04 — Dealer Support
Your marketing. Sorted.
Specialist support for New Zealand HVAC dealers. From strategy and social media to home shows, brand campaigns, and making sure you get the most out of your suppliers marketing support programmes.
Everything your dealership needs. One point of contact.
Running a successful HVAC dealership takes more than great installs. You need to stay visible, stay on-brand, and stay on top of the incentive programmes on offer, seasonal windows, and co-operative marketing opportunities your suppliers offer.
Luma Co. exists to fix that. Shirli brings deep, insider experience working directly within the HVAC industry, and today operates in a purely independent capacity. Her loyalty is to the dealer, first and foremost. She understands how HVAC businesses operate, how supplier relationships work, and what it actually takes to grow in a competitive local market.
Her job at Luma is to use that intelligence and relationships to make your marketing easy, effective, and maximise your suppliers brand support and campaigns. If you are multi branded we can help make those brands work together in the most optimal flow.
Not just an agency
An independent partner with insider knowledge.
Shirli spent many years working inside the HVAC industry in brand marketing roles. She does not need to be briefed on how incentive programmes work or the complexities of the industry. Deep product knowledge and the language of the trade have become an integral part of how she thinks and works. But equally important is her ability to hold the end user perspective clearly in mind, keeping her communication grounded, relevant, and easy for any audience to understand.
Today, Luma Co. operates in a purely independent capacity to support you, the dealer, first and foremost. Shirli and Luma Co. have the buying power and relationships with brand representatives and media buyers, and navigates conversations that would take a general agency weeks to figure out.
What dealer support looks like in practice.
01
The Dealer Audit
Know exactly where you stand.
Luma Co. starts with an honest, independent look at your business. The audit assesses your complete market position, not only in your community but across your geographic region. We review your website, social media, Google Business Profile, and how you stack up against local and regional competitors. We map your full brand portfolio, identify gaps, and review your co-marketing entitlements across all your brands so you know exactly what support is sitting unused. You receive a professionally produced SWOT review along with your report and action plan, and both are yours to keep.
02
Marketing Strategy
A plan that actually fits your business.
Shirli builds you a quarterly and seasonal strategy that connects your brand relationships, selling seasons, local market, and supplier incentives into a single, coherent plan. For dealers carrying multiple brands, the strategy is aligned to each promotional calendar, ensuring you lead with the right product, brand and message at the right time.
03
Social Media Management
Stay visible. Stay on-brand. Stop worrying about it.
We manage your social media so you do not have to. We produce original, brand-accurate content aligned to the seasons and supplier promotions. Every piece of content is checked against brand guidelines and pre-approved where necessary. Review programmes are built in to grow your ratings over time.
04
Digital Campaigns
Find customers who are already looking.
When someone searches for an installer in your town, you need to appear. Along with our specialist Google practitioner partner, we set up and manage highly targeted search campaigns designed to generate real local enquiries. Everything is tracked, reported, and optimised so you know exactly what is working.
05
Co-operative Marketing and Advertising Support
Maximise the support from all your brands.
Every major brand offers some form of co-operative advertising support, whether that is funds, a percentage of spend, promotional merchandise, or signage. We consolidate this across your full portfolio, spread your marketing activity for maximum coverage, and prepare your pre-approval and claim documentation to enable you to submit it correctly and on time. Nothing is left on the table.
06
Incentive Programme Tracking
Know where you stand. Qualify for what you deserve.
Supplier incentive programmes, including rebate tiers, trip qualifications, and volume rewards, are designed to reward you, but only if you track them. We create a schedule for you that tracks the incentives of all your brands in one place, monitoring your progress in real time so you always know where you stand. We help you build a plan to hit your targets and make sure nothing slips through.
07
Home Shows and Exhibitions
Show up brilliantly. Every time.
A well-executed presence at a home show is one of your best local marketing tools. Shirli handles the full exhibition experience: stand design, setup, branded giveaways, and marketing collateral, all designed to brand standards and coordinated with suppliers for compliance. Where exhibition costs qualify for co-marketing support, she helps prepare the claims process.
08
Showroom Design and Brand Presence
Make your premises do more work.
Your showroom is a powerful conversion tool. Shirli advises on layout, display design, and point-of-sale materials, working with your supplier guidelines and brand representatives to access display units, branded materials, and potential co-funding to bring your space to life.
Privacy and Confidentiality
Your information is yours. Full stop.
Everything you share with Luma Co. is strictly confidential. Your audit findings, business data, brand relationships, and performance information are used solely to produce your own private report and to support your business. Nothing is shared with any other dealer, brand, or third party.
Luma Co. operates in full compliance with the New Zealand Privacy Act. Where any information is used in a broader context, it is always aggregated and completely anonymous. No individual business, dealer, or brand can ever be identified.
We understand that trust is everything in this industry. Dealers and brands alike can be confident that working with Luma Co. carries no risk to their relationships, their data, or their reputation. Privacy is not a policy we follow. It is a value we hold.
Your report is private
Audit findings, business data, and action plans are produced exclusively for you and shared with no one else.
NZ Privacy Act compliant
All work is conducted in full compliance with the New Zealand Privacy Act 2020.
Aggregated data only
Any broader market insights are always aggregated and anonymous. Individual businesses are never identifiable.
No risk to brand relationships
Brands and dealers can work with Luma Co. with complete confidence. There is no conflict of interest and no information is passed between parties.
From the dealers
What New Zealand dealers say.
Luma Co. works with established HVAC dealers across New Zealand. Here is what some of them have to say.
Quote coming soon. This space is reserved for a reference from an established NZ HVAC dealer.
Dealer Name
Business Name, Region
Quote coming soon. This space is reserved for a reference from an established NZ HVAC dealer.
Dealer Name
Business Name, Region
Quote coming soon. This space is reserved for a reference from an established NZ HVAC dealer.
Dealer Name
Business Name, Region
Quote coming soon. This space is reserved for a reference from an established NZ HVAC dealer.
Dealer Name
Business Name, Region
Coming soon
The HVAC Brain
Intelligence that gives you an edge.
We have almost completed our build of a dedicated intelligence platform for HVAC dealers. The HVAC Brain brings together market data, brand intelligence, incentive tracking, and AI-powered analysis into a single platform designed specifically for how New Zealand dealers operate.
Think of it as having an industry analyst, marketing director, and supplier coordinator on call.
Real-time incentive programme tracking across all your brands
Market data and brand intelligence in one place
AI-powered analysis tailored to NZ dealer operations
Co-marketing entitlement monitoring and alerts
Seasonal campaign planning and performance reporting
Sound like your business?
Get in touch and Shirli will start with a no-obligation conversation about your dealership and what you are trying to achieve.