From Zero Share To Sponsorship
Client: Our station in Charleston, SC
Marshall Rep: Jim Filippi
BACKSTORY: Jim met with WireNut, a home services company in Colorado Springs. The owners said they were meeting with their 20-group and asked Marshall for one or two pages of data. A business owner from another home services company, Smoak’s, saw the research and how WireNut in Colorado was using it. He requested Jim’s contact information, and they connected shortly thereafter. Smoak’s asked Jim to connect him with the Marshall Marketing station in his market, Charleston, SC.
The introduction proved fruitful: Smoak’s went from unknown to becoming a sponsor
FROM OUR CLIENT: “Marshall Marketing connected me with the owner of Smoak’s Comfort Control, following a conference through a recommendation from another Marshall Marketing client in a different market. Flip (Jim Filippi) made the initial introduction via email, and we quickly scheduled a call to learn more about Smoak’s goals and the opportunities in the Charleston market.
From that first conversation, Flip was involved every step of the way—facilitating the connection, brainstorming strategy behind the scenes, and participating in client meetings throughout the sales process.
Having that level of partnership and collaboration was invaluable and helped move the relationship forward with confidence
Our initial discussions centered around the research Marshall Marketing had prepared, which gave us a strong foundation for understanding Smoak’s brand position, competitive landscape, and opportunities for growth.”
BRAND POSITION | HVAC Company Would Contact First- 4 YEAR TREND
Some companies with the highest awareness experienced modest growth, which may help explain the decrease in respondents who said they ‘don’t know’ whom they would call. Very few customers are aware of Smoak’s presence in the market.
COMPETITIVE LANDSCAPE | HVAC Company Recall- 4 YEAR TREND
The trend in HVAC company recall is very similar to that shown in the previous chart. “Don’t Know” responses declined, while the most recalled companies experienced moderate growth. Together, these patterns suggest increasing market awareness and greater recognition of the leading HVAC companies, as fewer respondents were unable to identify a company. However. Smoak’s has no presence in the market.
OPPORTUNITY | HVAC Company Recall- 4 YEAR TREND
Although Smoak’s presence in the market is incredibly low, the Marshall Data revealed a potential opportunity: longtime residents who will soon need repairs or new appliances.
FROM OUR CLIENT: “The research helped shape the conversation and allowed us to present thoughtful, data-backed solutions rather than leading with products alone.
Together, we developed strategies designed to increase top-of-mind awareness in the Charleston market while also reinforcing Smoak’s commitment to the local community.
After evaluating several recommendations, including a Connected TV strategy, the client ultimately decided to move forward with a broadcast campaign anchored by the ABC News 4 ‘4 Degree Guarantee’ community initiative.
The sponsorship aligned perfectly with Smoak’s community-focused values while providing a unique way to differentiate the brand in a competitive market. Connected TV remains part of our long-term strategy as we continue to build momentum and expand the campaign over time. Marshall Marketing’s research, strategic guidance, and ongoing support were instrumental in helping us earn the client’s trust and successfully close the business.”
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