Before the name Amazing Morrow meant anything in Houston, they were just another solid HVAC company: trucks, tools, heart all in place. But no one knew their name.
They were spending millions on pay-per-click and direct mail campaigns, yet they blended into the crowd like khakis at a contractor convention. Leads trickled in. Growth stalled. Sound familiar?
“We had a great team and a solid business, but we weren’t the company people thought of when their AC gave up in the Houston heat.” — Justin Morrow
This is where Wizard of Ads® for Essential Services stepped in.
The Strategy: Start with Questions, Not Answers
Too many marketing campaigns start with tactics — spend money here, post there, run that ad. Not us.
We started with questions:
- Who are you really?
- What do you stand for?
- Why should anyone remember your name the moment they need you?
And then it clicked: Mr. Morrow, the cartoon character lurking in the old logo, was a story nobody knew.
So we gave him life. We gave him a voice. We gave him a personality.
We didn’t just rebrand a name. We transformed a company identity:
- Morrow Mechanical became Amazing Morrow
- New logos, trucks, identity, and voice
- Radio ads that were intentionally silly, unforgettable, and stick
“When they hear something, we want them to think of us — not just now, but when it really matters.” — Justin Morrow
The Wizard of Ads Approach
Here’s how we made the brand impossible to ignore:
🎙️ Auditory Anchors
We created radio ads designed to lodge in listeners’ minds — so even complaints about them meant people were remembering the brand.
🧔♂️ Mascot Activation
We turned Mr. Morrow into a vintage, memorable character, giving him a personality people could connect with.
🚚 Strategic Rebrand
Updating everything from the company name to visual identity and tone, making Amazing Morrow instantly recognizable and trustworthy.
💡 Smarter Marketing Spend
Low-performing PPC campaigns were cut, direct mail optimized, and auditory messaging amplified — achieving more reach with less spend.
The Results Speak for Themselves
In October 2022, Amazing Morrow was pacing $6.5M in revenue. Today, they’re on track for $14M+.
But the story isn’t just numbers:
🔊 Listeners called to complain about the ads — then booked service.
📈 Inbound leads from both customers and job seekers surged.
💰 Marketing spend dropped 40%, from millions to hundreds of thousands.
💸 PPC was eliminated entirely.
🧲 The brand became magnetic and impossible to ignore.
Amazing Morrow didn’t just grow revenue, they multiplied reputation, reach, and relevance.
Why It Worked
Most HVAC companies chase today’s customer. We persuade tomorrow’s prospect.
Marketing shouldn’t make you look like everyone else. It should make you unforgettable.
By transforming Morrow Mechanical into Amazing Morrow, we created a company Houston thinks of first when they need someone they trust.
“Your marketing shouldn’t just chase clicks. It should anchor memory, build trust, and multiply your business over time.” — Ryan Chute
The Takeaway for Essential Services
- Brand first, tactics second: Your story is the engine. Ads are the wheels.
- Make your company unforgettable: People hire who they remember and trust.
- Strategic weirdness works: Personality, humor, and boldness cut through white noise.
If you want your HVAC, plumbing, or home services brand to become a household name, not just another line in a directory, let’s talk.
✨ Because being remembered beats spending money on ads that sound like everyone else’s.
Campaign Highlights
Industry: Home Services / HVAC
Location: Houston, TX
Growth: $6.5M → $14M+
Strategy Focus: Branding, Radio, Image, Identity, Strategic Weirdness
Ryan Chute
Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.
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