10 marketing tips for water quality dealers wqa 2012
DESCRIPTION
Presented at the 2012 Water Quality Association conference in Las Vegas, this slide show will give water conditioning dealers valuable insight intothe top marketing techniques and hottest market segments for 2012. Water dealers need to match their marketing message to the group they are targeting with clear & conciseTRANSCRIPT
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10 Marketing Tips for Water 10 Marketing Tips for Water Quality Dealer Quality Dealer
Dale FilhaberDale Filhaber
Dataman Group DirectDataman Group Direct
Presented at WQA- Aquatech 2012Presented at WQA- Aquatech 2012
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Marketing Fuels Your BusinessMarketing Fuels Your Business
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What’s Your Marketing Strategy?What’s Your Marketing Strategy?
Did you know thatmost new customers in the
Water Quality Industry are generated through
Direct Marketing?
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Direct MarketingDirect Marketing
Direct MailDirect Mail TelemarketingTelemarketing E-mail MarketingE-mail Marketing Cross MarketingCross Marketing Social MediaSocial Media
“How Can I Reach Them?”
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Direct Mail Direct Mail
Direct Mail is NOT DeadDirect Mail is NOT Dead --Spending in direct mail is Spending in direct mail is
forecast to rise $25 billion by forecast to rise $25 billion by 2015, spurred by locally 2015, spurred by locally targeted and micro-targeted targeted and micro-targeted mail, away from mass mail, away from mass advertising.advertising.
Direct Mail is the only Direct Mail is the only medium that offers medium that offers undivided attention to undivided attention to your message & total your message & total control of your mediumcontrol of your medium
- - USPS Mail momentUSPS Mail moment
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Uses of Direct MailUses of Direct Mail
Expose product to a larger marketExpose product to a larger market Brand recognitionBrand recognition Obtain qualified leads for follow-upObtain qualified leads for follow-up Prepare prospects for telephone follow-upPrepare prospects for telephone follow-up
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Mailing Lists are CriticalMailing Lists are Critical
Know target marketKnow target market TimingTiming Match marketing Match marketing
message to the listmessage to the list Match offer or Match offer or
promtional item to the promtional item to the mailing listmailing list
Find the right partnersFind the right partners
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Top Mailing Lists in the Water Top Mailing Lists in the Water IndustryIndustry
New HomeownersNew Homeowners Homeowners with Growing Homeowners with Growing
FamiliesFamilies Affluent HomeownersAffluent Homeowners Green HomeownersGreen Homeowners Hispanic HomeownersHispanic Homeowners Ailment SufferersAilment Sufferers Homeowners with PetsHomeowners with Pets BusinessesBusinesses
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New HomeownersNew Homeowners
Year in-year out, the #1 Year in-year out, the #1 prospect group in the prospect group in the Water Treatment Water Treatment industryindustry
92% will buy a water 92% will buy a water systemsystem “The water in my
new house tastes different than my old house”
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Homeowners with Growing Homeowners with Growing FamiliesFamilies
Homeowners with New BabiesHomeowners with New Babies Homeowners with ChildrenHomeowners with Children Pre-Natal householdsPre-Natal households
“I want my children to have a head start in life…and that begins with quality water”
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Affluent HomeownersAffluent Homeowners
Homeowners by credit Homeowners by credit scorescore
Golden HomeownersGolden Homeowners Discretionary Spending Discretionary Spending
PowerPower Income / Net WorthIncome / Net Worth Lifestyle ChoicesLifestyle Choices
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Green HomeownersGreen Homeowners
If you’re message If you’re message talks about a clean talks about a clean environment, target environment, target Homeowners who are Homeowners who are environmentally environmentally conscious.conscious.
“I want the preserve our planet for my children”
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Ailment SufferersAilment Sufferers
Homeowners with Homeowners with Kidney Disease, Kidney Disease, Diabetes, Crohn’s, Diabetes, Crohn’s, Gerd, Gastritis, Cancer, Gerd, Gastritis, Cancer, Psoriasis, must have Psoriasis, must have quality waterquality water
“I need pure water to take my medications”This File is Also Key for Dealers
who also Market Air Purification Systems
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Hispanic HomeownersHispanic Homeowners
Hispanic Hispanic Homeowners can be Homeowners can be targeted by language, targeted by language, country of origin & country of origin & level of assimilation.level of assimilation.
A mailer in Spanish to a Spanish-speaking household increases response & differentiates your company from the competition
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Homeowners with PetsHomeowners with Pets
Affluent Homeowners Affluent Homeowners with Pets spare no with Pets spare no expense when it expense when it comes to the care, comes to the care, feeding and health of feeding and health of their pets.their pets.
2010 spend by US Pet Owners 2010 spend by US Pet Owners was $47.7 billon, up from was $47.7 billon, up from $45.5 billion in 2009$45.5 billion in 2009 “I want my dog to drink top-quality
water so he can stay healthy”
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BusinessesBusinesses
New Businesses New Businesses Existing businessesExisting businesses
“Good health begins in the workplace and my staff deserves the same high quality that I expect from them”
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Developing Your Mail PieceDeveloping Your Mail Piece
Focus on Customer BenefitsFocus on Customer Benefits Keep the offer simple, persuasive & meaningfulKeep the offer simple, persuasive & meaningful Include a “Call to Action”Include a “Call to Action” Create a sense of urgency for the responseCreate a sense of urgency for the response Make it easy to respondMake it easy to respond Match the message to the Target MarketMatch the message to the Target Market
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Focus on BenefitsFocus on BenefitsExample that focuses on benefits:
Your children’s good health is the key to a head start in life. Water in our area has been shown to have a high percentage of chromium 6 and studies have shown that it’s presence in drinking water may cause health problems in the future. The only safe & sure solution is an in-home water purification system.
Testing the water in your home is the start to protecting your family.
A simple test of the water in your home can set your mind at ease.
At John’s Water Dealers we care about your family, the same way we care about our own.
Example that doesn’t focus on benefits:
John’s Water Dealer has been in business for 25 years, providing top quality water systems for families in Las Vegas.
Let us come to your home for a free water test.
Mail is a one-to-one communication – use a personal & friendly tone
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The Offer – Match to TargetThe Offer – Match to Target
FREE Diapers FREE tickets to the Miami Heat
FREE dog food for FidoGift Certificate to Home Store
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Call to ActionCall to Action
Create a sense of urgencyCreate a sense of urgencyCall todayCall today – we are standing by – we are standing byInclude a postage paid cardInclude a postage paid cardMake the offer for a limited time to Make the offer for a limited time to encourage people to act encourage people to act
Use a P.S.Use a P.S.People tend to read it!People tend to read it!
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Make it Easy to RespondMake it Easy to Respond
Toll-free number – Toll-free number – manned 24 hrs/day if possiblemanned 24 hrs/day if possible
URL on mailer – URL on mailer – Well Well planned, easy-to-navigate planned, easy-to-navigate websitewebsite
QR CodeQR Code E-mail addressE-mail address Fax #Fax # Payment optionsPayment options
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Tie It All TogetherTie It All Together
Match the message Match the message and the offer to the and the offer to the Target ListTarget List
Create different Create different pieces to address pieces to address different audiences.different audiences.
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Measuring SuccessMeasuring Success
Basic “vanilla” Direct Mail Basic “vanilla” Direct Mail response:response: .05% - 1%.05% - 1% Percent increases with Percent increases with
fine-tuningfine-tuning
Based on a 1% sale rate, a 1,000 pieces direct mailing Based on a 1% sale rate, a 1,000 pieces direct mailing will generate 10 responses or sales.will generate 10 responses or sales.
* * Will those 10 responses bring you more than you Will those 10 responses bring you more than you spent?spent?
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The Bottom Line The Bottom Line
Focus on your top prospect groupsFocus on your top prospect groups Small, precisely targeted mailings with Small, precisely targeted mailings with
appropriate messaging and offers will appropriate messaging and offers will outperform “vanilla” mailingsoutperform “vanilla” mailings
Personalization will increase responsePersonalization will increase response
The cost per lead or order, of catalogs, is $46.81, according to the Direct Marketing Association’s 2011 Response Rate Trend Report.
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One last ReminderOne last Reminder
Direct Mail Readers are actively involved. People read their mail when they choose. So, for at least a second or two, your message will
have their undivided attention when they open & scan it.
Remember to catch their attention right at the start!
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TelemarketingTelemarketing
Still the #1 means of Setting Still the #1 means of Setting Appointments in the Home & Appointments in the Home &
Water Quality IndustriesWater Quality Industries
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Dealing with the Do Not CallDealing with the Do Not Call
The Do Not Call & The Do Not Call & Your BusinessYour Business
Your SANYour SAN To Scrub or Not to To Scrub or Not to
ScrubScrub Telemarketing List Telemarketing List
HygieneHygiene
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Top Telemarketing ListsTop Telemarketing Lists
New HomeownersNew Homeowners New Residential ConnectsNew Residential Connects Affluent HomeownersAffluent Homeowners NursesNurses Homeowners with Growing FamiliesHomeowners with Growing Families New Businesses / New Business New Businesses / New Business
ConnectsConnects
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E-mail MarketingE-mail Marketing
The way it really isThe way it really is
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Cross MarketingCross Marketing
Your own customers Your own customers can be your #1 can be your #1 source for new growthsource for new growth
Referral programReferral program Up-sellingUp-selling ServiceService Replacement Replacement
Think about including “bill stuffer” inserts in your invoices
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New TechnologyNew Technology Appending Customer ListsAppending Customer Lists
demographicsdemographicsphone #sphone #semail addressesemail addresses
Monthly E-ZinesMonthly E-Zinesset up appointments/recallsset up appointments/recalls
Make Friends with Social MediaMake Friends with Social Media FacebookFacebook LinkedInLinkedIn Google+Google+
YouTube YouTube Blog – blog - blogBlog – blog - blog
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Dataman Group DirectDataman Group Direct
Providing Direct Mail & Providing Direct Mail & Telemarketing Lists for the Telemarketing Lists for the
Water Quality Industry since 1980Water Quality Industry since 1980
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