Tom Jaenicke encouraged propane retailers attending the LP Gas Growth Summit to add burner tips and grow their businesses through marketing.
“You’re the elite here, trying to be better than you are now,” said the vice president of propane marketing services at Warm Thoughts Communications during his presentation titled “Successful Strategies for Growing Gallons.”
Gallon growth starts with communication, says Jaenicke, also an LP Gas marketing columnist.
“Getting positive propane messages out can change attitudes and grow gallons,” he says, noting how propane is more energy efficient than electricity, costs less to operate and is cleaner.
The goal for growth, Jaenicke explained, is to get people who are already using propane to use more of it and to introduce propane to everybody else. Citing customer relationship management platform Salesforce, Jaenicke said it takes six to eight “touches” with customers for companies to generate viable sales leads.
With the internet and digital tools such as websites, blogs and social media, the “path to purchase” is not a simple, straight line. But by using these tools, and sharing engaging copy and interesting photos and videos, propane retailers can begin to drive interest in their brand and build consumer demand.
Retailers can also educate customers about their company offerings because, Jaenicke says, many customers don’t realize the full scope of propane delivery company services.
Fireplaces and hearth products are among the greatest opportunities for propane retailers and can lead to additional propane equipment purchases, he adds.