Use the 2023 WQA Shopper Opinion Examine in your strategic advertising and marketing planning for 2024
Strategic advertising and marketing planning is your roadmap to success and sellers who use the 2023 WQA Shopper Opinion Examine have a leg up on the competitors.
As you begin 2024, you must take a tough have a look at how your small business did in 2023. You have to evaluate what labored and what didn’t work. You have to analyze the variety of potential patrons in your market and contemplate how one can attain them. This can be a time to fine-tune your message; do a deep dive into your competitors and consider your distinctive worth proposition. That is what units your small business other than the remaining.
Your advertising and marketing plan is your compass within the ever-changing enterprise world. A stable plan will make it easier to transfer ahead and stand out in right now’s aggressive market.
Extra Competitors – Extra Curiosity:
Based on statistics from Dun & Bradstreet, the variety of corporations promoting water filtration has grown by 12% previously 3 years. Whereas there could also be elevated competitors, there’s additionally elevated curiosity in water filtration.
Shoppers are clearly involved with the situation of the water of their house. The 2023 WQA Shopper Opinion Examine reveals that “nearly 3 out 5 households and really involved/involved in regards to the security of their water”.
Which means you must be sharp, targeted, versatile, and inventive – and, have a strategic advertising and marketing plan in place to maneuver ahead and attain these households.
Course and Focus:
A transparent, well-defined plan guides your workforce. Set particular objectives, outline your audience, and chart out the ways to get there. This focus ensures everyone seems to be on the identical web page, working collectively towards shared targets.
Set objectives you may measure. Your advertising and marketing plan offers you a benchmark for fulfillment. Observe your progress, determine what’s working, and make knowledgeable changes for the most effective outcomes.
Let’s begin together with your objectives. Are you projecting elevated gross sales? I hope so – there’s numerous alternative.
Based on the 2023 WQA Shopper Opinion Examine, nearly 50% of American owners have some form of water filter of their properties. That proportion has grown over the previous couple of years (it was 2 out of 5 in 2021). Which means there’s an elevated notion that it is a very important want.
That additionally implies that right now, a minimum of 50% of American households should not have a water filter. And, primarily based on the examine “nearly one-quarter of these with no system have some curiosity in buying sooner or later”. That’s loads of potential enterprise.
Useful resource Optimization:
With a strategic advertising and marketing plan, you may optimize your sources—cash, time, and other people. No extra wastage. Direct your efforts and spend your advertising and marketing {dollars} the place they matter most.
Which means while you market, goal – goal – goal.
The 2023 WQA Examine reveals that one-third of water therapy merchandise had been bought within the first month a home-owner is of their new house. And, “general, 4 out of 5 methods had been bought inside a yr of shifting”.
Which means sellers needs to be directing their efforts at new owners, since they’re the almost certainly patrons of water therapy merchandise. When you have a restricted finances, that is the place you spend it.
The examine additionally factors out that “homeowners of house water methods had been much more prone to be on the next financial scale than those that didn’t”. When you’re promoting entire home methods, your advertising and marketing efforts have to concentrate on individuals who can afford your product. Within the advertising and marketing world, this implies overlaying revenue, modeled credit score or house worth when you think about your potential prospects.
Aggressive Benefit:
You have to perceive your market and opponents. Your advertising and marketing plan helps you determine what makes you distinctive. This distinctiveness units you aside out of your opponents. It’s also what attracts and retains prospects.
Let’s return to the 2023 examine. Shoppers wish to do enterprise with educated folks. 40% of shoppers suppose the water therapy firm is the skilled of their space. Are you? How do you painting your dealership, your technicians?
Are you on the market within the public eye, discussing water high quality and water security? Do you community with different enterprise professionals? Are you perceived because the native skilled? Do they belief you?
Is your employees on top of things? Based on the Examine, the flexibility to reply questions (81%) and product data (79%) had been thought-about the 2 most vital attributes in a salesman.
Since you already know experience resonates with shoppers, contemplate highlighting that in your advertising and marketing. State it unequivocally in your advertising and marketing: we’re your water high quality consultants. Make it one in every of your distinctive worth propositions (UVPs).
Opinions and Testimonials:
The dearer the product, the extra opinions a shopper will learn earlier than making a purchase order determination. Based on the 2023 WQA Examine, 42% of shoppers say that opinions are a very powerful factor influencing their determination.
Your strategic advertising and marketing plan wants to incorporate a tactic for acquiring opinions and getting them onto your web site and in your advertising and marketing materials on a constant foundation. If the final evaluate you have got in your website is from 2021, you must make this a precedence.
18% of shoppers mentioned they most popular to do enterprise with an organization whose merchandise had been made within the U.S. In case your tools is made within the U.S., make it possible for’s in your advertising and marketing materials, your web site and in your UVP – loud and proud!
Perceive Your Buyer:
Know your viewers inside out. Your advertising and marketing plan requires you to dig deep into buyer habits, preferences, and traits. Tailor your messages to resonate together with your prospects. This drives engagement and loyalty.
Again to the 2023 WQA Shopper Opinion Examine. Of the owners who don’t at the moment personal some form of water filtration system, “over one-quarter of them implied {that a} promotional supply or rebate would possibly motivative a purchase order”.
That implies that while you market to owners, you must contemplate together with both a promotional supply or a rebate in your advertising and marketing. Make it a worthy supply or it is going to be meaningless.
Listed below are some examples:
- $200 / $250 off set up (you decide the greenback quantity)
- FREE designer faucet to your water filter ($200 worth)
- 1 yr provide of cleaning soap / salt / detergent
- FREE low-flow bathe head
- Obtain a $25 Present Card with Water Take a look at
Goal Distinctive Audiences:
One other new query highlighted within the 2023 Examine – Two-thirds of shoppers who don’t at the moment have a filter mentioned they’d contemplate putting in a system in the event that they undertook a significant house transform.
This is usually a nice progressive focused advertising and marketing alternative. Think about advertising and marketing to owners who simply refinanced their properties. Based on statistics from Bankrate, 43% of refinances are for house renovation. Wish to stand out from the competitors? Pull a listing of refinances and market to them. You’ll be able to even choose by the mortgage quantity. In the event that they’re contemplating renovation, an entire home system is on their listing. And they need to be on yours.
One other statistic I discovered beneficial from the examine: “Millennials are the one section the place over half (59%) consider a water therapy product is a necessity.” On the earth of gross sales, it’s at all times simpler to promote a necessity than a need. Once you market to Millennials your messaging must remind them that the standard of water they supply to their households is of their fingers.
WQA Shopper Opinion Examine
I wish to give a shout out to the WQA for enterprise the 2023 WQA Shopper Opinion Examine. This can be a actual tangible good thing about WQA membership. Market analysis is a really costly, time consuming proposition that particular person dealerships can’t afford to do on their very own. The truth that WQA undertakes this examine each two years offers us numerous historic knowledge and benchmarking we will use for future development.
From a advertising and marketing perspective, the Examine affords actionable knowledge that helps information us in crafting a strategic advertising and marketing plan. After we perceive shopper preferences, motivation and buy timing, we will do a greater job with our planning.
As we begin 2024, you must be sure to are poised for fulfillment. Your strategic advertising and marketing plan empowers you to make knowledgeable choices, thrive in a dynamic market, and confidently lead your small business towards its objectives.
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