using the wqa consumer study to improve your marketing response
TRANSCRIPT
* 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
Dale “DataDale” Filhaber
www.datamangroup.comwww.WaterProspects.com