Water Quality Dealers always need to bring new customers into their dealerships. This presentation will give Dealers insight into the top buyers of water filtration and water conditioning products. New Homeowners, Families with Children and Health-conscious households are the top groups to target.

1. Finding Your Best New
Customers
Presented by Dale “DataDale” Filhaber
Dataman Group Direct

2. Not Everybody is Your Customer
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3. Ask DataDale 800.771.3282
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4. Using Data to make
Marketing Decisions
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5. Sources
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• WQA Consumer Studies
• Mintel’s 2018 Global Food & Drink Trends Report
Balancing the Scales: Health for Everyone
• Environmental Working Group (EWG) Guide to Safe
Drinking Water

6. Same Strategy – Different Channels
• Target Audience
• Message
• Offer
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7. Ask DataDale 800.771.3282
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And that’s the truth!

8. New Homeowners
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• 60% bought a water
filtration unit in the first
year in their home
• Message is taste,
investment
• Offer – Value-added for
the home, service
contract
More info

9. Families with Children
• 32% of water filtration units
were purchased by families
with children
• Message is safety, hope for
the future, health, education
• Offer – Family-sized Tide,
coupons, tix to Disney
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Pure water fends off dehydration, helps regulate weight, and even prevents cavities.
Parents need to take charge of the water they serve their family and insure the water
they provide to their children is contaminant free.
More info

10. Parents of New Babies
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• 52% of buyers were concerned
about contaminants in their
water
• 69% want to improve the
quality of their family’s life.
• Message is safety, purity, a
healthy start on life
• Offer – pure soaps, detergents,
diapers, recipes for baby food,
coupons
You’re mixing my rice cereal with tap
water?
More info

11. Healthy Lifestyle
• 64% said healthy lifestyle
- overall well being was
the reason they
purchased a system
• Message is educational -
“I care what I’m putting
into my body”
• Offer – personalized
water bottles, recipes
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More info

12. Female Decision Makers
• Women initiate 80% of home
improvement purchases, and do
most of their pre-purchase
research online rather than in-
store. (Chicago Sun-Times)
• Message - Drink plenty of water for
clean, glowing skin & shiny healthy
hair; Wash your face & body with
water that is free of contaminants;
Hard water makes hair dull &
difficult to style
• Offer – Beauty & health oriented
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More info

13. Affluent Homeowners
• 59% of Homeowners
purchased a water softener to
eliminate rust
• Per 2017 WQA Study, 30%
said rust was causing them
personal embarrassment
• Message is pride in home,
entertaining guests
• Offer – gift for the home,
personalized water carafe for
entertaining
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They would never serve tap water at
a dinner party

14. Ailment Sufferers
• 2017 WQA Consumer Opinion
Study – Among those having a
water filtration system, 37% of
adults bought a system were
concerned about skin issues
(eczema) caused by
contaminants
• Message – appearance, end
embarrassment, comfort
• Offer – pure soaps & detergents
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More info

15. Golden Homeowners
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• Older people are more
susceptible to dehydration.
This can effect kidney, colon
and liver functions and cause
muscle cramps and dizziness
• Message – educate & inform.
Share hydration tips from
AARP. Clarity very important
• Offer – recipes, self-help tips,
water bottle holder
More info

16. Millennials
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• 56% of new home buyers are
Millennials
• 40% are parents
• 64% said healthy lifestyle -
overall well being was the
reason they purchased a system
• Environmental aware
• Message – Social
consciousness, healthier for
you, your family & your friends
• Offer – recipes, cookware, social
experiences, fabulous refillable
water bottles
More info

17. Credit Worthy
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• Per 2017 WQA Study, 27% of
people who did not purchase a
Water Filtration system were
unable to secure financing
• Millennials average 3 hours
researching financing options for
a purchase over $500
• Overlay modeled credit data and
market to people who can afford
to buy a system
• Message – Affordable. Credit
available for qualified buyers
• Offer – Family sized Tide,
coupons, gift certificate
More info

18. Not a Question of If….
it’s a Question of When
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• 48% of buyers purchased a
system after a boil-water alert.
• Message is preparedness,
take your health into your own
hands, take control of the
quality of your water
• Offer - Speed

19. Lead Generation
for Water Quality Dealers
This Brand New 2019 Edition
is available at Amazon
in Paperback
or for Kindle download
Or at the
Dataman Booth 1040
during the Conference
Donation to WQRF with every
purchase made during the
Show
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20. Proud to be a WQA member
800.771.3282
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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.
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Dataman Group Direct
WaterProspects.com