Transcript Ryan Kiscaden - "Maximizing Marketing Dollars"

Being Green While Saving
Green: Maximizing Impact
of Marketing Dollars
By Ryan Kiscaden, Thermostat Recycling Corporation
Agenda
 TRC
Background
 Marketing
 Google’s
Slide 2
Awareness
3 A’s
 Social
Media Strategy
 Using
Consultants/Vendors
TRC Background
Slide 3

Industry stewardship program for end-of-life
mercury thermostats

Non-profit founded nearly 20 years ago by
Honeywell, White-Rodgers, and General Electric;
30 manufacturers now participate

Mission is to promote and facilitate the proper
management of end-of-use mercury containing
thermostats through reverse distribution
How the Program Works
2. Thermostats are brought to
closest collection point or stored
in TRC’s container at job site
1. Mercury thermostats are
removed from service
3. When bin is filled or one year’s time
of accumulation, it is sent to TRC’s
processing facility in Golden Valley, MN
4. After processing, the empty bin is returned
to start the collection process again
Slide 4
TRC’s High-Level Marketing
Marketing Planning
 Print

& web advertising
Direct Mail: postcards, posters,
calendars, etc.
 Social
Media
 Trade
Show Attendance
 Promotional
 Earned
Slide 5
Campaigns
media
TRC’s Target Audience
The two main groups of our target audience include:
 HVAC
technicians working in homes
 HVAC
wholesale locations with limited counter
space to devote to a recycling bin and/or
promotions
Slide 6
Marketing Awareness Ideas

Marketing pieces that encourage
and/or reward recycling behavior

Giveaways: the more you recycle,
the better your chances of winning

Loyalty program: Offer a punch
card to customers, get a punch for
every item recycled, and a reward
when punch card is filled

Direct mail: postcards, letters,
emails
Slide 7
Marketing Awareness Ideas Cont’d

Incent participation by
providing free marketing
collateral/images to collection
partners to promote their
participation
Slide 8

Offer free promotional toolkit

Cross-branding on websites

In-store displays

Posters in different languages

Surveys
Marketing Awareness Design


Easy tips:

Know your audience

Catchy messaging

Bright colors

Stay within branding
Design programs:

Canva: free website for layouts such as flyers, brochures, social media

GIMP: free graphic design software alternative to Photoshop

Adobe Creative Suite: Monthly memberships available for access to all
products
Slide 9
Google’s 3 A’s

Analytics: Improve performance across your website and
turn customer insights into actionable solutions for your
business. Free service.

Alerts: Get email notifications any time Google finds new
results on a topic relevant to your business. Free service.

AdWords: Ad shows in google searches based on
predetermined keywords. Only pay when they click to visit
your website or call.

Choose keywords obliquely, such as “replace thermostat” or
“Honeywell thermostat”
Slide 10
Google AdWords Sample

TRC’s target audience: Contractors in states with mercury
thermostat disposal bans.

Top performing keywords: thermostat, Honeywell
thermostat, replace thermostat, change thermostat.
Slide 11
Social Media Strategy

Inform – create awareness of the program stressing
the ease of participation and what tools are available

Engage – encourage the community to actively
participate in conversation

Contribute – foster relationship with partners/other
entities within the industry by contributing to
trending conversations
Slide 12
Tweet Examples
Slide 13

Inform:

Engage:

Contribute:
Social Media Management Tools

There are several websites/apps that allow message
scheduling, tracking, analytics and more.
Slide 14

Hootsuite

TweetDeck

Buffer

Sprout Social
Using Consultants/Vendors
Slide 15

Outsource when you are not the expert

Sample Marketing Activities:

Website page creation and development

Monitoring Google AdWords

Public Relations

Graphic Design

Social Media

Surveys

Direct Mail
Final Thoughts

Strategic marketing planning is important.

Many of the tactics we’ve reviewed are very inexpensive,
or even free.

Objective is to habituate the behavior — this is done, inpart, by saturating the market with the brand, reinforcing
the message and measuring the results.

Sometimes the best marketing can be through word-of-
mouth – your “biggest fans” can be your champion
marketers.

Slide 16
Outsource when you’re not the expert.
Questions?

Ryan L Kiscaden – Director of National Accounts

Mobile: 571-302-0877

Email: [email protected]

Website: www.thermostat-recycle.org
Thank you NAHMMA!
Slide 17