The following section contains marketing terms, definitions and strategies that are used to market the range of PWS products and services. These details are designed to assist you with your understanding of how you will manage and maintain the marketing of your area.

2.1 Marketing Terms & Definitions

The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. The marketing mix is commonly executed through the 4 P’s of marketing:

Product
Price
Place and
Promotion

The Four P’s are constrained by internal and external factors in the overall business environment, and they interact significantly with one another.

For PSWA, the Four P’s provide a guideline in how we shape our promotional base in developing our businesses. Let’s take a look at each of these P’s one by one.

2.1.1 Product

PWS sells products, but it is our service delivery that differentiates us from our competitors in the market place. We provide professional water tank cleaning and water purification products and services.

Our QUADCLEAN™ process is designed to clean tanks of debris and accumulated sediment or ‘muck’ with as minimal water loss as possible. We also sanitize and filter the water.

Our services included in the PWS Water Filter Maintenance & Service Plan are;

Water Filtration System: (Ensure adequate system for situation).
- Filtration System Maintenance & Service Plan – Eg. Scheduled 6 monthly or Annual Water Filter Replacement and Water Filter System Inspection and Service.
- Inspect / Monitor Rainwater Catchment: Clean water tank if required.
Annual UV System Service includes:
- Replace UV Lamp
- Clean Quartz Crystal
- Replace O’ring (if required)
- Replace Water Filter(s)
- Inspect catchment and request; clean if required.
- Clean, sanitise and filter storage water tank if required.

2.1.2 Place

Place refers to the area or region that you will target & promote in. This is your franchise region, which is defined in your Franchise Agreement, and referred to as your Primary Franchise Area.

You will become familiar with your region, but if ever you require confirmation, you can go directly to PODAC, as your region is automatically defined here.

If you have a Secondary Franchise Region, this will also be defined in your Franchise Agreement and will be referred to as a Secondary Territory in your franchise agreement.

You will be provided with a detailed suburb listing and a map of your primary and secondary areas of responsibilities to display in your home office.

2.1.3 Promotion

PWSA (Franchisor) will assist with the coordination of major promotions Eg. Shows/expos, newspaper advertising etc. The following are some examples of promotion & advertising strategies you might consider for your business.

Television
Radio
Press – Newspapers & Magazines
Canvassing (Door Knocking)
Flyers & Brochures, Mail Outs, Letter Box Drops
Telemarketing
Referrals – Leads from Existing Customers
Corporate IMAGE - Including Logos & uniforms, vehicle etc
Local Sponsorship and Advertising in the local community
Signage & Outdoor Exposure
Discount Offers, Flyers eg. Shopper Dockets, Newsletters etc.
Social Media Eg. Facebook Profile
Google Ads/Business page

2.1.4 Price

PWS has a price guide list, which franchisees are encouraged to follow. All product prices are listed in PODAC.

Pricing of Tank Cleaning may vary from region to region, due to various factors such as; competition, size of tanks, distance to clients, and regional problems (influences on water quality).

Filtration/Sterilisation units have standardized pricing, although each unit will require a thorough quoting process to provide an actual price for the customer.

Later in this Module at Section 5.0, you will learn the process of pricing a quote for both Tank Cleaning and Filtration sales and services.

2.2 Marketing Strategies

Below are some of the key Marketing Strategies that you will approach in developing your PWS business. They include:

Incoming Leads
Existing Client Database
Referrals
Active Canvassing
Head Office Opportunities
Online Promotions
Social Media
Other Marketing Ideas

2.2.1 Incoming Leads

Incoming Leads refers to the calls/contacts you receive from your advertising and marketing campaigns. These might include;

Flyers
Business Cards
Promotional Advertising (Papers/Magazines)
Website Searches
Social Media Enquiries
Referrals

All incoming leads, other than those that come directly to your Mobile Phone, are directed to our Call Centre Service.

Insight Call Centre Service

New Customer Leads via the Insights 1300 (Local Call Cost) telephone number will be forwarded to you by SMS and a daily summary will also be emailed to you.

To uphold our professional image, you will be required to follow the correct Conversational Protocol (spiel) as denoted in Section 3.5 of this module, and the Professional Communication processes as denoted in Module 2, Section 2.5.

2.2.2 Existing Client Database

In many cases, new Franchisee’s may receive an existing database with the region you have purchased.

Don’t underestimate how important it is to build rapport with existing clients. Not only are they an opportunity for regular servicing, but with good customer service, a referral may also be easier to acquire, than advertising for a new client.

One of the first priorities you will have once you have completed your induction training will be to get cash flow positive as soon as possible. The following process will assist you in gaining momentum to do just that, quickly, and efficiently.

The PODAC system has all of your existing clients listed. You can refer to Module 2, Section 4.8 for details on how to search and identify existing clients in your region.

The next step is to review the history of services provided to those existing clients on your database. Start by contacting the most recent customers, working your way back in time to the oldest customers. Firstly, to introduce yourself as the new Pristine Operator in the region to customers who have recently experienced service/products, and then to identifying clients that have not been serviced recently. Your goal will be to contact them and build rapport to drum up potential business as soon as possible.

Regular communication

One of the most effective, and cheapest, methods to ensure repeat business is to stay in regular contact with your existing customers. This is so the customer thinks of you immediately when they have an issue with their water supply. You want to be the first person they think of if they have a problem with the quality of their water.

2.2.3 Referrals

Referrals are a great opportunity of bringing on board a new customer. Not only is it a cheap/cost effective method, but a level of trust has already been built by the referrer.

Whether from existing clients or from a commercial lead, a referral has many benefits, such as:

Referrals provide a much higher closing rate. Your reputation will precede you from first hand experience from the referrer. You’ve already been given a warm introduction, and the client will possibly have an idea on cost already.
There is typically a much lower cost of obtaining the lead for referrals. You haven’t had to spend marketing dollars in sourcing the lead. And you typically won’t have to spend as much time in following up or negotiating costs.
When the referrer gives your recommendation, they are affirming their decision to do business with you. This is strengthening your relationship for future business.
When you ask someone for a referral, it strokes their ego. It makes them feel like they are in the know, they are connected, and that you value their opinion.
Asking for a referral establishes a certain level of expectation with your client. You establish a professional relationship, and reaffirm your level of professionalism.

New referral leads are to be added to the database and followed up accordingly. We reiterate the importance of having as much accurate information as possible, because the PODAC is the lifeblood of your business.

Your existing customers should be left in no doubt that you would really appreciate a referral to a friend, neighbour or nearby family member and your point of service material (brochure, business card and ‘next service due’ stickers) should be an automatic part of finishing any job to assist existing customers in making that referral.

All you need to do is simply ask this one question every time you finish cleaning a tank, supplying or servicing a filtration system:

“Do you think your neighbours or nearby family or friends could do with my help?”

If you get into the habit of asking this each and every time you finish a job, you will be amazed by how many leads you will start to accrue and how quickly your business will grow.

2.2.4 Active Canvassing

Canvassing, drop in visits or door knocking, is an effective way to introduce yourself & your services to homeowners and commercial contacts.

Normal day-to-day work activities will lead you directly to making contacts in your region, and when the opportunity arises, you should add these leads to the database and follow up accordingly.

Conditioning yourself to be on the constant lookout for business and customer relationships might take some time to establish. For some, it isn’t a natural process.

But if you can create the mentality that there is opportunity in every contact, you will start to focus and see the opportunities. It takes practice, but always have in the back of your mind that every conversation, every business you encounter, every client, is an opportunity to create a new lead.

Canvassing is a great way to maximise your time in the field. Whether that is while you are working other leads/referrals in the area, or after having completed a job.

The practice of cold door knocking nearby appointments/jobs is referred to as “the clover technique” or “clovering”, which means cold door knocking the houses across the street and on both sides of your previous appointment. You can simultaneously use the appointment/client as a referral technique to solicit familiarity and leverage, which can warm a cold lead.

Don’t make a sale your primary goal for canvassing!

Your primary goal should be to build relationships and educate others about your services. Customers are able to pick up on a direct sales pitch. Use this opportunity as a future lead gathering exercise by introducing PWS’s products and services and our free assessment and advice.

Should the resident you are canvassing offer you an opportunity to make a sale, (and you have time available), complete a free inspection/assessment and continue with the sale.

If the resident wants you to look at their Water Tank or Water Filter system immediately, (and you have limited time available) simply make an appointment for another time. Take their personal details eg. Name, Address and Phone number, Email address and write them into your diary.

Follow up with an assessment at an agreeable time, and remember to update your PODAC so you can keep details of the outcome for future reference.

2.2.5 Head Office opportunities

Other large commercial leads may be provided from Head Office or other Franchise operators, and these are to be added to the database and followed up accordingly.

2.2.6 Online Marketing

PWSA (Franchisor) manages online marketing strategies. All campaigns must be approved through PWSA before implementation.

Building the PWS brand image online requires a coordinated and systematic approach. There are various methods in promoting and advertising online, including:

Search Engine Optimisation (SEO)
Pay Per Click advertising (PPC) such as Google Ads
Display Advertising (Banner ads)
Social Media Marketing (SMM)
Email marketing
Content Marketing
Affiliate Marketing
Online Public Relations

Our core focus for online marketing is in SEO, PPC and SMM.

Both SEO and PPC advertising/marketing are coordinated through PWSA. We have found this to be the most effective in cost and exposure.

SMM is also coordinated through PWSA, however, Franchisees have the ability to engage their own budget and social awareness posts. See section 2.5.7 for further details on Social Media Promotions.

Franchisees are encouraged to incorporate online marketing activities with their community based promotions and advertising to build brand awareness in their region.

2.2.7 Social Media Marketing

PWSA has established a Social Media Policy Guidelines. A copy is available at Appendix 4.

Through Social Media Marketing (SMM), you can reach out to a highly targeted potential customer through direct and person-to-person engagement.

The number of social media users continues to grow each day. Businesses and digital marketers continue to ride the bandwagon. You need to select the most appropriate social media network to promote the PWS business to our target audience.

The various SMM outlets include, but are not limited to:

Facebook – You can reach out to almost any kind of general consumer through Facebook. You just need to learn in what groups and pages your targeted customer frequently visits
Twitter – If you’re trying to develop a business that reaches out to early adopters, then Twitter is the right medium for generating fast brand awareness.
LinkedIn – This platform reaches out to professionals, business owners and other Business-to-Business (B2B) leads and targeted customers.
Google Business - This is another good social network for reaching out to early adopters of new businesses as well as reaching out to the B2B and general social media user. Business owners should look to achieve a good presence in Google+ as this is a great factor in influencing SEO
Pinterest – This social network is great for focusing on visuals for promoting brands and products.

PWSA focuses on Facebook and Google+ (Google My Business) to promote through Social Media. We have broad brand coordinated engagement, and Franchisees can engage ‘approved’ adverts and marketing as part of their marketing budget.

Franchisees can conduct this online marketing approach themselves. If they wish to outsource the management of their SMM, it must be through the PWSA approved contractor.

2.2.8 Other Marketing Ideas

Any additional marketing areas need to be discussed with PWSA Head Office before entering into. But because you are on the ground in your region, and will have a finger on the pulse of your local communities, you will be more aware of these marketing opportunities. If you identify any of the following and want to establish a marketing presence, then call PWSA Head Office to discuss a plan of attack.

Garden Shows and Expos
Fetes or Fairs (Local)
Territory focused selling – promotion sample bags
Promotional freebies
Referrals from existing commercial customers
Other Marketing Ideas

2.3 Ordering Marketing Material

Expect employee would make request through Franchisee

2.4 Keeping Records of Potential Customers

All “Potential Customers” (leads) should be entered into your Database. Input information collected on these leads. (This Database should be continually monitored and updated.)

Don’t underestimate the importance of the PODAC platform. Just because a potential client doesn’t take up your service after a quote doesn’t mean they don’t talk to their friends, neighbours or family.

If you are ‘Mining’ your database efficiently, you could be looking for potential clients in an area you are working in. Knocking on the door for someone you have quoted previously might just remind them of your level of service. Timing is everything!

2.5 Guidelines for Social Media Advertising and Posting

Social Media is all about Engagement. Users of Social Media such as Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest, Instagram, and Tumblr, do so for numerous reasons:

Relaxation
Social integration
Information, and
Entertainment

The more you can engage your target market, the more they will respond when you promote your products and services. Hence the importance of consistent and regular social media activity.

PWSA has established Social Media Guidelines in the interest of protecting the Brand Image, and our Franchisee’s businesses. These guidelines must be followed by all parties, including PWSA, employees and outside contractors.

There are several benefits why we have developed these guidelines, including:

To defend against potential Legal issues and security risks
So Franchisees and Employees can share the right content
To create consistency across Franchise channels
For a uniform approach to building Brand Image and online presence in the community.

A copy of the PWS Social Media Policy document is available at Appendix 4

2.0 Advertising & Marketing

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Module 1 - The Franchise System

Module 2 - Administration and PODAC/ITF

Module 3 - Technical Information and OH&S

1.0 Background of the Water Industry

2.0 Australian Drinking Water Guidelines (ADWG) Introduction

3.0 Common Water Borne Diseases

4.0 Chemicals and Substances found in Water

5.0 Pristine Water Systems Chemicals and Treatments

6.0 Water Testing/Analysis & Results

7.0 Industry Certifications

8.0 Safe Work Australia / Workplace Health & Safety / Occupational Health & Safety

9.0 Filtration & Ultraviolet Products

10.0 Types of Tanks

11.0 Other PWS Products & Equipment

12.0 Glossary of Terms

Module 3 - Appendix

Module 3 Quiz

Module 4 - Operations - Standards

1.0 Introduction

2.0 The PWS Process

3.0 Planning your Work Schedule

4.0 Planning Product Ordering

5.0 Water Testing

6.0 AqueousPro™ 50 Water Sanitiser

7.0 Water Tank Cleaning

8.0 Filtration / Sterilisation Supply (Assembly)

9.0 Ongoing Service and Maintenance

10.0 PWS Standards

11.0 AqueousAir™ Assembly & Installation Instructions

Module 4 - Appendix

Module 4 Quiz

Module 5 - Sales, Marketing, Quoting & Invoicing

1.0 Introduction

2.0 Advertising & Marketing

3.0 Selling PWS / Selling Yourself

4.0 Assessments & Quoting

5.0 Invoicing

Module 5 Appendix

Module 5 Quiz

Module 6 - Equipment Maintenance

1.0 Introduction

2.0 Vehicle Maintenance

3.0 Equipment Maintenance

Module 6 Quiz

In-Field Quick Reference Guide Content