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Vol. 5, Issue 4April 2011
In This Issue
Brand Yourself to Build Your IAQ Business
IAQ Video Network Releases New Videos & Upcoming Events
 
 
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Seen on IAQTV.com
 
Welcome to the Environmental Marketer.  
 
The mission of this publication is to bring you new ideas to help you grow your environmental business. 
 
If there are ever any future topics you would like us to discuss please drop me a note and we will attempt to address your topic in a future issue.

 
 
 
Cochrane & Associates is the only specialty firm delivering:

Marketing
 
Public Relations
 
Business Development
 
services directly to our industry and your business.
 

 
"Being able to touch so many people through my businesses and make money while doing it, is a huge blessing."
- Magic Johnson
 
"When two opposite points of view are expressed with equal intensity, the truth does not necessarily lie exactly halfway between them.  It is possible for one side to be simply wrong."
- Richard Dawkins
 
 
Join Our Mailing List
 
 
C&A recommends:
 
 
IAQ Video Network
the place to post and view IAQ related videos

 
UltraViolet Devices, Inc.
advanced UV and molecular filtration for air, surface and water disinfection
 

ec2, inc.
environmental consulting & inspection services
www.4ec2inc.com


Clark Seif Clark

environmental & industrial hygiene services

Sussex Environmental

Health Consultants

environmental & industrial
hygiene services
www.sussexenvironmental.com


EnvironmentalReports, Inc.
environmental reporting and tracking software solutions


EMSL Analytical, Inc.
 for quality laboratory services and sampling products
 
 
 
The American Indoor Air Quality Council/American Council for Accredited Certification
for true industry certifications
 
  
 
Indoor Air Quality Association
the industry's trade association
 
 
 
Indoor Sciences
a premier IAQ course provider 
 
 
 
Legends Environmental Insurance Services
leaders in insurance products
 
 
 
IAQ Radio
the industry's live news source
 
 
 
Indoor Environmental Connections
the industry's news source
 
 
  

 
Cochrane & Associates are proud financial supporters of Habitat for Humanity International (HFHI) 
 
To learn how you can help make a difference in people's lives
 please visit

Branding
Branding Builds Businesses
 Brand Yourself to Build Your IAQ Business
  
The word branding began as a way for people to tell one person's cattle from another, usually by the application of a hot iron stamp.  Branding has evolved to encompass identity and in the world of business this can be for a product, company, service and even a personality. 

 

As far as the size of the indoor air quality industry is concerned it is not huge.  Take a look at the size of the memberships for such related trade associations as the Indoor Air Quality Association (IAQA), Environmental Information Association (EIA), American Industrial Hygiene Association (AIHA), Restoration Industry Association (RIA) and The HVAC Inspection, Maintenance and Restoration Association (NADCA).  None are enormous compared to some other industries.

 

What I'm trying to get at is for anyone involved in this industry, branding oneself is a doable and powerful tool for building an IAQ related business.  There are thousands of professionals in our business, but not hundreds of thousands of us.  This makes the challenge of branding a person that much easier.

Think back to the last industry conference or event that you attended.  As you walked around I suspect many of you recognized certain faces from a distance.  These recognizable faces weren't necessarily because you have worked with them in the past or meet with them on committees or social events.  Many of them were because these people, or marketing pros working for them, have done a superb job of branding the individuals.

Now some people may be asking how branding a person results in building a business.  Quite simply the increased exposure leads to increased opportunities to build a business.  If you have been branded as the expert on pathogenic fungi, Chinese drywall, dirty ducts, mold remediation or any other specialty then you become the "go to" expert for cases involving those things.

So if you are part of the 98% of the industry that perhaps doesn't fall into this category of being branded what are your options?  First off the branding of an individual is quite similar to the branding of a product or service and one of the essential things required for doing any type of branding is exposure.

Here's a short case study: Back in the 1990s when I first began working with Aerotech Laboratories we were at the time a small local IAQ laboratory.  When we began marketing the company nationally we found that one of the areas we were weak in included the fact that the 'big name' IAQ laboratories of the time all had a well known face followed by the Ph.D. designation. 

Not having one of our own, we too hired an extremely intelligent and powerful mind with those same credentials, but no one in the IAQ industry knew him.    So we went about branding this individual by having him author a number of articles that the laboratory published, looking for speaking opportunities to showcase his expertise and having him conduct IAQ consultant training.  Within a short period he became a recognized IAQ expert and was from then on regularly asked to speak, provide expert witness services and write articles for industry publications.  Objective accomplished.

Now think back to why those individuals you recognize within the IAQ industry stand out to you.  Chances are it's a combination of reasons.  These individuals likely have mastered the following:

  • Publishing articles & press releases
  • Holding industry association positions
  • Public speaking, especially at industry events
  • Becoming an industry trainer

In a nutshell these branded professionals are involved and by being involved they get noticed.  Getting noticed is the key to getting more business whether you are selling cars, real estate, furniture or even IAQ services and products.

 

Cochrane & Associates, LLC, the environmental, mold, HVAC and indoor air quality industries' only dedicated marketing, public relations and business development consulting firm works with clients to develop ways to maximize their marketing efforts and ROI.  We also invite you to visit our newest venture, the IAQ Video Network www.IAQTV.com and submit any videos you may have for inclusion on the website.  

 

  
 
For more information about how Cochrane & Associates can help your business, contact us at:

 

[email protected] 
602-510-3179

www.cochraneassoc.com

 

 

 

 


New Video Releases at:

IAQ Video Network


Biological Contaminants in the Home
Biological Contaminants in the Home

  

Avoiding IAQ Problems after a Flood
Avoiding IAQ Problems after a Flood

  
Previously Released Videos

 

 

 

Upcoming Environmental Events 
 
conference
Places to Learn
  
Green California Summit & Exposition
Sacramento, California
April 19 - 20. 2011

 

AIHce 2011
Portland, Oregon
May 14 - 19, 2011

Indoor Air 2011
Austin, Texas
June 5 - 10, 2011
 
Safety 2011
Chicago, IL
June 12 - 15, 2011

ASHRAE 2011 Annual Conference
Montreal, Quebec Canada
June 25 - 29, 2011

International Disaster Conference and Expo
New Orleans, LA
January 17 - 19, 2012