The NEWS - February 18, 2008 - (Page 66)

VIEWS AND INSIGHTS FROM THE EDITORIAL STAFF AND GUEST COLUMNISTS Third Day Is Perfect Opportunity to Spread Word at AHR Expo Mark Skaer Senior Editor 618-239-0288 markskaer@ achrnews.com ince this issue is dedicated to pointing out what was new at the 2008 Air-Conditioning, Heating, Refrigerating Exposition, let me point out something that is far too old with the industry’s top show: The third day. Yeah, the third day. While the first and second day of the annual industry event is usually fast and furious, the third and final day is usually slow and laborious. I did not say it was nonproductive. Due to a lack of foot traffic, those manning the booths can catch up on needed sleep. Or e-mails. Or phone calls. At one time there was talk of making the expo two days only, which really would not break my heart. While I find myself having more opportunity to talk to manufacturers on the last day, I am not against limiting the expo to just two days. Sure, it would make the show faster and more furious, but with roller blades, getting to one and all could be doable. It might require getting in better shape to survive the nonstop action, but nothing wrong with getting in shape, either. Chances are Clay Stevens and the folks at International Exposition Co. will keep the three-day format in place unless the American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE) raise a stink. Or, the Air-Conditioning, Heating, and Refrigeration Institute (AHRI) threatens to pull out if Day 3 is not dropped. The third time is supposed to be the charm, but, in this case, it’s a real snoozer. It’s time to change things. S Since this industry is screaming for qualified workers, this would be the perfect time to convert the young. Or, at least turn their attention to this industry. this many manufacturers together under one roof? Rather than have each waste time and money, why not fill the place with the general public, media, students, and everyone else in between. Let’s do whatever it takes to spread the good word of the industry. If the show was open free to the public on the last day, I’m wondering if traffic flow would increase. Officials may have to sweeten the enticement by having a “name” celebrity make an appearance on the last day. Somebody that could draw ’em in. Once in, it would be up to the manufacturers to have a game plan in order to keep ’em in. After all, this industry is always saying it needs exposure. Why not market the heck out of it on the third day? Why not give away an entirely new HVAC system to several lucky homeowners? Why not have hourly sessions covering HVAC basics? Why not have a public question-and-answer session with a few experts? Let’s put on our thinking cap. Heck, offer free food for the day and the local media will come out. This industry could always use “positive” press. There are so many angles to cover, each local TV station would not be competing against the other. There are plenty of photo opportunities and stories for the local print media to create, too. One year in Chicago, I was pulled in to talk to a local TV station regarding heating and cooling. I thought that was pretty neat. Even though much of what I had to say on the subject fell on the cutting floor, I applauded the station for taking the time to come out and give this industry exposure. REACH OUT TO THE YOUNG Having so many industry spokespeople in one building, why not invite local schools – high, grade, trade, vocational, and every other school in between – to the third day? Or, at least all guidance counselors. Since this industry is screaming for qualified workers, this would be the perfect time to convert the young. Or, at least turn their attention to this industry. They are not necessarily hearing about this industry’s void from guidance counselors or parents. We have to sell the product ourselves. This is not the sole chore of manufacturers, either. Contractors and wholesalers need to be in the mix. Maybe the ASHRAE Winter Meeting could shut down that day, so attendees could be present on the third day for a full day of helping the industry spread the good news. There could be guided tours of local community hot spots, whereby the importance of the HVAC system could be told. There could be mentoring possibilities. There are just so many possibilities. Why pass this up? ■ WE’RE ALL HERE … WHY NOT? If dropping the third day is not an option, then let’s make the best of it. After all, how often do we have editors’ blogs MARK SKAER MORE ONLINE AT ACHRNEWS.COM SKAER-TACTICS: HEADLINES YOU WILL NOT READ HERE IN ’08 I should have given these to you earlier. However, here are just a few headlines you will not see in The NEWS this year: 21. One Thousand-Year-Old Boiler Finally Dies 20. Solar Power Takes off in Seattle 19. No New Developments in Thermostats 18. Entire State of Texas Goes Ductless 17. Trane Purchases Carrier Dome 16. Burgers Now Sold at One Hour Heating & Air Franchises 15. Jimmy Hoffa Discovered in Duct Cleaning Job 14. R-123456789 Improved; Good for Washing Uniforms, Too 13. Virtual Contractor Gets Virtual Pay Increase 12. Astronaut-Turned-HVACR Contractor out of This World 11. China Fails to Copy Anything; USA Still in Shock 10. Al Gore Abandons Global Warming Theory 9. HVAC Licensing Now Mandatory in All 50 States 8. California Bans Air Conditioning, Permits Smoking 7. Summer Months End With No Copper Thefts 6. NATE Runs out of Certification Exams 5. Contractor Wins Nobel Peace Prize 4. New TV Show Glorifies Technician 3. Millions Sign Up for HVACR Training 2. Golfing, Drinking Banned at Industry Meeting 1. Green Building Movement Dies JOHN CONRAD I THINK… : COMMERCIAL MARKETERS OVERLOOK CONTRACTOR I’ve heard the argument hundreds of times from companies in the commercial HVAC and refrigeration market, “We are spending most of our marketing and advertising dollars to convince the engineer to ‘spec’ our products.” Let’s walk that through the marketing spectrum. Create ads, send brochures, go to trade shows, have your sales reps attend ASHRAE meetings, make personal sales calls on engineers. How long do you think it will take before hundreds or even thousands of engineers abandon the specs they are in the habit of writing so that they can spec your alternative? And, once that happens, how long does it take to have the specs hit the market as projects and finally when is an order placed? Hello! We are talking years here! Why not also take your case directly to the commercial contractor? They are starting projects every day. They are looking for a competitive edge, whether it’s new technology, quick installation or energy savings for the building owner. Sure a lot of them follow the engineer’s spec, but have you ever heard the term “or equal” being used on a project. Marketers should also wake up and realize that the design-build trend has taken hold and there are a significant number of contractors that have engineers on staff. FOR MORE EDITORS’ BLOGS… VISIT WWW.ACHRNEWS.COM. 66 AIR CONDITIONING, HEATING & REFRIGERATION NEWS ■ February 18, 2008 http://WWW.ACHRNEWS.COM

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The NEWS - February 18, 2008 Turnout Contents Newsline FYI Unitary Oil-Fired Products Furnaces Hydronics Ductless Rooftops Drives & Motors Controls Transmitters, Sensors Zoning Valves Refrigerants Condensers & Coils Heat Exchangers Cooling Towers Chillers Duct Products Humidification IAQ Monitors, Instruments Trucks Tools Software Installation, Maintenance of HVAC Coils Munters MCS Dries Up Water Concerns at Hospital Michigan Home Show Brings out Contractors Investigating Furnace Failures Mold/Bacteria Protection of A/C Coil Learning Center Classifieds Advertisers Opinions

The NEWS - February 18, 2008

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