Education VerticalFocus Group Findings     Jennifer Pricci   Marketing Manager     September 7, 2012
EDUCATION VERTICAL FOCUS GROUPUnderstanding your audience is essential to marketing to your target effectively. Focus grou...
GROUP MAKE-UPThe Focus Group was comprised of 31 Education Facilities professionals from both K-12 / SchoolDistricts and C...
KEY “HOT BUTTON” ISSUESWhen asked “Other than budgetary constraints, in general, what is the biggest challenge you face on...
‘HOW’ … CHOOSING A DISTRIBUTOR                     How The Target Chooses A Distributor    *                             *...
‘HOW’ … THE TARGET BUYS                  Blanket Agreements and HVAC Needs                        PO’s                    ...
MOST VALUED DISTRIBUTOR TRAITS   Percent Target Satisfied w/their DistributorValued Vendor Traits                         ...
‘WHY’ … INFLUENCING PURCHASE                  How Target Chooses A Distributorto Buy                    Why The Target Is ...
MARKETING METHODS THAT WORK                 How Target Chooses A Distributor                   How The Target Researches P...
KEY PRODUCTS                                   HVAC Products Purchased Most OftenThe Focus Group identified several replac...
KEY MANUFACTURERS                    Preferred Manufacturers
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090712 education hotbuttonfocusgroupresults

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090712 education hotbuttonfocusgroupresults

  1. 1. Education VerticalFocus Group Findings Jennifer Pricci Marketing Manager September 7, 2012
  2. 2. EDUCATION VERTICAL FOCUS GROUPUnderstanding your audience is essential to marketing to your target effectively. Focus groups are agreat method for getting to know your key-decision makers.The Industrial Controls Marketing Department held a Focus Group of Education FacilitiesProfessionals as part of the Vertical Campaign’s qualitative market research effort. The aim was todiscover the reasons behind certain behaviors and to determine the ‘why’ and ‘how’ of decision-making.Ultimately, research finding have both validated market research already performed and uncoveredadditional results. Key Findings:  Pain Points  How they shop  Why they purchase  How they purchase  What they purchase  Project Goals and “Wish List” items more…
  3. 3. GROUP MAKE-UPThe Focus Group was comprised of 31 Education Facilities professionals from both K-12 / SchoolDistricts and Colleges / Universities; specifically:  Building and Grounds Superintendent  Building Maintenance Manager / Director Facility Type  Construction Coordinator  Director of Buildings and Groups  District Clerk  Energy Specialist / Manager  Facilities Services Manager / Director  HVAC and Building Controls Instructor  HVAC and Building Controls Manager  HVAC and Building Controls Technician  HVAC Mechanic  Maintenance Technician  Master Craftsman  Operations Director  Superintendent
  4. 4. KEY “HOT BUTTON” ISSUESWhen asked “Other than budgetary constraints, in general, what is the biggest challenge you face onthe job?” respondent answers varied identifying few key themes. The more common “hot button”issue, or pain point, identified relates to lack of training and skill among staff. Very Hot Hot Warm  Trained Labor  Reliable Equipment  Prioritizing Projects  Sufficient Labor  Lack of systems knowledge  Customer Service  Workload management /  Lack of detailed instructions  Motivating Employees Variable workload  Gaining approval / buy-in  Not having the right parts  Finding replacement parts on-hand  Speed in obtaining partsAlign problem with solution (ICD value prop) to devise messaging…Recommendations: ICD offers Product Training for you and your team ICD staffs over 200 Factory Trained Engineers that offer you the Technical Assistance you need ICD stocks 100,000+ products so you can find those replacement parts – even for obsolete items The parts you need – when you need them
  5. 5. ‘HOW’ … CHOOSING A DISTRIBUTOR How The Target Chooses A Distributor * * “All Other Responses” include Online Reviews, Word-of-Mouth and Other
  6. 6. ‘HOW’ … THE TARGET BUYS Blanket Agreements and HVAC Needs PO’s Preferred Not Sure Blanket Contracts Preferred
  7. 7. MOST VALUED DISTRIBUTOR TRAITS Percent Target Satisfied w/their DistributorValued Vendor Traits Most Inventory / Product Availability Customer Service Product Knowledge Technical Support 92% Consultative Approach Expedited Shipping Option Innovative Cost-Saving Products / Upgrades Pricing VS. On-Time Delivery Quality Products Relationship Building Locale Those Shopping w/Industrial Controls Detailed Spec Info Good Website Search Function Simplified Ordering Process Consistent / Fair Pricing to Minimize Comparison Shopping Sometimes Access to Obsolete Parts Honesty Always Flexibility in Pricing Product Training Who is Wide Range of Manufacturers ICD? 0 1 2 3 Never 4 5
  8. 8. ‘WHY’ … INFLUENCING PURCHASE How Target Chooses A Distributorto Buy Why The Target Is Most Likely *
  9. 9. MARKETING METHODS THAT WORK How Target Chooses A Distributor How The Target Researches Products *
  10. 10. KEY PRODUCTS HVAC Products Purchased Most OftenThe Focus Group identified several replacement/fill parts they tend to purchase most often; the topfive being: 1. Actuators 2. Valves 3. Controls 4. Thermostat Capacitors 5. RelaysAdditional products include:  Dampers  Differential Transducers  Fan/Blower Motors  Sensors  Thermostats  Belts  Steam Traps  Filters  Relays  Bearing Grease
  11. 11. KEY MANUFACTURERS Preferred Manufacturers

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