LP Gas, June 2014

to visit says Gregg Walker PERCs communications director In addition PERC has targeted DIYNetwork com Haven Home Network HGTVRemodels com and You Tube for ad placements These ads which read It seems easy enough until it isnt Hire a professional for gasrelated projects show a house with significant fire damage and also link to the video If the do it yoursel fer watches the video he is asked to complete a short online form that provides PERC with information about the planned project Spreading awareness DIYsafety org metrics February March April Unique visitors 9668 10266 11208 Videos watched 1659 1876 1081 Forms submitted 168 117 95 For example the council learned that in April ovens and clothes dryers were the most popular appliances for do it yourselfers to install or repair and 47 percent of all projects for the month were new installations In exchange for this type of information the do it yourselfer receives an automated email with tips for finding a qualified technician for the job The automated email tells the do ityourselfer he is doing the right thing by seeking a technician It lists recommendations as well like first contacting a gas supplier and relaying information about the project to that professional Helpful tips from HVAC companies plumbers and gas fitter organizations may also help the consumer find the right technician The email also provides helpful links to Yellow Pages Google Maps and usepropane com to connect do ityourselfers with a technician Were trying to give somebody good advice without scaring them away from using the product says Eric Kuster loss control manager at Fairmont Specialty Insurance who worked with PERC on the project Were trying to send a safety message without diminishing the positive things propane has to offer Campaign metrics PERC says its click through rate for display ads are at industry averages and its conversions and conversion rate videos watched and or forms submitted are excellent In April the council paid 307 for each click of its Google display ads and 90 cents per Google search click rates it calls efficient It spent more than 32000 on ad performance efforts for the month which netted more than 4 million website impressions The council approved 300000 for the campaign last year funding production of the house fire commercial and associated advertising but expenditures didnt reach that amount Walker says The program will run for several SAFETY more months as PERC determines its future Flatow says The council will hold discussions with its communications team and task force overseeing the project but Flatow senses the program will move forward perhaps into a second phase One question that begs asking How does PERC measure success in such a campaign and know the industrys funds are well spent Can we go back and say unequivocally that we prevented 18 houses from having an incident No but its all about awareness and awareness comes with numbers and inf luencing people Kuster says PERC has done a good job with the metrics You cant tie directly to incidents but you cant measure something that doesnt happen Hopefully we continue to have things that dont happen LPG www LPGasmagazine com June 2014 LPGas 33