electricpower marketing plan
TRANSCRIPT
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Contents:
Page
I. Introduction 3II. Marketing Communications (Marcom) 4III. Sales Support 23IV. Sales Tools 30V. Sales Training 34VI. Resources 37VII. Glossary of Marcom Terms 39
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I. Introduction
This document provides a multi-channel marketing plan that will be employed in 2012 to support both
enterprise-wide and business unit-specific strategies. All marketing channel efforts will be focused on the
achievement of five initiatives, with each channel contributing to the success of individual initiatives in
different capacities. The EPD Marketing Plan is a totally integrated activity that combines the diverse
elements of Marcom, Sales Training, Sales Support and Sales Tools Development. The EPD Marketing Team
will support the marcom efforts of the diesel team and provide consultative support for the gas, product
support, CPGS, Solutions, and rental teams in 2012.
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II. Marketing Communications (Marcom)
Marcom Planning Process
Since 2005, our marcom plans have consistently delivered a well-balanced integrated marketing mix,
coupled with detailed tracking metrics, to support our activities. In 2012, the core digital components of
this plan will continue to drive lead generation activity and will account for over 85% of our marcom
investment. This plan will also retain a well-rounded marketing effort to maximize the momentum of long-
term messaging and global awareness objectives set in place during 2011.
As in the past, our planning process has included the active participation and buy-in of key stakeholders,
including the EP commercial marketing team and MPC marketing representatives.
In addition to our Electric Power teams, we will also continue to work closely with our key marketing
partners to take full advantage of each of their specialized services. Through seamless integration of these
services we will eliminate duplication, maximize resource expenditures, deliver a more consistent message
and provide a superior overall customer experience. Our marketing partners include:
Marketing Profit Centers (MPC) A key partner in our marketing process provides direction
and support for our lead management activities with regional expertise and direct contact
with dealers.
Customer Services Support Division
- Multi-Channel Marketing Consultants (MMC)Provide marketing communications
support from strategy development through execution, including tactical elements, budget
management, messaging, metrics and planning.
- Customer Services Support (CSS) Owners of all Cat.com websites, corporate social media
direction, customer-facing applications (e.g., Spec Sheet Wizard, etc.) and management of
salesforce.com (lead management/CRM platform).
Gelia Provides strategic marcom consultation/planning, creative and message development,
VOC research, media planning, public relations support, global lead management, metrics and
measurement.
Mind Share Provides search engine marketing support for keywords purchased on the
Chinese search engine, Baidu.
Lithium Provides strategic consultation, technical development and management support for
the Power Generation Online Community.
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2011 Marcom Highlights
The following pages provide a brief summary of 2011 marcom activities and accomplishments, many of
which are recommended for continuation in the coming year. The activities are grouped based on their
alignment with 2011 marcom objectives.
1. Generate Leads2. Engage Customers3. Deliver Information4. Support MPCs and Dealers
1. Generate Leads2011 Year-End Metrics
An integrated mix of marcom activities delivered over 1.6 million marketing impressions, resulting
in over 2 million visits to the Caterpillar Power Generation Resource Center microsite, generating
41,741 global sales leads and identifying over $2.5 billion in potential generator set sales. 2011 Cat
and Olympian sales resulting from the marcom effort are projected at over $205 million.
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Global Lead Management
An expanded lead management process in 2011 included telephone qualification of leads in EPNA,
EPLA and EAME and online self-qualification in EPAP. Over 40,000 leads passed through the system
and those with a planned purchased intent were electronically distributed to dealers in 253
different countries. Additional process improvements included global standardization of call sheetsand registration forms, enhanced tracking/reporting and expanded dealer feedback capabilities.
Power Generation Resource Center Microsite
Major improvements to the Power Generation Resource Center included development of 4
additional language versions (Chinese, French, Portuguese, Spanish), condensed and globally
standardized registration forms and direct RSS feeds of spec sheets to ensure consistency with
cat.com and other online resources. A mobile version of the site was also launched in 2011 to more
effectively communicate with visitors who choose to use mobile devices to access information.
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Global Search Engine Marketing (SEM)
SEM activities combined global campaigns in English, French, Portuguese and Spanish with
regionally targeted campaigns in Africa, China, Latin America and the Middle East. These
campaigns utilized multiple search engines including Google, Baidu and Yahoo/Bing. The 2011 SEM
effort resulted in over 1.2 million marketing impressions and over 2 million visits to the Power
Generation Resource Center with nearly 18,000 sales leads captured. SEM marketing accounted for
over 90% of overall link activity and 43% of total leads generated.
Online Directories
Targeted placements within online directories including GlobalSpec, BuyersZone, ElectricNet, Power
Online,Direct Industryand GlobalGeneratorSets.com delivered cost-effective lead generation,
resulting in over5,400sales leads representing 13% of total lead activity. These large, digital
directories offer visitors the ability to search a wide variety of industrial classifications including
electric power. Positioning within appropriate
categories on these highly trafficked sites delivered
additional brand exposure and the required
registration enhanced our lead generation efforts.
Additionally, online directories aggressively purchase
keywords on traditional search engines (Google,
Yahoo!, etc.) to drive traffic to their sites. This
search engine activity complemented our own paid
search activity, effectively multiplying the potential
for a prospect to receive the Cat EP message.
Online Directories
Seach Engine
Spec Sizer
E-Media
Cat.com
PR
Misc.
Print Media
2011 Leads by Source
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Media Advertising (Print and Online)
An integrated media campaign combined print, online display ads and e-blasts to deliver the Cat EP
quality message to electrical consultants and contractors around the globe. The scope of the
campaign included 19 publications, 10 websites and 13 electronic list sources, delivered in 4
different languages. All ads included direct links, dedicated URL tracking codes or QR tags directingvisitors to the Power Generation Resource Center.
SpecSizer/SpecSheet Wizard (Cat.com)
Cross-marketing efforts with Cat.com allowed us to capitalize the lead generation potential
resulting from requests for SpecSizer software and those using the SpecSheet Wizard functionality.
Over 4,400 sales leads resulted from this effort.
2. Engage CustomersContinued Development of the Power Generation Online Community
Expansion of the community widened the forum to engage customers, encourage dialogue, deliver
information and allow users to address each others electric power issues. The result was more
people visiting the site and more people participating in the discussion. Caterpillar-originated
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content included a steady stream of industry pertinent blog postings on a bi-weekly basis. This
expanded forum, coupled with promotional efforts such as e-blasts, banner ads on industry
websites, social media and Cat.com, helped to increase overall traffic to the community by 52%.
Research conducted in August 2011 helped strengthen our understanding of our community users,
including demographics, purchase behavior and loyalty measures. It also helped strengthen ourunderstanding of the value provided by the community both to users and to Caterpillar. A high
level summary of the research results are illustrated below:
74% said that the Power Generation Online Community met or exceeded their expectations
24% of users said that the Online Community helped them make a purchase decision
29% stated that it is absolutely critical that manufacturers offer online communities as a
resource for their customers
63% purchase diesel generator sets
49% purchase over 1MW generator sets
A 6 Sigma project was also conducted in 2011 to determine the value of the Power GenerationOnline Community. While the project provided estimates on sales/marketing return, it was
determined by the team that the true value lies in the use of the information garnered and a new
project should be launched to develop a system for collecting, analyzing and disseminating
information to the appropriate teams within the Electric Power Division.
ROI figures included $629,367 in sales (unit price), $11,300 in public relations value and $12,000 as
a result of the blogs. Cost avoidance estimates were also calculated: $15,000 (online enclosure
focus group event), $22,800 (new content creation), $96,000 (e-mail/name generation for future
marketing e-blasts) and $100,000 (organic search).
The Online Community continues to contribute to Caterpillars industry leadership position. By
engaging with customers, we are creating valuable relationships that will clearly lead to an impact
on sales.
Social Media Metrics
In 2011 we expanded our social media strategy, originally created in 2010 in partnership with the
Corporate Executive Boards Marketing Leadership Council. By aligning social media tactics with
primary business objectives, we leveraged our ongoing communications plans with social marketing
elements. Specific tactics employed to support the strategy included:
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3. Deliver InformationContinued Development of Content on Cat.com and Global Websites
Cat.com and the related global websites continued as an important portal for information delivery.
Upgrades and enhancements completed in 2011 included:
Maintained rotating operator tips and customer testimonials
Added over 50 items to RSS newsfeed
Completed China.cat.com overhaul
Developed 3516C-HD Tier 4/CARB diesel generator set resource page
Created EMCP4 controller resource page
Updated ATS page to expand product listing and marketing materials
Overhauled rental page for improved navigation and content Added Facebook like gadget
Spec Sheet RSS Feeds for Dealer Websites
Dealers can now feature the latest, most up-to-date electric power spec sheets on their own
websites with no maintenance required on their part. This is made possible by new data feeds
made available in 2011 by the global marcom team. With just a few hours of work, dealers can
connect their sites directly to Cat.com and have confidence that their site is always synchronized
with Caterpillar. A 6 Sigma project was completed to gather dealer feedback and refine the
communications plan as this is rolled to dealers worldwide.
At the conclusion of 2011, the feeds included Cat brand generator sets in 4 languages, with
additional languages planned in 2012. Also available are feeds for Olympian brand gensets in 9
languages, plus English feeds for UPS, ATS, Switchgear and Rental Gensets. Each dealer can choose
the feeds that are relevant to the products they sell in their territory and display them on their
website.
Registered Users: 6,265*
Community Page Views: 526,371
Blogs Posted: 20
Blog Page Views: 114,049
Likes: 1,311
Post Views: 89,089
Videos Uploaded: 17
Page Views: 59,162
*Registered Users includes total community
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4. Support MPCs and DealersDealer Marketing/Training Meetings
Dealer marcom training updates were focused on individual dealers in each of the MPCs in 2011.
Dealers in EPAP attended a training seminar focused on retail products, specifically the Olympian
product line. Attendees received additional information on lead generation, online promotions and
marcom tactics to incorporate at the dealer level to support overall global marcom initiatives.
Members of the global marcom team also visited dealers in Brazil, the U.S. and China to deliver an
update on current marcom initiatives and drive strategy development for continued sales growth in2012.
Dealer Website Reviews
In 2011, several dealer website reviews were conducted. The marcom team provided consultation
on the elements below. If applicable, a social media overview and audit were also performed.
Websites reviewed in 2011 included Alban, Peterson, Western States and CGT. In addition,
marcom and web best practices were presented to several North American dealers (Hawthorne,
Quinn, NMC, Foley and Wyoming) in conjunction with the DSD.
Web Consultation: Customer value messaging
Content development
Navigation/layout best practices
Image recommendations
Search engine optimization
Metrics/analytics
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CRM strategy
Social integration
Regional Marcom Activities
Electric Power funding and resource support assisted the MPCs in completing several regional
marcom initiatives. Some of the activities of note included:
EAME SEM programs in Franco Africa, Nigeria, Pakistan, Saudi Arabia and the United Arab
Emirates.
EAME targeted e-blast campaigns for high opportunity industries including telecom, healthcare
and construction.
EPLA SEM programs in Argentina, Chile, Colombia, Ecuador, Mexico, Peru and Venezuela.
EPLA disaster preparedness campaign including e-media, social media, e-blast and landing page
components resulted in the sale of 120 retail units each with a parts offering and ESC. Totaldealer revenue was in excess of $2 million.
EPAP Search Engine Optimization (SEO) sites were launched for numerous countries to provide
in-language content for customers searching on local search engines. All sites are fully tied into
a lead management process and drive leads back to EPAP dealers for follow-up.
EPNA key customer list acquisition, research and targeted media placements to support
regional healthcare marketing effort.
EPNA sponsored webcast on Tier 4 Generator Ratings and Applications in October 2011.
Presented by Ray Marfell, the webcast drew 1,352 registrations and resulted in over 1,100
leads processed through our lead management system.
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2012 Marcom Objectives and Tactical Execution
This plan recommends multi-channel communications to achieve our 5 marcom objectives.
1. Generate Leads2. Engage Customers3. Deliver Information4. Support MPCs and Dealers
Specific communication tactics used to achieve these objectives are listed below:
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1. Generate LeadsOnline marketing is the most efficient and cost-effective method of communicating with customers
and will continue to be the primary focus of our marcom efforts. All marcom tactics, both online
and traditional, will have a digital component that connects customers to our lead management
process. Once again in 2012, over 80% of our marcom investment will be digitally connected.
Global Search Engine Marketing (SEM) Cat EP sponsored keywords are seen by millions of
searchers on a global basis and, as a result, SEM has consistently generated the most cost-efficient
targeted traffic to our landing pages. Google research states that 70% of buyers have already made
a purchase decision based on online research prior to their actual purchase.
The 2012 SEM program will combine both global and regionally targeted campaigns designed to
reach the largest number of prospective customers and deliver the most cost-effective lead
generation possible. The chart below provides a high level summary of intended 2012 SEM:
CampaignLanguage
SearchEngine
GeographicCoverage
EP - English Google Global
EP - French Google Global
EP - Mandarin Google, Baidu Global, China
EP - Portuguese Google Global
EP - Spanish Google Global
Rental - English Google Global
Electronic Direct Marketing (EDM) A combination of internal proprietary databases and third-
party list sources will be used to distribute a series of e-blasts to electrical engineers and
contractors, as well as end-users in targeted high opportunity industry segments. The e-blasts will
include links to the Power Generation Resource Center, which will provide visitors the opportunity
to download relevant materials in exchange for providing their registration information. The EDM
campaign will include global and regional distribution and, where appropriate, MPCs/dealers will be
encouraged to distribute the e-blasts on a local basisto further extend the reach of the campaign.
Paid E-Media Advertising may include rich media applications, widgets/gadgets, video, banners,
buttons and profiles on business-to-business websites. These materials will be posted on highly
trafficked websites and e-newsletters with links to the Power Generation Resource Center. In all
cases, underlying tracking will provide activity reporting and ongoing performance evaluation. E-
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media will continue to play a prominent role in building brand awareness, as well as contributing to
the lead generation objective.
Online Directories and Marketplaces Directories will offer visitors the ability to search a wide
variety of industrial classifications including electric power. Positioning within appropriate
categories on these highly trafficked sites will deliver additional brand exposure and the requiredregistration will enhance our lead generation efforts. Additionally, online directories aggressively
purchase keywords on traditional search engines (Google, Yahoo!, etc.) to drive traffic to their sites.
This search engine activity complements our own SEM activity, effectively multiplying the potential
for a prospect to receive information on Cat products and services. Caterpillar EP will participate in
the following directories in 2012:
Trade Print AdvertisingPrint advertising will continue to play a key role in an overall media mix
by providing a vehicle to deliver a strong visual brand, product and value message. Independent
research indicates business-to-business publications support brand awareness by providing a
primary avenue for prospects to learn about new products. While online media supports the
pursuit of the active buyer, print media complements this effort by providing a method to reach a
targeted audience, even if they may not be specifically looking for the advertisers products at the
time they are reading. A well-integrated media mix will support lead generation activity.
To increase global awareness, communicate a customer focused message and generate sales
opportunities in 2012, we will conduct an engaging trade print media advertising campaign
specifically targeting electrical consulting engineers and contractors. Publications will be selected
not only based on cost-effective delivery and maximized audience reach, but also because they
deliver the Cat EP message wrapped in well-respected, relevant editorial content. All print ads will
include dedicated URLs and QR codes that will link directly to the Power Generation Resource
Center, increasing lead generation potential.
Landing Pages Through 2010 and 2011, substantial enhancements were made to the Power
Generation Resource Center. These improvements included expansion of languages (Mandarin,French, Portuguese and Spanish), RSS feeding of spec sheets, updated content and mobile
optimization. In 2012 we anticipate adding a Russian language page to the Power Generation
Resource Center. The Rental Power landing page was also redesigned in 2011 with expanded
content and simplified registration requirements. In 2012 these 2 landing pages will continue to be
our primary sources of lead capture.
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Lead ManagementThe global lead management system will continue to combine telephone lead
qualification (EAME, EPLA, EPLA) with online self-qualification (EPAP) techniques to capture,
prioritize and deliver sales leads to the global dealer network. We will continue to evolve the
system to meet the unique needs of the MPCs while maintaining global consistency where
necessary. In addition, we will continue to expand the program, where possible, to integrate MPC
marketing activities into the lead tracking system. The global lead management system
encompasses the following processes:
Registration (lead capture)
Lead tracking
Database development
Lead qualification
Electronic fulfillment
Metrics reporting
2. Engage Customers
Social Media Strategy will be enhanced within the parameters of the corporate social media
direction. This strategy will include efforts in relation to third-party communities (i.e., Facebook),
events, blogs, video portals (i.e., YouTube), as well as other emerging social media opportunities.
Social media will continue to be integrated into our Public Relations strategy and will include
capitalizing on robust blog content for media pitching.
Power Generation Online Community A steady stream of industry relevant blogs, topic threads
and interactive events will be included in the content of the Online Community to encourage peer-
to-peer customer dialogue and support the positioning of Caterpillar as an industry leader in the
electric power category. Online postings will also be supported by external marketing efforts to
increase traffic to the community and participation in the online discussions. Ongoing updates and
improvements will be made to the community, with the ultimate goal of creating the most robust
customer-oriented/user-friendly environment possible. Greater emphasis will be placed on VOC
analysis as our database of user-generated content continues to grow.
Marketing Automation/Lead Nurturing Strategy will be developed for pilot programs to identify
and test the retargeting of customers and prospects currently in our lead management database.
These pilots may include cross-promotional efforts with related business units such as gas, rental
power and product support. The goal of the effort will be to more deeply and frequently engage
with our customers to maximize sales opportunity. This strategy will be developed in closecooperation with the Customer Services Support Division and the anticipated introduction of the
enterprise marketing automation platform.
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3. Deliver Information
Public Relations Globally, organizations are using Public Relations to deliver a highly credible
message to audiences who may not be reachable through traditional paid advertising. It has been
demonstrated that organizations that are able to effectively develop, manage and distribute their
content are gaining a leadership position within their target markets and increased considerationscores with their customers. The 2012 Public Relations strategy will focus on the following areas:
Expanded Online PresenceAs many media outlets continue to grow their online
channels, our Public Relations efforts will play a stronger role in driving customers to our
online resources.
Content Development Will include materials for self-publishing on our internal
communication portals including Cat.com, Olympianpower.com, online directories, the
Power Generation Online Community and the Power Generation Resource Center. Where
appropriate, content may also be shared with targeted trade publications and relevant
industry websites.
Media Relations Will garner editorial coverage that broadens our message, emphasizes
quality and value, and positions Caterpillar as an industry leader and resource. May include
remote media relations or interview coordination at selected trade shows.
Subject Matter Expert (SME) Promotion and Support May include the identification of
opportunities to demonstrate Caterpillar expertise and enhance leadership positioning on a
variety of topics and the development of appropriate content that can be disseminated
through multiple venues such as:
Media interviews
Bylined articles
Blogs
Cat.com/Global Websites/Olympianpower.com Will be refreshed with new dynamic electric
power content where available. Our 2012 content initiatives will include messaging enhancements
for integrated systems (i.e., UPS, ATS and Switchgear) on the North American and global sites.
Targeted regional enhancements will be completed for Mexico, Middle East/Africa, Australia, U.K.,
Ireland and Southeast Asia.
4. Support MPCs and Dealers
MPC Market Segmentation As part of our 2012 planning process, marketing contacts within each
of the MPCs participated in a market segmentation exercise. The goal of the exercise was to
prioritize target industries based on sales growth opportunities within their respective regions and
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North America Latin America Brazil Europe CIS Africa Middle East China AUA
Data Centers Mining Data Center Data Centers Mining Utilities Health Care Data Center Data Center
Health Care Utilities Health Care Health Care Utilities Mining Utilities Manufacturing Utilities
Municipality Manufacturing Construction Construction Health Care Construction Construction Mining
Telecom Data Center Manufacturing Telecom Construction Telecom Commercial Buildings Health Care
Construction Telecom Banks / Financial Telecom Mining Construction
Transportation Commercial Business Commercial Business Data Centers Telecom
Waste Water Treatment Construction
EPAD EAME EPAP
to identify specific customer needs and pain points within those industry segments. The output
from the exercise was the identification of 6 target segments:
Data centers
Healthcare
Utilities
Construction
Mining
Nuclear
These segments have been integrated into our global messaging, media and Public Relations
planning. We anticipate continuing to support the segments highlighted below throughout 2012:
MPC Marcom Goals:
Americas North
Goals:
Raise Product & Service Awareness
Generate/Nurture Leads
Support Dealers
Tactical Marketing Goals:
Segment Marketing
Datacenters (7x24, web & literature development)
Healthcare (ASHE, IFMA, web & literature development)
Municipalities (ASHE, NJPA, web development & e-Blast campaign/s)
Telecom (CTIA, e-Blast campaign, 30-60 kW package promotion)
Transportation (Ports/Tier 4 literature development, Rail)
Consultant Coverage
Consultants day event (April 23-27)
Systems & Services message development
Product Introductions
C175-20
UPS (flywheel & double conversion)
Compact Diesel 40-175 kW
Telecom Package 30-60 kW
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Lead Generation/Nurture
Continuous improvement of lead follow-up
Segment focused lead generation/e-blast campaigns
Increased dealer conversion through online lead generation
Implement CRM system for Caterpillar marketing and sales representatives
Identify Marketing Synergy Opportunities with EP Americas Organization
Telecom sales growth
E-marketing campaigns
Dealer web Development
Americas South
Goals:
Deliver Superior Results Achieve ATS of 6,526 shipments at $134M area dealer
net ($130.6M net/net) utilizing less than 4% variance
Profitably grow EPD business in Latin America
Develop CSA/ESC sales/marketing pieces for dealers/customers
Tactical Marketing Goals:
Drive Customer Focus
Implement SFM reporting at EPLA top 10 dealers by end of year
Develop and implement 3 targeted, segmented lead generation programs
(Manufacturing, commercial segments plus at least one targeted in Brazil) by end
of year
Manage Google keyword search campaigns in Spanish/Portuguese, meet with EPD
marketing/Gelia twice in 2012 to refine/update
Optimize current dealer web presence at 5 dealers by end of year
Profitably Grow EPD Business
Drive CSA/ESC sales in Latin America to 4% of EPLA Retail Sales to have CSA/ESC
coverage.
Asia Pacific
Goals:
Expand systems/solution demonstration program and targeted marketing to drive
$ 5 million solution sales for 2012
Increase marketing efforts to drive participation to drive PINS improvement
Ensure EPD NPI programs are backed up by well executed marketing program
Increase marketing team customer interaction to drive marketing teams
understanding of customer needs especially on system/solution products
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Tactical Marketing Goals:
Systems/Solution Demonstration Program
Drive targeted demonstration programs for UPS module.
Build additional EFIC and ATS module for above
Promote critical power module in targeted areas.
PINS Improvement
Improve SEO results outside India
Define best process for marketing to emerging data centre markets.
NPI Programs
Identify NPI program calendar for 2012
Define with sales team year 1 goals, design and execute marketing programs for
the same
Customer Interaction
Revive quarterly updates from EP Marcom team to understand global best practice
Conduct quarterly meetings with sales team to understand needs, trends and get
feedback on existing programs
EAME
Goals:
Targeted marketing contributing to $25 million above BP 2012 sales
Increase awareness with consultants, critical power, mining, retail, utilities,
construction and telecom
Develop EAME-CIS dealer marketing plans and customer profile with 4 EAME-CISdealers
Implement marketing planning measurement process with the top 10 EAME-CIS
dealers with coop support
Tactical Marketing Goals:
Segment Marketing
Critical power: targeted exhibitions & PR coverage, web & video profile
Construction: targeted exhibitions & PR coverage, web & video profile
Google keyword search campaigns: standardize minimum dealer requirements for2012
Consultant Coverage
Malaga consultants day event (April 24-26)
Develop dealer integrated consultant plans as per top 10 EAME-CIS dealers
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Product Introduction
NPI for 2012: E-marketing & target introductions
Dealer focused plans and roll-out
Memorable Moments
007 Bond: Licensed to power: Campaign and events London Olympics: Prospect initiative
Regional Marcom Funding As in the past, our 2012 plan will allocate a budget to directly support
MPC digital marcom efforts. With this support we will stretch our global resources by identifying
those opportunities and tactics that are most appropriate to be globally centralized and those that
are best suited to be regionally managed and funded. Our previous activities, including regional
SEM and EDM programs, have proven that locally managed marcom activities can be very
successful and potentially more cost-effective. MPCs are closest to the dealers and dealers are
closest to the customers, so it is only logical that each of these groups plays a more active role in
our marcom process.
We envision the role of the global marcom team continuing to evolve into more of a consultative
resource, where MPCs and product groups would collaborate with the team to solve marketing
challenges, identify opportunities and determine appropriate communication vehicles that
complement each other on the local and global level.
Dealer Marcom Training Scheduled dealer marcom training meetings will be necessary to ensure
message consistency, proper use of the dealer marketing kit, adherence to global branding
requirements and use of web best practices. Opportunities for training will be identified in 2012.
Electric Power Global Dealer Marketing Communications Kit As needed, additional modules will
be developed to provide MPCs and dealers with the materials they need to promote Cat Electric
Power products on a local/regional level. Components of the modules may include templates for
print ads, banners ads, direct mail, e-blasts, outdoor and POP advertising. The EP global team will
continue to evaluate the usage of the kit to determine demand and identify the need for future
modules and modifications.
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2012 Marcom Measurement and Metrics
Our measurement processes will track metrics to specifically address the impact on our marcom objectives.
Generate Leads Quantitative data collection and tabulation derived from lead generation and
management activities. The primary metrics tracked will include:
Links
Leads
Active leads
Potential sales
Cat sales
Data matching
Engage Customers Quantitative data collection and tabulation derived from analytics on the
landing pages, Cat.com and the Online Community. The primary metrics tracked will include:
Number of visitors to each destination
Number of registered users
Number of highly active discussion contributors
Time spent on each site/page
Areas/pages most frequently visited on each destination
Frequency of content downloaded/popularity of content
Most popular referring URLs
Number of interactions/percent interaction
Visitor geography
Deliver Information Will be measured based on the volume of viewing and downloading of
information provided on the various online portals. This data will be collected using the tracking
tools noted above.
Supporting MPCs and Dealers Will be measured based on qualitative evaluations of MPC/dealer
support of and participation in the Cat Electric Power marcom plan, gained during regional dealer
training sessions and remote teleconferences.
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III. Sales Support
2011 Sales Support Highlights
The sales support group is comprised of a team of marketing professionals who provide leadership andmanage the marketing activities to support NPI, product maintenance and 6 Sigma program deliverables
for Cat and Olympian branded diesel and gas generator sets, along with control and system products.
The NPI-related tasks in which the team members are involved include:
A consultative role to the NPI team within the early stages of an NPI program
Management of the NPI GW 5.5 release of marketing materials in order to deliver complete,
accurate, sales support materials to support the product launch 30 days in advance of the Open
Order Board date to internal EP Marketing Profit Centers
Follow-up through GW7 in order to ensure a successful launch and to capture lessons learned
Similar support to that shown above is provided for product maintenance and 6 Sigma programs.Power Net is the preferred delivery method for these marketing materials. As a whole (i.e., all industry
segments), Power Net had 7.2 million page views in 2011; Electric Power was responsible for 3 million of
those. EP Power Net hits were up 50% in 2011, compared to 2010.
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The sales support group enabled the effective launch in 2011 of projects with a combined NPV of over $54
million. The graphic below highlights the projects supported in 2011 with the NPV of each respective
project (when available):
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Retail NPI Programs (14)
OLY Lean 400 / Kubota @ Larne/APS
Lean 1103 PSB
OLY 1106A TAG3 & TAG4 Intro Larne
OLY 1106A TAG1 - TAG4 Intro APS
OLY Navistar 1606 Intro Larne
CAT Lean I6 ROW (C13) Larne
Lean I6 ROW (C13) Newberry
Lean I6 ROW (C13) APS
Lean I6 ROW (C13) PSB
Lean I6 ROW (C15 & C18) Newberry
Lean I6 ROW (C15 & C18) PSB
Lean I6 ROW (C15 & C18) APS
CAT Compact (4.4 & 6.6) EPNA
C9 Transition to Newberry
Investor NPI Programs (8)
C27 Newberry (T2 & Low BSFC) Transition
C32 Newberry (T2 & Low BSFC) Transition
V12 Enclosure
3512 w/ SR5
3516C Tier 4 Interim (2.0MW)
C175-16 Tier 4
C175-20 4000MW Standby
C175-20 (Prime/Continuous Launch
Systems NPI Programs (3)
UPSB 1100
UPSB 805
UPSB 500
Retail Maintenance / 6 Sigma Programs (4)
Lean I6 EMCP 4.3 & 4.4 into Larne
Lean I6 EMCP 4.3 & 4.4 into APS
Cat I6 EMCP 4.3 & 4.4 into Newberry
OLY EU3 Lean 1100 S3 88-110kVA
Investor Maintenance / 6 Sigma Programs (9)
3500 EMCP 4.3 & 4.4 into Larne
3500 EMCP 4.3 & 4.4 into Lafayette
3500 EMCP 4.3 & 4.4 into Newberry
3500A/B Positive Build
3500C Positive Build3512 Larne Auto Upload
3516 Larne Auto Upload
3500 50Hz EPS rating
50Hz Mission Critical rating
Systems Maintenance / 6 Sigma Programs (5)
ATS Updates
SWGR Updates
Controls Updates
UPSF Tool and Resource Development
UPSB Tool and Resource Development
2012 Marketing NPI and Maintenance / 6 Sigma Programs
2012 Sales Support Tactics
NPI, Product Maintenance and 6 Sigma Programs
The EP product group continues to respond to customer needs and industry trends by developing quality,
reliable products. The sales support group will enable the effective launch in 2012 of 25 NPI projects and
18 maintenance programs. The graphic below highlights the projects to be supported and the anticipated
NPV for each respective project:
We will support multiple NPI, product maintenance and 6 Sigma programs in 2012, including those of Tier 4
and the EMCP4, with established materials such as Product News, spec sheets, sales brochures, TMI
information and Power Net content. Within the materials mentioned, a special emphasis will be placed on
communicating the value proposition of our products.
Web Presence
The Internet will continue to be the preferred source for
product information. We will continue developing technical
and sales support content to be used by dealers and
customers on EP Power Net, Cat.com and
Olympianpower.com. This will include adding content,restructuring web pages and removing outdated information to
ensure a quality experience for the user. Approximately 3.5
million hits are anticipated for EP Power Net in 2012.
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2011 TMI Users by Job Role
2011 TMI User Experience
Technical Marketing Information (TMI) SupportThe TMI website is the driver of technical data for all Cat EP products and is one of the most used websites
by both Caterpillar and Cat Dealer personnel. In fact, as shown in the graphic below, over 81% of TMI users
are dealer personnel; a further split shows that TMI utilization is driven by service, sales, parts and other
departments (including engineering), in that order.
Notwithstanding the fact that an overwhelming number of TMI users (94.8%) are satisfied with their
experience, we will continue to work with owners of product information, including engineering groups and
the Commercial Processes Division, to validate the data displayed.
Engineering product group ownership of TMI data and drawings packages is critical. The high level of user
satisfaction we have experienced is based on the ongoing efforts of the EPD Commercial Marketing team to
fix erroneous data.
2011 TMI Users by Affiliation
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IBC Testing VideosRatings Guides including Spanish Olympian version
Support Materials
Marketing materials are crucial in communicating not only with end-users, but also the dealer community
that works closely with customers on sales and product support activities. Based on requirements from the
NPI, product maintenance and 6 Sigma programs, we will continue to develop quality, accurate support
materials (videos, brochures, images, drawings, renderings, manuals, etc.) that emphasize our value
proposition.
SpecSheet Wizard
SpecSheet Wizard is an interactive tool that allows us to support 25,000 custom product spec sheets that
can be printed in 7 languages. Customers can create a dynamic spec sheet that becomes the foundation of
technical data on our products. We will continue to improve data in TMI, which is pulled in to theSpecSheet Wizard, to increase the accuracy and usefulness of the more than 15,600 spec sheets created on
the Wizard each year. In 2012, SpecSheet Wizard will directly support the launch of NPI programs with an
anticipated NPV of $104 million.
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Installation Drawings for Mechanical and Electrical Schematics
New composite-style installation drawings are being released for all NPI launches in 2012; in addition we
are working with the Product Group to streamline the drawing creation process. In 2012 we will refocus our
marketing efforts to create customer-friendly installation drawings (mechanical and electrical) for our retail
products (600kW and less) to make it easier to do business with Electric Power.
Communications
Regular communications are valuable to ensure that global dealers and internal employees are kept
updated regarding content available for both sales and service activities. The monthly EP Commercial
Marketing team newsletter covers Sales Support, Marcom, Sales Tools, Sales Training and Application
Support Center/Application and Installation/ Design to Order activities for both Cat and Olympian brandproducts. We will continue to expand the monthly newsletter to reach even more dealer and internal
employees and make changes by continually gathering VOC. The newsletter is e-mailed to over 510
Caterpillar and Cat Dealer personnel. The newsletter is then posted and archived on the EP Power Net in
the News section.
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Industry Presence
Because of the technical nature of the electric power industry, manufacturers of generator sets are looked
upon to identify trends and educate the general marketplace. We will continue to be a trusted source for
not only Cat and Olympian product information, but also a knowledgeable source for industry trends and
customer needs by working with trade publications and trade associations, as well as producing white
papers.
MPC Support
By working closely with dealers, the EP MPCs provide a better sense of customer needs and suggest
improvements for sales support. We will continue to communicate directly with each of the MPCs and
increase overall training opportunities to provide greater product knowledge. Additionally, regular
teleconferences and webinars will help facilitate communication.
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EAME EPAP EPLA EPNA TOTAL
Consultant 523 246 270 2,581 3,620
Contractor 100 35 30 167 332
Dealer 365 244 147 565 1,321
Employee 39 20 2 72 133
End User 152 87 80 406 725
Installer 43 19 16 43 121
Other 30 11 11 65 117
Supplier 25 10 1 18 54
TOTAL 1,277 672 557 3,917 6,423
IV. Sales Tools
2011 Sales Tool Highlights
Requests for SpecSizer software, which is distributed primarily through electronic file transfer, come mainly
through a landing page on the web. A total of 4,567 such requests were received in 2011; the details
gathered from the request process were then fed into our lead management database.
Of the SpecSizer inquiries received in 2011, we converted 2,746 to registered users (i.e., individuals that
actually loaded the SpecSizer software and sent in registration details for updates). That is an increase of
75% over the registered users we had in 2010, bringing the total number of registered users to 6,423. A
breakdown of the registered users shows the geographic dispersion and usage across a broad spectrum of
customer groups.
There were 2 releases of the SpecSizer software in 2011, Version 2.6 and Version 2.7. As expected, these
updates reflected our NPI activities and product maintenance changes; in addition they also incorporated a
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number of enhancements learned through VOC. The net result is a program that, based on user feedback,
continues to lead the industry.
Version 2.6 Version 2.7
Supports new installations using Windows 7 and 64-bitoperating systems
Ambient temperature down to 10 degrees C
Expanded altitude range from 3,000 to 3,200 meters (display
and calculation)
Update for "Go To Best Fit Genset" capability
Added Olympian High Ambient and Canopy Sizing
Added 2 new ATS guide specs: Cat Contactor ATS and Cat
Breaker ATS
Added new UPS guide specs and added UPS to Guide Spec UI
dialogue
Added filtering option on EPNA for Tier 4 gensets
Revised Guide Spec UI to add EMCP 4.1-4.4
In mid-March 2011 we began to capture aggregated usage information for SpecSizer. This provides us with
insight as to the actual utilization of SpecSizer - how many of our registered users are active users, for what
size of gensets and applications are they performing sizing calculations and what features are they
selecting. We are also able to look at utilization of SpecSizer by saved sizing files, which provides a good
indication of user acceptance.
As mentioned, a number of additional details can be gathered with these reports, including usage by
application and size. Reviewing the 2011 statistics we can see that most sizing files are for standby gensets
at an average rating of 678 kW.
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Given the number and diversity of SpecSizer users, it is not surprising to see that the actual usage is
skewed, where 24% of active users perform 76% of the saved sizing file calculations.
In an effort to increase SpecSizer utilization, training was provided in 2011 for each MPC, reaching
approximately 255 dealer personnel and 135 customers.
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2012 Sales Tool Tactics
Ensure Data Integrity
SpecSizer presently draws data from a number of technical sources, some of which present challenges as to
accuracy and completeness. To rectify data issues, the SpecSizer manager presently vets all data before
each release - a time-consuming endeavor which impacts our velocity. Work is already underway to
itemize the specific data issues encountered, identify root causes and determine work required to ensure
data integrity without the intervention of the SpecSizer manager.
Capture Discrete User Information
In 2012, subject to user agreement, we plan to capture and disseminate SpecSizer usage information by
individual user. This will allow us to engage SpecSizer users in a number of focused activities including
quick identification of high potential opportunities, ensuring adequate sales coverage of our most
active/high value users and/or targeting training opportunities.
Improved SpecSizer User Experience
The importance of the effective utilization of SpecSizer, both by dealers and customers (i.e., engineers,
contractors and end-users) cannot be overemphasized. SpecSizer recommends the optimal generator set
based on a number of customer inputs. Lack of familiarity with SpecSizer by the user means that inputs
that best describe the application are overlooked, often causing the generator set to be oversized, which
ends up costing the customer extra or could cause Caterpillar to lose the sale due to an unnecessary price
premium.
We plan to expand SpecSizer training beyond dealers and selected customers to as many registered users
as possible. The discrete user information mentioned above will help us to target this training.
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V. Sales Training
2011 Sales Training Highlights
Dealers continue to be engaged in our sales training initiatives. As a result, we were able to meet our 2011
EP Foundational Certification goals. As of December 31, 2011, there were 1,836 EP Foundational Certified
sales professionals around the world.
We introduced 8 new dealer courses and 4 new customer courses in 2011.
Dealer Courses Customer Courses
Selling Cat UPS Systems
Cat Electronic Communications
EMCP4
Fundamentals of Paralleling Gensets
Basics of Owning and Operating Costs
Selling Cat Systems CSAs
Introduction to AES (Advanced Electrical Services)
Electric Power Sales Alternatives
Cat Electronic Communications
EMCP4
Basics of Electricity
Fundamentals of Paralleling Gensets
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Beyond taking the courses required for Foundational Certification, dealer personnel are able to take
hundreds of other web-based training courses on the Dealer Performance Center (DPC). These include a
further 35 Electric Power courses which can be considered electives.
In the past 12 months, approximately 1,230 dealer personnel have taken over 3,300 elective courses. As
shown in the following table, which is based on completed Electric Power electives, these learners are
spread throughout the world:
Beyond courses released for customers, we reach out to customers through Cat reps using the Seminar in
a Box concept. This consists of a presentation, script and automated process to provide Continuing
Education Credits (CEUs) for dealer-hosted seminars.
In 2011, there were approximately 235 customers involved in Seminar in a Box events.
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2012 Sales Training Tactics
Maintain Integrity of Web-Based Training Courses
Some of our training courses were actually created before we launched the campus in 2007. We have
made updates to courses as required but will conduct a review in 2012 to determine what, if any, updates
are still required.
Interactive Instructor-Led Training
We believe web-based training provides excellent value in terms of course availability and geographical
reach for most of our sales training needs. However, dealers continue to request instructor-led training
courses. Given the increased availability of web conferencing applications, we are planning to test the
concept of interactive instructor-led training in the second quarter of 2012. The interactive component will
come from a series of periodic pop-up questions that ensure learner engagement and comprehension.
Customer Focus
Uptake by Cat reps and their dealers has been increasing and reps have multiple Seminar in a Box events
planned for 2012. We will continue to leverage existing material to create additional Seminar in a Box
topics with a goal to having 4 of these offerings by year-end.
In terms of web-based training, we have a total of 11 courses focused on customers and plan to expand the
availability of the web-based training courses for them in 2012.
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VI. Resources
Contacts
Sales Support
Mark LaRue [email protected] +1 309-578-3516
Training and Tools
Bryan Schaefer [email protected] +1 770- 233-4047
Global - Diesel
Chuck Boysen [email protected] +1 309-578-4962
Mitch Colgan [email protected] +1 309-578-3646
Glenn Woodard [email protected] +1 309-578-3212
Vicki Seaman [email protected] +1 309-578-3545
EAME
Bob Woodley [email protected] +41 22 849 4059
EPAP
Parthan Nagarajan [email protected] +1 65 6828 7531
Eugene Khaw [email protected] +65 6828 7661
K.T. Chandrashekar [email protected] +91 80 4111 7930
EPLA
Lisa Demetrius-Walker [email protected] +1 954 885 3182
Alex Rojas [email protected] +1 954 885 3179
EPNA
Jennie Tylec [email protected] +1 309-578-3471
Diane Samp [email protected] +1 309-578-6708
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected] -
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Electric Power Reference Links
Power Net Resources:https://engines.cat.com/ep/marketing
Resource Center Landing Page:www.catelectricpowerinfo.com
Cat.com:http://www.cat.com/power-generation
Cat.com mobile:http://m.cat.com/cda/files/2029846
Olympianpower.com: http://www.olympianpower.com
Online Community:
Home Page:http://www.catelectricpowerinfo.com/connect
Power Perspectives Blog:http://www.catelectricpowerinfo.com/blog
YouTube: http://www.youtube.com/user/CatPowerGeneration
Facebook:http://www.facebook.com/Caterpillar.Electric.Power
Caterpillar Inc. (Corporate) Reference Links
Cat.com:http://www.cat.com
Cat.com mobile:http://m.cat.com
Online Community:https://caterpillar.lithium.com
YouTube:http://www.youtube.com/caterpillarinc
Facebook:http://www.facebook.com/caterpillarinc
Twitter:https://twitter.com/CaterpillarInc
https://engines.cat.com/ep/marketinghttps://engines.cat.com/ep/marketinghttp://www.catelectricpowerinfo.com/http://www.catelectricpowerinfo.com/http://www.cat.com/power-generationhttp://www.cat.com/power-generationhttp://m.cat.com/cda/files/2029846http://m.cat.com/cda/files/2029846http://www.catelectricpowerinfo.com/connecthttp://www.catelectricpowerinfo.com/connecthttp://www.catelectricpowerinfo.com/connecthttp://www.catelectricpowerinfo.com/bloghttp://www.catelectricpowerinfo.com/bloghttp://www.catelectricpowerinfo.com/bloghttp://www.youtube.com/user/CatPowerGenerationhttp://www.youtube.com/user/CatPowerGenerationhttp://www.facebook.com/Caterpillar.Electric.Powerhttp://www.facebook.com/Caterpillar.Electric.Powerhttp://www.facebook.com/Caterpillar.Electric.Powerhttp://www.cat.com/http://www.cat.com/http://m.cat.com/http://m.cat.com/https://caterpillar.lithium.com/https://caterpillar.lithium.com/http://www.youtube.com/caterpillarinchttp://www.youtube.com/caterpillarinchttp://www.facebook.com/caterpillarinchttp://www.facebook.com/caterpillarinchttps://twitter.com/CaterpillarInchttps://twitter.com/CaterpillarInchttps://twitter.com/CaterpillarInchttps://twitter.com/CaterpillarInchttp://www.facebook.com/caterpillarinchttp://www.youtube.com/caterpillarinchttps://caterpillar.lithium.com/http://m.cat.com/http://www.cat.com/http://www.facebook.com/Caterpillar.Electric.Powerhttp://www.youtube.com/user/CatPowerGenerationhttp://www.catelectricpowerinfo.com/bloghttp://www.catelectricpowerinfo.com/connecthttp://m.cat.com/cda/files/2029846http://www.cat.com/power-generationhttp://www.catelectricpowerinfo.com/https://engines.cat.com/ep/marketing -
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VII. Glossary of Marcom Terms
General Internet/Web Terms
Bail Out A measure of visitors to a web page who leave the page without taking any action.
Bounce Back A measure of e-mails that are not delivered and are returned by the intended recipients server.
Bounce Rate A measure or percentage of website visitors who leave a website without taking any action on that site.
CTR or Click Through Rate A measure of the percentage of respondents who click links within banner ads or e-blasts.
Landing Page The first page a user sees after clicking on a link. For Cat EP, landing pages are further defined as including registration
functionality to encourage lead generation.
Microsite A condensed, topic-specific website, designed to support a specific marcom activity.
Open Rate A measure of the number of e-blasts that get opened by recipients.
Page Views A measure of the number of times individual website pages are viewed by visitors.
PortalThe door users enter when accessing the web. Cat EP defines its portals as Cat.com, landing pages or the Power Generation
Online Community.
Referring Sites Analytics that identify where website visitors came from.
Splash Page The first page a user sees after clicking on a link. Includes content specific to a marcom message. Can be part of a landing page
or microsite.
TagA barcode design that, when scanned with a mobile phone application, connects to a designed online location.
Tag ReaderAn electronic device for reading printed barcodes (tags). Traditionally downloaded as an application. Can sometimes be
pre-loaded on a mobile phone.
Unique Visitors A measure of the number of unique individual visitors to a website during a set reporting period.
URL An address that a browser uses to find and display a website.
Visitors A measure of total number of times a website is visited.
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Lead Management Terms
Active Lead Prospect who has indicated that they plan to purchase within 12 months.
Lead A prospect with full contact information (name, address, etc.).
Lead Follow-Up Process of re-contacting active leads after 90 days to determine if there is still potential for a sale.
Link An action taken by a prospect that results in a visit to one of our online portals. Is also sometimes referred to as a Click.
Profiled Contact A person who has registered on the landing page, but who has not indicated a specific timing for their purchase.
Prospect A potential customer who has responded to our marcom activities.
Tracking URL Unique tracking code displayed as an extension to a URL that allows us to monitor link counts.
Marketing Terms
Marketing The 4 Ps of Marketing: Product - Characteristics of our products and integrated customer solutions that satisfy and meet their
needs; Price - Price package strategy that the customer perceives as a value package; Promotions - Communication channels appropriate to
targeted customer groups; and Placement - Distribution of products and services available to the customer groups we serve.
Marketing Communications (Marcom) Message development and delivery direct from Caterpillar to the marketplace using a variety of
media including web and print advertising, paid search, public relations, corporate websites, landing pages, sponsorships, Power Profiles,
white papers, etc.
Sales Support Content development and delivery of technical/sales materials from Caterpillar to dealers including spec sheets, SpecSheet
Wizard, data sheets, ratings guides, Product News, A&I Guides, dealer/customer training modules, sales presentations and tools.
Media /E-Media Terms
Banner Ad A standard online ad unit, most commonly 468x60 pixels.
Button Ad A standard online ad unit also referred to as a Tile.
E-Blast An e-mail sent to multiple recipients at the same time. Can be HTML or text format.
Impression A measure of the number of individuals that have viewed a communication.
Podcast Audio presentation that can be downloaded to a computer or MP3 player.
Rich Media Technologies that enhance interaction, multi-media and transaction activity between users and web content.
Webcast/Webinar An audio/video presentation transmitted over the Internet. Can be live or prerecorded material broadcast online.
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Search Engine Terms
CPC or Cost-Per-Click The amount paid each time a visitor clicks on a purchased keyword link.
Keyword Word or phrase used to find related web pages via a search engine.
Keyword Ranking The position the keyword is presented relevant to competing advertisers. Typical target ranking is 1st
to 3rd
position.
Paid Search The process of purchasing targeted keywords on search engines. Also referred to as PPC or Pay-Per-Click.
Organic Search Natural results (listings) that appear as a result to a search engine query.
Relevancy A measure of the quality of the match between the search query and the content of the results.
SEM or Search Engine Marketing The process of purchasing targeted keywords on search engines.
SEO or Search Engine Optimization The process of making pages of a website more easily searched to improve organic search positioning.
Social Media Terms
Blog Publicly available web page expressing the opinions and observations of a particular person on a specific topic.
Chat Real-time personal communication via typed messages.
Facebook Predominant social networking service that allows users to share content, participate in interest groups and engage in one-to-
one conversations.
Forums A space to encourage online conversation on a specific topic.
Online Community An online space that provides multiple forums for participants who share common interests.
Post Individual question, response or comment posted online.
Re-Tweet To repost another user's message on Twitter, a micro-blogging service.
RSS or Really Simple SyndicationAllows for direct feeds of selected news or content to be automatically delivered to an individuals
computer.
Social MediaOnline technologies and practices that people use to share opinions, insights, experiences and perspectives. It can take
many different forms, including text, images, audio and video. Social media sites typically use technologies such as blogs, v logs, message
boards, podcasts and wikis to allow users to interact.
Social Networking Linking people of like interests and creating opportunities for them to interact through instant messaging, e-mail,
discussion group, forums, bulletin boards, blogs and other features.
Thread Discussion topic introduced to encourage online dialogue.
TweetA 140-character post or status update on Twitter, a micro-blogging service.
Twitter Micro-blogging service used to deliver frequent, short messages (140 characters or less), often with links to more detailed content.
YouTube Searchable video hosting service that encourages viewer feedback.
Wiki A web page that allows multiple users to easily create and edit content.