The focus group provided valuable insights into the education facilities market. Key findings included: - The biggest challenges were a lack of trained staff and reliable equipment - Participants primarily purchase replacement parts like actuators, valves, and controls - When choosing a distributor, inventory and customer service were most important - Trade shows, catalogs, and reps were the most effective marketing methods - Preferred manufacturers included Honeywell, Johnson Controls, Trane, and Siemens

1. Education Vertical
Focus Group Findings
Jennifer Pricci
Marketing Manager
September 7, 2012

2. EDUCATION VERTICAL FOCUS GROUP
Understanding your audience is essential to marketing to your target effectively. Focus groups are a
great method for getting to know your key-decision makers.
The Industrial Controls Marketing Department held a Focus Group of Education Facilities
Professionals as part of the Vertical Campaign’s qualitative market research effort. The aim was to
discover 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 uncovered
additional 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. GROUP MAKE-UP
The Focus Group was comprised of 31 Education Facilities professionals from both K-12 / School
Districts 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. KEY “HOT BUTTON” ISSUES
When asked “Other than budgetary constraints, in general, what is the biggest challenge you face on
the 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 parts
Align 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. ‘HOW’ … CHOOSING A DISTRIBUTOR
How The Target Chooses A Distributor
*
* “All Other Responses” include Online Reviews, Word-of-Mouth and Other

6. ‘HOW’ … THE TARGET BUYS
Blanket Agreements and HVAC Needs
PO’s
Preferred Not
Sure
Blanket
Contracts
Preferred

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. ‘WHY’ … INFLUENCING PURCHASE
How Target Chooses A Distributorto Buy
Why The Target Is Most Likely
*

9. MARKETING METHODS THAT WORK
How Target Chooses A Distributor
How The Target Researches Products
*

10. KEY PRODUCTS
HVAC Products Purchased Most Often
The Focus Group identified several replacement/fill parts they tend to purchase most often; the top
five being:
1. Actuators
2. Valves
3. Controls
4. Thermostat Capacitors
5. Relays
Additional products include:
 Dampers  Differential Transducers
 Fan/Blower Motors  Sensors
 Thermostats  Belts
 Steam Traps  Filters
 Relays  Bearing Grease

11. KEY MANUFACTURERS
Preferred Manufacturers