.

Some other fuel-saving tips contained in the article include:
•    Natural gas is typically the lowest-price option for home heating. This is followed by oil, then propane and finally electricity.
•    It’s worth upgrading your HVAC system if it is over 15 years old. Geothermal heat pumps are often another good investment.
•    CR recommends having the HVAC system serviced once a year – always by a certified contractor.
•    Change your furnace filter several times a year and make sure the registers aren’t blocked by furniture.
•    Plug leaks in walls and around windows with weather stripping, caulk or expandable foam.
•    While replacing windows may not make economic sense, there are several other reasons why you may want to have the work done anyway: quieter home, reduce drafts, lower maintenance.

You can find the complete article starting on page 35 of the October Consumer Reports issue or visit Aeroseal’s “news and media” section by Clicking here…

Marketing Tip

Marketing_TipsNOTES FROM OUR SOCIAL MEDIA WEBINAR

A couple of weeks ago, the Aeroseal marketing team sponsored a webinar for our dealers that focused specifically on social media marketing. The one-hour session gave a nice overview of social media, underscored its basic use and value and highlighted three of the most popular social media platforms: Facebook, Twitter and YouTube. It was one of the best attended webinars we’ve held to date, and we continue to field inquiries from attendees wanting to learn more.  For those who were unable to make it to the original webinar event, here is a recap of the main points made during the session.

The presentation began with a general overview of social media. Whether you’re talking about Facebook, Twitter or any one of the hundreds of other popular social media sites on the web today, they all have one thing in common – sharing.  By name and definition, all social media platforms are intended to be used for the sharing of information and ideas – usually within online communities with similar interests.

The biggest marketing advantage of social media is that this sharing is typically done through online word of mouth. When a family shares their vacation photos on Facebook or Twitter, it’s immediately sent to their friends and relatives (and high school classmates, business colleagues and anyone else that may be following their page online). If they rave about the great time they had at Disneyland, for instance, they offer an endorsement that is more valuable for future Disney sales than anything the company could generate through advertising.  FACT: referrals or reviews from friends and family are more effective at influencing sales than any other marketing strategy.

Other facts of note about social media:
•    82% of business owners say they see value in social media marketing (SMM).
•    83% of business owners believe SMM creates brand loyalty and increases customer perception of their trustworthiness.
•    60% or more of Facebook and Twitter users give recommendations for products and services in their posts.

There are other advantages to including social media in your marketing mix:
•    It’s advertising that is relatively inexpensive if not “free.”
•    It has the potential to reach large numbers of people.
•    It doesn’t take a specialist to use.
•    TV watching is at a decline, while the time Americans spend on social media is increasing dramatically.

To this last point, research verifies the increasing use of mobile devices for social media interactions. For an ever-growing number of consumers, smart phones, tablets, laptops and other mobile devices are becoming the primary tool for connecting to the Internet and hence, to online sites such as Facebook and YouTube. For businesses, this means that the strategic use of social media can be a valuable way to get your message across to customers no matter where they are – at work, shopping, having lunch or wherever they use their phone or iPad.

The Aeroseal social media webinar gave an overview of marketing on several social media outlets, including Facebook, YouTube and Twitter. Since much of the basic strategy of these various sites are similar, we’ll review one here – Facebook marketing.

More than 128 million Americans regularly log on to Facebook. 20% of those users share articles they find and much more are likely to click on links they receive in posts that catch their interest.

And it’s not just kids. In fact, young people are actually less likely to use Facebook than they were a few years ago. At the same time, grown ups are signing up like never before. Facebook added 10.8 million 25-34 year olds to its roster in the past year alone. The biggest growth, however, came among adults over the age of 55, where Facebook added 12.4 million new users for a massive 80.4 percent growth.

Just like a website, the more people who connect to your Facebook page, the bigger your audience. Unlike your website, however, they don’t need to visit your actual page to get your message. If a customer “follows” you on Facebook or “likes” your page/comment, he or she may automatically receive the new posts you generate. So a main goal is to get people to follow and like your page and your posts.

A question came up on the webinar about the difference between follow and like: If several people “like” a post you put up on your Facebook page – say, tips on saving energy – anyone else who sees that post will also see who liked it. The post will also appear on all those “likers” timelines for their followers to see it. If someone follows your page, they automatically receive all your public posts.

I’ll add that if they “friend” you, then they automatically follow you – and you follow them. If all that sounds confusing, the bottom line is that having people like, follow or friend you can help you spread your message to others.

Here are some tips for getting people to follow, friend or like your stuff:
•    Don’t be all sales. This is a social network site, so be social.
•    Occasionally offer coupons or discounts or Facebook-only specials
•    Be informative. Share useful news and information about utility rebates, energy-saving tips, testimonials from happy customers and DIY projects.
•    This could also be a great place to start a contest.
•    Be local.  Include information about the little league team that your company sponsors, or the 10K race you ran, or the weather or….?

Many of those who follow or like you, are probably following and liking many others as well. That means there is a bit of competition to get your stuff on their page in as visible a fashion as possible. Facebook technology analyzes the various posts and ranks each according to potential interest to others. To maximize the exposure of your posts on other pages, you’ll want to post regularly and get as many people to like, comment and share your posts. To accomplish this, consider asking questions, taking polls or using other means to engage your readers. In fact, you can simply ask people to comment or like your post.

One of the nicest things about Facebook marketing is that results can be measured and analyzed. Look for the “Insights” link found on your Facebook home page. You’ll see how you can get valuable information such as top posts, who is following you, a breakdown of your followers’ demographics and information on the time your followers are most likely to be online. This last bit of information can give you a good indication of when the best time would be for you to post new information.

Lastly, the webinar covered general information about advertising and boosting posts on Facebook.

There are several very attractive features to advertising on the Internet. One of the biggest ones is that, on lots of sites like Google or Facebook, advertisers are only required to pay when someone clicks a link on the ad. This pay-per-click option can reduce overall marketing costs, while increasing the chances of engaging with authentic leads.

It also takes advantage of one of the most important characteristics of these types of Internet sites…they are all constantly collecting information about you. While this may have its negative side, it’s a boon for marketers. When you advertise in the newspaper, for instance, you are reaching a lot of people in hope that a fraction of readers will be interested in your services. But if your ad is targeted to appear on the search results page, every time someone Googles “effective duct sealing methods,” chances are much higher that this particular person will be interested in Aeroseal.

In this case, Google “knew”  the user was interested in duct sealing, and so it sent them an ad about that very topic.

Now, imagine what Facebook knows about you. By reviewing the content of your site, it may easily determine when you were born, where you live, your favorite hobbies, the music you like, the car you drive, your political views and anything else you might have discussed.

With this information, Facebook can offer marketers a way to get their advertising in front of specific people – say, those in the Chicago area who own their home, have an income of $45,000+ and are concerned with energy savings.

Not a bad way to target your advertising. Not only do you reach the right audience, but you can sculpt your message more effectively. For instance, you would want to advertise Aeroseal’s ability to reduce energy use when targeting those who have expressed concern over rising utility costs, and change that advertisement to highlight IAQ when reaching out to families that suffer with allergies.

Pay-per-click advertising on social media sites like Facebook can be an effective means of reaching your target audience. Note that there are a variety of tools to help you maximize your campaign and analyze your results.

Another option Facebook provides is called boosting.

While your new posts go out to those that Like or Follow you, you can quickly reach many more people by paying to boost your post. Facebook will then send it out to others they think will find your topic of particular interest. Here again, Facebook uses the information it has collected on all its users, to seek out and find those that may be most interest in the topics you are writing about.

The cost for boosting a post is determined by several factors, most importantly, how many more people you hope to reach. It can cost a few bucks or hundreds of dollars per post – you decide your budget and the parameters for who receives your boosted post.

As you can see, social media sites offer a variety of marketing options for businesses of all sizes and budgets. Some effective social marketing strategies are so simple and require so little resources that they should be seriously considered by anyone looking to find new customers and build brand loyalty.  The more you engage with these sites, the better you get at it (and the more fun they can be as well). Still, they do require time, and learning the nuances of each site can lead to better, more effective marketing results. For this reason, many businesses opt to relegate a specific person inside the company or an outside social media expert to run their social media marketing program.

But whether you opt to spend the time yourself or delegate the activities to a social media expert, social media marketing is an increasingly critical element of a solid marketing program. Ignoring these sites is simply passing up real opportunities to gain new customers and strengthen the relationships with the customers you already have.

As usual, we’ve posted a recording of the Aeroseal social media marketing webinar, which you may view at any time. Click here to register to view.  Also, if you have any questions or would just like to chat about your current social media program, don’t hesitate to give the experts at Brenner Associates, Aeroseal’s agency of record, a call at (503) 736-0610.

In The News — Aeroseal Wins DDA Award

AEROSEAL WINS SILVER IN THE NEWS’ DDA AWARDS FOR 2014

DDA_SILVER_2011There was a singular mission in mind when the Aeroseal engineers began designing the new HomeSeal duct sealing system. Everything they did was focused on making residential duct sealing service so convenient to provide, easy to do, and affordable to add, that offering duct sealing service would be a no-brainer for any profit-minded HVAC-related business. So it’s with particular pride that Aeroseal received the 2014 ACHR News Dealer Design Award, a prize specifically recognizing innovative product designs destined to have a real impact on the HVAC industry.

Only released at the end of last year, the HomeSeal system has already helped more than a hundred HVAC companies across the country add home-performance duct sealing to their list of customer services. Given the increased demand for home energy savings and the growing awareness of the role duct sealing plays in home comfort, HomeSeal has become, for many, a real profit generator.

“When we install a new heating or cooling system or visit a customer for maintenance and repair, more often than not, the conversation leads to issues regarding heating/cooling savings and indoor comfort,” said Doug Beiser of Hader Heating and Cooling, Cincinnati, OH. “As a licensed Aeroseal dealer, I can now offer a real energy-savings solution that sets us apart from our competitors and places our business squarely in the home energy efficiency improvement market.”

As the Dealer Design Award highlights, the HomeSeal system represents a real industry game-changer. The newly designed duct sealing equipment is now easier to set up and operate. Individual components are now integrated and pre-assembled in a single portable carrying case that can be easily transported from the truck to inside the home. The computer-controlled system walks the technician through the process and automatically generates a final report highlighting the results of the duct sealing work.

The advanced design and new features of the HomeSeal system were judged by a panel of independent contractors to standout among the nearly 100 entries in the Dealer Design competition and earned HomeSeal the silver award in the HVAC High Efficiency Residential Equipment category.

“These awards give us a unique opportunity to recognize the outstanding research and development efforts that go into many of the products serving the HVACR industry, and the awards issue gives our readers an opportunity to read about innovative installation and service solutions,” said News Publisher Mike Murphy.

HomeSeal, along with the other winning entries in the competition were featured in the July 21, 2014 issue of The ACHR News, which is distributed nationally to over 33,000 HVACR contractors, wholesalers, and other industry professionals.

ON THE JOB — MT. ZION HOSPITAL

AEROSEAL REVS UP STALLED USP 797 UPGRADE PROJECT AT MT. ZION HOSPITAL

on-the-job-MT-ZION-HOSPITALEngineers were looking back at a long, costly delay filled with head scratching and brainstorming. It had now been two long months of trying to explain why the new pharmacy construction assignment was derailed and why finding a viable solution to a critical exhaust issue was holding up a project slated to be finished in just a matter of days.

Across the country, hospital pharmacies like the one at UCSF Medical Center at Mt. Zion are undergoing upgrades to meet new Federal USP 797 regulations. Designed to cut down on health risks associated with the drug manufacturing that takes place in many hospital pharmacies, USP 797 includes, among other things, tight guidelines concerning adequate exhaust. In the case of Mt. Zion hospital, the upgrade project included the installation of two new exhaust hoods – and that is where the problem resided.

The exhaust hoods are standalone, self-enclosed workstations where health professionals formulate chemo drugs and other pharmaceuticals. During the installation process, each hood was connected to a rooftop exhaust fan via a system of twisting ductwork that leads from the top of each hood, across the ceiling of the pharmacy, out to a long piece of vertical duct attached to the side of the building and up to the roof. Since the proper exhaust of these workstations is so critical, the system includes a safety feature that shuts the unit off if the amount of exhausted air ever reaches below a certain level.

During the initial installation, the contractors manually sealed the entire length of ductwork using tape and mastic. Then it was all fire wrapped with special insulation for additional protection.

“When the construction was completed, we turned on the exhaust and immediately saw that we had a problem,” said Rick Schaffel, project manager with TCB Builders of San Francisco. “Each of the two units required somewhere around 750 CFM of exhaust to function properly and we were getting levels closer to 550 CFM. It was clear that leaks in the ductwork were a huge issue and needed to be fixed. But how?”

That’s when the two months of head scratching began. First, the contractors unwrapped the entire length of ductwork and manually re-sealed as best they could. They rewrapped and tested with little change in results. They tried to adjust the fan and make other mechanical modifications, all to no avail.

“We really were at a standstill,” said Robert Gaderlund, the project manager with UCSF Medical Center. “We looked at all the various options available and came up short. We found ourselves in an “I don’t know” position. Then one of our consultants working nearby learned about our predicament and suggested we look into this new duct sealing technology called Aeroseal, that works from the inside to seal leaks.”

Initial research determined that the technology and process was safe, even in a hospital setting. So, with little time to spare, the medical center approved the use of Aeroseal and the folks from Coast Environmental were called in to do the job.

“Given the time they already spent researching and trying other methods, they really didn’t have additional time to test Aeroseal,” said Adrian Welsh of Coast Environmental, “They just went on the advice of their consultant. The new pharmacy was scheduled to open in a couple of weeks and the project needed to be finished ASAP. So we went to work.”

The actual aeroseal sealing project was divided into two sections: the outside vertical riser connecting to the roof, and the indoor section leading directly to the exhaust hoods. Once the aeroseal equipment was temporarily attached to the ducts, it took just 20 minutes to seal the first section and another 20 minutes to seal the second. It took just minutes after the sealing process was completed to test the system and find that Aeroseal worked.

“Our engineers had struggled to get the leakage rate down to around 30% and Aeroseal got it down to less than 5%,” said Gaderlund. “It was so fast and easy. If we knew about this technology earlier, there would have been a lot less sleepless nights.”

The printout of the reports created by the Aeroseal system documented the specifics. Before the sealing was done, the two units showed 580 CFM of leakage. After aeroseal, leakage stood at 23 CFM – a 96% leak reduction. Now the exhaust system worked like a charm and the project was stamped “completed and approved.”

“I know of a lot of other hospitals that are facing similar issues,” said Gaderlund. “Whether it’s upgrades in accordance with USP 797, or simply general concern with maintaining proper indoor air quality, proper exhaust and ventilation is critical in a medical setting. If duct leaks are a problem, Aeroseal has proven to be the ideal solution.”