Creation TechnologiesWebsite Industry Benchmarking comparison report

A Gift from the Ismoip Team

This benchmark report contains…

• Evaluation of Creation Technologies’ online presence against 4 critical success factors

• Recommendations to prepare your website for the next era of global growth and innovation

You may have noticed..

Your business is evolving fast.

Business-as-usual approaches will no longer be adequate..

However..

The Manufacturing industry continues to operate in a

herd-like mentality

Despite advances in technology, there has been little progress in

the Front end*

*Business Development Activities

78%* of their websites are Plainly Unbearable

*estimate

Because they are not built with the end user* in mind

*buyers *distributors *suppliers *prospective customers * employment candidates * potential joint venture partners

Its a Vicious Cycle

4 Critical Factors a Manufacturer’s Website must have to delight customers, distributors, suppliers and other industry partners.

#1You’re Site has a Sales Function

Buyers, especially in manufacturing are driven by research

If you’re not the one providing relevant product and service information, then they will goto a

competitor that is

Now, for a moment..think of your site as a salesperson..

Does he blabber or educate?..

Does he answer all the doubts and objections.. your prospect may have?

Does your website’s information flow like an ideal sales person…?

Certainly, not…

Your website = most important sales person

All of your leads and potential customers visit your website.

What a missed opportunity, that it is not speaking like your best sales person.

Against the Benchmark: Website DesignDoes your page blabber? YOUR SITE CATERPILLAR

Against the Benchmark: Navigation Which one seems Easier to browse?YOUR SITE CATERPILLAR

Against the Benchmark: Underperforms

YOUR SITE• Useful information on services is

available but takes significant time to navigate• Site is dated and fails to

demonstrate itself as “cutting edge, and innovative”• Specifics are unavailable but

point of contact is mentioned

CATERPILLAR• Website is modern, very usable

and seamless to navigate• Solutions are segmented and

summarized• Deep information available on

each productGet inspired, visit:

www.cat.com

Recommendation

•Update website design: cut the unnecessary for the necessary to shine•Aim to educate your buyers/distributors•Provide deep product/service information•Aim to complement all existing business development

efforts

#2Stop Hiding Information

Your customers don’t like it

Studies with B2B consumers show people getting frustrated & leaving sites that don't show crucial

information – primarily prices.

Most web users prefer to find information on their own, not by interacting with a sales agent.

Especially in the early research phase

Study Findings

• Participants go to competitors’ sites when websites do not show prices

•Websites that seem to have good product information (including pricing) will most likely make a candidate’s shortlist.

Nielsen Norman Group

Legitimate Rationalizations…..& Excuses

•We don’t want our competitors to know the price

• Price varies for different customers

• Price constantly fluctuates

• Customized services have unique prices

• and so on…

Not showing pricing works like this:

Consumer’s mind:

“Where is the information I’m looking for”..

To…

“They’re hiding the information I need”..(it gets worse)

“They seem so difficult to deal with..” (it gets ever more worse)

I DON’T LIKE Them(there, you lost them)

Legitimate Reasons Why They Need Prices

•Pricing is need for planning; it is required to make

budget-allocation decisions and for companies and

contractors to submit bids to clients

Legitimate Reasons Why They Need Prices• Price is a key component in product comparison; it

determines product category

• If you provide this information, potential buyers will look at you as a primary resource!

Against the Benchmark: Pricing InformationAre you hiding something? YOUR SITE Nielsen & Norman• n/a

Recommendation

Yes, manufacturing pricing can be complex. But pricing is important and you must address it.

Consider: - Revealing scenario-based price- Show sample pricing for previous works

#3New Consumers demand

after-sales service

Manufactures are being pressed to deliver a more “circular” experience rather than the typical “Take-

Make- Dispose” Model

Take-Make-Dispose as a Business Model:

1. Takes orders2. Makes the required product 3. Disposes of the relationship once the contractual good has been rendered.

“Circular” Business Model:

1. Understands buyer’s needs2. Provides relevant solution3. Maintains correspondence - opens up new avenues for additional manufacturing opportunities.

The Circular Approach:

Blurs the Line between manufacturing & services

and…

builds a long-term client

(Customers are) demanding more variety and look to manufacturers for services

After-sales support has allowed many companies to appeal to consumer needs and build a comparative advantage over existing players.

- McKinsey Consulting

Manufacturers need to:

Clearly articulate their commitment to providing a quality after-service

Against the Benchmark: Circular ApproachAfter-Sales service? YOUR SITE Dassault Systemes

Against the Benchmark: Market-perform

YOUR SITE• Information on after-sales

services is available

Dassault Systemes• Presence of after-sales

information is clearly demonstrated and advertised

Get inspired, visit:www.3ds.com

RecommendationGo above and beyond the industry standard and mention your after-sales commitment at the forefront of your website.

Your prospects are looking for it.

#4Is your Website a Talent Magnet?

Attracting the Right Talent is not easy

“three of the top five hardest filled jobs in 2011 – technicians, skilled trades, workers, and engineers – are all directly relevant to manufacturing”

Recent survey of 2000 North American companies discovered that 43% of manufacturing companies, had job positions open for more than 6 months that

they could not fill

McKinsey Reports

Attracting Talent is Key to Long term SuccessThe CandE awards benchmarks company candidate experience with the industry.

Stock performance of last years winners:

Company Annual Performance

Intel +26%Capital One +30%Intuit +31%

These companies are attracting – and keeping – top talent, so it stands to reason that their success will not

be short-lived.

Candidates want your website to demonstrate

• innovation

• well-managed

• fairness to employees

• and a fantastic place to grow…

You’ve lost a good candidate if..

1. It takes 50 mouse clicks to find job posting and apply for it.

2. Your site has dated design or language

3. The site has huge blocks of texts, and lack of images

Remember..

The best candidates have many options, if you make it difficult to apply, they won’t even bother..

Against the Benchmark: Talent Magnetare you attracting or repelling? YOUR SITE Intel Careers

Against the Benchmark: Underperform

YOUR SITE• Old design fails to demonstrate a

commitment towards innovation• Blocks of text make for non

optimal candidate experience• Content misses the chance to

appeal to candidate’s needs

Intel Careers• Modern Layout appeals to the

best talent to see what’s “inside intel” • Focus is on the candidate’s

opportunities for self growth

Get inspired, visit:http://jobs.intel.com

RecommendationRevamp your website design, content and structure so that it appeals to your candidate’s aspirations.

Don’t wait until your talent slams the door.

Recap

• Today’s manufacturers are being called up upon to provide a more complete experience to their buyers, end-users as well as talent.

• Failure to do so can have deep negative impacts in the long run.

• Firms that innovate on the front-end can enjoy great benefits, from having access to a higher quality of talent, smoothing cyclicality in sales due to after-sales service and complementing all existing business development efforts.

Next Steps?

For many manufacturers, meeting these 4 critical success

factors presents a talent challenge – finding both the technical

staff and strategic managers.

There’s a gap..

We Fill this Gap

Our team of MBA’s and Research Specialists specializes in

manufacturing an online presence that will be most ideal to

your situation.

We align your company strategy with digital solutions, and

then assist on implementation.

So Lets Fix This

1. Website’s Sales Function – Under Perform2. Transparency & Pricing – Under Perform3. After-Sales Service – Market Perform4. Talent Magnet – Under Perform

Get in touch with us today

Email: coffeewithismoip@ismoip.comBook Your Consultation: Contact FormCall us: 604.259.1103

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