PITTSBURGH — In an effort to continue delivering economical and environmentally sound products for keeping water hot, Mr. Waterheater is launching a water and energy conservation awareness campaign targeting consumers.
John Sembower, owner of Mr. Waterheater, is optimistic that his company’s interest in green plumbing will help guide the new campaign, including a consumer incentive program, for the up-and-coming franchise business. Sembower said that he embraces the new technologies and concepts that will ultimately offer more consumer choices and that adding this layer of creativity in delivering his message will help to keep his customer base updated on industry trends with respect to energy and water conservation efforts.
“We’re always looking for ways to do things a little bit more energy efficient,” said Sembower. “There are always new products out for us to try and check out.”
Bradford-White is one of the manufacturers that distributes to the Mr. Waterheater franchise. Fred Vattino, director of marketing, said he predicts that green products are “not going to take over traditional models, but they are not going to go away either.”
“The greening of America is largely dependent on energy costs,” said Vattino. “In many cases, the decision for people to buy green products is past the savings issue, it’s more of a ‘feel-good’ issue.”
Sustainable technologies tend to be cost prohibitive for a large percentage of consumers, but both Sembower and Vattino agree that educating people about the benefits of investing in more eco-sensitive systems appeals to a niche market that cannot be easily dismissed. Sembower is optimistic that this public relations approach will open the door for his company’s growth.
According to Chad Gutermuth and Tim McLaughlin of Accent Media Group, the company’s lead advertising agency, the primary function of the campaign is to allow Mr. Waterheater to connect with the general public at a grass roots level.
“Aside from climate control, heating water uses the most energy in an average home,” said Gutermuth. “When people think about water conservation, everyone is quick to talk about installing low-flow showerheads, regulating water temperatures and upgrading old toilets, yet investing into energy-efficient water heaters never seems to make any lists. Mr. Waterheater is a great client to take on this challenge of selling services while at the same time serving as a catalyst for major change within its respective industry and the environmental movement.”
The company will use surveys and polls to monitor changes in consumer interest levels regarding green technology. Sembower said that he is working with Accent Media Group through the early planning stages of creating a truly unique “week-long conservation celebration” of sorts in communities served by Mr. Waterheater franchises tentatively slated for later this year.
McLaughlin and Gutermuth complimented Sembower’s enthusiasm and openness to placing his company right in the middle of a quickly changing issue.
“No matter what happens, one thing’s for sure, it’s going to take a lot of our energy to help John save energy this year,” said McLaughin. “He should be admired for leading his company in a new direction.”