Top Direct Marketing Techniques for Water Quality Dealers

Top Direct Marketing Techniques for Small Businesses Dale Filhaber Dataman Group Direct Presented at WQA- Aquatech 2011

Creating a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Executive Summary ,[object Object],[object Object],[object Object],[object Object],[object Object]

Current Situation ,[object Object],[object Object],[object Object]

Competitor & Issues Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Action Programs ,[object Object],[object Object],[object Object],[object Object]

Budget ,[object Object],[object Object]

Measurements ,[object Object],[object Object]

Are you Ready? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing ,[object Object],[object Object],[object Object],[object Object],“ How Can I Reach Them?”

Direct Mail ,[object Object],[object Object],[object Object],[object Object]

Uses of Direct Mail ,[object Object],[object Object],[object Object],[object Object]

Types of Direct Mail ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mailing Lists are Critical ,[object Object],[object Object],[object Object],[object Object]

Top Mailing Lists in the Water Industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

New Homeowners ,[object Object],[object Object],“ The water in my new house tastes different than my old house”

Homeowners with Growing Families ,[object Object],[object Object],[object Object],“ I want my children to have a head start in life…and that begins with quality water ”

Affluent Homeowners ,[object Object],[object Object],[object Object],[object Object],[object Object]

Green Homeowners ,[object Object],“ I want the preserve our planet for my children”

Ailment Sufferers ,[object Object],“ I need pure water to take my medications” This File is Also Key for Dealers who also Market Air Purification Systems

Hispanic Homeowners ,[object Object],A mailer in Spanish to a Spanish-speaking household increases response & differentiates your company from the competition

Homeowners with Pets ,[object Object],[object Object],“ I want my dog to drink top-quality water so he can stay healthy”

Businesses ,[object Object],[object Object],“ Good health begins in the workplace and my staff deserves the same high quality that I expect from them”

Developing Your Mail Piece ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer Benefits ,[object Object],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 Target FREE Diapers FREE tickets to the Spurs FREE dog food for Fido Gift Certificate to Home Store

Call to Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Make it Easy to Respond ,[object Object],[object Object],[object Object],[object Object],[object Object]

Tie It All Together ,[object Object],[object Object]

Measuring Success ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Bottom Line ,[object Object],[object Object],[object Object],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 Reminder ,[object Object],[object Object],[object Object],[object Object]

Telemarketing ,[object Object]

Dealing with the Do Not Call ,[object Object],[object Object],[object Object]

Top Telemarketing Lists ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Telemarketing List Hygiene ,[object Object],[object Object],[object Object],[object Object]

E-mail Marketing The way it really is

Cross Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Think about including “bill stuffer” inserts in your invoices

New Technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dataman Group Direct Providing Direct Mail & Telemarketing Lists for the Water Quality Industry since 1980 (800) 771-3282 www.datamangroup.com

Top Direct Marketing Techniques for Water Quality Dealers

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Top Direct Marketing Techniques for Water Quality Dealers