The TradeMarke

Understanding Metrics: Having Clarity & Data

On this episode, we are joined by Bri Skiffington, Chief Product Officer, & Andrew Palosi, CEO from Ad Leverage & Data Cube.
The three of them discuss PPC, AI, ChatGPT, and return on ad spend. Bri & Andrew also talk about what Ad Leverage and Data Cube do, and how.
Eric and Andrew discuss results and Red Robin, and the importance of being intentional and consistent.
To wrap-up, Andrew and Bri talk about how a business owner can stand out amongst the advancement of AI.
 

Entering Growth Mode

On this episode, we are joined by Kelly Presgrave, CEO and co-owner of Working with Your Handz.
Eric and Kelly talk recruitment and how Working with Your Handz finds the talent that you're looking for. Kelly states the importance of showing your employees the way and guiding them towards success.
Kelly also discloses the biggest hiring red flags, and how to tell if your potential new hire is telling the truth about his/her experience. 
Kelly wraps up the episode by putting an emphasis on being a mentor for your employees and showing them that great success is possible.

Implement and Execute

On this episode, we are joined by Tom Peregrino, President of Service Nation.
Eric is talking to him live from the International Roundtable Event in Nashville, TN. 
Tom explains what makes Service Nation the powerhouse that it is.
Tom explains that Service Nation and its events are contractor-centered, and continue to do what it takes to take each event to the next level. Since Tom has become President, breakout sessions have been made based on company size, and Tom has made it his goal to get contractors and partners, closer connections.
Tom touches upon the Service World Expo event taking place in Phoenix in October and what to look forward to.

Overcoming Obstacles in a Family-Run Business

On this episode, we are joined by Aaron Anderson of Freedom Air.
Freedom Air is based out of the Low Country of South Carolina.
Aaron is a second generation owner. His dad used his GI bill to get the business up and running. Today, him and his brothers work together daily to provide quality to their customers.
Aaron and Eric discuss the challenges and hurdles in not only a family-owned, but also family-run business. Aaron talks about earning roles and not just receiving them because of family status. 
His words of advice are to "get better at what you do to earn respect," and to "keep striving."
 

The Importance of Asking Questions

On this episode, we are joined by April Hines of Strada. Strada is the expert in heating, electrical and security services, furnace repair and installation in the Orlando area.
April discusses her journey to Strada, her background and how growth requires lots of questions.
April also discusses the generosity of the trades, and her upcoming triathlon!

Marketing Strategy: Making Data Driven Decisions

On this episode, we are joined by Matt Tyner from Max Service Group! This is his third time on The Smart HVAC Marketing Podcast and his first time in person!
Matt and Eric are recording at the ServiceTitan event, ToolBox Live in Jacksonville, FL. Eric and Matt discuss the importance of intent based marketing, understanding wants vs. needs and capturing demands.
Eric and Matt include what KPIs are critical to watch for: return on ad spend and return on marketing spend.
To wrap up the episode, Matt discusses what a healthy marketing funnel looks like, how to keep top of mind awareness and to not overlook a good logo, vehicle wrap and radio ads. (especially those catchy jingles.)
 

Monitoring Current Trends

We are back! Please welcome to this episode, Jon Torrey, Director of Marketing of Searchlight. 
In this episode, Eric and Jon discuss analytics and insights and how to use them to your advantage. Jon lets Eric know that, "working together yields better results," and to not rule out advertising on Bing.
A lot is discussed in this episode, so have a pen and paper ready! Jon shares the secrets on how to improve marketing operations, and what to focus on when creating Facebook ads.
You will not want to miss this episode!
Links discussed in this episode can be found here

Get out of Obscurity with Personal Branding

On this episode, Eric sits down and discusses the importance of personal branding. January is a slow month, but Eric talks about not being discouraged and allowing yourself to switch from defense to offense. 
"When times are tough, you need a strong, personal brand and top of mind awareness..live rent free in people's rolodex."

How to Utilize Software to Increase Efficiency

On this episode, we are joined by Jenny Benbrook, the CEO of Powerhouse Consulting. She is here to help you get the most out of Service Titan and other softwares that propel the HVAC Industry forward. 
Jenny touches upon specializing in change management, workflow and where she sees the industry going.
Jenny and Eric talk about the emergence of private equity, planning on how to sell and utilizing shared services.
Get in contact with Jenny here

The Science Side of Marketing

On this episode, we are once again joined by Josh Kelly of Clover. Josh's first time on the podcast can be found here.
We cover a lot of information in this episode including marketing messaging, creating a persona for your company and understanding underlying trends. 
Josh and Eric talk about the importance of conversions, and coming up with a USP. (Unique Selling Proposition)
His step by step tips revealed in this episode are:
1. Seek an expert
2. Track and report effectively
3. Plan ahead
4. Develop a personality
5. Be where you can dominate
Read into Josh's Marketing Tips here