Water Technology - Jan 2012

www watertechonline com 17 Circle 223 techniques and offering reliable equipment will always go far with customers However when it comes to media and marketing experts are recommending that dealers also stay with traditional methods Having a multi layered approach to sales and marketing that includes print and online strategies is recommended And dealers are still finding success in proven traditional means to reach current clients and prospects for new customers According to Filhaber We are seeing dealers buying more lists in this quarter than the earlier part of the year and Direct Mail is having a renaissance While the marketing buzzwords are important in 2012 it is going to matter most where and how you spread those messages throughout the customer base Dealers that dont incorporate a good mix of digital and print marketing will almost disappear from the competitive landscape WT that dealers OEMs and manufacturers are sporting a cautiously optimistic attitude moving into 2012 While commercial business across the U S appears to be a solid source of revenue residential business has room for growth As underlying factors improve such as unemployment rates were hoping to see a bounce back in residential opportunities in 2012 What will matter most to these customers is what you can teach them Value is important as is the ongoing service relationship Consumers are shifting to a mode of teach me versus sell me With the Internet fueling the consumption of data and analysis dealers need to stay current with consumer needs and tailor their messaging explains Hilliard How do traditional methods fit in Tried and true customer service we are busy multi tasking Market update On a basic level certain economic conditions drive the success of the water treatment market for residential and light commercial business For years we have been hearing about a sluggish economy a down real estate market and an uncertain future We started to see some market optimism in 2011 but will it continue in 2012 and what market sectors should be focused on this year Ford provides some insider information on whats selling right now and whos buying I would agree that residential and light commercial business has increased in 2011 compared to 2010 If you look at the industry numbers for tanks and valves you see a slight increase in sales of tanks 13 inches and less in diameter as well as 1 inch valves You see a noticeable increase in 125 inch valve sales says Ford adding COVER STORY