Noritz is a Japan-based tankless water heater company, offering a full line of tankless water heaters to meet the hot water demands of residential and commercial applications. Its goal is to change the U.S. Market’s perception by replacing the old-style tank water heaters with tankless water heaters.
Noritz supports its products with a national network of skilled contractors and wholesalers who are committed to providing the finest products and services to its communities by helping consumers live in a more comfortable, efficient and healthy lifestyle.
Reach out directly to the end user: homeowners. It is very common that the homeowners are not familiar with tankless technology because they require licensed contractors to install the product.
With this challenge, Noritz is trying to connect with the homeowners through the most direct experience they get when it comes to water-heating: showers.
I worked closely with a survey company to craft our questionnaires for the market. I picked the sample pool that strongly represents our target market.
I did analysis for the findings and build conclusions from our survey answers. I then designed the infographics and worked with our PR vendor to distribute them.
I worked with a PR Vendor in determining the right way to penetrate to the homeowners’ attitude towards tankless water heaters. Understanding that homeowners aren’t quite familiar with tankless water heater, we strategized that the only way to get their attention is through their daily activity: showering. We picked an appropriate sample pool that represents what a Noritz tankless water heater customer can relate to, and crafted numbers of questionnaires to get the right insights.
After synthesizing the findings, I designed the infographics to educate consumers about the behavior of showering. Then our PR vendor distributed it through PR News Wire. We got a pickup from L.A. Times and generated over 20 million impressions. With this success, we followed up with a second infographics the next quarter to continue our effort in educating the homeowners about tankless water heaters. The second strategic theme was comparing regular tank water heaters with tankless technology. The second infographics got picked up by Chicago Tribune and generated a little over 19 million impressions.