Rich founded Warm Thoughts in 1991 and has earned a stellar reputation for creating Breakthrough Marketing™ and sales solutions for hundreds of the nation’s premier residential energy companies and associations. He has been a featured speaker at numerous national conferences, and his columns have regularly appeared in trade publications serving the industry. Outside of work, Rich channels his competitive fire on the basketball court, where he is known for tenacious D, a sweet jump shot, and complete lack of jumping ability. He is an avid explorer, and despite his intense work schedule, he has managed to visit over 40 countries. Rich is a proud graduate of the University of Virginia (Go ‘Hoos) and a former International Vice President of the Entrepreneur’s Organization (EO). He and his wife Laurie raised four children in Montclair NJ.
BEN GUTKIN V.P., Marketing Services
Ben looks for marketing solutions for our clients from every possible angle. Formerly a Fortune 100 marketing executive, he is an online and direct marketing expert who has advised dozens of the nation’s leading energy services companies and associations on improving their web presence, search capabilities, direct response advertising and return on investment during his 20+ years with Warm Thoughts. He has launched and managed dozens of websites, SEO/SEM and broad-based advertising campaigns across the energy industry. He’s also been a featured speaker at industry conferences and meetings across the country. Ben is a self-described health nut, frequently cooking with kale and quinoa and attending daily yoga classes. He grew up in Canada and doesn’t understand all the fuss and complaining about cold weather.
RICH CARRIONE V.P., Operations
Rich is our Mr. Inside and Mr. Outside. Behind the scenes, he manages Warm Thoughts' day-to-day operations, tracks performance metrics and ensures our clients are supremely satisfied with our work. When he's out front, he spearheads the NORA-related work for heating oil associations across the country. And since Warm Thoughts is the #1 provider of NORA programs, there's a ton of it! A 15+ year industry veteran, he's especially proud to be a key strategic contributor to Warm Thoughts' recent explosive growth. Rich's passion outside the office is fishing, which he'll do anywhere there's water. He's fished all over the world, from local waters in New Jersey to offshore excursions in Mexico and Thailand. And that's why he hopes Warm Thoughts' newest clients come from Hawaii and Costa Rica!
ED CARDELL Senior Consultant
Ed brings deep hands-on experience to Warm Thoughts clients, and is a recognized expert in the industry. Prior to joining Warm Thoughts seven years ago, Ed was the General Manager of the heating fuels division of one of the most diversified fuel companies in the country. He guides our clients who want to align sales, marketing and customer service to support increased retention, growth and profitability. He puts together marketing game plans, coaches sales and customer service managers, and delivers exceptionally high-rated training programs. Ed says “I like all aspects of what I do, but I get the biggest kick out of running our Breakthrough Groups- the member’s-only groups of fuel company leaders who strategize and benchmark for success.” When’s he’s not working indoors, you can find Ed cycling, hiking and kayaking, or drinking a good IPA at a bluegrass festival.
Tom Jaenicke Vice President, Propane Marketing Services
Tom's distinguished career in propane, spanning five decades, makes him an invaluable resource for our clients and the industry. He's done everything from driving bobtails to running marketing and sales for Ferrellgas, one of the largest Propane MLPs in the country. He also founded NRG Distributors, a gas appliance distribution company based in Michigan, which was eventually sold to Ray Murray, Inc. Tom continues to hold a mechanical contractor license and closely follows advancements in propane heating equipment and appliances. He is passionate about packaging all that experience and knowledge into helping our clients figure out ways to grow their gallons.
Tom is a frequent contributor to LP Gas Magazine. He facilitates a Benchmarking Council Group for NPGA and is chair of the NPGA Government Affairs Committee. All this activity barely leaves him time to tend to his small vineyard and commercially licensed winery in northern Michigan. Tom also likes to travel to faraway and exotic locales, like our headquarters in New Jersey.
Gary Corbett Regional Sales Rep
Gary brings both business development and athletic skills to the Warm Thoughts team. He is a former college basketball star, coach and now – referee. And while travelling may be a foul in basketball – it’s a pretty big part of his role here at Warm Thoughts. As Regional Sales Representative, Gary serves as our brand ambassador across New England, providing solutions that connect the dots to help companies grow their business. When he’s not developing, maintaining and strengthening business relationships, Gary can be found working on his golf swing at courses throughout the Northeast.
Allison Rosenthal Digital Department Director
If a project is digital, it goes to Allison. Whether it’s a website or anything in between, Allison manages all digital projects from inception to launch to ongoing requests. Prior to joining us, Allison had 20+ years of digital experience with consumer products companies in management roles including Digital Marketing Manager, E-commerce Manager and Senior Website Manager, all of which make her especially tuned in to our clients’ needs.
Allison has launched as many as four client sites on the same day. Elon Musk’s SpaceX has a way to go before he can match that launch pace. When she’s not here, you’re likely to find her behind the wheel chauffeuring her three kids around, reading or playing Mah Jong.
Susan Janett Program Director
Susan is an unmistakable champion for the heating oil industry who spearheads Warm Thoughts’ Partnership for Realty and Oilheat Success. PRO$ has operated in 9 states to help Realtors overcome obstacles in the sale and marketing of oil-heated homes. Under her guidance, PRO$ has connected with literally hundreds of thousands of Realtors nationwide, coordinating thousands of in-office presentations, appearing at hundreds of trade shows, establishing a recognizable presence on social media, and getting much needed support materials into the hands of real estate agents.
As a former real estate veteran and award-winning top producer herself, Susan is passionate about helping other real estate professionals, and makes herself available all hours of day and night. Utterly authentic, this “Jersey Girl” always finds common ground, whether in the hills of rural Ohio, downtown Baltimore, or toney Greenwich, Ct. She is a master of social media, with over 4,000 Facebook followers, and helped launch Warm Thoughts’ very successful social media consulting program. When Susan is not in the field presenting the PRO$ program, she is passionately committed to saving animals, as founder and president of Rosemarie’s Rescue Ranch, Inc. (rosemariesrescueranch.com)
Michele Asfalg Senior Account Manager
Michele started her career 18+ years ago as an Account Coordinator for Warm Thoughts. Today, she manages and executes diverse projects for many clients. Michele is amazing at keeping projects on track, overcoming obstacles, and has a fierce commitment to getting things right. She is also Warm Thoughts’ go-to party planner, and helps lead our focus on strengthening our internal values and corporate culture. A simple client thank-you is the most satisfying part of her job. Her favorite superhero is Wonder Woman but her favorite role is Super Mom to her two boys. She cherishes the occasional thank-you from them, too.
Mindy Santiago Senior Account Manager
Mindy loves building great client relationships, problem solving and helping our clients with their toughest marketing challenges. A 10 year Warm Thoughts veteran, she works with some of Warm Thoughts biggest clients, keeping multifaceted campaigns on track. She claims to be particularly good at managing Rich Goldberg by persistently bugging him when he is a log jam on some project ( a recurring theme here.) She is a former high school track star and a big Auburn football fan. When asked what she does in her spare time, she said, “I have two young kids. I don’t have spare time!” That explains her favorite drinks: Cuban espresso and good sangria.
Sharla Herbert Senior Account Manager
Although she doesn’t wear them to the office, Sharla’s tap shoes would come in handy as she keeps the marketing rhythm moving with several of our top-tier clients on their digital and print projects. She’s delighted to bring her many years of marketing experience in account management, client services and consultative sales to them. As if you couldn’t tell from her photos, Sharla’s greatest passion outside work is the arts… music, dance and theater. She enjoys Broadway as well as community theater, where she has been active for several decades, as a performer, producer, choreographer and costumer.
Dan Montero Director of Digital Marketing Strategy
Self-admittedly fixated with the marketing industry, Dan looks to tackle our clients next digital, print and multi-media marketing endeavors with a fresh perspective no matter the challenge. He puts a dedicated focus on building strong client relationships, and believes ‘Lol’ should somehow find its way into (most) emails. As a devoted globe-trotter, he’s always looking forward to which stamp will be the next in his passport, and while his beard may turn many shades of grey as a long-suffering Mets fan, at least this George Mason University graduate will always have that 2006 NCAA Tournament Cinderella-run to look back on.
Lauren Mendoza Account Manager
Lauren manages the day-to-day logistics of our oil associations and PRO$ program, which aims to educate Realtors across the country about oil-heated homes. When she’s not coordinating meetings, organizing program files, or maintaining spreadsheets, you can also find her teaching 5-6 Zumba® classes per week. Her love of dancing and music extends far beyond the dance studio. A former member of her college marching band, Lauren plays flute, piccolo, and piano. She’s also frequently spotted singing along at concerts or dancing through Zumba events across the Tri-State area.
Tammi DiMartino Operations Manager
Tammi possesses all the right ingredients to keep our print production, resource management and scheduling, and trade show logistics baking at just the right time and temperature. Previously she worked at PricewaterhouseCoopers (PwC) and was the winner of a Gold Quill Award for Production Management from the International Association of Business Communicators. Her favorite sports teams are the ones her kids are on, including baseball, football, basketball, softball and soccer. Tammi claims her superpower is humor, which is a good thing since she once unwittingly was featured in a bit by David Letterman, “Top Ten Things You Don’t Want to Hear from Your NYC Cab Driver,” when Letterman, posing as a cab driver, didn’t take her where she needed to go in a timely fashion.
Paola Umana Social Media Manager
Paola lives and breathes social media – helping our clients increase followers, improve engagement, and generate goodwill and community connections. She loves the interactive, fast-paced nature of social media. Outside the office, she’s also keeping pace with her dogs – all 5 of them – a German Shephard, Maltese, Cattle Dog Mix, Border Collie/English Shephard Mix, and a Golden Retriever, Chanel (pictured). An avid traveler, she loves exploring new parts of the world, especially Bali and Colombia. She’s always looking forward to adding a new stamp to her passport – with a good cup of coffee in hand!
Kristen Karam Social Media Specialist
I love helping businesses realize the potential of social media. I create and curate content for my clients to help them grow their online presence and expand their audience.
On the weekends, I perform as a stand-up comedian in NYC. I also enjoy taking my motorcycle out and exploring new sights. When I have downtime, I enjoy hanging out with my cat, Theo, playing Grand Theft Auto + Call of Duty, and reading Stephen King novels. My goal is to read every single book Stephen King has written!
Erin Smith Social Media Specialist
Erin loves working in a fast-paced environment, so social media is the perfect fit for her. She’s great at staying on top of trends and helping our clients grow their online presence.
Outside of work, she enjoys reading and running local 5Ks. On the weekends you can find her watching Notre Dame football or trying new baking recipes to keep from stressing about the game.
Robert Wahlers Senior Copy Writer
If one of our clients’ customers is reading it, it’s likely that Rob wrote it. Rob started with Warm Thoughts 18 years ago after working as a reporter. He has a terrific way of making technical things easy to follow, and understands how to make energy and home comfort interesting to homeowners. He’s written bill inserts, newsletters and direct mail that have reached literally millions of people, and now supervises a team of other Warm Thoughts’ writers. He gets special satisfaction from helping fuel companies—many of them family owned—communicate effectively during crises that seem to pop up every few years. He is also our songmeister, and updates his Warm Thoughts’ version of the “12 Days of Christmas” each year to many laughs, but no recording contract- yet. Rob loves looking after his granddaughter and his favorite quote is by Mark Twain: “Writing is easy. All you have to do is cross out the wrong words.”
Melissa Hebert Copywriter
Melissa comes to Warm Thoughts following an award-winning journalism career that included sportswriting and later feature writing with a focus on home and garden stories. She loves the challenge of finding the right words and arrangement of them to make our clients’ sites even better. Away from the office, Melissa takes in Broadway shows and art exhibits with her husband, visits family and friends in her native Connecticut and Ohio, and bakes treats for her Warm Thoughts coworkers.
Paul Deines Copywriter
Paul loves writing and copy-editing engaging content, both digital and print. He enjoys getting to know the history and voice of all Warm Thoughts’ clients. Before joining the WT team, Paul was a freelancer writing about many topics, like travel, men’s grooming, real estate, music, film and – most importantly – craft beer. He twice covered Denver’s Great American Beer Festival as a beer journalist. In his free time, Paul enjoys woodworking, barbecuing, reading great books (like the 100-year-old Shakespeare anthology in his photo) and day-tripping with his wife and daughter.
Kahyo Eguchi Marketing Manager
Warm Thoughts does a lot of marketing work for our clients – but we need to market ourselves too! Kahyo develops the company’s marketing plan, content calendar, and promotions, to share with our clients and prospects. In her free time, you can find Kahyo hiking, exploring a new town, or trying whatever cuisine you put in front of her.
Johanna Coxeter Digital Art Director
When she’s not using binoculars to see long distances, Johanna is envisioning ways to create engaging websites for our clients. During her time at Warm Thoughts, she has become an expert at balancing our clients’ needs to communicate their messages—not only through words, but with visual clarity that increases their sites’ overall impact. She previously was an art director at Book-of-the-Month Club® so she knows the value of a good cover. Johanna’s favorite exercise is lifting a glass of white wine, which may explain her creative bent.
Lauren Zintz Art Director
Before joining Warm Thoughts, Lauren almost gave up her life as a graphic designer to become a zookeeper. We’re glad she didn’t, as she adds design flair and impact to our many client print projects including newsletters, flyers, websites, direct mail and ads. For now, her love of animals is fulfilled through more domesticated pets: a long-haired orange cat named Bubba and a lab mix named Bailee. But you will have to wrestle her like an alligator if you want her to share those potato chips with you.
Todd Scott Graphic Designer
Whether building the perfect newsletter layout, designing an eye-catching ad or making a client’s website burst from the screen, Todd has the sharp skills and discerning eye to tackle any project. He has over a decade of graphic design experience. When he’s not creating awesome work for Warm Thoughts’ clients, Todd enjoys kicking back with a video game, enjoying a movie or cooking a delectable new recipe. On sunny days, you might find him taking a jog or playing with his dog Bowie.
Jake Woodbury Digital Technology Manager
Jake specializes in creating responsive, modern websites for our clients while developing new tools and custom scripts to meet their needs. He’s completed dozens of them in recent years. What else would you expect from somebody who used to develop online games with millions of users? In his free time, Jake does strength training, plays paintball, bass guitar and claims his superpower is ripping phone books in half. Of course, those books are getting thinner and thinner thanks to guys like Jake who are making them obsolete.
Josh Hong Web Developer
Josh is our resident web developer who is especially proud of his computer geekdom. He’s scratching his head because somebody just told him he can take his eyes off the screen and he’s not sure what to do. Off hours, he’s either browsing Reddit or sleeping.
Rod Osloub Jr. Web Developer
Our clients rely on Rod’s web development expertise to create and edit their websites. His skills and hard work ensure that every site functions seamlessly and remains secure no matter what challenges emerge. When he’s not glued to his monitor helping the web development team to refine and improve their processes, Rod is on the field playing soccer or shooting hoops on the court. When he really wants to kick back and relax, Rod applies his technical skills to dominate as a gamer!
Peter Kang SEO Manager
A self-proclaimed SEO warrior, Peter works to find the best keywords to target and coordinates with our team of copywriters to develop a winning content strategy for our clients. He keeps up to date with the constantly changing Google algorithms and trends in search marketing so you don't have to. When he's not at the office crunching data, Peter can be found honing his photography skills. And although he’s a Jersey native, his favorite state is California – whether it’s taking in scenic views of the picturesque Golden Gate Bridge or trekking throughout Yosemite.
Harriet Carlin AR/Executive Assistant
Harriet is our jack-of-all-trades and master of them all. She manages our accounts receivable and coordinates our client Breakthrough Groups, meetings and training sessions as well as several other administrative tasks. When Harriet greets you at our front desk, you can feel her energy. She claims her superpower is nudging, which is especially handy in her position. She leads our office “Take-a-Walk Tuesdays” and away from work you’re likely find her touring museums and historical houses.
Emerlita Paguiligan Accounts Payable
Emerlita is a perfect fit as our Accounts Payable person. Like her photos, you’ll likely find her smiling as she makes sure our vendors are also kept in a good mood but she can be tough when she needs to be. Previously, she worked at a hospital, so she knows what a real emergency is. Off hours, she’s happy watching Filipino telenovelas or taking Zumba classes and takes special pride in her four grown boys.
Katy Woodbury SEO Assistant
Katy optimizes, formats and posts the many blogs written each month by the Warm Thoughts writers. Prior to being a stay-at-home mom for some time, she was Safety Administrator with USF Holland/YRC Worldwide trucking company. With three energetic kids, she loves to find new family adventures. Katy enjoys being out in her garden or in her workshop. Country life suits Katy—and her love of nature—quite well. Her favorite motto is 'Variety is the spice of life.'
Melissa Sullivan Administrative Coordinator
As Administrative Coordinator, Melissa coordinates our Breakthrough Groups, provides support to our PRO$ program, and administers our rebate program. Supporting the Warm Thoughts team comes naturally to Melissa. She’s raising three great kids and coaches both her daughters’ cheer squads. She is also a Certified Make-up Artist, helping people look their best for 13 years. In her free time, she enjoys concerts with her husband and friends.
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After years of focusing on growth principally through acquisition, Bottini engaged Warm Thoughts to help aggressively grow its business organically.
Warm Thoughts refocused the Bottini brand, and helped the company put together a sales and marketing plan that emphasized growth in customer count and quality. We executed a new digital strategy, including a new website, SEO, social media and pay-per-click for both full-service and discount brands, which dramatically increased leads and web visits. We helped overhaul sales compensation, implemented training and invigorated customer communications efforts with newsletters, e-blasts, and more. We managed merger communications to maximize retention,drove a surge in budget and auto-pay accounts, and helped increased delivery fees on propane accounts with little customer pushback.
Highlights: Exceeded growth goals in propane and sales accounts, dramatic improvement in customer quality and lead generation, 500% increase in social media engagement—all within client's budgets.
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Warm Thoughts manages over 150 websites and digital campaigns for propane, heating oil, and HVAC-related businesses across the country. Access to proprietary data shows us what works best to create experiences that drive leads and communicate your brand in a way that resonates with customers. Data guides us to create impactful “websites that work” with measurable results. Our services include:
Content creation
Graphic design
Website development
Search engine optimization
Search marketing
Social media
Reputation management
Email marketing
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Wilson Oil & Propane has evolved from a small oil delivery company to a mid-size diversified energy and home services company that sells oil and propane, HVAC services, duct sealing and discount fuel (in their separate Lawman’s division). Over the years, Warm Thoughts provided strategic and tactical support in the evolution of both the Wilson and Lawman’s brands, engaging a multifaceted modern marketing approach that utilized digital, traditional and social media, sales and customer service training, and coordinated customer communications. We helped pioneer their Homeshield offering, a bundled approach that has supported better new customer retention. They also extended the brand with creative use of truck wraps highlighting their auto-gas and charitable giving programs.
Highlights: 300% increase in customer base, successful launch of propane and discount fuel division, bundled selling approach which has resulted in substantially higher than norm program enrollments (service plan, budget, auto pay, price cap).
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Sail Energy is a new consolidator that so far has acquired five propane and oil companies in New England. Sail faced multiple challenges as it sought to create a consistent brand identity while preserving or transitioning local acquisitions. Working with Sail’s executive team, Warm Thoughts crafted a brand strategy for integrating each acquisition that has facilitated significant retention, introduced new product lines and positioned each for growth.
Warm Thoughts executed a complete overhaul of the company websites, launched SEO, PPC and Facebook initiatives, repositioned service plans for profit, utilized direct mail and ambitious customer communications programs and PR.
Highlight: Exceptional retention of acquired customers, cost-effective leveraging of creative across all locations, 300% increase in social media presence, increase in service plan profitability by over $100,000, TV coverage of “spread the warmth” campaign.
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Social media is an inescapable factor in our lives, and businesses who fail to tap its power are missing out on a significant opportunity to build their brand, engage with customers, and generate leads. On-line reviews are increasingly influential in attracting new customers. Warm Thoughts has generated tremendous success for clients by understanding how to attract more followers to them, and, even more important, engage . We manage your social interaction, with creative posts created just for you, and strategy honed by our success with dozens of fuel companies. We manage your reputations 24/7. We can also help you tap into very effective advertising opportunities on Facebook and elsewhere. We’ve increased our clients’ effectiveness by over 700% . We have over 300,000 people liking the pages we manage, including the most successful in the propane and oil industry. And we can make your social media presence a source of pride and strength for your company- whether we are doing all the work, or coaching your team.
It is much harder to manage your social presence in a way that impresses your audience and gets them to interact with you. That’s not something your typical customer service rep, or “salesperson who is always on Facebook,” or even marketing director necessarily understands. . It is easy to post items that make you feel good.
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Located in southern California, Hyde’s began as a family-owned appliance repair business. Now in its third-generation, Hyde’s has managed to grow their business year after year and continues to celebrate the opportunity to give back to their community with their annual “Celebration of Giving” program.
By partnering with Warm Thoughts for nearly two decades, Hyde’s has improved profitability through service plans, communicated with customers via newsletters, bill inserts, and door hangers and entered the digital marketing space. As a result, they’ve has grown to become one of the region’s largest and most diversified HVAC companies.
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Since forming in 2015, Meritum Energy has expanded and diversified to become a leader in the energy industry. Its entities deliver propane, fuels, oils and lubricants from the Southwestern United States to the East Coast. Meritum has been a WTC client since 2019:
We began working with Warm Thoughts a couple years back when we purchased a group of propane/heating oil companies in the Northeast. As a Texas-based energy company, we had no marketing experience in heating oil and HVAC service, or in the customer demographic of that part of the country. The Warm Thoughts team was able to quickly get us up to speed and help us develop a strategy to market these businesses. After successfully building out a series of websites and social pages, and managing all of our digital campaigns and customer communications, it became clear to us that they were a true asset… so much so that we invited them to take over all of our marketing including our large propane business in Texas, and for all of the acquisitions we are moving forward with throughout the southern region. We consider them to be a true partner and a key to our success.
- Casey Wuan, Vice President, Meritum Energy Holdings
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This 70-year-old company has doubled in size in just the past six years, with nearly 1,000 five-star reviews online. A full-service industry leader delivering Bioheat SuperPlus™ fuel out of Wilmington, Massachusetts, Cubby has been a client since 2017.
The difference between Warm Thoughts and my previous web company is like night and day. They are driving phenomenal traffic to our site. They do what they promise, are exceptionally responsive, and completely get my business. – Charlie Uglietto, President, Cubby Oil & Energy
Family-owned for over 60 years, Lakes Gas is among the largest propane providers in the Midwest, including Minnesota, Wisconsin and parts of South Dakota. Each of their 48 locations operates with a small-town feel. Lakes Gas came on board with Warm Thoughts in June 2020.
Parker Gas is a second-generation family business with 5 locations in North Carolina, and a cylinder exchange program called “Rapid Exchange.” As the propane market has come under pressure from heat pump and natural gas conversion, Parker looked to Warm Thoughts to amplify its marketing effectiveness.
Warm Thoughts identified key areas that would be important to improving Parker’s competitiveness. We completely overhauled its website and digital promotional strategy, which has led to a dramatic increase in visits and leads. We substantially improved customer communications by sending a newsletter several times a year to build relationship and positioning with customers to cross sell appliances. Warm Thoughts also helped Parker implement a delivery fee, first testing the concept to give them more confidence, and then managing all customer communications. We also developed a new website with a promotional campaign to significantly increase traffic to their Rapid Xchange business.
Highlight: Helped implement a delivery fee that has netted them hundreds of thousands of dollars.
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For over 15 years, we’ve helped facilitate this family-owned and woman-run business’s offline and online success. Our efforts have used virtually every tool in the traditional and digital marketing toolbox, including organic social media, PPC, Facebook advertising, eblasts, highly targeted direct mail, TV and radio advertising. We’ve built multiple websites and supported their brand’s transition after their HVAC company was acquired.
We’ve worked with Warm Thoughts for years. They handle our customer newsletters and our online marketing. Our newsletters have been a great reminder about what Needham provides, and it keeps the Needham brand on the top of their minds! They are always adding new content and blog posts to my website, keeping it fresh and making sure we stay on the top of the search engines. They really do a great job.
The oil and propane industries are under attack in many states by those who want to “electrify everything.” This approach is flawed and counterproductive. Warm Thoughts is helping to lead the fight to keep your fuel in the energy mix going forward.
Warm Thoughts Breakthrough Groups™ offer the opportunity to learn from our industry’s leading strategists and from top fuel companies as well.
Volatile prices, pressure from conversions, changing customer behaviors, aggressive competition, fewer gallons per customer… Our market is changing as never before. We need to find real breakthroughs that will allow us to thrive in a new world. Breakthrough Groups provide an opportunity to cut through the noise and work one on one with your peers to solve your biggest challenges.
We meet three times a year to share ideas, benchmarks and explore new opportunities in a supportive, confidential and industry-focused environment. Unlike other groups, participation is limited to non-competitors so substantive discussion occurs and honest relationships develop.
Tap into the extensive experience of your facilitators, peers and other experts associated with the program and gain the chance to expand your own horizons and gain valuable insights into the issues you’re facing and achieve real breakthroughs.
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Warm Thoughts leads the way in developing and executing state association programs that generate strong results for association executives and members. Considered the leading marketing and communications provider for heating oil and propane associations around the country, Warm Thoughts is:
the number one provider of NORA-funded programs in the heating oil industry, working with more than a dozen associations
the choice of the most proactive propane associations who are exploring how best to grow gallons
But don’t take our word for it, read what they have to say:
“Warm Thoughts has been a fantastic partner in helping us maximize our NORA funding. They have developed innovative programs that have exceeded our expectations.” - Eric DeGesero, Fuel Merchants Association of New Jersey
“Warm Thoughts hit the ball out of the park for us. They basically reinvented our approach to rebates, and in so doing, invigorated my membership, grew gallons and opened our eyes to a new way to approach marketing.” - John Jessup, North Carolina Propane Gas Association
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For companies that offer products and services to the propane, oil or HVAC industries, Warm Thoughts is a tremendous strategic ally. Twenty-five years of experience in the space gives us a unique window into how these companies make choices about vendors and allies and the best ways to reach the right players. Our creative team works wonders to get your products and services to market with the best possible positioning.
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Poore’s Propane and Oil in Delaware is principally a propane marketer, which also delivers oil and equipment service through a subsidiary, Service Energy. For years, Poore’s focused on growth through community propane projects and diversification. It is the largest Blue Rhino supplier in the country, offers tank refurbishing, septic system replacement and more. When Poore’s decided to refocus on residential growth, it replaced its agency with Warm Thoughts who put together a new brand strategy, bringing Service Energy under the Poore’s banner to reduce market confusion. Warm Thoughts diagnosed substantial underperformance in its SEO and PPC programs and developed a new website and social media campaign that substantially outperformed its previous efforts. It provided sales and customer service support. Warm Thoughts also designed Poore’s successful service plan and budget program, and supported its tank refurbishing business.
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There’s good reason to believe that the coming months will see more customers up for grabs than we have seen in years. Higher oil and propane prices, pent-up demand from people who were not changing companies during the pandemic, and a surge in property transfers all set the stage for significant gains or losses. The outcome you get depends on what you do.
Here are a few ideas that are worth exploring with our team.
Greater work-from-home flexibility has allowed migration from high-priced, crowded cities to places with higher quality of life and lower cost. Securing more of your own move-ins, as well as everyone else’s move-outs, is a top priority. Our Capture Program is based on best practices we’ve studied across the industry. Do this well, and you will simultaneously improve your offense and your defense.
It doesn’t matter how many leads you get if your people don’t sell effectively. I’ve listened to recordings of thousands of fuel sales calls, and perhaps 25% are handled well. If maintaining and growing your business matters to you, get your team members training to improve their approach, or change the people answering the phone. (Look at your comp plans too. Do they incent the right behaviors?)
Online advertising is the three-point shot of oil, propane and equipment marketing. The number of new, cost-effective tactics now available for reaching the prospects you want is staggering. Terms like advanced SEO, addressable geofencing, targeted look-alike audiences, connected TV, pay-per-click, and view-throughs can sound like a foreign language. That’s part of the problem. The number of options makes figuring out what makes sense feel complicated.
Fortunately, our business model is ideal for a company like yours. We are running so many campaigns and utilizing so many tactics that we’d be pretty dumb if we didn’t draw some important conclusions along the way. And we’re not dumb. Tell us your priorities, and we will create a plan, based on our experience, that will deliver the most bang for your buck.
We greatly appreciate the trust you place in us. As you will see in this update, we continue to invest in ways to support your business and help you keep pace with the changing marketing landscape you face.
I am always available if you want to talk with me directly about anything.
Warmly, Rich Goldberg President
New Employee Spotlight
We’re thrilled to announce that Warm Thoughts Communications continues to grow, enabling us to keep delivering outstanding service and results.
Cayce Lindsey Southern Regional Representative
Prior to joining the Warm Thoughts team, Cayce put his digital marketing expertise to work by developing online marketing plans for hundreds of automotive dealers. He believes the hyper-competitive nature of that industry provided him with lessons that will assist our fuel clients who are looking for a competitive advantage. Cayce, who has a passion for golf, hails from Alabama (Roll Tide!) with his wife and two young children.
Racquel Fernandes Social Media Specialist
Raquel loves helping clients tell their stories and facilitating a lasting impact through social media. She has worked in both the business and nonprofit sectors for many years, specializing in targeted social media tactics, brand awareness, marketing strategies, strategic partnerships and web design. Outside of work, Raquel can be found volunteering for animal rescue groups, reading and traveling.
Silvia Revisore Program Coordinator
Silvia supports the consumer marketing work we do for 17 oil and propane associations. (We are the #1 agency in the country in this space, by far.) As if her plate wasn’t full enough, this Jersey girl is working toward her Master’s degree in marketing analytics from the University of Alabama, while also planning her upcoming wedding.
Upgrades to Our Service
Over the years, Warm Thoughts has constantly innovated, and 2021 has been no different. This year, we’ve already incorporated several new tools and strategies to help to fuel your growth:
CONVENIENT ANALYTICS: NEW CALL-TRACKING DASHBOARD
We run online advertising campaigns that generate more than 10,000 lead calls per year (Google AdWords, display, Facebook, YouTube, etc.) for our clients.
One of the advantages of our program is that we record all incoming calls, so you can listen to how well your people are selling your services. We can not overstate how valuable this can be.
In May, we launched a new, simplified call-tracking dashboard for all of our online advertising clients. Now, you can listen to your calls in real time and play recordings directly from your web browser. The dashboard organizes the calls by date, time and marketing campaign. It also offers the option to download the audio files and/or export the data, so you can share calls with other in your organization.
BETTER REACH FOR YOUR GOOGLE MY BUSINESS
From a search perspective, we’ve been seeing an enormous uptick in prospects and customer contacts through the Google My Business (GMB) platform, which is geographically linked. It’s a battle to get Google to list you, particularly if you are not in the town where the search occurs.
To help you get Google to serve up your company’s GMB listing, we have been hard at work creating location pages for all of our clients’ websites. They help you compete for local searches where you may not have a physical presence in a given area, but still provide services there. They’re specifically structured to feed Google with unique information about the locale and your services, in order to influence “categorical” searches (someone enters “oil company near me” or “propane water heater.”) Our clients are starting to rank above huge fuel companies who take a more generic approach in promoting their locations.
FACEBOOK UPDATES
We are now incorporating the new Services template for our Gold clients. This will allow your social media specialist to add specific tabs, tailored to your needs, to your Facebook page. The tabs cover options including offers, services, employment listings and more. The services/offers tab will reflect the same offers, products and services as your website, providing more visibility to current and future customers. The employment tab can be boosted to increase your reach, with applications going straight to your email inbox!
In addition, we’ve added a service to manage Facebook location pages for our all of our clients. Facebook allows you to create a separate page for every location within your brand and then to connect those pages to your main brand page. This helps search engines find your business, and also makes it easier for customers to find your location that’s closest to them.
The New Google Algorithm: How Do You Stack Up?
When it comes to potential customers finding your business, nothing matters more than Google’s search algorithm. While it’s tweaked throughout the year, the big event is when Google implements a “core” update. If you aren’t updating your site with Google’s preferences in mind, you can lose tremendous ground in your search rankings.
The good news is that we carefully monitor this, and move quickly to make necessary adjustments. (It’s one of the reasons our clients regularly outrank competitors.)
The priorities of these changes are functional — always with the intention of improving user experience. This current update prioritizes three key variables:
How quickly does your website load content? Google expects websites to load within 2.5 seconds, but the faster the better.
Google also considers the “interactivity” of your website. If users click on a button, does that button shift when they’re browsing around multiple pages? Does your website efficiently deliver what the customer is looking for?
Finally, Google has added cumulative layout shifts to the factors by which they assess websites. These are visual elements that affect the customer experience. For example, if a customer clicks on a Contact Us form, does the entire form load right away or do they need to scroll to find what they’re looking for?
In addition to the above elements, Google is also experimenting with labeling websites that are performing well and websites that aren’t. In the past, Google has experimented with a “slow” warning label for websites that load slowly. On the other hand, they’ve also used positive labels such as “mobile friendly,” to indicate that a website will provide a good experience for mobile customers. While it’s not known exactly what the new Google labels will look like or how quickly they’ll roll them out, experts expect Google to use labels similar to what they’ve experimented with in the past.
As a Warm Thoughts client, one thing you can count on is that we’ll stay on top of any algorithm changes and make the necessary adjustments to ensure your website nails all of Google’s best practices.
Fighting to Save Our Industry
The fossil fuels industry has a target on its back, courtesy of those who see “electrifying everything” as the only answer to combatting climate change. We think this myopic focus will backfire, making our energy system more fragile while wasting huge sums of money, and all without achieving the carbon reductions they seek.
We’re proud that Warm Thoughts has been chosen to help lead the fight to engage public support for the heating oil and propane industries as part of the solution.
In New York, we are orchestrating the NY Propane Gas Association’s multifaceted marketing campaign to raise political pressure against a proposed carbon tax, and to avoid restrictions on fossil fuel installations in homes.
In New Jersey, we were chosen by the Fuel Merchants Association to help lead the fight against the Governor’s Energy Master Plan, which marginalizes heating oil and other fossil fuels. As part of this effort, we’re conducting a major poll of voters to identify the messages that most strongly resonate with blue and red voters.
We were also chosen by the National Energy and Fuels Institute (NEFI) to create the NEFI Resource Center. This online resource houses critical industry content about renewable liquid heating fuels (RLHF), Bioheat® fuel and legislative issues. We serve in leadership on the NEFI RLHF Task Force.
Chances are this battle will only expand in scope. If you’d like to talk to us about our strategies, please contact us at Info@WarmThoughts.com.
Catching up With Tom Jaenicke, Propane Whisperer
Tom is one of the most recognizable players in the propane industry, and for good reason.
In addition to handling his Warm Thoughts duties, Tom writes a regular column for LP Gas magazine, facilitates a Benchmarking Council Group, serves on the NPGA Board of Directors as District 6 Director and was recently elected to the Executive Committee. Last year, he was elected to the Propane Hall of Fame.
What issues are dominating discussion in your conversations and meetings?
The biggest short-term challenges are the supply-chain problems that have constrained the availability of tanks and cylinders, and that are sending prices through the roof. It’s causing companies to rethink their sales strategy.
What do you mean?
I’m finding companies are more selective about who they want as a customer. They’re reviewing their own customer lists to make sure they don’t have steel sitting in places where usage has dropped too low, so they can repurpose them for bigger users. If they’re smart, they’re taking a closer look at installation and minimum use charges to ensure they are keeping pace with the increases. And they are starting to investigate adding delivery fees, something that Warm Thoughts has helped a lot of companies with.
What about the bigger-picture issues?
There’s no escaping the fact that in most blue states, propane gallons are endangered by the narrow, misguided focus on electrification as the only good answer to climate change. We’re deeply involved in this fight in several states. It can’t be won by PERC or NPGA alone, by any stretch. Individual companies are going to need to jump in and help their associations’ lobbying efforts in a way they haven’t really done before, including getting their customers involved so they can generate broader political pressure.
What’s something you think propane marketers are not recognizing well enough?
Many aspects of the business landscape are changing faster than ever, in part because of the pandemic. Propane marketers need to recognize that customers’ expectations have changed. They like having the option to either stop by the shop or do all their business online. They need to be convinced that you offer real value, because it’s too easy to hop onto Google and find someone else who does it for less.
You need to pay attention to things like online reviews, search engine rankings, and your social media presence — particularly now that so many people are moving out of cities and into propane country. You also need to figure out how to be more creative about attracting new employees who are not retreads, especially techs and drivers which will be in short supply for the foreseeable future, and use technology to stay lean.
What do you like most about your association with Warm Thoughts?
The team at Warm Thoughts is exceptionally knowledgeable, creative, innovative and service oriented. They care deeply about our clients’ results. You don’t have to try to teach them propane on your dime, and they’re not just making “good guesses.” In many cases, they invented or have observed the best practices when it comes to propane marketing, so you don’t waste money, time or opportunity. Plus, they keep learning with every new campaign and client, and bring that knowledge back to you.
Sales and Customer Service Training From a Star
How often do you get frustrated by how your phones are handled? In today’s world, a disgruntled customer can make life an online hell. Bad reviews discourage prospects from picking up the phone and cost you business. So does poor salesmanship. Unless you’re the cheapest game in town, you need someone who can do more than give a caller your price per gallon. Your people need to effectively communicate the unique value of your company and get them to sign up.
This fall, tune up your customer service team so they can do a better job when the phones start ringing. We’ve trained thousands of fuel company employees on how to impress customers and manage interactions better. We also teach sales skills so CSRs can turn more inquiries into sales, and upgrade customers onto programs like auto delivery, auto pay, service plans and more.
We speak your people’s language, and draw upon our vast experience in the heating oil and propane space to make our training impactful and enjoyable.
What’s more, your customized sessions are delivered by a superstar: Susan Janett. Susan is passionate about customer service and sales, and her enthusiasm is infectious. She can deliver the training in person or via Zoom, and can provide ongoing coaching as well.
Call or email Susan now to ensure you can get your team ready to rumble this fall. She can be reached at 551-556-0224 or SJanett@WarmThoughts.com.
We are now incorporating the new Services template for our Gold clients. This will allow your social media specialist to add specific tabs, tailored to your needs, to your Facebook page. The tabs cover options including offers, services, employment listings and more. The services/offers tab will reflect the same offers, products and services as your website, providing more visibility to current and future customers. The employment tab can be boosted to increase your reach, with applications going straight to your email inbox!
