website and brand refresh - goingductless.com...•online is where to reach consumers most •peer...
TRANSCRIPT
Website and Brand Refresh Becca Yates - NEEA
Suzi Asmus – NEEA
Terra Bell - CLEAResult
September 14, 2015
• Welcome
• Project status and market promotions
• Research and messaging overview
• Updated tools and resources
• Website upgrade
• New marketing templates
• Questions
2
Agenda
Project Status and Promotions
Incented vs. Non-incented Sales 2008-present
Total Outdoor Unit Sales 109,642
Incented Heating and Cooling Sales 40,400
Total Cooling-only Sales (non-incented) 13,017
Non-Incented Sales Less Cooling-only 56,529
4
Exciting Project results
• Fujitsu Summer promotion
• July 15 through September 30, 2015
• Consumers can receive up to $200 cash back
• Mitsubishi 3-2-1 Fall promotion
• September 1 – November 30, 2015
• Consumers can take advantage of a tiered discount:
• September: $300 savings
• October: $200 savings
• November: $100 savings
5
Current market promotions
Research and Messaging Overview
Research goals
Provide insights into:
• Customer awareness and perceptions of ductless
technology
• Messaging prompts and message vehicle delivery
• Consumer purchasing behavior
• Barriers to customer purchase of ductless systems
Awareness and information source
0
10
20
30
40
50
60
70
80
90
100
DHP HPWH
Unaware
Aware
Purchase likelihood
Will definitely or will consider a DHP purchase
92%
Will not consider a ductless purchase
8%
Additional information sources for ductless info
Professional
installer
Friends or
neighbors
Salesperson
Delivery vehicles
Information sources that influence decision-making
• Other customers’ ratings and reviews
• The endorsement of your utility company
• A professional contractor
• Friends and family members’ opinions
Purchasing motivators
• Energy savings
• Financial savings
• High-quality investment
• Comfort/control over environment
• Safety
Obstacles to purchase
Upfront cost
Uncertainty
about
installation
Long-term
lifecycle
maintenance
costs
Key Takeaways
• Energy and financial savings are primary drivers
• Online is where to reach consumers most
• Peer reviews, testimonials, online marketing, utility backing/promotion and installers are key purchase influencers
• Cost is still a primary barrier/purchase influencer
• Installers are well positioned to influence sales once consumers are educated about the ease of installation and product
• “Upgrade” messaging negatively impacted consumer purchase intentions
How we used this research
• Updated marketing materials with new messaging
• Updated website to highlight utility incentives,
market promotions and drive consumers action
On the horizon
• Developing online peer review strategies
• Developing resources to educate consumers on
the purchasing and installation process
New ductless system messaging
Primary Secondary Tertiary
Cost & Energy
Savings
Comfort &
Control
Reliability/Good
Investment
Updated Tools and Resources
GoingDuctless.com upgrades
• Refreshed look and
features on both
Consumer and Partner
sites
• Link to local promotions
to drive demand
• Updated templates, tools
and resources
• Increased integration
with utility websites and
incentive information
19
New! Ductless system print ads
• Incorporates new
imagery and messaging
• Available in color and
black and white versions
• Full and quarter page
options
20
New! Ductless Sales Staff FAQ
• Help your staff better
explain and sell the
benefits of going
ductless
• Quick reference, key
sales points
• Answers common
consumer questions
21
Refreshed sales tools and resources
• Updated marketing copy,
sales sheets,
Homeowner and Best
Practices Guides
• Ductless infographic
• Image library (coming
soon)
• Visit
www.GoingDuctless.com
/partners
22
Where to find important information
• Upcoming training and
events
• Participation forms
• Master Installer forms
• Product lists
• Utility incentives and
participation lists
23
Q & A
Thank you Suzi Asmus
Initiative Manager
Direct: 503.688.5407
Becca Yates
Senior Marketing Manager
Direct: 503.688.5450