So much of the U.S. infrastructure is old and contains lead pipes. In the water industry, we all know the negative effects that lead in the water can cause. The situation in Flint, Michigan, has been highlighted in the national media for weeks. This crisis has elevated consumer concern regarding water quality, and many studies focusing on lead are underway in communities all over the U.S.
Let’s go to New Orleans where the LSU School of Public Health is conducting a Lead Exposure Assessment for Drinking Water Study.
According to assistant professor Adrienne Katner, "A lot of the lead service lines were laid down in the early 1800s." She adds, "An estimated 60 to 80 percent of the water services lines in the city are lead."
She further explains that she is "trying to target people who might have children or women who want to get pregnant or have older relatives with high blood pressure" to participate in her study.
The researchers are using the following case statement to recruit people to participate in their study:
You may be at risk if you can answer yes to the following questions:
- Do you drink or cook with water straight from the tap?
- Is your home old or does it have old water pipes?
- Are there children or women below the age of 45 in your home?
While we never advocate using scare tactics to sell systems, this kind of news provides incredible incentive for people to buy a water filtration unit. It’s like having a no-commission salesperson for your dealership.
On its website, LSU provides lots of great consumer information and education, even suggesting that people use pitcher water filters and faucet-mounted filters to help remove lead from drinking water and providing a list of actual model numbers that consumers can purchase.
What a marketing opportunity! And this is not happening only in New Orleans, but in communities all across the U.S.
Dealers need to leverage the publicity and findings of local surveys in their markets and use them in their marketing outreach and in-home presentations.
For more information about the LSU study, visit sph.lsuhsc.edu/leadstudy.
Dataman Group Direct provides a complete suite of marketing services for the water treatment industry, including direct mail and telemarketing lists, email list appending and deployment, website design and upgrades, SEO services and content for blogs and newsletters. Water treatment dealers can reach the pros at Dataman Group at 800-771-3282 for additional information on how to use content like this to inspire consumers in their markets.