This presentation will give Water Quality Dealers an edge in their lead generation strategy by providing concrete information about the top water filtration prospects and the best marketing channels to reach them

1. The Latest Buzz in Lead
Generation
Presented by Dale “DataDale” Filhaber
WQA Conference 2017

2. Dataman Group Direct
800.771.3282
www.datamangroup.com 2
Lead Generation is not an event.
It is a well thought out, multi-
faceted plan that takes into
consideration your goals, your
budget, your resources and your
brand.

3. There is No Getting Around It
 Water Dealers
have to market
Dataman Group Direct
800.771.3282
www.datamangroup.com 3

4. Dataman Group Direct
800.771.3282
www.datamangroup.com 4
How we market in 2017 is
different than how we did
it in 2016

5. New Opportunities in 2017
 Expanded Media Channels
 Creating Your Own On-Line Lead Generation
 New focus on print
 Direct Mail is Back
 Customized Marketing on Facebook/Instagram
 Blending for Branding & Impact
 Changes in Google
 Heavier Emphasis on Mobile
Dataman Group Direct
800.771.3282
www.datamangroup.com 5

6. The Basics
 Audience – Your List
 Message
 Offer
 Timing
 Marketing Channel
Dataman Group Direct
800.771.3282
www.datamangroup.com 6

7. Who Buys Water Systems?
Dataman Group Direct
800.771.3282
www.datamangroup.com 7

8. What We Know from the WQA
Consumer Opinion Study
Dataman Group Direct
800.771.3282
www.datamangroup.com 8

9. New Homeowners
According to the 2017 Study
 59% bought or leased a
water filtration unit in
the first year in their
home – 70% of them
bought
Dataman Group Direct
800.771.3282
www.datamangroup.com 9

10. Families with Children
2017 WQA Study:
65% of Households
with children had
increased concern
about water quality
Dataman Group Direct
800.771.3282
www.datamangroup.com 10

11. Families with Children
2017 WQA Study:
The profile of the Buyer
of Water Filtration
Products:
Families, age 25-44,
typically with Children
Dataman Group Direct
800.771.3282
www.datamangroup.com 11

12. Parents of New Babies
 52% of buyers were
concerned about
contaminants in their
water.
 In 2015, 32% of
water filtration units
were purchased by
families with children
Dataman Group Direct
800.771.3282
www.datamangroup.com 12

13. Healthy Lifestyle
 A healthy and quality
lifestyle are the top
priorities in purchasing
water products/systems
 64% said healthy
lifestyle - overall well
being was the reason
they purchased a
system
Dataman Group Direct
800.771.3282
www.datamangroup.com 13

14. Luxury vs Necessity?
Dataman Group Direct
800.771.3282
www.datamangroup.com 14
2017 WQA Study:
58% of Consumers felt a Water
Filtration System is a Luxury
…..But cost isn’t everything

15. Golden Homeowners
2017 Survey:
 61% of Homeowners
purchased a water
softener to eliminate
rust
 52% said rust was
causing them
personal
embarrassment
Dataman Group Direct
800.771.3282
www.datamangroup.com 15

16. Ailment Sufferers
 64% of responders
bought a system to
improve the quality
of their lives
 Example: Psoriasis
Suffers must have
soft water to enjoy
their lives
Dataman Group Direct
800.771.3282
www.datamangroup.com 16

17. How do you reach them?
Dataman Group Direct
800.771.3282
www.datamangroup.com 17

18. Drive People to your Website
 Generate your
own on-line leads
Dataman Group Direct
800.771.3282
www.datamangroup.com 18

19. Create a Destination Website
 Assume the mantle of
expert
 Become your neighborhood
“go-to” about water issues
 Develop your own virtual
community of customers
 Content-content-content
 Timely blogs & posts
 Great photos
 Working social media icons
 Loading Speed
Dataman Group Direct
800.771.3282
www.datamangroup.com 19

20. New Twists for 2017
 Direct Mail
 Customized Marketing on
Facebook/Instagram
 Blended Marketing
 Keywords to Key Phrases
 Emphasis on Mobile
Dataman Group Direct
800.771.3282
www.datamangroup.com 20

21. Direct Mail
 The only medium guaranteed to get inside
the home
 Everyone has a Mail Moment in their day
 Direct mail has staying power
Dataman Group Direct
800.771.3282
www.datamangroup.com 21

22. Stand Out from the Crowd
 Experiential mail
 Visual QR Codes
 Cool Shapes
 Different Sizes
 Hydrochromatic
Ink
 Personalization
Dataman Group Direct
800.771.3282
www.datamangroup.com 22

23. Marketing on Facebook
 New & novel
Facebook Ad
programs up your
response rate when
you combine this
strategy with other
marketing channels
Dataman Group Direct
800.771.3282
www.datamangroup.com 23

24. Facebook Options
 More than 1.8MM people
access their Facebook
accounts each month
 Facebook’s DIY site lets
you decide what kind of
ad you want to run,
create it, pick an audience
and establish a budget.
Learn More
 https://www.facebook.com/
business/products/ads
Dataman Group Direct
800.771.3282
www.datamangroup.com 24

25. Customized Private Audiences
Dataman Group Direct
800.771.3282
www.datamangroup.com 25
Consider combining a
New Homeowner
mailing with a
Facebook Campaign
or Blending Facebook
marketing with a
direct mailing to
Homeowners with
Children
Branding impact & response rates increase
exponentially when a consumer sees the same
message in multiple channels

26. Blending Marketing Channels
Increase Branding Impact
 2017 WQA Study:
 Nearly half (44%) of responders said they
consider a brand-name product important
Dataman Group Direct
800.771.3282
www.datamangroup.com 26

27. Mix & Match Marketing Channels
 Use video print in your direct
mail to direct readers to your
website.
 Print your QR code on
literature at home show to
direct visitors to your website
 E-blasts to current customers
to drive them to your website
so they can order supplies on-
line.
 Blogs / Press Releases with
link to website
 Digital offers land directly on
Lead Generation form
Dataman Group Direct
800.771.3282
www.datamangroup.com 27

28. Upgraded Google Analytics
Dataman Group Direct
800.771.3282
www.datamangroup.com 28

29.  Where do your visitors
come from?
 What device are they
using?
 How long are they staying
on your site?
 What page are they
landing on / leaving on?
 Are you staying on
budget?
Dataman Group Direct
800.771.3282
www.datamangroup.com 29
Learn to Read Your Reports

30. Are You Optimized for Mobile?
Dataman Group Direct
800.771.3282
www.datamangroup.com 30

31. Resource Page
Test your site speed:
 https://tools.pingdom.com/
 https://developers.google.com/speed/pagespeed/
Mobile Friendly Test
 https://search.google.com/search-
console/mobile-
friendly?utm_source=psi&utm_medium=link&ut
m_campaign=psi-ux-banner&hl=en-US
Dataman Group Direct
800.771.3282
www.datamangroup.com 31

32. Resource Page
Get Your QR Code
 http://www.qr-code-
generator.com/
Dataman Group Direct
800.771.3282
www.datamangroup.com 32

33. Lead Generation for Water Quality
Dealers
Dataman Group Direct
800.771.3282
www.datamangroup.com 33
On Sale at
the WQA
Book Store

34. Providing lead generation data
to water quality dealers for over 30 years
Dataman Group Direct
800.771.3282
www.datamangroup.com 34
800.771.3282
www.waterprospects.com
Presented by Dale “DataDale” Filhaber dale@datamangroup.com