Use the WQA 2021 consumer opinion survey to define your marketing strategy

Data can be a powerful tool. Learn how to use new research from the Water Quality Association (WQA) 2021 consumer opinion survey to boost your marketing and lead generation

The Water Quality Association (WQA) ‘s new 2021 Consumer Opinion Survey provides valuable information that dealers can use to structure their marketing. Kudos to the WQA for continuing to provide this powerful data to members. Strong market research data doesn’t come cheap, but it forms the basis for many decisions.

Data from the 2021 WQA Consumer Opinion Study tells us what products consumers want, when they want them. It gives us a picture of their attitudes and beliefs. This helps us to draw conclusions about consumer preferences. In short, this data helps us direct our efforts.

We all know that consumer behaviors have changed in the wake of the pandemic. The benefit of water quality has taken on a new dimension. A majority of consumers believe that the pandemic has changed the way they view life. More than half of respondents said the pandemic has made them more concerned about their home’s water supply. This includes people who now work from home. Many consumers remember the early days of the pandemic, when bottled water was scarce.

RELATED: Balance print and digital lead generation strategies

Use of market research data

There are many ways to use data. Many companies use market research data to identify new opportunities. Others use the data to make decisions about pricing and promotions. Other companies use the data to provide context to better understand their industry’s current environment.

Market research can help you identify areas of your business that need updating or changing. Acting on these is an essential step in meeting customer and market needs, and increasing your sales. For example, research may show that you need to:

• Review your business plan;
• Update your sales plan and improve your marketing strategies;
• Improve your sales practices;
• Update your products or services;
• Rethink your retail design; Where
• Rethink your brand image.

The sooner you act on the findings of the market research, the more it will benefit your business. Over time, your market, your customers, and your competition will all change. For this reason, market research must be continually updated. Many successful businesses view market research as an ongoing process that helps them keep up with market trends. Again, I give the WQA a lot of credit for providing consistent information on the ground.

This article will focus on using the 2021 Consumer Opinion Survey from a marketing perspective. This research data allows us to refine the upper segments of our products. We’ll look at how to use the results to tailor our targeting. We may also use the information to refine the creation. In short, this data helps us define our competitive advantage.

Advertising

Encourage users of water softeners

DO: 25% of Americans who responded to the survey say they have a water softener. 75% of these softener purchases were made in the first year of homeownership. Most homeowners bought their softeners for cosmetic reasons (water clarity, rust).

MARKETING STRATEGY: New owners are a primary target for dealers who sell softeners. The creation must show the pride of the owner of the immaculate sidewalks and the pleasure of a glass of clear water. The verbiage should emphasize the benefit of buying this early on in home ownership. Enjoy fresh water now. Concept amortizes the cost in the lifetime value of the home.

Inspiring water filtration buyers

DO: 40% of respondents indicated that they have some kind of water filtration system in their home. According to the study, consumers who added a filtration system to the home were primarily motivated by a desire to remove contaminants and enjoy better health. By the way, this is different from the results of previous studies. In the past, the main reason to buy a water filtration system was to improve the taste of the water. Second, it was to remove contaminants. Consumers are now focusing on quality of life.

MARKETING STRATEGY: Target health conscious homeowners. This group is most likely to respond to products and offers that they believe will enhance their enjoyment of life. Photos should feature healthy active individuals enjoying crystal clear water. Verbiage must highlight the quality of life. Consider overlaying modeled credit data on these health-conscious homeowners to make sure they can afford a system. In this case, dealers can promote the concept that quality of life is more important than cost.

Motivate families with children

DO: Households with children are more concerned about the quality of the household water supply than households without children. They are also more likely to use bottled water rather than tap water.

MARKETING STRATEGY: Target families with children. Your job is to show these families that a water filtration system is an investment in the health of their families. A visual could be a photo of a mother with two children in a shopping cart trying to lug bottled water. Focus on the obligation of parents to provide a safe and healthy future for their children. Quality water offers a good head start in life. Verbiage should also illustrate the savings achieved through the use of filtered water compared to the continued purchase of bottled water.

Focus on the environment

DO: Consumers care about the environment. The number of consumers who report having purchased a filtration system so as not to feel the need to buy bottled water is twice as high as in 2019. Additionally, the study found that adults aged 18 at age 54 are more likely to change their behavior. (i.e. buy reusable water bottles and install a water filtration device) following the green movement.

MARKETING STRATEGY: Target green homeowners or young homeowners. Illustrate how water filtration is a long term solution to plastic waste. Add in dollar savings, health and convenience. Many of the biggest brands are jumping on the sustainability train. Many companies are announcing their carbon footprint goals. Consumers are paying more attention to the green movement than ever before. The water quality industry is uniquely positioned to be an integral part of this change.

Advertising

Reach perspectives by ethnicity

DO: African American and Hispanic households are more likely to add a water treatment system after a move than Caucasians or Asians. Hispanics without a home system are more likely than any other segment to add a water treatment system in the future.

MARKETING STRATEGY: Marketers can select prospects by ethnicity. Dealers located in predominantly Hispanic markets may consider using “Spanglish”. This is where you mix Spanish and English in your marketing campaign. English is still the primary language, but the concept here is to incorporate Spanish phrases, quotes, and terms to really connect with Hispanic consumers. While you want to incorporate Hispanic imagery into your campaign, be careful not to stereotype or exclude Hispanics. And, remember – not all Hispanics are the same. There are regional and cultural differences that you need to take into account.

Capitalize on replacement activities

DO: 25% of water filtration system installations are replacements of an existing system. Whole house filtration systems are becoming more and more popular. They are also seen to be more efficient. Consumers are willing to invest in devices to remove or reduce contaminants.

MARKETING STRATEGY: Dealers must continually engage old customers. There are replacement and exchange possibilities.

For this to work, dealers need to make sure their customer lists are up to date. It means physical address, phone number and email address. The technology can update addresses through NCOA (National Change of Address). There are also services to correct and add email addresses and phone numbers to your list. You can also add cell phone numbers.

Make sure you have a good CRM (Customer Retention Management) system. Effective CRM systems don’t just include contact information for your customers. They are designed to highlight the details of every customer interaction. That means phone calls or emails, your customer support service, and certainly any face to face meeting. This includes salt deliveries and service calls.

All of this data is stored and correlated. This way you know who has been in contact with a customer and when. You also know if the customer has bought and if they are happy with the purchase. From there, you will also know what to suggest them to buy.

This information is used to fuel the sales pipeline, prioritize transactions, and assign sales staff in accordance with policies or direct managerial action. This not only feeds the sales pipeline, but also helps build customer loyalty, increase upselling opportunities, and grow your business.