top direct marketing techniques for water quality dealers
DESCRIPTION
Water Quality Dealerships are the consummate American Small Business. This presentation outlines the top Direct Marketing Techniques that work best in the Water Quality industry.TRANSCRIPT
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Top Direct Marketing Top Direct Marketing Techniques for Small Techniques for Small
BusinessesBusinesses
Dale FilhaberDale Filhaber
Dataman Group DirectDataman Group Direct
Presented at WQA- Aquatech 2011Presented at WQA- Aquatech 2011
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Creating a Marketing PlanCreating a Marketing Plan Executive SummaryExecutive Summary Current SituationCurrent Situation Competitor & Issues Competitor & Issues
AnalysisAnalysis Marketing Marketing
ObjectivesObjectives Marketing StrategyMarketing Strategy Action ProgramsAction Programs BudgetBudget MeasurementsMeasurements
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Executive SummaryExecutive Summary
Introduces your companyIntroduces your company Describes the nature of business, Describes the nature of business,
products & services offeredproducts & services offered State mission & company objectivesState mission & company objectives Describe Management & Marketing Describe Management & Marketing
teamteam Summarize marketing objectivesSummarize marketing objectives
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Current SituationCurrent Situation
Describe current or Describe current or planned business planned business locationlocation
Define best Define best customer customer
Describe target Describe target marketmarket
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Competitor & Issues Competitor & Issues AnalysisAnalysis
Who is your main competition?Who is your main competition? List potential challenges List potential challenges Example:Example:
Do Not Call LegislationDo Not Call Legislation
List key opportunitiesList key opportunitiesExample:Example:
How to leverage the new WQA Detergent surveyHow to leverage the new WQA Detergent survey
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Marketing ObjectivesMarketing Objectives
State marketing objectivesState marketing objectives
Examples:Examples:““The goal of this program is to increase brand awareness”The goal of this program is to increase brand awareness”
“ “ The goal of this program is to add 10 sales per month” The goal of this program is to add 10 sales per month”
State time frame for achieving these State time frame for achieving these objectivesobjectives
““within 6 months”within 6 months”
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Marketing StrategyMarketing Strategy ProductProduct
Describe features & benefitsDescribe features & benefits PricePrice
Describe pricing structure & Describe pricing structure & payment policiespayment policies
PromotionPromotion Describe promotional tools Describe promotional tools
or tactics you plan to use to or tactics you plan to use to accomplish marketing accomplish marketing objectivesobjectives
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Action ProgramsAction Programs
Describes what will Describes what will be donebe done
Start dateStart date Planned end datePlanned end date List responsibilitiesList responsibilities
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BudgetBudget
Lists the cost of the Lists the cost of the marketing marketing activities described activities described in the Marketing in the Marketing PlanPlan
Be realisticBe realistic
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MeasurementsMeasurements
Describes specific numerical targets Describes specific numerical targets that will measure the results of that will measure the results of implementing the Marketing Plan.implementing the Marketing Plan.
For Small Businesses, Direct For Small Businesses, Direct Marketing is the best advertising Marketing is the best advertising medium to track results and measure medium to track results and measure the success of the Marketing Plan.the success of the Marketing Plan.
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Are you Ready?Are you Ready?
Know your Know your customerscustomers
Website presenceWebsite presence Trained staffTrained staff Delivery systemDelivery system Customer ServiceCustomer Service Marketing budgetMarketing budget
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Direct MarketingDirect Marketing
Direct MailDirect Mail TelemarketingTelemarketing E-mail MarketingE-mail Marketing Cross MarketingCross Marketing
“How Can I Reach Them?”
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Direct Mail Direct Mail Direct Mail is NOT Direct Mail is NOT
DeadDead -Spending in direct mail is -Spending in direct mail is
forecast to rise $25 billion by forecast to rise $25 billion by 2015, spurred by locally 2015, spurred by locally targeted and micro-targeted targeted and micro-targeted mail, away from mass mail, away from mass advertising.advertising.
Direct Mail is the only Direct Mail is the only medium that offers medium that offers undivided attention to undivided attention to your message & total your message & total control of your mediumcontrol of your medium
- - USPS Mail momentUSPS Mail moment
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Uses of Direct MailUses of Direct Mail
Expose product to a larger marketExpose product to a larger market Brand recognitionBrand recognition Obtain qualified leads for follow-upObtain qualified leads for follow-up Prepare prospects for telephone Prepare prospects for telephone
follow-upfollow-up
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Types of Direct MailTypes of Direct Mail
Catalogs or other Catalogs or other product literatureproduct literature
Sales lettersSales letters Sales letters with Sales letters with
brochuresbrochures PostcardsPostcards
First class vs bulk First class vs bulk mailmail
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Mailing Lists are CriticalMailing Lists are Critical
Know target marketKnow target market TimingTiming Match marketing message Match marketing message
to the listto the list Find the right partnersFind the right partners
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Top Mailing Lists in the Water Top Mailing Lists in the Water IndustryIndustry
New HomeownersNew Homeowners Homeowners with Growing FamiliesHomeowners with Growing Families Affluent HomeownersAffluent Homeowners Green HomeownersGreen Homeowners Hispanic HomeownersHispanic Homeowners Ailment SufferersAilment Sufferers Homeowners with PetsHomeowners with Pets BusinessesBusinesses
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New HomeownersNew Homeowners
Year in-year out, the Year in-year out, the #1 prospect group in #1 prospect group in the Water Treatment the Water Treatment industryindustry
92% will buy a water 92% will buy a water systemsystem “The water in my
new house tastes different than my old house”
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Homeowners with Growing Homeowners with Growing FamiliesFamilies
Homeowners with New BabiesHomeowners with New Babies Homeowners with ChildrenHomeowners with Children Pre-Natal householdsPre-Natal households
“I want my children to have a head start in life…and that begins with quality water”
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Affluent HomeownersAffluent Homeowners
Homeowners by Homeowners by credit scorecredit score
Golden HomeownersGolden Homeowners Discretionary Discretionary
Spending PowerSpending Power Income / Net WorthIncome / Net Worth Lifestyle ChoicesLifestyle Choices
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Green HomeownersGreen Homeowners
If you’re message If you’re message talks about a clean talks about a clean environment, environment, target target Homeowners who Homeowners who are are environmentally environmentally conscious.conscious. “I want the preserve our planet
for my children”
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Ailment SufferersAilment Sufferers
Homeowners with Homeowners with Kidney Disease, Kidney Disease, Diabetes, Crohn’s, Diabetes, Crohn’s, Gerd, Gastritis, Gerd, Gastritis, Cancer, Psoriasis, must Cancer, Psoriasis, must have quality waterhave quality water
“I need pure water to take my medications”This File is Also Key for
Dealers who also Market Air Purification Systems
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Hispanic HomeownersHispanic Homeowners
Hispanic Hispanic Homeowners can Homeowners can be targeted by be targeted by language, country language, country of origin & level of of origin & level of assimilation.assimilation.A mailer in Spanish to a Spanish-speaking household increases response & differentiates your company from the competition
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Homeowners with PetsHomeowners with Pets
Affluent Affluent Homeowners with Homeowners with Pets spare no Pets spare no expense when it expense when it comes to the care, comes to the care, feeding and health feeding and health of their pets.of their pets.
2010 spend by US Pet 2010 spend by US Pet Owners was $47.7 billon, up Owners was $47.7 billon, up from $45.5 billion in 2009from $45.5 billion in 2009
“I want my dog to drink top-quality water so he can stay healthy”
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BusinessesBusinesses
New Businesses New Businesses Existing businessesExisting businesses
“Good health begins in the workplace and my staff deserves the same high quality that I expect from them”
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Developing Your Mail PieceDeveloping Your Mail Piece
Focus on Customer BenefitsFocus on Customer Benefits Keep the offer simple, persuasive & Keep the offer simple, persuasive &
meaningfulmeaningful Include a “Call to Action”Include a “Call to Action” Create a sense of urgency for the responseCreate a sense of urgency for the response Make it easy to respondMake it easy to respond Match the message to the Target MarketMatch the message to the Target Market
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Customer BenefitsCustomer Benefits Lead with benefitsLead with benefits
Example that focuses on benefits:
Your children’s good health is the key to a head start in life. Water in our area has been shown to have a high percentage of chromium 6 and studies have shown that it’s presence in drinking water may cause health problems in the future. The only safe & sure solution is an in-home water purification system.
Testing the water in your home is the start to protecting your family.
A simple test of the water in your home can set your mind at ease.
At John’s Water Dealers we care about your family, the same way we care about our own.
Example that doesn’t focus on benefits:
John’s Water Dealer has been in business for 25 years, providing top quality water systems for families in San Antonio.
Let us come to your home for a free water test.
Mail is a one-to-one communication – use a personal & friendly tone
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The Offer – Match to TargetThe Offer – Match to Target
FREE Diapers FREE tickets to the Spurs
FREE dog food for Fido
Gift Certificate to Home Store
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Call to ActionCall to Action
Create a sense of urgencyCreate a sense of urgencyCall today – we are standing byCall today – we are standing by
Include a postage paid cardInclude a postage paid cardMake the offer for a limited time to Make the offer for a limited time to
encourage people to act encourage people to act
Use a P.S.Use a P.S.People tend to read it!People tend to read it!
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Make it Easy to RespondMake it Easy to Respond
Toll-free number – Toll-free number – manned 24 hrs/day if manned 24 hrs/day if possiblepossible
URL on mailer – URL on mailer – Well Well planned, easy-to-navigate planned, easy-to-navigate websitewebsite
E-mail addressE-mail address Fax #Fax # Payment optionsPayment options
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Tie It All TogetherTie It All Together
Match the message Match the message and the offer to the and the offer to the Target ListTarget List
Create different Create different pieces to address pieces to address different different audiences.audiences.
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Measuring SuccessMeasuring Success
Basic “vanilla” Direct Basic “vanilla” Direct Mail response:Mail response: .05% - 1%.05% - 1% Percent increases with Percent increases with
fine-tuningfine-tuning
Based on a 1% sale rate, a 1,000 pieces direct Based on a 1% sale rate, a 1,000 pieces direct mailing will generate 10 responses or sales.mailing will generate 10 responses or sales.
* * Will those 10 responses bring you more than you Will those 10 responses bring you more than you spent?spent?
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The Bottom Line The Bottom Line
Focus on your top prospect groupsFocus on your top prospect groups Small, precisely targeted mailings Small, precisely targeted mailings
with appropriate messaging and offers with appropriate messaging and offers will outperform “vanilla” mailingswill outperform “vanilla” mailings
Personalization will increase responsePersonalization will increase response
The cost per lead or order, of catalogs, is $47.61, according to the Direct Marketing Association’s 2010 Response Rate Trend Report.
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One last ReminderOne last Reminder Direct Mail Readers are actively involved. People read their mail when they choose. So, for at least a second or two, your message
will have their undivided attention when they open & scan it.
Remember to catch their attention right at the start!
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TelemarketingTelemarketing
Still the #1 means of Setting Still the #1 means of Setting Appointments in the Home Appointments in the Home & Water Quality Industries& Water Quality Industries
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Dealing with the Do Not CallDealing with the Do Not Call
The Do Not Call The Do Not Call & Your Business& Your Business
Your SANYour SAN To Scrub or Not To Scrub or Not
to Scrubto Scrub
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Top Telemarketing ListsTop Telemarketing Lists
New HomeownersNew Homeowners New Residential ConnectsNew Residential Connects Affluent HomeownersAffluent Homeowners NursesNurses Homeowners with Growing FamiliesHomeowners with Growing Families New Businesses / New Business New Businesses / New Business
ConnectsConnects
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Telemarketing List HygieneTelemarketing List Hygiene
Telephone AppendingTelephone Appending Monthly list hygiene requirementsMonthly list hygiene requirements The truth about Cell Phone MarketingThe truth about Cell Phone Marketing OptionsOptions
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E-mail MarketingE-mail Marketing
The way it really isThe way it really is
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Cross MarketingCross Marketing Your own customers Your own customers
can be your #1 source can be your #1 source for new growthfor new growth
Referral programReferral program Up-sellingUp-selling ServiceService Replacement Replacement
Think about including “bill stuffer” inserts in your invoices
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New TechnologyNew Technology
Appending Customer Appending Customer ListsLists
demographicsdemographicsphone #sphone #semail addressesemail addresses
Monthly E-ZinesMonthly E-Zines
Social MediaSocial Media is it worth the hype?is it worth the hype?
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Dataman Group DirectDataman Group Direct
Providing Direct Mail & Providing Direct Mail & Telemarketing Lists for the Telemarketing Lists for the
Water Quality Industry since Water Quality Industry since 19801980
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