10 marketing tips for water quality dealers wqa 2012

(800) 771-3282 www.datamangroup.com(800) 771-3282 www.datamangroup.com

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


Marketing Fuels Your BusinessMarketing Fuels Your Business


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?


Direct MarketingDirect Marketing

Direct MailDirect Mail TelemarketingTelemarketing E-mail MarketingE-mail Marketing Cross MarketingCross Marketing Social MediaSocial Media

“How Can I Reach Them?”


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


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


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


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


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”


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”


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


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”


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


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


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”


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”


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


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


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


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!


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


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.

http://www.google.com/imgres?imgurl=http://www.imagesource.com/Doc/IS0/Media/TR4_WATERMARKED/a/e/a/8/IS098UC8E.jpg&imgrefurl=http://www.imagesource.com/stock-image/Young-man-reading-letter-IS098UC8E.html&h=291&w=436&sz=32&tbnid=Fa7SNxHzf9SovM:&tbnh=84&tbnw=126&prev=/images?q=photo+of+person+reading+letter&zoom=1&q=photo+of+person+reading+letter&hl=en&usg=__zBPaZrCi4syolJDCvh4JBH6s_iI=&sa=X&ei=ggZ0Tef2BIO5tgeO4YD0Dg&ved=0CC4Q9QEwBg


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?


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.


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!


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


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


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


E-mail MarketingE-mail Marketing

The way it really isThe way it really is


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


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


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

(800) 771-3282www.datamangroup.com

http://www.datamangroup.com/

10 marketing tips for water quality dealers wqa 2012

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