using the wqa consumer study to improve your marketing response

* Dale Filhaber – Kelly Thompson –

*How to Use the WQA Consumer Study to Fine Tune Your Dealership’s Lead Generation Efforts, & Improve Your In-Home Appointment Presentation & Results

*Marketing is about Understanding

Consumer Priorities & Meeting them

Head OnMarketing is about Understanding Consumer Priorities & Meeting them Head On

*Facts

*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

*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

*Facts

*Tremendous Opportunity16% of consumers have a water softener in their home – That means that 84% of

Americans do not – What an opportunity!

*Tremendous Opportunity28% of consumers are likely to have a home water filtration

system installed.

Water Crisis abound in many cities. It’s like an unpaid member of your marketing department

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?

*Selecting the most responsive

marketsThe WQA Study pinpoints the selected top markets

60% of New Homeowners bought a Water Softener in their first year.Another 26% bought in years 1-3

*New Homeowners

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

32% said that becoming a parent made them more concerned about the quality/safety of their water

*Parents of New Babies

Parents of New Babies want to protect their children

People are worried about what’s in their water – chlorine, lead, pharmaceuticals…..scary stuff

*Families with Children

Every parent wants what’s best for their children – and that includes quality water

*Necessity or Luxury ?

Are Water Systems are Necessity or Luxury?

54% perceive a water filtration system a luxury / 46% a necessity

*Necessity or Luxury ?

*Elderly*Infirm*Pre-Natal

*Affluent Homeowners

Reach Affluent Homeowners; target by income, home value, modeled credit.

Consider homeowners who refinance – they have disposable dollars

Boil Water Advisorys are Motivators for Buying a System

48% purchased their water filtration device after a boil water alert. Another marketing opportunity

*Now to Narrow the Focus

59%

*What Are the Benefits of Bottled Water?

*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) $100,000,000,000

Per Year

*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 255,500,000,0

00&

219,000,000,000

Container Recycling Institute: Down the Drain

*How Much?

That’s41,667Per minute

Container Recycling Institute: Down the Drain

*Energy Cost

It takes enough oil to fuel

100,000cars per year

Pacific Institute

*Air Pollution

25,000,000Tons of carbon

dioxide is added to the atmosphere

Pacific Institute

www.moti-vitality.com

Kelly Thompson MWS, CI

810-560-2788kellyt@moti-vitality.com

Dale “DataDale” Filhaber

800-771-3282dale@datamangroup.com

www.datamangroup.comwww.WaterProspects.com