website and brand refresh - goingductless.com...•online is where to reach consumers most •peer...

Website and Brand Refresh Becca Yates - NEEA

Suzi Asmus – NEEA

Terra Bell - CLEAResult

September 14, 2015

• Welcome

• Project status and market promotions

• Research and messaging overview

• Updated tools and resources

• Website upgrade

• New marketing templates

• Questions

2

Agenda

Project Status and Promotions

Incented vs. Non-incented Sales 2008-present

Total Outdoor Unit Sales 109,642

Incented Heating and Cooling Sales 40,400

Total Cooling-only Sales (non-incented) 13,017

Non-Incented Sales Less Cooling-only 56,529

4

Exciting Project results

• Fujitsu Summer promotion

• July 15 through September 30, 2015

• Consumers can receive up to $200 cash back

• Mitsubishi 3-2-1 Fall promotion

• September 1 – November 30, 2015

• Consumers can take advantage of a tiered discount:

• September: $300 savings

• October: $200 savings

• November: $100 savings

5

Current market promotions

Research and Messaging Overview

Research goals

Provide insights into:

• Customer awareness and perceptions of ductless

technology

• Messaging prompts and message vehicle delivery

• Consumer purchasing behavior

• Barriers to customer purchase of ductless systems

Awareness and information source

0

10

20

30

40

50

60

70

80

90

100

DHP HPWH

Unaware

Aware

Purchase likelihood

Will definitely or will consider a DHP purchase

92%

Will not consider a ductless purchase

8%

Additional information sources for ductless info

Professional

installer

Friends or

neighbors

Salesperson

Delivery vehicles

Information sources that influence decision-making

• Other customers’ ratings and reviews

• The endorsement of your utility company

• A professional contractor

• Friends and family members’ opinions

Purchasing motivators

• Energy savings

• Financial savings

• High-quality investment

• Comfort/control over environment

• Safety

Obstacles to purchase

Upfront cost

Uncertainty

about

installation

Long-term

lifecycle

maintenance

costs

Key Takeaways

• Energy and financial savings are primary drivers

• Online is where to reach consumers most

• Peer reviews, testimonials, online marketing, utility backing/promotion and installers are key purchase influencers

• Cost is still a primary barrier/purchase influencer

• Installers are well positioned to influence sales once consumers are educated about the ease of installation and product

• “Upgrade” messaging negatively impacted consumer purchase intentions

How we used this research

• Updated marketing materials with new messaging

• Updated website to highlight utility incentives,

market promotions and drive consumers action

On the horizon

• Developing online peer review strategies

• Developing resources to educate consumers on

the purchasing and installation process

New ductless system messaging

Primary Secondary Tertiary

Cost & Energy

Savings

Comfort &

Control

Reliability/Good

Investment

Updated Tools and Resources

GoingDuctless.com upgrades

• Refreshed look and

features on both

Consumer and Partner

sites

• Link to local promotions

to drive demand

• Updated templates, tools

and resources

• Increased integration

with utility websites and

incentive information

19

New! Ductless system print ads

• Incorporates new

imagery and messaging

• Available in color and

black and white versions

• Full and quarter page

options

20

New! Ductless Sales Staff FAQ

• Help your staff better

explain and sell the

benefits of going

ductless

• Quick reference, key

sales points

• Answers common

consumer questions

21

Refreshed sales tools and resources

• Updated marketing copy,

sales sheets,

Homeowner and Best

Practices Guides

• Ductless infographic

• Image library (coming

soon)

• Visit

www.GoingDuctless.com

/partners

22

Where to find important information

• Upcoming training and

events

• Participation forms

• Master Installer forms

• Product lists

• Utility incentives and

participation lists

23

Q & A

Thank you Suzi Asmus

Initiative Manager

sasmus@neea.org

Direct: 503.688.5407

Becca Yates

Senior Marketing Manager

byates@neea.org

Direct: 503.688.5450