Taking the Message to the Market

Sam Rajkovich and Chad Stover

Marketing

Marketing DepartmentSam RajkovichVP, Sales & MarketingResponsible for all sales and marketing activities.

Chad StoverMarketing Communications Manager Manage development of marketing communications materials ̶̶ technical and promotional. Manages domestic tradeshows.

Ed WirthWeb and Electronic Media Development SpecialistAll things web, training portal, SalesForce, Pardot, and app. Tradeshow and promotional.

Arshveen GadhokMarketing Communications Specialist – Graphic DesignGraphic design, layout, photos, Photoshop work, graphics, new rep promos.

Brittany HauserMarketing Communications Specialist – Graphic DesignGraphic design, layout, photography, Photoshop work, Graphics, business card orders, literature, promotional items.

Sales App

Catalogs

Sales Rep Flyer and Postcards

2017 Trade Shows• MD&M West – 175 Leads • Interwire – 35 leads • Molding 2017 – 15 leads • MD&M East – 44 leads • Caps & Closures – TBD

Days until NPE 2018:

• MAPP Conference (10/12 - 10/13)• Extrusion 2017 (10/18 - 10/20)• PlastecWest (2/6 – 2/8)• NPE2018 (5/7 – 5/11)

Upcoming Trade Shows

231

NPE 2018 – May 7-11• West Hall Booth #W1845 (80’x90’)• South Hall Booth #S14045 (20’x30’)• Epic booth! • Customer breakfast• Will have traditional pre-show training

and information closer to show• Branding

> Lanyards> Escalators> Steps> Dailies> Additional advertising

To be launched for NPE2018New Website

• Better UX (User Experience)• Greater SEO

(Search Engine Optimization)• Increased organization• Decisions driven by research

Press Releases• 10 Press Releases in 2017 to date

– Editorial content is more credible thanadvertising space

– Led to 15 editor/writer interviews– Free press – often leads to articles – Drives traffic to the website– Drives engagement at trade shows– Increases brand awareness– Shows continued innovation/activity

MedLine® Marketing Strategy

• Website• Tradeshows• Spec Sheets

• Print/Electronic Ads• Direct Mail• Email Blasts

Digital Marketing Strategies• Email marketing (Pardot) to increase engagement with customers. Three Parts incentives sent

in August resulting in 785 unique opens (each open can be considered a lead).• Social Media – Primarily LinkedIn. Follow our LinkedIn page and share our posts for greater

exposure. Last quarter on LinkedIn alone: 14K unique impressions, 300 clicks, +77 followers.

BuyNow WebsiteDigital Marketing Strategies

• eCommerce – Revamped our BuyNow site. Cleaner UX. Features used equipment and our QuickShip/QuickBuild products. See stock on buynow.conairgroup.com. Used and Quick equipment could save a sale. We now accept Credit Cards and POs as payment types.

Driving Traffic to BuyNowGoogle AdWords

• Promoting eCommerce site on Google AdWords to increase visibility and drive traffic to the site. Goal - increase sales and customer base for Conair and rep agencies.

Pardot• Pardot is the marketing add-on to SalesForce (our CRM - Customer Relationship Management

tool).• It allows us to send bulk emails, create landing pages and forms, and track individual “hits”.• Once a visitor fills out a form or opens an email, we are able to track the pages visited on our

website as long as they don’t clear their internet history.

Lead Tracking

R-PRO™ becomes Wave Conveying™

Wave Conveying Systems

• Description of what it is• Strengthens patent• Refreshes opportunities

Conair Advertising

Wave Conveying New and Used Equipment Variable-Speed Chillers

Lead Generating Landing Pages• We are making a concerted effort to

capture more leads and get them into the hands of the reps.

• We are creating landing pages, offering whitepapers or other content to entice visitors to give us a little bit of simple information (Name, Company, City, State, and email address). Progressive Profiling.

• Every ad we run has a specialized landing page and we track the number of visitors to see which ads draw the most attention.

• Examples of recent landing pages are: Wave Conveying, MedLine, and Chillers.

Lead Tracking and HandlingReps Role in the Process

• We track leads constantly– Trade shows, advertising, conferences, workshops.– Information needs to flow out and back in

When you follow up on a lead, and the information comes back to us through the RSM into SalesForce, that helps us drive marketing decisions.

Questions?