Preview EMEA MarCom PackagePreview EMEA MarCom Package10.09.2013

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Current situation

Inconsistent messaging –Technology vs. System

Inconsistent logo usage –with or without TM, Blue or black or white different black or white, different colours of the radio symbol

Inconsistent notation –SMARTAIR, Smartair, S t i ™ S tAiSmartair™, SmartAir

Inconsistent branding in literature & on product –with/without logo

No recognition value and inconsistent messaginginconsistent messaging

Overall – high costs due to fragmented development & design

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EMEA MarCom PackageAll t i l i E li h ith TESA b d l d t d t t l l b d

1. Target markets &messaging paper

3. Sales brochure2. Picture & video library- focused on end user with call

´- images of EURO and SCAND profile

All materials are in English with TESA brand as an example and easy to adopt to local brands

g g p pto action: It´s time to change- situation images/ videos with different

users & doors- 1pager with definition of targeted

end users & type of dealers and - 1pager with lead idea & messaging

5. Interactive sales presentation4. Technical catalogue- device overview with features- overview about different system

administration levels

- interactive PowerPoint presentation - developed with representatives

from Scandinavia, France, Benelux UK IberiaBenelux, UK, Iberia

EMEA MarCom PackageAll t i l i E li h ith TESA b d l d t d t t l l b d All materials are in English with TESA brand as an example and easy to adopt to local brands

8. SMARTair™ locksmith package (SWORDFISH)

6. Press release pack 7. Movie- generic press text for the system - press release for the “web manager”

- short movie to play on website/ shows - special brochure with sales arguments

& il bl i i l (d & available promotion materials (demo blocks, pop up displays and brochures)

- bundled product solution

10. Website pack incl. online catalogue- structure and content for pages on local

brand websites incl online catalogue

9. Brand user manual- includes detailed guidelines on logo, brand claim and product branding advertising etc brand websites incl. online catalogueand product branding, advertising etc.

EMEA contacts for SMARTair™ roll-out Sales strategy & branding: Ian Compton (ian.compton@assaabloy.com)

Marketing/ Communications strategy: Thomas Schulz (thomas.schulz@assaabloy.de)

Marketing support at TESA: Itziar Idarraga Espel (i.idarraga@tesa.es)

Phase 1 – Oct 2013 Phase 2 – Dec 2013 Phase 3 – Jan 2014

EMEA defines order

R ll t ti iti

Roll-out activities:

Technical catalogue

Roll-out activities:

SWORDfish brochure Roll-out activities:

MarCom strategy

Sales brochure

Sales presentation

Technical catalogue

Movie

Press package

Task for brand:

SWORDfish brochure & promotion materials

Website

Brand user manual incl exhibitionsSales presentation

Task for brand:

Translation of brochure via Excel file / providing brand logo/ color

Task for brand:

Translation of catalogue via Excel file / providing brand logo/ color

Translate voice over

incl. exhibitions

Task for brand:

Translation of website content – set up pagesbrand logo/ color

Translate PPT

Internal meeting with Sales

movie

Translate Press package

pages

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Target markets – only for internal use

Type of Building

Building with Ø 30-100 access control doors (growth potential)

Type of DealersLocksmiths/ Wholesaler with a user level of computer/ Building with Ø 30 100 access control doors (growth potential)

Installed mechanical master key systemMedium security building without high traffic at doorsNo system integration required (alarm, CCTV)Different type of users and high rotation

Locksmiths/ Wholesaler with a user level of computer/ technology know howLocksmiths/ Wholesaler with motivation and initiative to enter access control businessSmall security installers (e.g. CCTV in small shops & business) with motivation and initiative to enter access Different type of users and high rotation

End User ProblemsLost control due to lost keysDepending on dealer for new or key replacement

Dealers ProblemsCurrent mechanical portfolio (Locksmith) can not fulfill with their market needs

)control business

24/7 access of mechanical keys: no time-calendar control

Can not change existing access configuration

Demand for extra security: audit trail

Complexity and price of traditional wired access control

Do not want to be recognized as “old fashioned” – want to be one of firsts with new products (Locksmith)Afraid of high complex EAC systems - not able to install and maintain by themselvesNo possibilities to become a larger access control OEM

Vertical segmentHealthcare (Eldercare, Nursing Home, Hospitals)

Commercial and Public Buildings

Physical barriers (e.g. cabling)No possibilities to become a larger access control OEM dealerLimited resources/ investment to activate new business: trainings, stock or more staffCurrent access control suppliers are not loyal (inconsistent

l t t ) d lt ti il blCommercial and Public Buildings

Multi residential

Education (Schools, Universities) Protected buildings (heritage buildings)

sales strategy) - and no alternative availableLess educated in selling EAC systems/ generating leads / technical installation

Brand identity & messaging SMARTair™ communicates mainly via testimonials on a personal level - users are the

likable face to the market!

They explaining system features and telling their own story in form of direct speech/quotes referring to the brand claim:

Why is SMARTair™ the best choice for you?

d u

sers

ssio

nal

s

End

Pro

fe

» I moved office » Changing to SMARTair™ » My customers are » SMARTair™ meets » Oops! I lost my » I moved office and instantly gained accesswith my existing card. «Employee

g gwas the best decisionI made, it makes my jobso much easier «Facilities Manager

ydelighted that SMARTair™ can be installed so quickly. «SMARTair™ Reseller

our needs - great security with well designed products, all at an affordable price. «Managing Director

Oops! I lost my card - but my facilities managersolved the problem in an instant. «Trainee

Brand identity – logo and syntax

SMARTair™ is an ingredient system brand and a trademark of Talleres de Escoriaza, S.A.U. (TESA) This means that it does not stand alone and is always connected to an ASSA ABLOY (TESA). This means that it does not stand alone and is always connected to an ASSA ABLOY product brand as the sender. The logotype with the claim is used on print, web und PR materials as the logotype without claim is used on products. The logo is a unique entity and should never be changed or recreated. In addition to the identity elements of the product brand sending the message recreated. In addition to the identity elements of the product brand sending the message there are identity elements specifically developed for SMARTair™.

The SMARTair™ logotype including the claim is available in the colour blue. Colour code: C 100/ M 70 / Y 0 / K 0100/ M 70 / Y 0 / K 0

Clear space: Always give the SMARTair™ logo some clear space. Minimum is the 2-height of the letters of the word SMARTair.

In written language, SMARTair is written with upper case letters for SMART and lower case letters for air plus the trademark symbol ™.

Comprehensive image librarySMARTair™ images create an aura of personality expressing happiness and easiness as the system solves the problems of security and facility managers and end users and makes their life easier.

Three different image levels are available:Real situation with testimonials / Product installed + with hand + credential / Products not mounted

Picture library – illustration style

The “rounded/ curved” style of the illustrations and technical drawings is repeating elements of the SMARTair™ logo and explaining in an easy way how the system works and represent in a descriptive way the product featuresway the product features.

Icons Technical illustrations

Brochure16pages/ DIN A4

Target groups: - Facilities managers & End User

Usage: - 1st contact/ draw interest- Customer meetings exhibitions

Campaign:- Slogan: It´s time to change!- Strong call to action - Facilities manager as main testimonial

Customer meetings, exhibitions

g

Switching the brand/ localisation - Color of frame and font (now in blue)- Cover & consulting scene image with Euro or SCAND lock available

- Page with devices & system management can be customized with local offering

T l tiTranslation- Translation via Excel file – EMEA provides final document

SWORDFISH project

SMART i ™

Part of the overall relaunch project

Attack the Locksmith channel with a specific » SMARTair™helped me to grow my access control business successfully«SMARTair™

Attack the Locksmith channel with a specific and perfect suitable “Locksmith” solution

Bundled product solution for small buildings (up to 100 doors)

SMARTair Reseller Specific Locksmith promotion package for

regions:

special brochure with sales arguments p g& available promotion materials

demo kit

pop up displays & shop promopop up displays & shop promo

locksmith branded brochures

Image library & text bank

Task for region: Survey about needed promotion materials with local locksmiths during Sept/Oct 2013