2. Understanding your audience is essential to marketing to your target effectively. Focus groups are a
great method for getting to know your key-decision makers.
The Industrial Controls Marketing Department held a Focus Group of Education Facilities
Professionals as part of the Vertical Campaign’s qualitative market research effort. The aim was to
discover the reasons behind certain behaviors and to determine the ‘why’ and ‘how’ of decision-
making.
Ultimately, research finding have both validated market research already performed and uncovered
additional results.
Key Findings:
Pain Points
Why they purchase
What they purchase
EDUCATION VERTICAL FOCUS GROUP
How they shop
How they purchase
Project Goals and “Wish List” items
more…
3. GROUP MAKE-UP
Facility Type
Building and Grounds Superintendent
Building Maintenance Manager / Director
Construction Coordinator
Director of Buildings and Groups
District Clerk
Energy Specialist / Manager
Facilities Services Manager / Director
HVAC and Building Controls Instructor
HVAC and Building Controls Manager
HVAC and Building Controls Technician
HVAC Mechanic
Maintenance Technician
Master Craftsman
Operations Director
Superintendent
The Focus Group was comprised of 31 Education Facilities professionals from both K-12 / School
Districts and Colleges / Universities; specifically:
4. KEY “HOT BUTTON” ISSUES
When asked “Other than budgetary constraints, in general, what is the biggest challenge you face on
the job?” respondent answers varied identifying few key themes. The more common “hot button”
issue, or pain point, identified relates to lack of training and skill among staff.
Very Hot
Trained Labor
Sufficient Labor
Workload management /
Variable workload
Finding replacement parts
Speed in obtaining parts
Hot
Reliable Equipment
Lack of systems knowledge
Lack of detailed instructions
Gaining approval / buy-in
Warm
Prioritizing Projects
Customer Service
Motivating Employees
Not having the right parts
on-hand
Hot
Align problem with solution (ICD value prop) to devise messaging…
Recommendations:
ICD offers Product Training for you and your team
ICD staffs over 200 Factory Trained Engineers that offer you the Technical Assistance you need
ICD stocks 100,000+ products so you can find those replacement parts – even for obsolete items
The parts you need – when you need them
5. ‘HOW’ … CHOOSING A DISTRIBUTOR
How The Target Chooses A Distributor
*
* “All Other Responses” include Online Reviews, Word-of-Mouth and Other
6. ‘HOW’ … THE TARGET BUYS
Blanket Agreements and HVAC Needs
Blanket
Contracts
Preferred
PO’s
Preferred Not
Sure
7. 0 1 2 3 4 5
MOST VALUED DISTRIBUTOR TRAITS
Most Valued Vendor Traits
Inventory / Product Availability
Customer Service
Product Knowledge
Technical Support
Consultative Approach
Expedited Shipping Option
Innovative Cost-Saving
Products / Upgrades
Pricing
On-Time Delivery
Quality Products
Relationship Building
Locale
Detailed Spec Info
Good Website Search Function
Simplified Ordering Process
Consistent / Fair Pricing
to Minimize Comparison Shopping
Access to Obsolete Parts
Honesty
Flexibility in Pricing
Product Training
Wide Range of Manufacturers
Percent Target Satisfied w/their Distributor
92%
VS.
Those Shopping w/Industrial Controls
Sometimes
Never
Always
Who is
ICD?
8. ‘WHY’ … INFLUENCING PURCHASE
How Target Chooses A Distributor
*
Why The Target Is Most Likely to Buy
9. MARKETING METHODS THAT WORK
How Target Chooses A Distributor
*
How The Target Researches Products
10. KEY PRODUCTS
HVAC Products Purchased Most Often
The Focus Group identified several replacement/fill parts they tend to purchase most often; the top
five being:
1. Actuators
2. Valves
3. Controls
4. Thermostat Capacitors
5. Relays
Additional products include:
Dampers
Fan/Blower Motors
Thermostats
Steam Traps
Relays
Differential Transducers
Sensors
Belts
Filters
Bearing Grease