For 65 years, Titus HVAC has claimed the role as "the leader in air management." But maintaining a title like that is a tall order for any business. So, how has this kind of leadership been achieved? And, more importantly, how is it maintained?
Innovation would certainly be one component. Innovation has been one of the constants and always part of the business culture at Titus.
"We use that word 'innovation' in the broadest sense of the term," says Rob Copeland, Director of Marketing and Product Development for the Plano, Texas-based manufacturer. "For years, innovation has meant significant investment in product development to ensure continued leadership," Rob continues. "In more recent times, innovation has also implied doing things differently on the business side."
Titus HVAC headquarters in Plano, Texas features a comfortable
space for product demonstrations and training.
Titus continues to lead in product development with technology-driven ideas and game-changing implementations. EOS
One such innovation is known as EOS. This name is used for a line of slot diffusers featuring an auto-changeover function and a bidirectional air pattern for heating and cooling applications. Significantly, EOS is built on energy-harvesting EnOcean technology which uses both solar and ambient lighting to power the internal actuator to accomplish the changeover function. Internal temperature sensors monitor supply air temperature and automatically adjust the air pattern for horizontal airflow (cooling) or vertical airflow (heating).Woodgrain Finishes
Even in the tried and true products, such as linear bar diffusers, Titus finds opportunity for innovation. These devices are often the most visible portion of an air distribution system. So, when both the performance AND the appearance characteristics are critical, Titus now offers numerous woodgrain finishes on its aluminum linear bar diffusers. In fact, using a preparation, coating, and decoration process known as sublimation, Titus can deliver a diffuser with one of 47 different finishes!
Factory-Integrated Digital Controls
With the Alpha line of BACnet VAV controllers, designed and manufactured by KMC Controls and private-labeled for them, Titus has introduced a game-changing approach to VAV applications.
There's nothing new about factory-mounted controls or even factory-mounted digital controls. But the approach Titus has taken goes far beyond simple factory mounting by truly integrating the controller and VAV box into a complete package. Far beyond simple factory-mounted controls, these new integrated boxes go to field fully configured and programmed for their intended use. As a result, no software or PC is needed in the field as a related human interface device provides for complete configuration and system setup.
Titus Alpha series controllers are BTL-listed, BACnet Application
Specific VAV controllers, designed and manufactured by KMC.
"Among other trends, we are seeing increased activity for small and medium tenant improvement projects," says Keith Glasch, Vice President of Sales and Marketing at Titus. "Key factors here are speed to market, custom solutions and, of course, cost-effective solutions. Titus terminal units, equipped with the Alpha controller, help us satisfy all of these demands."
Beyond the Product
While engineering keeps busy with these and other product innovations, there's a good deal happening on the sales and marketing side of Titus business as well. "We are re-engineering our brand," Rob Copeland says. He is referring to a multi-tiered effort to reach existing and new audiences with the Titus message.
"Our success is primarily due to our long-standing partnerships with our reps in the field," Rob says. "They are the best in the industry and we'll never forget that. But they are in need of greater help from us in reaching their audiences," he continues. "So we are taking bigger steps to better reach those in the engineering and architectural communities."
Titus's Director of Marketing and Product Development,
Such steps have included engaging a public relations firm, revamping the corporate web site, and engaging in educational activities through the newer digital media. "We've always done a good job of being involved in industry organizations and presenting papers in various industry venues," says Rob.
"But we have to be concerned with new social media channels as well. So we are educating through these means such as offering our expertise through blogs."
Despite these moves in newer media, there is still room in the Titus world for conventional means of reaching and educating audiences with the Titus message. For instance, the Titus product catalog, issued every two years, is still widely considered one of the most anticipated releases in the rep channel and beyond.
So, whether it's proven product innovation or better engagement of critical audiences, Titus seems to have secured its title as the leader in air management for many years to come.
At the AHR Expo 2012, Titus HVAC and KMC Controls
celebrated 35 years of product collaboration with this
joint promotional graphic and an associated press release.
Interestingly, the collaboration began with a custom-designed
pneumatic VAV controller in 1977.