The program is being developed to efficiently enable the PFI to test a small number of pro-pellet messages with actual consumers across the pellet using geographies of the United States. Social media advertising enables us to test messages and identify receptive pellet fuels audiences while promoting the pellet option. Messages the encourage consumers to further explore wood pellets as a home heating option may include but are not limited to:
- The economic advantage of wood pellets over other fuel options
- Ambiance of a cozy wood fire without a fireplace
- Ease of use of a pellet appliance; no need to haul logs
- Heat Local. Using wood pellets for home heat helps the local economy.
- Wood pellets are an environmentally preferable, low-carbon, renewable home heat option.
- Wood pellets play an important role in sustainable forest management.
1. What is the ultimate goal of the sponsored content?
Sponsored content will target new social media users who may not be aware of the heating with wood pellets. Whereas a business can create posts that its followers will see, and boost the post beyond that audience to some extent, sponsored content will identify potentially receptive new audiences and target them multiple times. Sponsored content also enables us to test our ads and messages, and monitor stats like how many times our content is being seen or attracts engagement. In a recent test with a retailer in Pennsylvania, we were able to reach 30,000 Facebook and Instagram users an average of 2.5 times each.
2. I've heard there is a cost to post sponsored content on both Facebook and Instagram. Does the cost of the program cover these expenses?
Yes. The cost of the program covers both a monthly ad budget of $100 for a four-month campaign and the cost of implementing the program. The cost for the full four-month beta test is $1500; the pellet fuels manufacturer and retailer are welcome to split that cost in any way.
3. Will my brand has a presence on any of the sponsored ads?
This campaign is designed to raise awareness of pellet heating among receptive consumers and to send them to a knowledgeable local expert who can guide them through the purchase of a pellet appliance. During this beta test, we will be featuring the logos and websites of the featured local hearth and patio retailer wherever possible. We encourage pellet fuels manufacturers who are sponsoring retailers to work with those retailers to highlight your brand at the point of sale as a preferred or recommended pellet fuels manufacturer.
4. Why do I need to involve a specialty hearth retailer? Why can't I just promote my brand with this beta test?
To create a new pellet fuels customer, that customer must first own a pellet appliance. With this campaign, we are seeking to introduce fresh, new consumers to the benefits of pellet heating. Hearth and patio retailers are on the front lines of selling appliances, so we want to a) introduce the concept of pellet heating to consumers and b) send them to someone who can advise them on installation.
5. What images will be used in the sponsored posts?
We welcome all images of pellet fuels appliances and are happy to use photos supplied by the retailer. Our preference is for retailers to supply promotional photos of the products that they sell from the manufacturer. If promotional photos are unavailable, we will choose from the images that we've already collected. It's important that we feature photos of pellet appliances in an array of home environments so that viewers will be able to picture an appliance in their home.
6. My retail partner already uses both Facebook and Instagram for their business. Can they keep up with their other social media efforts while the PFI campaign is underway?
Absolutely. We enthusiastically encourage regular Facebook and Instagram activity during the campaign - both for pellet appliances and for other merchandise the retailer may carry. The more visibility, the better. We also plan to work with each retailer's social media manager to re-post some of our ad content during the campaign.
7. My retailer would like to use this opportunity to highlight special offers for wood pellets and pellet appliances. Is this program flexible enough to allow for that?
Certainly. We urge each retailer to provide us with a special offer for pellet appliances that we can feature in our ads. We can feature a new offer each month, or keep up the same offer throughout the season.
8. What kind of information will I and my retail partner be able to see during the test?
We will share monthly reports that show the key stats of the campaign - including audience reach, clicks, post engagement (likes or scrolling through a slideshow, for instance), and more data.
9. How will we measure success for the program?
Our ultimate goal is to promote the sales of pellet appliances, making progress toward Operation 100K. We'll measure success in several ways - a number of people reached, engagement with our ads, and retailer leads. If we are able to replicate our initial test from this summer in each of the selected markets, we will reach 250,000 or more social media users. We will also ask our retailers to keep track of how many leads they get from Facebook or Instagram and to report these numbers.
*The social media beta program is open to manufacturer members only.
Important Dates:
July 27 – Registration Opens
Week of August 27 – Participant Webinar
September 10 – Beta test begins
January 10 – Beta test ends
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We're building a collection of photos of our members, their pellets mills, and product. Send them to Carrie Annand at [email protected]. As we're gearing up for pellet season, this week's featured photo shows fresh bags off coming off the Indeck production line in Ladysmith, Wisconsin.
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Become a 2018 PFI Sponsor in September
Don't miss the opportunity to sponsor PFI to reap the benefits for the rest of the year! Sponsorship at all levels brings many perks, along with exposure for your company to the pellet fuels industry. By signing up to sponsor the association in 2018, you will reap the benefits throughout the coming year.
The 2018 sponsorship packages options include benefits such as:
- Company logo listed on the PFI website
- Weekly newsletter advertising
- Website advertising
- And more!
PFI's membership list includes more than 100 companies, and the Pellet Wire, our electronic newsletter, is sent to close to 2,000 subscribers every week. Now is the time to become a sponsor of this organization. Visit our website to explore how you can become involved.
Follow PFI on Twitter, Friend Us on Facebook, and Connect with Us on LinkedIn
We'd like to connect and interact with PFI members and anyone else involved in pellet fuels production!
Here's how you can help us build our online community:
- Follow us on LinkedIn, Twitter, and Facebook!
- Encourage your colleagues and other business associates to follow us.
- Send Carrie Annand news or other ideas to post on LinkedIn.
Have News to Share on Pellet Wire?
We'd love to feature your company's news in a future Pellet Wire! We want to be the first to know your company's recent developments to share them with the wider pellet fuels industry.
Please be in touch with Carrie Annand with information on your company's growth, job openings, promotions, or other news.
Join a PFI Committee
We welcome and encourage all interested PFI members to get involved in our committees. There are many opportunities to help steer the association. No matter where your expertise and interests lie, we have a committee that will suit you. Help us plan our next conference, shape our policy agenda, lead communications outreach, or grow the PFI Standards Program. Visit PFI's website for more information.
Upcoming Industry Events
March 14 - 16, 2019: HPBA Expo 2019
June 4 - 6, 2019: 2019 PFI Annual Conference
