Messaging for Consumer

Consumer Branding Messaging Rationale

As both Goodman and Google Nest have strong brand attributes, this messaging will focus on those. Goodman has almost 50 years of heritage, i.e., a history of manufacturing superior units, and is an entity that stands behind their products. The Google Nest thermostat has a strong association with one of the most well-known technology brands in the world as a member of the Google home-device family. Combining these powerful brand factors should speak to the consumer’s need to trust the product as well as appeal to the homeowner's aspiration to integrate smart technology into their home without compromising on decor aesthetics. 

 

Consumer Brand Messaging Situation

  • Situation: Goodman does not have high brand awareness with consumers

  • Situation: Leverage the Google Nest brand recognition with Goodman

  • Situation: The Goodman/Google Nest program needs to be promoted

  • Situation: Overcome smart home technology apprehension(s) with homeowners

 

Consumer Topline Brand Messaging

  • Power Brands = Goodman & Google Nest

  • Muscle by Goodman – Brains by Google Nest

  • What’s in a Name – Everything. The Goodman/Google Nest Program

  • HVAC Just Got Smarter – Goodman & Google Nest

  • More Than Smart – Goodman/Google Nest Smart HVAC Systems

  • Goodman & Google Nest, Brands that Make You Smarter

  • Goodman & Google Nest, Brands That Make You Feel Smart

  • Smart HVAC by Goodman, Smart Thermostat by Google Nest – Smart Brands for Smart Homes

  • Powerful, Beautiful, Smart – A Goodman/Google Nest Program

 

Consumer Sales Cycle Messaging Rationale

Sales cycle messaging will be used by the contractor to aid in closing the sale with the homeowner. This type of messaging is developed to help overcome potential objections, such as pricing or ease-of-use. This messaging will also reinforce the brand messaging in that the Goodman/Google Nest program provides a level of confidence in the consumer’s investment in their purchase of a smart HVAC unit with a smart thermostat.

Consumer Sales Cycle Messaging Situation

  • Situation: Homeowners should see a Goodman/Google Nest purchase as an investment that will offer a good value

  • Situation: Goodman and Google Nest are trustworthy brands and safe to do business with

  • Situation: Investing in a Goodman/Google Nest system offers a peace-of-mind to consumers – the HVAC system “runs itself”

  • Situation: A Goodman/Google Nest smart HVAC system is an easy-to-use application that provides homeowners with the convenience of monitoring and controlling their system from anywhere.

 

Consumer Topline Sales Cycle Messaging

  • An Investment in Your Home – Goodman & Google Nest

  • Goodman/Google Nest – A Smart Investment

  • Goodman and Google Nest Are Brands That Stand Behind Their Product

  • The Heritage of Goodman, The State-of-the-Art Technology of Google Nest – An Unbeatable HVAC System

  • Goodman/Google Nest – An HVAC System that Runs Itself

 

Consumer – Contractor to Consumer Script (used to differentiate and overcome potential objections)

Goodman has manufactured high-quality HVAC units for decades. Goodman’s ComfortBridge technology allows systems to self-monitor for peak performance, while the Google Nest smart thermostat brings cutting-edge technology for ease-of-use, convenience and even notifies homeowners when the system needs attention or maintenance. These two trusted and proven brands provide an excellent investment opportunity for homeowners that aspire to have superior and aesthetically pleasing home products in their dwelling. Purchasing a Goodman/Google Nest system allows consumers to take the worry out of monitoring their HVAC system by providing peace-of-mind in knowing their HVAC system is a smart choice, not to mention the exclusive 5-year warranty only available with the Goodman/Google Nest system.  

*Not shown are two other messaging documents for both contractors and for builders.