Many Water Quality dealers are adding air purification products into their offerings. If you haven’t done it yet, you might want to consider it for sometime in the future. You always need to review your product offerings to stay ahead of the curve.
Last week, I gave a presentation at the 2019 WQA conference called “Your Dealership in 2025”. I explained why adding air purification products into Dealership’s offerings can be a winner. First of all, it adds depth to your Dealership. Second, it positions you as a resource for healthy living solutions. Thirdly, adding air purification services allows you to cross-sell your current customers. Finally, it’s a great way to increase your profits.
Don’t you think that water filters and air purifiers are a natural fit for any person interested in wellness products. Consider this – you purify the water you drink, why wouldn’t you purify the air you breathe? The answer is obvious.
Today, air purifiers are not only marketed to individuals struggling with respiratory conditions. They are also sold to consumers looking to improve their overall health and wellness. Health-conscious individuals are a highly profitable market. As a result, they represent a great opportunity. This is why so many Water Quality Dealers are adding Air Purification products to their menus.
Proactive Self Care – Combining Pure Water and Pure Air
Honeywell Corporation entered the portable air purification market in the 1980’s. I love this quote from one of their spokespeople. “We feel every home should have an air purifier. It is an important form of proactive self-care.”
This is the same concept that we use to educate the public about water purification.
Segmenting the Market
Nowadays, there are Air Purification devices targeted specifically to anxious new parents. Sure, we all know that every parent is concerned about their child’s health and well-being. Check out the WQA Consumer Opinion Study. Children’s health is a powerful motivator in the Water Purification business. And, it stands to reason that it will be just as important for Air Quality. Consumers will buy whatever they think will benefit their family’s well-being. For that reason, there are lots of new products in the market specifically catering to this group.
There is the Purio, a $159.99 air purifier intended for the nursery, sold by a company called Vornado. Vornado has invested in an entire company division called Vornadobaby. (I love the name). Consequently, if your dealership is selling the Purio from Vornadobaby, you absolutely need to be marketing to Parents of New Babies. They are definitely your #1 target market for this product.
Or, maybe your dealership sells the Germ Guardian. You can think of it as a “smart” purifier. One of it’s smart benefits is it’s connection to an app that monitors indoor air quality. If you sell the Germ Guardian product, make sure you reach out to Health-Conscious Millennials. They are your best target market.
Note: if you’re creating an app, make sure it offers users the opportunity to track their health and hydration. Your app should also help with appointment scheduling and confirmations.
Do you want a copy of my presentations from the Conference?