Marketing Water Filtration to Millennials
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Millennials will be the next big consumers of water quality products. Water Quality Dealers need to learn about this unique market segment, including their values and buying habit and the best media channels to reach them. This presentation is a must for Water Quality Dealers who are interested in growing their business.
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Marketing Water Filtration to Millennials
- 1. Marketing Water Filtration to Millennials Presented by Dale “DataDale” Filhaber Dataman Group Direct
- 2. Ask DataDale at 800.771.3282 - www.datamangroup.com
- 3. Millennials • Born between 1980-2000 • In 2019 - 92MM individuals, 27% of the workforce • By 2025 - Millennials will account for 75% of the workforce • Over 40% of Millennials are parents • 88% live in metropolitan areas • 34% have a bachelors degree or higher • Millennials account for 56% of first-time Home Buyers • It’s about experiences • Purpose over Paycheck Ask DataDale at 800.771.3282 - www.datamangroup.com
- 4. Buying Homes / Starting Families Ask DataDale at 800.771.3282 - www.datamangroup.com
- 5. Health Conscious Ask DataDale at 800.771.3282 - www.datamangroup.com
- 6. Image Conscious Ask DataDale at 800.771.3282 - www.datamangroup.com
- 7. Social Ask DataDale at 800.771.3282 - www.datamangroup.com
- 8. Influencers in Food & Beverage Ask DataDale at 800.771.3282 - www.datamangroup.com
- 9. Experience Oriented Ask DataDale at 800.771.3282 - www.datamangroup.com
- 10. Concerned for our Planet Ask DataDale at 800.771.3282 - www.datamangroup.com
- 11. Social Responsibility Counts Ask DataDale at 800.771.3282 - www.datamangroup.com
- 12. Spending Power Millennials spends $600 billion in the United States each year By 2020, projected spend is $1.4 trillion shopping worldwide • Average yearly income $56,099, before taxes • Average yearly expenditure totals around $47,112 • 63% of Millennials rank price as very important when making a major purchase of $500 or more. • 94% use coupons / preference for digital formats • 63% have more than $10,000 in student debt • 36% are paying off auto loan debt • 48% report they are living from paycheck to paycheck • 47% of millennials spend one to three hours researching their finance options before making a major purchase Ask DataDale at 800.771.3282 - www.datamangroup.com
- 13. Brand Perception Millennials prefer brands that offer a unique experience, value for their money and great customer service. • 81% of Millennials expect a company to be socially responsible and will only do business with companies they consider to be ethical • 40% of Millennials refer to online reviews before making a purchase • 60% prefer to purchase generic brands over name brands – and stay loyal to the brands they select. • Millennials expect brands to provide value for their money and proper customer service • More likely to share positive customer service experiences than negative ones • 74% will switch to a different retailer or brand if they had a negative experience • More likely to stay loyal to a brand because of loyalty rewards / perks Ask DataDale at 800.771.3282 - www.datamangroup.com
- 14. Advertising & Marketing Millennials are responsive to advertising that is relevant • 63% of Millennials in the US use ad blockers while online • Only 6% believe that online advertising is credible • 83% find online content useful in making purchase decisions • 80% of Millennials find in-feed ads that are not intrusive a good user experience • Millennials spend more time on apps and the internet that they do watching television • 77% of Millennials say they pay attention to direct mail advertising • 84% of millennials take the time to look through their mail daily • 64% would rather scan for useful info in the mail than in email • 75% of Millennials believe that attending an event in person has more impact than taking action online Ask DataDale at 800.771.3282 - www.datamangroup.com
- 15. Prospecting Millennials to Generate Leads Ask DataDale at 800.771.3282 - www.datamangroup.com
- 16. Can They Find You or Do You Find Them? Ask DataDale at 800.771.3282 - www.datamangroup.com
- 17. Today’s Marketing Mix Blending Media Channels offers tremendous options for Engagement – Omni-channel Marketing is 2019 Ask DataDale at 800.771.3282 - www.datamangroup.com
- 18. Engagement Repetition Counts • Target your Best Prospects within the Millennial segment • Appear Everywhere Your Prospects Are • On-line • PTA / Chamber of Commerce • Mailbox • Home Shows • Get Your Message Across Using Every Marketing Channel Possible • Get Your Message Across Using Every Form of Media Possible • Enable your prospects to engage with you often and in as many ways as you can • Content is king • It’s an Omni-Channel world – Keep your message consistent regardless of marketing channel Ask DataDale at 800.771.3282 - www.datamangroup.com
- 19. And that’s the bottom line Ask DataDale at 800.771.3282 - www.datamangroup.com
- 20. Top Millennial Prospects • New Homeowners • Parents of New Babies • Homeowners with Children • Health-conscious Select by geography Enhance with credit data Append data where available to create an omni-channel marketing record that includes name, physical address, landline, email address, cell phone number Ask DataDale at 800.771.3282 - www.datamangroup.com
- 21. New Homeowners • Millennials account for 56% of new home transactions Ask DataDale at 800.771.3282 - www.datamangroup.com
- 22. Parents of New Babies • Many millennials delayed having children until they could afford it. • Now that they can, they want the healthiest options for their children • Value & convenience • Customer Service • Transparent finance options Over 4 million babies were born in the US last year – 76% to Millennials Ask DataDale at 800.771.3282 - www.datamangroup.com
- 23. Families with Children • 40% of millennials are parents This is the #1 prospect group in the Water Quality Industry According the WQA Consumer Opinion Study, 32% of people who purchased a water filtration system were families with children Ask DataDale at 800.771.3282 - www.datamangroup.com
- 24. Health Conscious “Most health-conscious generation ever” • 90% consider healthy eating to be a pillar of wellness • 47% of Millennials are buying more organic foods than they were one year ago • 72% of Hispanic Millennials are buying healthier food & drink than last year According to the 2017 WQA Consumer opinion Study, 69% of purchases were influenced by desire for a Healthy Lifestyle, Improving Quality of Life, Concern with health, general well-being Ask DataDale at 800.771.3282 - www.datamangroup.com
- 25. Reaching Out • Digital • Mobile • Social • Direct Ask DataDale at 800.771.3282 - www.datamangroup.com
- 26. Digital • Website is Updated • Fast • Mobile Compatible • Strong Visual Impact • Relevant content • Blog • Lots of options to Generate Leads • Forms • Chat • Choosing the right Lead Magnet • Selecting the right offer Ask DataDale at 800.771.3282 - www.datamangroup.com
- 27. Mobile Your Marketing • You need to be present on their devices • Smart in-feed display ads • Relevant content • Focus on social responsibility • Mobile-oriented marketing campaigns • Easy to share Your Mobile Website • Great mobile landing pages • Speedy load • Easy to use for transactions More than 90% of millennials own smartphones. –Nielsen Ask DataDale at 800.771.3282 - www.datamangroup.com
- 28. Social • 90% of millennials can be found on Facebook Your Marketing • Branding • Smart display ads • FB / Google marketing campaigns Your Social Sites • Must be up-to-date • Visual • Easy for sharing Ask DataDale at 800.771.3282 - www.datamangroup.com
- 29. Direct • 84% of millennials take the time to look through their mail • 64% would rather scan for useful info in the mail than in email Facts: • Less mail in the mailbox means each piece is more important • 70% greater recall with print as opposed to digital • 47% of millennial say they ignore digital ads – only 15% say they ignore what’s in their mail • Direct mail has a higher cost than some digital channels, but it also has a higher response rate—up to 5.3% versus a high of 0.9% for digital. Ask DataDale at 800.771.3282 - www.datamangroup.com
- 30. Millennial Marketing Shift • Marketing has shifted from being product centric to stressing a lifestyle approach, centered on health, sustainability, social responsibility and value. • We are not marketing products but the benefits of those products, creating meaningful experiences that can be memorialized and shared. • Need to make product research more rewarding, providing relevant content to drive both lead generation in terms of seo and subsequent on-line investigation. • These changes make it easier for consumers to identify the products that align more closely with their needs and choices. • Easier for the consumer - but harder for the marketer Ask DataDale at 800.771.3282 - www.datamangroup.com
- 31. Appealing to Millennial Values • Incorporate multimedia & digital into direct mail. Embed QR codes, near field communications or augmented reality to link your mailer to video & interactive materials on your website / social sites • Keep messages succinct & easy to read & digest • Be authentic. Straightforward transparent approach • Use Enhancements – scent, sound, texture, size to make your piece stand out • Help them feel good about their purchase – demonstrate corporate responsibility & commitment • Use slang with caution – don’t risk turning off your audience Tips to Create Engaging Marketing Material Ask DataDale at 800.771.3282 - www.datamangroup.com
- 32. Buzzwords • Great value • Top quality • Provides consistent healthy filtered water, better than bottled • 24/7 convenience • Reduces carbon footprint • Saves energy • Cleaner clothes • Rust-free sidewalks • We are your neighbors • Great customer service • Easy Financing • Worry-free • Newest technology • Use your smart phone to access system, set appointments, buy product, use chat feature to ask questions • Made in USA • Ethical production • Company is socially responsible • Customer Service – send texts with service person’s name/phone #/photo prior to an appointment. • Great for entertaining • Looks fabulous in your kitchen • WQA certified Ask DataDale at 800.771.3282 - www.datamangroup.com
- 33. Use New Technology • Augmented reality can bridge the gap between online and offline Ask DataDale at 800.771.3282 - www.datamangroup.com
- 34. USPS Informed Delivery Connect Direct with Digital Ask DataDale at 800.771.3282 - www.datamangroup.com
- 35. Earn Their Trust • 84% of millennials don’t trust traditional advertising. Hubspot • 89% of millennials trust recommendations from friends and family more than claims by the brand. Kissmetrics Ask DataDale at 800.771.3282 - www.datamangroup.com
- 36. Make Them Your Advocates Nearly half (44%) of millennials are willing to promote products or services through social media in exchange for rewards. – Aimia Ask DataDale at 800.771.3282 - www.datamangroup.com
- 37. Go Beyond Price • Millennials will compare pricing. • While millennials are price-conscious, cost is not everything • Financing Options • Top Notch Customer Service – you need to Deliver • A company they can they can refer to their friends • Millennials use subscription services to replace regular shopping trips to grocery store or for dog food. Can you develop a loyalty program for salt, bottled water delivery? Ask DataDale at 800.771.3282 - www.datamangroup.com
- 38. Become Part of a Bigger Picture • World Water Day – Each Year on March 22 • Drinking Water Week – May 5-11, 2019 • National Water Quality Month – August 2019 • Smart Irrigation Month – July 2019 • World Water Week – August 25-30 2019 • Protect Your Groundwater – September 2019 • National Coffee Day – September 29, 2019 • Imagine a Day Without Water – October 23, 2019 • National Lead Poisoning Prevention Week – October 2019 • National Toilet Day – November 19, 2019 Ask DataDale at 800.771.3282 - www.datamangroup.com
- 39. It’s About a Brand’s Values Ask DataDale at 800.771.3282 - www.datamangroup.com
- 41. Millennials Like Small Businesses • Millennials Like to Shop Local • Drawn to Personalization & Customization • Appreciate Casual Cultures • Millennials like to give back • Millennials like sharing experiences • Millennials want to be Small Business Owners • Millennials want to shop with People they Trust • Want to know Origin of their purchase • Brand Loyalists Ask DataDale at 800.771.3282 - www.datamangroup.com
- 42. The Optimal Shopping Experience • Convenience • Price • Experience • Speed • Personalization • Buy on-line / pickup in store • Same day shipping/delivery • Smart Phone App for access to system, re-orders • Additional perks • Concierge customer service • car-side delivery • charging stations • Wireless connectivity • Coffee shop in-store Ask DataDale at 800.771.3282 - www.datamangroup.com
- 43. Capital One Combines Coffee with Banking to Cater to Millennials Ask DataDale at 800.771.3282 - www.datamangroup.com
- 44. Integrating Millennials in your Dealership’s Culture 1. Workplace Employee Engagement 2. Socially Responsible 3. Known for Ethical Business Practices 4. HR Standards for Workplace Harassment and Inequality 5. Greater Standards for Potential Suppliers 6. Provide product origin 7. Highlight Data Protection and Privacy 8. Give Your Customers What They Ask. Benefits: • Brand Awareness and Customer Engagement • Attracting and Retaining Staff Ask DataDale at 800.771.3282 - www.datamangroup.com
- 45. Want to Learn More? This Brand New 2019 Edition is available at Amazon in Paperback or for Kindle download Or at the Dataman Group Booth #1040 during the Conference Donation to WQRF with every purchase made during the Show Ask DataDale at 800.771.3282 - www.datamangroup.com
- 46. Dataman Group Direct Proud to be a WQA member 800.771.3282 www.datamangroup.com Visit our Pure Water Profits Blog to see the latest marketing trends in the Water Quality Industry Working with members of the Water Quality Industry since 1982.
Editor's Notes
- According to the Governance Studies at Brookings report “How Millennials Could Upend Wall Street and Corporate America,” Millennials will comprise more than one of three adult Americans by 2020 and 75 percent of the workforce by 2025.
- FOMO
- key influencers in the new wave of the food and beverage products hitting store shelves. this generation spends the most on prepared foods, meaning huge opportunity if their needs are met. Seltzers have replaced sugary, high calorie drinks
- Purpose not paycheck
- Different than 2015 WQA Study – where the environment did not factor into why someone purchased a system. Millennials do
- 61% of millennials are worried about the state of the world and feel personally responsible to make a difference. –Huffington Post Millennials aren’t afraid to stand up to fight for what they believe in. They’re willing to march against an initiative they don’t believe in, environmentally related or otherwise. They’re committed not only to voting, but also to voting consciously for politicians who share their belief that the earth is a precious asset. This willingness to go up against longstanding systems makes millennials the perfect advocate for nature, and certainly a vocal one, particularly on social platforms.
- Top Millennial Brands: Nike Apple Amazon Target Walmart
- Instead, we’re heading there because we’ve heard great things about it from our friends and family. This is great for small to medium-sized businesses. Let me assure you, convincing your existing fans to promote your brand is way cheaper than paying stars to pose with your products. So, how do you go about creating these customer evangelists? First things first, it’s critical to ensure you are giving all of your customers the best experience possible. In a world where anyone can take to social media and broadcast their dissatisfaction to thousands, every interaction with your business counts. Examine your processes closely to understand your customers’ experiences and brainstorm new ways to delight them with your services. Sometimes tweaking the smallest details can make a profound impact. You may even consider running a “secret shopper” program to get a first-hand account of what it’s like to shop for, purchase, receive, and use your products. We gave this exercise a shot here at WordStream last year and it resulted in many new, positive changes for customers. Remember, all it takes is one negative experience for customers to take to their social networks and destroy your reputation amongst their peers. While situations like these are bound to happen from time to time, it’s important to be actively engaged with your community and address these grievances in a transparent, timely manner. In fact, if you deal with these issues the right way, you might even be able to turn a disgruntled customer into an advocate.
- We millennials are certainly not shy about sharing positive product experiences with our contacts, especially when there’s an incentive involved. We’re seeing an increasing number of businesses catch onto this trend and use it to their advantage. Perhaps the biggest success story when it comes to this tactic is from Uber, the app that is responsible for the popularity of ridesharing. When Uber launched in San Francisco in 2010, early adopters were huge fans. They raved to their friends about this new service that delivered a black car in minutes, eliminating the need to chase down taxicabs, deal with disgruntled drivers and scrounge up the cash to pay their fares. App usage spread like wildfire and the company attributed its growth largely to these squadrons of customer advocates. Seeing the power of this word-of-mouth marketing, Uber executives sought to take this one step further. They decided to incentivize users to promote Uber to their peers in exchange for free rides.
- Walmart may be becoming cool again among a generation of millennials living more thriftily, who don’t have the same prospects as a generation 15 or 20 years ago,” Marzilli observed. “Value may play an important part of their lives.
- Technology, of course is the staple diet of the millennial generation, into which more than 80 million people in the US have been born. And this is why it should come as no surprise that millennials are largely rejecting the traditional banking experience that previous generations have embraced for so long. Online and mobile banking comes naturally to this cohort. It’s not even considered a luxury, but a basic expectation. However, it comes at the expense of abandoning the relationship-based, retail branch experience. Capital One’s latest venture – the Capital One Café – is an effort to bridge this disconnect, and market a relationship-based banking experience to millennials in a manner that speaks to them and their needs. https://futurebranches.wbresearch.com/capital-one-combines-coffee-with-banking-to-cater-to-millennials-ty-u