Growing your Business with Marketing GAJAH ANNUAL REPORT 2015 | 1
CORE VALUES Lead Generation Raising Awareness Return on Investment
CORE VALUES Lead Generation ▪ We want our materials out there to gain the attention of the right people – our engineering audience – and for them to get in contact with us for further information. ▪ We can then pass leads on to you to convert into sales.
CORE VALUES Raising Awareness ▪ We are increasingly trying to raise our global reputation and awareness to the right audience with the things that we produce and focus on
CORE VALUES Return on Investment ▪ Through the items that Marketing produces and participates in, in return we should ensure we are generating sales in order to cover the investments ▪ Your honest feedback is very valuable in ensuring the current materials available can help you generate sales
Contents Branding Videos Events & Webinars CRM & Email Marketing Materials Solutions Maps GAJAH ANNUAL REPORT 2015 | 6
BRANDING
WHY IS BRANDING IMPORTANT IN BUSINESS TO BUSINESS SELLING? Trust in Perception of Customer claims/features reduced risk Loyalty
WHY IS BRANDING IMPORTANT IN BUSINESS TO BUSINESS SELLING? TRUST / REDUCED RISK ▪ A customer is more likely to believe the claims when they trust the brand . ▪ Purchasing managers need their first choice to be the right choice, to avoid a costly mistake. ▪ A maintenance manager looking for a solution will only thoroughly review ~3 proposals. These options will consist of brands/companies they are aware of and trust .
WHY IS BRANDING IMPORTANT IN BUSINESS TO BUSINESS SELLING? CUSTOMER LOYALTY ▪ Ultimately, trust leads to repeat business creating customer loyalty ▪ We want Belzona to be - the first choice for industrial protective coatings and repairs composites
WHY IS BRANDING PARTICULARLY IMPORTANT TO BELZONA?
What are your associations of the Belzona brand? Step 1 – Say a word/phrase that you Step 2 – Pass the ball to the next person associate with Belzona
EXCELLENT KNOW HOW HIGH QUALITY GOOD REPUTATION GLOBAL
BEL > Marketing Collateral > Stationary/Branding > Logos/Branding Guidelines/Presentation Templates Belzona Marketing | 14 Composite Bonding Versus Welding 2017 | 14
SUCCESSFUL BRANDING EXAMPLES
SUCCESSFUL BRANDING EXAMPLES
SUCCESSFUL BRANDING EXAMPLES
EVERYTHING CAN BE A BRANDING OPPORTUNITY
VIDEOS
2300+ 250+ 7 1million+ Subscribers Videos Languages Views
BELZONA VIDEOS HOW-TO SERIES APPLICATIONS & PRODUCTS PUT IT TO THE TEST CORPORATE VIDEOS
Summary Video Let’s see what videos we have been working on and what they can offer to you… https://www.youtube.com/watch?v=CpvogUwIuAI&feature=youtu.be
PUT IT TO THE TEST BELZONA 4311 VIDEO TRANSLATIONS BELZONA 3412 HOW TO ▪ Newly translated videos in French, German, Spanish, Portuguese and Polish containing voice-overs
AUTO TRANSLATIONS No video in your language? No problem! Use YouTube’s auto - ▪ translation feature to add closed-captions to videos not supported yet in your language 1 2 3 Select the “cog” at the bottom Select “English” Select the language that you right of a YouTube video and then would like press “Subtitles” “Auto - translate”
MANUAL TRANSLATIONS ▪ Our YouTube channel allows for Community Contributions for every video, so you can add captions to any video in your language. ▪ You need a Google account to do this. Subtitles are then submitted on to Marketing to approve 1 2 Select the “cog” at the bottom right of Select a YouTube video and press “Subtitles” “Add subtitles/CC”
MANUAL TRANSLATIONS ▪ Type the language you want to translate to. ▪ Use the drag feature to move along the video and type your translation below the English 4 3
BELZONA TV APP MOBILE, TABLET & DESKTOP ▪ Raise your hand if you have the BelzonaTV App installed
BELZONA TV APP ▪ Available on IOS, Android and Windows ▪ All videos from our YouTube channel can be found ▪ Supporting several languages
BELZONA TV APP WHY USE IT? ▪ Videos are available to be downloaded to your device. Perfect for when visiting a customer or a site that doesn’t have internet ▪ Easily shareable with your customers through email and social media ▪ Support for core languages ▪ Videos complete with descriptions and links to further information
EVENTS & WEBINARS
IN-PLANT SEMINARS = RETURN ON INVESTMENT
What about targeting several customers at the same time?
CUSTOMER WORKSHOPS WHY? ✓ Target multiple customers at the same time ✓ Focus time and resources on one big event ✓ Your customers can engage with each other
CUSTOMER WORKSHOPS Paris – 16 th May 2018 ▪ ▪ 28 customers attended Budapest – 14 th June 2018 ▪ ▪ 27 customers attended ▪ 4 sessions featuring presentations and practical demonstrations
Technical Seminar: Polymer Technologies for Industrial Maintenance
RozsdaLovag Kft. Guest speaker
Journée Technique: Les Technologies Polymères Adaptées à la Maintenance Industrielle
BELZONA HEAD OFFICE VISITS ✓ You are also welcome to invite your customers to our Harrogate or Thailand facilities ✓ Your customers can gain an insight into our ISO certified prestigious facilities ✓ Bespoke training available showing theoretical and practical demonstrations on their chosen solution areas
WEBINARS ▪ We run ‘Solve It Session’ webinars on a variety of different topics. 20min Presentation & 10min Q&A ▪ Ran Quarterly: April, June, September, November in 4 different time zones ▪ Want your customers to be invited? Simply send a contact list to us and we’ll do the rest! Anyone who registers for the webinar from your territory will be sent to you as a sales lead ▪ All webinar recordings are uploaded with a transcript onto the blog and YouTube
Next Webinar - 4th April – Composite Repairs SUPERWRAP SUPERPATCH SUPERPAD Plus information on new testing! Presenting at the following times (UTC): 3:00am 9:00am 15:00pm 21:00pm INVITE YOUR CUSTOMERS!
HOW TO USE WEBINARS How to use: ✓ Invite your customers to technical presentations, Q/A Sessions ✓ Your customers learn about various solutions ✓ Share to generate Leads Attended wind turbine webinar as well as getting customer to watch as well. Positive result was had allowing me to do presentation to customer directly and being given several contacts for contractors that were doing the hands on commissioning and maintenance of wind turbines. - Trevor Comb, Rezitech
CRM & EMAIL MARKETING
Do you have a CRM system? Did you know? CRM system can cost as little as $10 per month Organises and segments customer data Calendar Built-in Email campaign feature or integrated with popular vendors GAJAH ANNUAL REPORT 2015 | 46
Top Tips on Email Marketing GAJAH ANNUAL REPORT 2015 | 47
Just because you are sending many emails , they don't have to look like spam You can make every email look like it was only sent to that one person – using segmenting and merge fields GAJAH ANNUAL REPORT 2015 | 48
Step 1: Segment the data - Industry - Job title - Company name - Possibly purchase history? GAJAH ANNUAL REPORT 2015 | 49
Step 2: Personalise your emails with Merge Fields - Name - Industry - Company name GAJAH ANNUAL REPORT 2015 | 50
Step 3: Check results - Email opens - Bounces - Clicks - Unsubscribes What about GDPR? You don’t have to ask people to opt -in if you are emailing them based on “legitimate interests” GAJAH ANNUAL REPORT 2015 | 51
Example: GAJAH ANNUAL REPORT 2015 | 52
Materials
LITERATURE Application Focus Flyers ▪ These flyers expand on specific applications. Each are unique, featuring relevant facts, KHIAs and product information ▪ Topics ranging from General Info, B&S Opportunities and New Opportunities to Target Product Focused Application Focused Industry Focused
Application Focus Flyers - Topics New opportunities B&S opportunities General informative to target Food and Food and Food and Beverage: Tank Base Abrasion Cable Repairs Cable Repairs Beverages: Beverages: Coatings and Sealing Linings Flooring Flooring Geothermal Geothermal Conveyor Large Slurry Screw Cold Bonding Cold Bonding Pipe Casings Pipe Casings Repairs Tanks Conveyors Solutions Solutions Concrete Concrete Dewatering Dewatering Deburring Deburring Composite Repair Composite Repair Concrete Repair Systems Systems and Protection Flooring Flooring Centrifuges Centrifuges Equipment Equipment Glass Fused to Glass Fused to Leading Edge Leading Edge Large Pitted PE and PP PE and PP Steel Tanks Steel Tanks Grip Systems Grip Systems Protection Protection Pipes Pipework Pipework (GFS) (GFS) Roofing Repair Roofing Repair Chocking and Chocking and Transformer Emergency Pipe Spin Spray Leak Repairs Membranes Membranes Shimming Shimming Leak Sealing
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