2012 Dealer Marketing Program

Transcription

1 2012 Dealer Marketing Program

2 2012 Highlights Energy Star Official Partnership New Energy Star Brochure New Energy Star Press Release

3 2012 Highlights New Home Designs Updated Website New Video Presentation New 2012 Plan Book New Dealer Ad Slicks

4 Energy Star Program Energy Star Homes Lower Utility Bills 35-50% savings Lower Ownership Costs Better Performance Increasing Home Value Reduced Greenhouse Gas Emissions Quieter and More Comfortable

5 Energy Star Examples Energy Star Sioux Falls, SD 3-Bedroom Rambler Ordinary Energy Costs $865 Annual Dynamic Energy Star Costs $412 Annual 48% Savings for Heating and Cooling

6 Energy Star Examples Energy Star, Heron Lake, Minnesota 3-Bedroom Rambler Ordinary Energy Costs $3,190 Annual Dynamic Energy Star $830 Annual 73.9% Savings for Heating and Cooling

7 Energy Star Examples Energy Star Wisconsin Dells, WI 4 bedroom 2-Story Ordinary Energy Costs $1,726 Annual Dynamic Energy Star $423 Annual 75% Savings for Heating and Cooling

8 Energy Star Examples Energy Star Mountain Iron, MN 3-Bedroom Rambler Ordinary Energy Costs $1,833 Annual Dynamic Energy Star $724 Annual 60% Savings for Heating and Cooling

9 Dealer Benefits Competitive Advantage Lower Utility Costs Green Build Trend Nationally recognized program Enhances builder credibility and image Enhanced Homebuyer Satisfaction Less customer callbacks and warranty claims More referrals

10 Dealer Benefits Consumer Recognition 83% of Households Recognize Energy Star Of those, 77% purchased an Energy Star product 64% of Households Associate It with Efficiency or Energy Savings Source: 2010 Consortium for Energy Efficiency National Survey.

11 Less Competition Dealer Benefits Only a handful of Energy Star modular builders Minnesota, North Dakota, South Dakota, Iowa, Wisconsin, Manitoba, Ontario, Saskatchewan

12 Dealer Benefits Better Than Site-Built Several site-built builders are Energy Star partners Equal or better them on energy efficiency Dominate them on system-built benefits

13 Energy Star Homes Effective Insulation High-Performance Windows Tight Construction & Ducts Efficient Heating and Cooling Efficient Products Third-Party Verification

14 Build Energy Star Be on the cutting edge Benefit from national marketing Beat out the competition Take advantage of new marketing materials!

15 Overview Energy Star Brochure

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17 Public Relations Press Release Distribution Master Release Customized Insert for Dealer Promotion

18 New Home Designs New Renderings and Floor Plans 2012 Plan Book Dynamic Homes Website

19 The Pelican

20 The Itasca

21 The Jacqueline

22 The Ironwood

23 The Chesterfield

24 The Eastwick

25 Dynamic Homes Website Additional Floor Plans/Renderings Energy Star Section addition Updated Photo Gallery Video Presentation download

26 Dynamic Video Presentation

27 Dynamic 2012 Plan Book Book Highlights

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29 2012 Dealer Coop Ads Overview

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37 Summary Energy Star Gives You a Competitive Edge Dynamic Gives You Marketing Support You Can Make A Positive Difference in your Sales Program in 2012!

38 Guerilla Marketing Public Relations Habitat for Humanity Non-Profit Renovations Parks, Public Places Community College or Trade Schools Adjunct Professor Site Tours Internships

39 Guerilla Marketing Consultant Selling Proactive research Fact Sheet with sources Links to informational websites Information available on your website

40 Guerilla Marketing Consultant Selling Lot Selection and Site Prep Advice and Counsel Pros and Cons Welcome Home Kit Warranties Maintenance Tips and Schedule Coupons Vendor Websites

41 Guerilla Marketing Consultant Selling Customer Survey New Customer Past 3 Year customer General Contractor for Whole Package Landscaping Other Amenities Remove The Stress!

42 Guerilla Marketing Communication #1 Complaint for Systems Built Construction Systems Built Disadvantages No visible sign of progress No ability to see, touch or experience the home developing in front of them

43 Guerilla Marketing Home Building Experience Consumer Research on Homeowner ing friends and family Posting on Facebook Sharing photos and touring the site Involving multiple parties in their experience

44 Guerilla Marketing Recommendations Architectural Rendering Framed Photo of bare lot Photo of factory construction Photos of special amenities Photo of home set Photo of finished home Photo of Family/Home

45 Guerilla Marketing Promotional Ideas Short-term campaign Create A Dynamic Backyard On qualifying purchase, builder will: Pour a patio Build a play set Build a gazebo Furnish the grill

46 Guerilla Marketing Promotional Ideas Short-term campaign House Warming Promotion On Qualifying Purchase Pizza Party for Homeowner and 12 Friends Backyard Barbecue Special Home Amenity/Artwork

47 Guerilla Marketing Promotional Ideas Family Portrait with new Home Framed and electronic file Weekend Getaway to Dynamic Free Hotel for One Night Restaurant Certificate Factory Tour Gas Card

48 Guerilla Marketing Promotional Ideas Dynamic Open House Free gas card to encourage attendance Thank You Gifts Bouquet of flowers following move-in Restaurant certificate Home Maintenance Tool Kit

49 Guerilla Marketing Promotional Ideas Long-term (Family and Friends Program) On final walkthrough: Present 10 business cards Homeowner receives a restaurant gift card for each card redeemed at a new appointment Homeowner receives a larger thank you ($150 or more value) for actual purchase

50 Guerilla Marketing Promotional Ideas Long-term (Site Signage) Future Site of a Dynamic Home Brought to you by ABC Builders Energy Star Certified Congratulations Newspaper Ad Photo of new home Congratulations message Sponsorship info

51 Guerilla Marketing Promotional Ideas Long-term (Website) Update your site Post articles, decorating trends, maintenance tips Research on systems built construction Add lots of photos

52 Guerilla Marketing Promotional Ideas Long-term (Facebook) Create a company Facebook page Post events Post new homes completed Post timely seasonal maintenance tips Post FAQs

53 Mainstream Marketing Television Combines the value of radio and print Reaches more people Is more cost-effective Reinforces your credibility Best showcase of your product

54 Mainstream Marketing Television You don t have to be in the News Best times to advertise: early morning and late night Higher income viewers watch late night Frequency is important Consistency is important

55 Radio Mainstream Marketing Intrusive media Frequency at a lower cost Can create emotional connection Next best thing to TV Buy 6a-7pm Forget Drive Time Forget Evening

56 Mainstream Marketing Newspaper Only partially intrusive No emotional connection Does not showcase product Good for events, promotions, open houses Higher cost and less frequency

57 Mainstream Marketing Internet 80% of households are accessing the internet as of 2010 Census Slight increases for age and education 81% Adults % Some College To Diploma Major increase by income 96% with 75,000+household income

58 Mainstream Marketing Website A company website is now more important than a phone book listing Those with internet access 95% are researching and shopping online It is absolutely critical that each company has a website

59 Mainstream Marketing Website Limited resources still allow for a website Community Colleges Freelancers Website templates online Links to Dynamic s website pages Pick Your Design Floor Plans Energy Efficiency

60 Summary Become A Consultant, Not A Vendor Enhance the Homebuilding Experience Deliver WOW Customer Service Improve your Credibility with a Website Practice Guerilla Marketing Limited Budget Doesn t Limit Creativity