MARKETING DRIVES THE MOMENTUM OF THE LEAD GENERATION FOR YOUR DEALERSHIP LEAD GENERATION IS WHAT DRIVES THE # OF UNITS YOU SELL This presentation focuses on new technology, including using AI to create content. This will give water quality dealers the insight they need when creating their marketing plans for the next few years. The presentation stresses the value of niche marketing, specifically to new homeowners and millennials - which are the top 2 cohorts for filtration and softener purchases. According to the WQA consumer opinion study, 75% of softener purchases are made in the first year. DataDale recommends marketing to this group multiple times, using multiple channels to break through the clutter and drive response and sales. The presentation also reviews the newest strategies for content marketing, including using AI to develop content and video. DataDale also discussed keeping the Dealership's customer database in top-notch shape and using it to drive replacement business, salt sales and system upgrades. Target marketing is the most successful way for water quality dealers to reach the best prospects for their products and services. Postcard marketing is a top tactic for Water Treatment Dealers to reach out to prospects and existing customers. New technology in digital printing and variable data have made postcard marketing a very cost-efficient marketing choice. Dealers who want to know more can contact Data Dale Filhaber at (800) 771-3282.

1. 10 MARKETING
STRATEGIES FOR
TOMORROW
DALE “DATADALE” FILHABER
LISTOLOGIST SUPREME, DATAMAN GROUP DIRECT
AUTHOR, LEAD GENERATION FOR WATER QUALITY DEALERS
WQA 2023

2. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

3. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
WHY DO WE MARKET ?
MARKETING MAKES THE CUSTOMERS AWARE OF YOUR PRODUCTS OR
SERVICES, ENGAGES THEM, AND HELPS THEM MAKE THE BUYING
DECISION.
• IT INCREASES YOUR REACH
• YOU CAN TARGET YOUR AUDIENCE AT THE RIGHT TIME
• IT IMPROVES COMMUNICATION AT ALL STAGES OF THE BUYING
PROCESS
• IT'S COST-EFFECTIVE
• IT'S EASY TO TRACK AND MONITOR
• MARKETING ALLOWS YOU TO KNOW CUSTOMERS BETTER
• IT LETS THE CUSTOMER COME TO YOU
• MARKETING CAN INCREASE YOUR REVENUE

4. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
WE MARKET TO
GENERATE LEADS
FOR OUR
DEALERSHIPS

5. WHAT WE’RE DOING NOW FOR
LEAD GENERATION
• DIGITAL ADS
• HOME SHOWS
• DOOR-TO-DOOR
• BLOGGING / TWEETING
• SOCIAL MARKETING
• SHARING REVIEWS
• DIRECT MAIL
• TELEMARKETING
• EMAIL MARKETING
• SEARCH ENGINE OPTIMIZATION
• PAY PER CLICK
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

6. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

7. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
IT TAKES 8-10 MARKETING
TOUCHES TO GENERATE A VIABLE
SALES LEAD
USE AS MANY DIFFERENT CHANNELS AS POSSIBLE TO ENGAGE YOUR PROSPECTS: PHONE, EMAIL,
DIRECT MAIL, SOCIAL MEDIA, TEXT, ETC. PEOPLE USE DIFFERENT TOOLS TO COMMUNICATE AND
EVERYONE HAS DIFFERENT PREFERENCES, SO THE MORE CHANNELS YOU USE, THE MORE
CHANCES YOU’LL HAVE OF REACHING THEM.
Salesforce, 2023

8. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

9. HOW TOMORROW’S MARKETING WILL
CHANGE THE WAY WE GENERATE LEADS
• DATA PRIVACY TRENDS & LEGISLATION
• ADVANCES IN DATABASE TECHNOLOGY
• NEW TECHNOLOGY / OPTIONS FOR DIRECT MAIL
• USING DATA FOR MULTI-CHANNEL INTEGRATION
• AUTOMATION
• REVIEWS BECOME A LEAD GENERATOR
• USING ARTIFICIAL INTELLIGENCE TO CREATE CONTENT
• MARKETING WITH AUGMENTED / VIRTUAL REALITY
• LOCATION-BASED MARKETING & GEO-FENCING
• HYPER-LOCAL MARKETING
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

10. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
MARKETING STARTS
WITH THE DATA

11. HOW DATA PRIVACY TRENDS WILL IMPACT
MARKETING IN THE FUTURE
• EMPHASIS ON FIRST PARTY DATA
• TELEMARKETING
• EMAIL MARKETING
• BROWSERS BLOCKING COOKIES
• CONSUMERS ACTIVELY PROTECTING THEIR ONLINE
PRIVACY
• LEGISLATION – STATE LAWS IN CA, CO, CT, UT, VA.
INTERNATIONAL LAWS IN CANADA, BRAZIL, CHINA
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

12. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

13. HOW ADVANCES IN DATABASE TECHNOLOGY
WILL IMPACT OUR LEAD GENERATION
• DATA IS MORE ROBUST
• MORE EMAIL ADDRESSES, CELL PHONE #S
• GREATER OPTIONS TO TARGET TOP WATER TREATMENT PROSPECTS
• Fresher New Homeowner Data
• Homeowners with Children
• Modeled Credit
• Health-conscious
• Pet Owners
• Eco-Friendly
• Millennials
• NEW OPTIONS TO KEEP YOUR CUSTOMER DATABASE CLEAN & UP-TO-
DATE
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

14. NEW HOMEOWNERS
STILL THE DEALER’S
MAINSTAY
FIRST IN THE DOOR CONCEPT
• 75% of softener purchases made
in first year
• 22% of softener purchases in first
month. (2021 WQA Consumer
Opinion Study)
NEW TECHNOLOGY
• Faster weekly data
• Daily feeds
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

15. YOUR NEXT BIG MARKET - MILLENNIALS
• 72.19 MILLION MILLENNIALS IN U.S.
• BORN BETWEEN 1981 – 1996 (AGE 27-42)
• IN PEAK HOME BUYING YEARS
• 48.6% OF MILLENNIALS OWN HOMES = 35MM HOMEOWNERS
• 30% OF MILLENNIALS LIVE WITH A SPOUSE & CHILD
• MILLENNIALS USE MULTIPLE DEVICES – MOBILE PHONE, TABLETS, DESKTOP
• ENGAGE AROUND BRANDS WITH CORPORATE SOCIAL RESPONSIBILITY
• ECO-CONSCIOUS – DISDAIN FOR SINGLE-USE WATER BOTTLES
• WANT BEST – SHINIEST – MOST CURRENT PRODUCTS
• DO THEIR RESEARCH – CHECK OUT REVIEWS
• UTLIZE PAYMENT OPTIONS
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

16. MARKETING REPLACEMENT BUSINESS
25%+ OF BUSINESS - REPLACEMENTS OR UPGRADES TO EXISTING
SYSTEMS
• KEEP DATABASE CURRENT
• UPDATE PHONE #S, EMAIL ADDRESSES
• COMMUNICATE WITH CUSTOMERS ON A CONTINUING BASIS
• EMAIL NEWSLETTERS
• POSTCARDS FOR ANNUAL CHECKUPS/MAINTENANCE – GO 1ST CLASS / GET CORRECTED
ADDRESSES
• WaaS – WATER AS A SERVICE
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

17. WHERE DIRECT MAIL IS HEADED
• ON-DEMAND PRINT TECHNOLOGY
• VARIABLE DATA PRINTING
• PERSONALIZATION THROUGH
DATABASE SEGMENTATION
• PROXIMITY MAILINGS
• MAILBOX RETARGETING
• DIRECT MAIL AUTOMATION
• MONTHLY MAINTENANCE NOTICES
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
POSTCARDS

18. MAKE YOUR DIRECT MAIL IRRESISTABLE
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
STAND OUT IN THE MAIL
• size, shape, color, smell, texture
ALLOW RECIPIENTS TO ENGAGE IN AN INSTANT – DIRECT-
TO-DIGITAL
• QR codes
• Video links
GIVE THEM SOMETHING WORTH SHARING
THINK DIGITAL-TO-DIRECT for REMARKETING
• Convert data from online activity to personalized
mail pieces
MAIL IS THE ONLY MARKETING CHANNEL THAT REACHES 100% OF YOUR
TARGET
*** MAKE THEM AN OFFER THEY CAN’T
REFUSE

19. THE FUTURE IS MULTI-CHANNEL MARKETING
• PERSONALIZED QR CODES ON
MAIL
• ACCOMPANY MAIL WITH DIGITAL
• CHASE WITH EMAIL, PHONE, TEXT,
DIGITAL ADS
• AUTOMATE WITH YOUR CRM
SYSTEM
• USPS INFORMED DELIVERY
YOUR RESPONSE GOES UP WHEN YOU INTEGRATE WITH OTHER
CHANNELS
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

20. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

21. • Make it easy to Point & Click
• Digital links on postcards
• Augmented QR codes
Examples:
Ikea, Wayfair, Warby
Parker
MARKETING WITH
AUGMENTED
REALITY
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
What will that water filter look in
a customer’s sink; what will the
RO look like under the sink?
HOW WILL IT LOOK IN YOUR
HOUSE?

22. Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

23. THE NEW WORLD OF CONTENT MARKETING
• CONTENT IS KING
• CONTENT CONSUMPTION MOVES TO
MOBILE DEVICES
• VIDEO & AUDIO MOST PREVALENT
• READERS / USERS WILL RULE
• USERS WILL DROP SOCIAL MEDIA THAT
OVER-ADVERTISES
• USING ARTIFICIAL INTELLIGENCE TO
CREATE CONTENT
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

24. USING ARTIFICIAL INTELLIGENCE TO CREATE
CONTENT
• BLOGS
• WEBSITE
• ARTICLES
• LISTICLES
• VIDEOS
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

25. Target keyword: water filter.
Which title best represents what your page is about?
Generated Page Title Ideas:
• Ten Reasons Why a Water Filter Should Be in Your Home
• What to Look for When Buying a Water Filter
• The Best Water Filters for Clean Drinking Water
• How to Choose the Right Water Filter For Your Home
• A Guide to Installing and Maintaining a Home Water Filter
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
CREATING A BLOG WITH
AI

26. Target keyword: water filter.
Which meta description best describes your content?
Your meta description should explain to search engines and visitors what your
page is about.
Generated Meta Description Ideas
• Make the switch to a quality water filter and enjoy all of its benefits! From
crystal-clear and safe drinking water to peace of mind, it's worth owning one
today.
• Enjoy the many benefits of having a clean, safe source of drinking water with a
high-quality water filter! Find out more about what this home investment can
mean for you.
• Get clear, pure hydration all with the help of a quality water filter system!
Discover why making this small investment can be such an incredible benefit
for your home.
• Get your water clean and pure with a quality water filter. This guide will explore
the benefits of owning a reliable water filter for you and your family.
• Investing in a top-notch water filter can make all the difference in the quality
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

27. Which headings you would like to start out with?
Your headings are like chapters of your content, and indicate what visitors
will read at each section.
• Get Clean, Safe Drinking Water.
• Save Money on Bottled Water.
• Improve the Taste and Odor of Your Water.
• Remove Harmful Contaminants from Your Water Supply.
• Protect Yourself from Unfiltered Water Sources.
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

28. 10 Reasons Why a Water Filter Should be in Your Home
Are you concerned about the quality of your tap water? Installing a water filter can
provide several benefits, from improving taste and odor to reducing impurities that
may impact your health. Here are 10 reasons why having a water filter in your
home is worth considering.
Improved taste and odor
One of the main benefits of installing a water filter in your home is improved taste
and odor. Tap water can sometimes have an unpleasant taste or smell, which can
make it unappetizing to drink or use for cooking. A water filter effectively removes
chlorine and other chemicals that contribute to bad taste and odor in tap water,
making it more palatable for daily use. This benefit alone makes investing in a
high-quality water filtration system for your home well worth it.
Removal of harmful chemicals and contaminants
Another important reason to have a water filter in your home is to remove harmful
chemicals and contaminants from your drinking water. Tap water can contain
pollutants such as lead, pesticides, and
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023
AN AI - GENERATED ARTICLE USING THE KEYWORD WATER
FILTER

29. bacteria that can pose a serious health risk to you and your family. A good
quality water filter is designed to remove harmful elements while retaining
essential minerals that are beneficial for your overall health. With a water filter at
home, you can enjoy clean and healthy drinking water without worrying about
the potential risks associated with tap water.
Better for the environment than bottled water
Using a water filter in your home is also better for the environment than buying
bottled water. Plastic water bottles have a negative impact on the planet,
contributing to pollution and waste. By using a water filter, you can reduce your
reliance on plastic bottles and help reduce your carbon footprint. Additionally,
producing and transporting bottled water requires significant amounts of energy
and oil resources, which are finite and contribute to climate change. A water
filter provides a more sustainable option that not only benefits you but also
helps protect the environment for generations to come.
Saves money in the long run compared to buying bottled water
While a water filter may require an initial investment, it can save you money in
the long run compared to buying bottled water. Bottled water is often more
expensive than tap water, and the
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

30. cost can quickly add up if you rely on it as your primary source of drinking water. With
a water filter, you can enjoy clean, refreshing drinking water straight from your tap
without breaking the bank. Plus, you won’t have to worry about the environmental
impact of plastic bottles or the inconvenience of lugging heavy packages home from
the store. A water filter is a cost-effective and convenient solution for healthy, great-
tasting drinking water at home.
Switching to a water filter is a great way to ensure you and your family have access to
clean, safe drinking water. Not only does this guarantee better-tasting and odorless
water, but it also provides peace of mind knowing any contaminants have been
removed from the water supply. In this article, we'll discuss the many benefits of
owning a water filter.
Get Clean, Safe Drinking Water.
One of the top benefits of owning a quality water filter is the assurance of clean, safe
drinking water. A good filter will remove most if not all contaminants from your
drinking water. This is especially important for families with young children and older
adults as they're more vulnerable to toxins in water. With a quality filter installed,
you'll be sure to have fresh-tasting and odorless drinking water for years to come.
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

31. CREATING A VIDEO WITH AI
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

32. TOMORROW’S DIGITAL MARKETING
LOCATION-BASED MARKETING & GEO-
FENCING
DIGITAL ADVERTISING
THAT LEVERAGES
LOCATION DATA TO
IDENTIFY POTENTIAL
CUSTOMERS BASED ON
THEIR GEOGRAPHIC
LOCATION
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

33. 3 TYPES OF GEO-FENCING
GENERATE CLICKS, LEADS & AWARENESS
GEOFENCING
ADDRESSABLE
GEOFENCING
COMPETITIVE
GEOFENCING
A GEOFENCE IS
A VIRTUAL PERIMETER FOR A REAL-
WORLD GEOGRAPHIC AREA
THIS KIND OF MARKETING DIRECTS
DIGITAL ADS TO A SPECIFIC
VIRTUALLY FENCED-IN LOCATION.
DIGITAL MARKETING TO A SPECIFIC
NEIGHBORHOOD.
A GREAT COMPANION TO DIRECT
MAIL.
TAKE AN ACTUAL DIRECT MAIL
LIST, MATCH IT TO GPS PLATLINES
AND SERVE UP DIGITAL ADS TO THE
SAME PEOPLE WHO ARE GETTING
YOUR MAILING.
* A UNIQUE WAY TO REACH NEW
HOMEOWNERS.
GRAB THE ATTENTION OF IN-
MARKET SHOPPERS AT YOUR
COMPETITOR’S LOCATION.
DRAW YOUR VIRTUAL GEO-FENCE
AROUND COMPETITORS LOCATIONS
*YOU CAN SERVE DIGITAL ADS TO
PEOPLE IN HOME DEPOT OR LOEWS.
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

34. IT’S HOW SMALL DEALERS WILL COMPETE
• CONCEPT – HOW CAN I COMPETE AGAINST THE BIG BRANDS?
• EMBRACE THE “BUY LOCAL” - MARKET SMALL MINDSET
• GOOGLE LOCAL / GOOGLE BUSINESS
• TELL YOUR STORY
• USE SMALL TARGETED CAMPAIGNS WITHIN YOUR BUDGET, TAKING
ADVANTAGE OF NEW SMALL-RUN PRINT TECHNOLOGY
HYPER-LOCAL MARKETING
Dale "DataDale" Filhaber - Dataman Group Direct - WQA 2023

35. QUESTIONS ??
Presented by Dale “DataDale”
Filhaber,
President, Dataman Group Direct
Author, Lead Generation for Water
Quality Dealers
www.datamangroup.com
800.771.3282