PEACHTREE CITY, GA. – Rinnai America Corp. launch a new television advertisement and a revamped Web site as part of a consumer education campaign designed to teach consumers about the benefits of tankless water heaters.
The company’s commercial positions traditional tank-style water heaters as energy wasting appliances while the upgraded Web site, www.rinnai.us, features detailed tankless water heater benefits and purchasing information in an easy-to-understand format, arming consumers with the tools necessary to choose the right product for their needs.
“Most consumers in North America are unfamiliar with tankless water heaters, so 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,” said Phil Weeks, general manager of Rinnai America Corp. “Our education efforts consist of a two-step process. First, the commercial reaches out to consumers and makes them aware of a household problem — that tank-style water heaters waste energy — then it directs consumers to our Web site, where they can find detailed information about the energy-saving and lifestyle-improving aspects of Rinnai’s tankless water heaters.”
The new TV spot is designed to highlight the inefficiency of tank-style water heaters by likening the use of traditional tank technology to the idea of leaving other appliances constantly running when they are not being used. Rinnai accomplishes this by chronicling a woman’s morning routine as she gets ready to leave for work. As the audience follows her movements, it becomes clear that all of the appliances at her house are on, including her alarm clock, TV, hairdryer, blender and lawnmower, and she makes no effort to turn them off. The spot then cuts to a shot of a tank-style water heater, associating traditional tank technology with the wastefulness portrayed in the previous scene. The spot closes with shots of a modern Rinnai tankless water heater and a continuously hot shower with the company logo and Web address.
The commercial is currently airing nationwide on HGTV in connection with Rinnai’s support of the HGTV Dream Home 2009, and it will subsequently be shown on additional channels in the coming months.
The updated Web site is designed to educate consumers and offers an enhanced online experience for both consumers and dealers. By consolidating information previously housed on multiple company sites into one simple-to-navigate location, Rinnai has made it easier for consumers to understand tankless water heater technology as well as the rest of the company’s product portfolio, including its direct vent wall furnaces, gas fireplaces, hydronic air handlers and cooking appliances.
The new Web site features a contemporary, uniform design, detailed product information, a dealer locator and a calculator for determining which Rinnai tankless water heater model is appropriate for a specific home. Plus, consumers can sign up to have a registered dealer contact them regarding product installation. A separate section of the site promotes special offers, rebates and incentives that are available to consumers and includes information about the company’s leasing program. The site also houses a robust customer support section that is 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.
“In developing the new site, we worked to maximize its functionality for every possible audience — our potential customers, our dealers, our internal teams and the press,” said Kelly Matheny, Rinnai’s e-business manager. “The site redesign, in conjunction with our new commercial, is having a definite impact on how consumers view Rinnai, and we look forward to seeing the positive effects these efforts will have on the rest of our business.”
Additional information is available at: http://www.rinnai.us/.