Top Direct Marketing Techniques for Water Quality Dealers

(800) 771-3282 www.datama(800) 771-3282 www.datamangroup.comngroup.com

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



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


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


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


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


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”


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


Action ProgramsAction Programs

Describes what will Describes what will be donebe done

Start dateStart date Planned end datePlanned end date List responsibilitiesList responsibilities


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


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.


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


Direct MarketingDirect Marketing

Direct MailDirect Mail TelemarketingTelemarketing E-mail MarketingE-mail Marketing Cross MarketingCross Marketing

“How Can I Reach Them?”


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


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


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


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


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


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”


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”


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


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”


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


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


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”


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”


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


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


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


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!


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


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.

http://www.google.com/imgres?imgurl=http://www.imagesource.com/Doc/IS0/Media/TR4_WATERMARKED/a/e/a/8/IS098UC8E.jpg&imgrefurl=http://www.imagesource.com/stock-image/Young-man-reading-letter-IS098UC8E.html&h=291&w=436&sz=32&tbnid=Fa7SNxHzf9SovM:&tbnh=84&tbnw=126&prev=/images%3Fq%3Dphoto%2Bof%2Bperson%2Breading%2Bletter&zoom=1&q=photo+of+person+reading+letter&hl=en&usg=__zBPaZrCi4syolJDCvh4JBH6s_iI=&sa=X&ei=ggZ0Tef2BIO5tgeO4YD0Dg&ved=0CC4Q9QEwBg


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?


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.


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!


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


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


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


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


E-mail MarketingE-mail Marketing

The way it really isThe way it really is


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


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?


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

(800) 771-3282www.datamangroup.com

http://www.datamangroup.com/

Top Direct Marketing Techniques for Water Quality Dealers

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