—HVAC Update—
American Standard Helping Dealers Close the Sale
New "Meter Man" Television Spot Delivers the Goods

When it comes to support and marketing outreach, American Standard has taken an active role in helping its dealers close the sale. Now, American Standard is taking its case to the consumer via a 30-second television spot.

Although 30 seconds doesn't seem like a great deal of time, American Standard has found a way to communicate its message loud and clear. It's called the "Meter Man."

The spot opens on a shot of a typical suburban house with Mrs. Johnson, a sweet lady, working in her front yard, along with her little dog, Bongo. The overzealous Meter Man comes by for the monthly electric reading. It is obvious he enjoys his job and knows how hot the weather is. He likes to rub it in a little and says, "Looks like another scorcher, heh, Mrs. Johnson?" She glares at him as the dog growls and continues to dig into her flower bed. Meanwhile, the Meter Man cannot figure out what is wrong. He looks at the meter, looks at his records, and taps on the meter to assure himself that it is working...Then he hears the soft whirring of an air conditioner starting up. He moves in closer and a look of dread comes across his face as he recognizes the American Standard Allegiance 16...he yells..."Nooooooooo."

Meter Man is based on a classic good versus evil situation in which everyone can relate. It's a story that portrays the product as the hero and features it in its natural environment. Anyone who has ever had to pay a high electric bill will be glad the lady comes out on top. The end result is that consumers are left with the impression that American Standard units cost less to operate—and that is the brand that consumers will remember when it comes time to replace their old units.

American Standard arrived at the Meter Man idea by talking to consumers and researching. What they found was that typically, almost one-third of all consumers already have a dealer in mind. The other two-thirds will ask friends, neighbors, and family members or turn to the Yellow Pages or Internet for help. But regardless of how a consumer locates a dealer, it's the dealer who ultimately makes a recommendation and suggests a specific brand and product. It is then up to the consumer to say yes or no.

Persuasive advertising can give the consumer a reason to say yes when they're offered an American Standard product. For homeowners, when it comes to air conditioners, the most powerful message is efficiency, something that American Standard definitely offers in its products.

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