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Rheem: Turning up the heat in a cluttered market

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Although water heater specialist Rheem Australia is a brand leader in its category, the company recognised that the hot water market is rapidly changing. They identified a need to promote Rheem's new products and achievements, build relationships with consumers and importantly, with builders and plumbers who recommend and install water heaters. DRPR was appointed in July 2006 to help achieve these objectives.

DRPR built relationships with plumbing and building trade media to generate editorial coverage about Rheem's new domestic and commercial products, training initiatives and other company announcements such as appointments. This involved drafting media releases and meeting with editors of key trade publications, which helped to build awareness and keep Rheem 'top of mind' amongst the builder and plumber audience.

As part of the public relations strategy for tradespeople, DRPR worked closely with Rheem and their advertising agency to produce a specialist newsletter 'The Installa' to strengthen relationships with plumbers. The newsletter included interviews with interesting plumbers, product news, practical plumbing tips, mobile phone reviews, cartoons and competitions. DRPR's role was to advise on tone and content, liaise with relevant contacts, draft articles and advise on final design and layout.

To make water heaters a more prominent topic of interest and build awareness of Rheem products amongst consumers, DRPR also sent out media releases about new products targeting home and lifestyle magazines and newspaper supplements. The resulting articles encouraged consumers to think about their hot water systems before the need for replacement arose.

As a result of DRPR's activities, Rheem has lifted its reputation from a well-established, conservative and reliable water heater specialist to a prominent, innovative company with a strong motivation to provide consumers with more efficient hot water solutions and services.

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