Use the WQA Client 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 WQA Client Opinion Examine have a leg up on the competitors.
As you begin 2024, it’s worthwhile to take a tough have a look at how your enterprise did in 2023. That you must overview what labored and what didn’t work. That you must analyze the variety of potential consumers in your market and take into account 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 enterprise aside from the remainder.
Your advertising and marketing plan is your compass within the ever-changing enterprise world. A stable plan will enable you transfer ahead and stand out in right now’s aggressive market.
Extra Competitors – Extra Curiosity:
In line with statistics from Dun & Bradstreet, the variety of corporations promoting water filtration has grown by 12% prior to now 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 Client Opinion Examine exhibits that “virtually 3 out 5 households and really involved/involved concerning the security of their water”.
Meaning it’s worthwhile to be sharp, targeted, versatile, and artistic – 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 staff. Set particular objectives, outline your audience, and chart out the techniques to get there. This focus ensures everyone seems to be on the identical web page, working collectively towards shared goals.
Set objectives you’ll be able to measure. Your advertising and marketing plan offers you a benchmark for fulfillment. Monitor your progress, determine what’s working, and make knowledgeable changes for one of the best outcomes.
Let’s begin along with your objectives. Are you projecting elevated gross sales? I hope so – there’s numerous alternative.
In line with the 2023 WQA Client Opinion Examine, virtually 50% of American householders have some form of water filter of their properties. That share has grown over the previous couple of years (it was 2 out of 5 in 2021). Meaning there’s an elevated notion that this can be a important want.
That additionally implies that right now, at the least 50% of American households shouldn’t have a water filter. And, based mostly on the examine “virtually one-quarter of these with no system have some curiosity in buying sooner or later”. That’s a whole lot of potential enterprise.
Useful resource Optimization:
With a strategic advertising and marketing plan, you’ll be able to optimize your sources—cash, time, and folks. No extra wastage. Direct your efforts and spend your advertising and marketing {dollars} the place they matter most.
Meaning if you market, goal – goal – goal.
The 2023 WQA Examine exhibits that one-third of water remedy merchandise have been bought within the first month a house owner is of their new house. And, “general, 4 out of 5 methods have been bought inside a yr of shifting”.
Meaning sellers ought to be directing their efforts at new householders, since they’re the most definitely consumers of water remedy merchandise. When you’ve got a restricted price range, that is the place you spend it.
The examine additionally factors out that “homeowners of house water methods have been way more prone to be on a better financial scale than those that didn’t”. In the event you’re promoting complete home methods, your advertising and marketing efforts must 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:
That you must perceive your market and rivals. Your advertising and marketing plan helps you determine what makes you distinctive. This distinctiveness units you aside out of your rivals. Additionally it is what attracts and retains prospects.
Let’s return to the 2023 examine. Shoppers wish to do enterprise with educated individuals. 40% of customers suppose the water remedy firm is the knowledgeable 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 knowledgeable? Do they belief you?
Is your workers up to the mark? In line with the Examine, the power to reply questions (81%) and product data (79%) have been thought of the 2 most essential attributes in a salesman.
Since you already know experience resonates with customers, take into account highlighting that in your advertising and marketing. State it unequivocally in your advertising and marketing: we’re your water high quality consultants. Make it considered one of your distinctive worth propositions (UVPs).
Evaluations and Testimonials:
The dearer the product, the extra evaluations a shopper will learn earlier than making a purchase order determination. In line with the 2023 WQA Examine, 42% of customers say that evaluations are crucial factor influencing their determination.
Your strategic advertising and marketing plan wants to incorporate a tactic for acquiring evaluations and getting them onto your web site and in your advertising and marketing materials on a constant foundation. If the final overview you could have in your web site is from 2021, it’s worthwhile to make this a precedence.
18% of customers stated they most well-liked to do enterprise with an organization whose merchandise have 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 developments. Tailor your messages to resonate along with your prospects. This drives engagement and loyalty.
Again to the 2023 WQA Client Opinion Examine. Of the householders who don’t at the moment personal some form of water filtration system, “over one-quarter of them implied {that a} promotional provide or rebate would possibly motivative a purchase order”.
That implies that if you market to householders, it’s worthwhile to take into account together with both a promotional provide or a rebate in your advertising and marketing. Make it a worthy provide or will probably be meaningless.
Listed below are some examples:
- $200 / $250 off set up (you decide the greenback quantity)
- FREE designer faucet in your water filter ($200 worth)
- 1 yr provide of cleaning soap / salt / detergent
- FREE low-flow bathe head
- Obtain a $25 Reward Card with Water Check
Goal Distinctive Audiences:
One other new query highlighted within the 2023 Examine – Two-thirds of customers who don’t at the moment have a filter stated they’d take into account putting in a system in the event that they undertook a serious house transform.
This could be a nice progressive focused advertising and marketing alternative. Think about advertising and marketing to householders who simply refinanced their properties. In line with statistics from Bankrate, 43% of refinances are for house renovation. Need 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 helpful from the examine: “Millennials are the one phase the place over half (59%) imagine a water remedy product is a necessity.” On this planet of gross sales, it’s at all times simpler to promote a necessity than a need. Whenever you market to Millennials your messaging must remind them that the standard of water they supply to their households is of their fingers.
WQA Client Opinion Examine
I wish to give a shout out to the WQA for endeavor the Client 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 not afford to do on their very own. The truth that WQA undertakes this examine each two years offers us numerous historic information and benchmarking we will use for future development.
From a advertising and marketing perspective, the Examine presents actionable information 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, it’s worthwhile to 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 enterprise towards its objectives.
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