Using the WQA Consumer Study to Improve your Marketing Response
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This document provides information from a WQA consumer study to help water dealers improve their lead generation and sales presentations. Some key findings include: - 56% of consumers are very concerned about their water quality - 60% of new homeowners buy a water softener in their first year - 32% of consumers become more concerned about water quality after having children - 48% of consumers purchased a water system after a boil water advisory in their area - New homeowners and parents of young children are top prospects for water dealers
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Today consumers control brands. The internet and social media have given consumers more of a voice than they have ever had. This rise of the “Experience Economy” and “The internet of things” has changed the retail shopping experience. This always-on digital savvy consumer creates massive challenges for brands on how they have to mobilize their product development and supply chain management to deliver on the ever-shifting landscape of consumer demands. The good news is these changes are causing explosive growth in the contract packaging industry. In his presentation, Pete Sena takes us you through some emerging consumer trends and behaviors to inspire you on some ways you can better service consumer packaged goods organizations who are consistently shifting and evolving to meet the needs and demands of consumers globally.
A framework for top 6 trends and consumer wants in Package Design and consumer packaged goods.
1 - Sustainability
2 - Transparency
3 - Social Media & Connected Technology
4 - Functionality
5 - Entertainment
6 - Convenience
Brands are looking for innovative thinking to transform their business
If we know that 68% of purchase decisions can be driven by packaging an unsatisfied consumer means opportunity for packagers.
Created a Framework of 6 Key Pillars of for the intersection of consumers and packaging worldwide to inspire disruptive innovation.
-when people feel like the brand stands for the values they do, they have a higher affinity towards brands.
sustainability is paramount.
-better environment, better world.
The LOHAS consumer (life of health and sustainability) segment is a 290 billion dollar market in the US alone.
this estimated 13 to 19 percent of the population cannot be avoided.
sustainability matters more than because our customers want it
The choices we make will affect our children's future on this earth.
The land grab for the higher income consume is among us.
environmentally friendly packaging is important to consumers.
Reusable packaging offers people something extra for their money, allows consumers to feel environmentally responsible in their purchase decisions
people care how a product was made.
where possible we must lift the curtain
Focus groups are too slow and don’t offer the power and reach that social media does.
As a society we suffer from Cell Phone Addiction and FOMO (fear of missing out)
Social media paired with ethnographic research can unlock and validate key decisions in the supply chain and brand vision
News media and PR drives consumer interest.
Unilever, L'Oreal, Johnson & Johnson, Avon Products, Henkel, Estee Lauder, Coty, Clorox, LG, Procter & Gamble (P&G), MSW Packaging, Heartside Food Solutions, The Visual Pak Companies, ADCO Manufacturing, Church & Dwight, Revlon, Chanel, Energizer Holdings Inc, Prestige Brands,
Research project on packaged drinking water industry
This document summarizes a research project conducted on the packaged drinking water industry in India. The research methodology included collecting primary data through an online questionnaire with 100 respondents and secondary data from company websites and articles. Key findings include that brand and availability are primary factors considered when purchasing bottled water, with Bisleri being the most preferred brand. Most customers buy bottled water in 500ml or 1L sizes from local vendors. The conclusion recommends that brands focus on hygiene over price reductions and expand distribution through local retailers.
Choosing Green Products, What Is On The Minds Of Your Consumers
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Fresh Authentics demand healthy plus sustainable
This document discusses consumer trends towards healthy, clean, and sustainable food and beverage products. It identifies a segment of "Fresh Authentics" that are particularly focused on these values. Fresh Authentics (34% of grocery shoppers) seek out authentic brands and ingredients, and are more likely to consider environmental and health impacts of packaging. They want transparency from companies around commitments like using recyclable, renewable, or plant-based materials. The document recommends that brands leverage synergies between clean labels, processing and packaging to appeal to Fresh Authentics and share their values through commitments to responsible practices.
6 Sustainable Packaging Trends, 8 Recommendations
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Water Presentationoffices
Smart2o researches water solutions and provides customized systems to purify water for homes and offices. They advocate for health, savings, and the environment. Bottled water poses risks from chemicals in plastic and from potential contaminants, while most tap water meets regulations. Smart2o water systems offer purified water that is healthier, cheaper, and more eco-friendly than bottled water alternatives.
Conscious Consumption: Navigating the Grocery Store
In the first installment of a three part series titled "Conscious Consumption", Invoke Solutions digs deeper into the ultimate purchasing choices driven by consumers attitudes and behaviors in relation to terms such as "organic", "local" and "natural.
Some of the key finding from this study are:
-Local offers a three-fold message and is regarded with the highest amount of positivity from consumers.
-While respondents aren't necessarily searching for the information, all three claims influence the purchasers decision for brand loyalty.
-The term "Green" is not the only way to communicate "good for the environment".
Ethical Food
A Research Report On The Ethical Claims That Matter Most To Food Shoppers And How Ethical Concerns Influence Food Purchases
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MARKETING DRIVES THE MOMENTUM OF THE LEAD GENERATION FOR YOUR DEALERSHIP
LEAD GENERATION IS WHAT DRIVES THE # OF UNITS YOU SELL
This presentation focuses on new technology, including using AI to create content. This will give water quality dealers the insight they need when creating their marketing plans for the next few years.
The presentation stresses the value of niche marketing, specifically to new homeowners and millennials - which are the top 2 cohorts for filtration and softener purchases. According to the WQA consumer opinion study, 75% of softener purchases are made in the first year. DataDale recommends marketing to this group multiple times, using multiple channels to break through the clutter and drive response and sales.
The presentation also reviews the newest strategies for content marketing, including using AI to develop content and video.
DataDale also discussed keeping the Dealership's customer database in top-notch shape and using it to drive replacement business, salt sales and system upgrades.
Target marketing is the most successful way for water quality dealers to reach the best prospects for their products and services.
Postcard marketing is a top tactic for Water Treatment Dealers to reach out to prospects and existing customers. New technology in digital printing and variable data have made postcard marketing a very cost-efficient marketing choice.
Dealers who want to know more can contact Data Dale Filhaber at (800) 771-3282.
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This presentation was creating for the Postal Customer Council (PCC) of Missouri and presented on March 29, 2023.
Nearly 90% of millennials enjoy receiving mail - this fits with their affinity for physical media - like vinyl records. A USPS study also indicated that 57% of millennials acted on direct mail offers.
Millennials number almost 80MM Americans and are the largest generational cohort in the US. Almost half are homeowners; 30% are married with children.
Millennials use multiple devices: phones, tablets and PCs - to access information.
They are informed consumers and check out reviews and recommendations before they buy something. Many are encumbered by student debt.
Millennials enjoy and utilize coupons, especially for dining / meals.
Many millennials in urban areas rent for lifestyle. Many are ambivalent to cars and use uber and lyft for transportation.
Millennials engage around brands with social/corporate responsibility. This is important when marketing to this important cohort.
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The fact is that people prefer to do business with businesses that they trust.
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The premise of marketing is remarkably simple: People buy from people they trust.
Effective marketing is all about creating that culture of trust and knowledge with your customers and prospects.
What makes people trust you?
Your marketing efforts need to build relationships that override basic features and price; your audience needs to feel that you are providing them with information and a service level they can’t get from anyone else.
With Engagement Marketing, you are creating that trust by
driving your interested audience towards these goals:
• Encouraging a dialogue with the individual to help them to make a purchase decision. An engaged customer is likely to become a loyal repeat customer.
• Cultivating the individual as an advocate of your thought leadership and market image. Advocates will recommend your products and services enthusiastically to their network of friends and business colleagues.
This program will explore different Engagement Marketing opportunities and provide actionable tips you can use to develop an Engagement Marketing Plan Lead Generation for Funeral Homes, Cemeteries & Memorial Chapels
This presentation gives death care marketers the tools to maximize their lead generation efforts by fine-tuning their best prospects and using the top channels to reach them.
Marketers will find a myriad of both at need and pre-need marketing tips they can use to increase the number of leads they bring into their funeral home or chapel.
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This presentation will give Water Quality Dealers an edge in their lead generation strategy by providing concrete information about the top water filtration prospects and the best marketing channels to reach them
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One way to do this is to develop a strategic Lead Generation program that brings leads into the sales pipeline day-in/day-out. There are different tactics for generating Pre-need leads, creating high visibility for At-need and finding the right prospects for final expense. This session covered prospecting by direct mail, telemarketing and maximizing in-house lists. Also discussed was search engine optimization (SEO), use of social media, website and retargeting.
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This document discusses marketing and lead generation strategies for home improvement contractors. It recommends having an ongoing lead generation plan that uses various methods like direct mail, telemarketing, home shows, and websites. It identifies top target groups like new homeowners and suggests tailoring marketing messages and offers to the specific group. The document stresses the importance of being prepared to handle leads, setting appointments on the initial call, and capturing contact information within 30 seconds to convert leads into customers.WQA 2015 Direct Marketing - What Really Works
This document discusses strategies for effective direct marketing. It emphasizes the importance of branding, targeting the best prospects, and lead generation. It recommends using multiple marketing mediums like direct mail, telemarketing, email, and social media in an integrated marketing calendar. Direct mail should be integrated with targeted lists and offers. Email is effective for brand building. Social media is good for brand building and SEO. Maximizing an existing customer list through tools like CRM is also recommended. The document provides tips for different mediums and examples of targeting niche segments like new homeowners, families, and businesses. It stresses testing messages and offers for the targeted market.
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Using the WQA Consumer Study to Improve your Marketing Response
- 1. * *How to Use the WQA Consumer Study to Fine Tune Your Dealership’s Lead Generation Efforts, & Improve Your In-Home Appointment Presentation & Results
- 2. * Marketing is about Understanding Consumer Priorities & Meeting them Head On
- 3. * *People are concerned about their water *People buy systems because they want a better quality of life *Having children increases the likelihood of buying a system
- 4. *People buy systems when they move into a new home *People buy systems after a boil water alert in their area *For some people this is a luxury / for others, a necessity *
- 5. * 16% of consumers have a water softener in their home – That means that 84% of Americans do not – What an opportunity!
- 6. * 28% of consumers are likely to have a home water filtration system installed.
- 7. Water Crisis abound in many cities. It’s like an unpaid member of your marketing department
- 8. 56% of consumers are very concerned about the quality of their water. There are thousands of great prospects out there. How does a water dealer find the right ones?
- 9. * The WQA Study pinpoints the selected top markets
- 10. 60% of New Homeowners bought a Water Softener in their first year. Another 26% bought in years 1-3
- 11. * New Homeowners are the Water Dealers top prospect. *But there will never be enough New Homeowners to fuel the number of leads a Dealership needs
- 12. 32% said that becoming a parent made them more concerned about the quality/safety of their water
- 13. * Parents of New Babies want to protect their children
- 14. People are worried about what’s in their water – chlorine, lead, pharmaceuticals…..scary stuff
- 15. * Every parent wants what’s best for their children – and that includes quality water
- 16. * Are Water Systems are Necessity or Luxury?
- 17. 54% perceive a water filtration system a luxury / 46% a necessity
- 19. * Reach Affluent Homeowners; target by income, home value, modeled credit. Consider homeowners who refinance – they have disposable dollars
- 20. Boil Water Advisorys are Motivators for Buying a System
- 21. 48% purchased their water filtration device after a boil water alert. Another marketing opportunity
- 22. *
- 24. 59%
- 28. *What Are the Benefits of Bottled Water?
- 29. *Bottled Water Cost *77% of Americans buy bottled water *Bottled water can cost more than $1.50 per 20oz bottle That means a gallon cost more than $9.00 (128 oz. in a gallon) $100,000,000,000Per Year
- 30. *How Much? Americans use approximately 70 million plastic water bottles each day, with 60 million of these bottles being sent to landfills. Container Recycling Institute: Down the Drain That’s 255,500,000,000 & 219,000,000,000 Container Recycling Institute: Down the Drain
- 31. *How Much? That’s 41,667 Per minute Container Recycling Institute: Down the Drain
- 32. *Energy Cost It takes enough oil to fuel 100,000 cars per year Pacific Institute
- 33. *Air Pollution 25,000,000 Tons of carbon dioxide is added to the atmosphere Pacific Institute
- 34. www.moti-vitality.com Kelly Thompson MWS, CI 810-560-2788 kellyt@moti-vitality.com Dale “DataDale” Filhaber 800-771-3282 dale@datamangroup.com www.datamangroup.com www.WaterProspects.com