10 marketing tips for water quality dealers wqa 2012

10 Marketing Tips for Water
Quality Dealer

Dale Filhaber
Dataman Group Direct
Presented at WQA- Aquatech 2012

(800) 771-3282 www.datamangroup.com

Marketing Fuels Your Business


What’s Your Marketing Strategy?

Did you know that
most new customers in the
Water Quality Industry
are generated through
Direct Marketing?


Direct Marketing

 Direct Mail
 Telemarketing
 E-mail Marketing
 Cross Marketing
“How Can I Reach Them?”
 Social Media


Direct Mail
 Direct Mail is NOT Dead
-Spending in direct mail is
forecast to rise $25 billion by
2015, spurred by locally
targeted and micro-targeted
mail, away from mass
advertising.

 Direct Mail is the only
medium that offers
undivided attention to
your message & total
control of your medium
- USPS Mail moment


Uses of Direct Mail
 Expose product to a larger market
 Brand recognition
 Obtain qualified leads for follow-up
 Prepare prospects for telephone follow-up


Mailing Lists are Critical
 Know target market
 Timing
 Match marketing
message to the list
 Match offer or
promtional item to the
mailing list
 Find the right partners


Top Mailing Lists in the Water
Industry
 New Homeowners
 Homeowners with Growing
Families
 Affluent Homeowners
 Green Homeowners
 Hispanic Homeowners
 Ailment Sufferers
 Homeowners with Pets
 Businesses

New Homeowners
 Year in-year out, the #1
prospect group in the
Water Treatment
industry

 92% will buy a water
“The water in my
system new house tastes
different than my
old house”


Homeowners with Growing
Families
 Homeowners with New Babies
 Homeowners with Children
 Pre-Natal households

“I want my children to have a
head start in life…and that
begins with quality water”


Affluent Homeowners
 Homeowners by credit
score
 Golden Homeowners
 Discretionary Spending
Power
 Income / Net Worth
 Lifestyle Choices


Green Homeowners
 If you’re message
talks about a clean
environment, target
Homeowners who are
environmentally
conscious.

“I want the preserve our planet for
my children”


Ailment Sufferers
 Homeowners with
Kidney Disease,
Diabetes, Crohn’s,
Gerd, Gastritis, Cancer,
Psoriasis, must have
quality water

“I need pure water to take
This File is Also Key for Dealers my medications”
who also Market Air Purification
Systems

Hispanic Homeowners
 Hispanic
Homeowners can be
targeted by language,
country of origin &
level of assimilation.

A mailer in Spanish to a
Spanish-speaking
household increases
response & differentiates
your company from the
competition


Homeowners with Pets
with Pets spare no
expense when it
comes to the care,
feeding and health of
their pets.

 2010 spend by US Pet Owners
was $47.7 billon, up from
$45.5 billion in 2009 “I want my dog to drink top-quality
water so he can stay healthy”


Businesses
 New Businesses
 Existing businesses

“Good health begins in the workplace and
my staff deserves the same high quality
that I expect from them”


Developing Your Mail Piece
 Focus on Customer Benefits
 Keep the offer simple, persuasive & meaningful
 Include a “Call to Action”
 Create a sense of urgency for the response
 Make it easy to respond
 Match the message to the Target Market


Focus on Benefits
Example that focuses on benefits:
Example that doesn’t focus on
Your children’s good health is the key to a
benefits:
head start in life. Water in our area has
been shown to have a high percentage of John’s Water Dealer has been in
chromium 6 and studies have shown that business for 25 years, providing top
it’s presence in drinking water may cause quality water systems for families in
health problems in the future. The only Las Vegas.
safe & sure solution is an in-home water
purification system. Let us come to your home for a free
water test.
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 Mail is a one-to-one
your family, the same way we care about communication – use a
our own. personal & friendly tone


The Offer – Match to Target

FREE Diapers FREE tickets to the Miami Heat

Gift Certificate to Home FREE dog food for Fido
Store (800) 771-3282 www.datamangroup.com

Call to Action

 Create a sense of urgency
Call today – we are standing by
Include a postage paid card
Make the offer for a limited time to
encourage people to act

 Use a P.S.
People tend to read it!


Make it Easy to Respond
 Toll-free number –
manned 24 hrs/day if possible
 URL on mailer – Well
planned, easy-to-navigate
website
 QR Code
 E-mail address
 Fax #
 Payment options


Tie It All Together
 Match the message
and the offer to the
Target List

 Create different
pieces to address
different audiences.


Measuring Success
 Basic “vanilla” Direct Mail
response:
 .05% - 1%

 Percent increases with

fine-tuning

Based on a 1% sale rate, a 1,000 pieces direct mailing
will generate 10 responses or sales.
* Will those 10 responses bring you more than you
spent?

The Bottom Line
 Focus on your top prospect groups
 Small, precisely targeted mailings with
appropriate messaging and offers will
outperform “vanilla” mailings
 Personalization 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 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!


Telemarketing
Still the #1 means of Setting
Appointments in the Home &
Water Quality Industries


Dealing with the Do Not Call
 The Do Not Call &
Your Business
 Your SAN
 To Scrub or Not to
Scrub
 Telemarketing List
Hygiene


Top Telemarketing Lists
 New Homeowners
 New Residential Connects
 Nurses
 Homeowners with Growing Families
 New Businesses / New Business
Connects


E-mail Marketing

The way it really is


Cross Marketing
 Your own customers
can be your #1
source for new growth
 Referral program
 Up-selling
 Service
 Replacement

Think about including “bill stuffer” inserts in your invoices


New Technology
 Appending Customer Lists
demographics
phone #s
email addresses

 Monthly E-Zines
set up appointments/recalls

 Make Friends with Social Media
Facebook
LinkedIn
Google+
YouTube
Blog – blog - blog


Dataman Group Direct
Providing Direct Mail &
Telemarketing Lists for the
Water Quality Industry since 1980

(800) 771-3282
www.datamangroup.com


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