“Over the years, we have been highly successful in developing brand recognition with Aprilaire at both the trade and consumer level,” said Larry Olsen, the manufacturer’s vice president of sales and marketing. “Due to advertising initiatives and dealer selling efforts, Aprilaire has become the number-one name in humidification.”
According to the company, as new branded products such as “SpaceGard,” “PerfectTemp,” and “PerfectAire” were introduced, the task of creating the same level of name recognition has been challenging.
Aside from the name change and several part number changes, product quality and provided benefits will remain the same.
Changes in the marketing strategy for the humidifier line marked the initial phase in the branding initiative. The overall plan by Research Products is to make the Aprilaire name synonymous with indoor air comfort.
According to Olsen, “We will do this in a number of ways, but perhaps the most succinct will be ‘Aprilaire.com = Indoor Air Comfort,’ which will begin to appear on all of our literature, consumer and trade advertisements, merchandising materials, and most everything else we produce at Research Products.”
The company’s Web site address has been www.resprod.com. Now the new home page address has been changed to www.aprilaire. com.
