Tankless water heater manufacturerRinnai America Corp.is ramping up its marketing efforts as part of a consumer education campaign to teach consumers about the benefits of tankless water heaters. The company’s new commercial positions traditional tank-style water heaters as energy wasting appliances, while the upgraded website features detailed tankless water heater benefits and purchasing information in an easy-to-understand format, to offer consumers tools to choose the right Rinnai product for their needs.
The company cites internal survey and research results that show most consumers in North America are still unfamiliar with tankless water heaters. “We realized that we have the perfect opportunity to educate consumers about the benefits of tankless water heater technology and why Rinnai is the best choice for them,” saidPhil Weeks, general manager of Rinnai America.
The education efforts will consist of a two-step process. First, the commercial will air nationwide on television channels such as HGTV. It cleverly reaches out to consumers and makes them aware of a household problem of waste energy by following the morning routine of a homeowner. Then it directs consumers to the Rinnai website, where they can find further detailed information about tankless water heaters.
The new site includes the company’s complete product portfolio, including its direct-vent wall furnaces, gas fireplaces, hydronic air handlers and cooking appliances. “Online research plays a huge role in the home products purchasing process, so we took great care to make the new Rinnai Web site very informative and consumer-friendly,” saidKelly Matheny, Rinnai’s e-business manager.
The site also features a dealer locator and a calculator for determining which Rinnai tankless water heater model is appropriate for a specific home. In addition, consumers can sign up to have a Rinnai registered dealer contact them regarding product installation. A separate section promotes special offers, rebates and incentives available to consumers, including information aboutthe company’s leasing program.
An online pressroom contains the latest Rinnai news and recent media clips featuring Rinnai products. The site also houses customer support designed to assist in resolving product issues by connecting customers with Rinnai’s 24-hour call center and providing a list of nearby Rinnai registered service providers.
Source: Rinnai America Corp.
