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N2013ERO

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by

James Boran

on 22 May 2015

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Transcript of N2013ERO

What we did before
Nero Marketing Review
"If you always do what you've always done, you'll always get what you've always got." Henry Ford
Advertising
What we do now
Over 300,000 unique readership
Across 5 Trade Magazines
Covering 7 Full Pages
Consistency
PR
What did PR do for NERO?
Started our 25 Year celebrations.
Number of PR stories picked up before we sent out celebrations?
Made us known to editors.
Connected with customers in an innovative way.
0
After Celebrations sent out:

24 Stories featured online

4 Featured in print
Water Active
Water + Wastewater Treatment
WET News
Drain Trader
Institute of Water Journal
Impeller Online
Water Technology Online
Utility Week
Envirotec
Water Energy and Environment
Valve World
Tube Products International
Stainless Steel World News
Surface World
Stainless Steel Industry
Process Engineering
Process Engineering Control + Maintenance (PECM)
Process Industry Informer
Process+Control
Industrial Technology
Factory Equipment
The Engineer
Industrial Plant and Equipment (IPE)
Professional Engineering
New Civil Engineer
Process and Control Today
Hydraulics and Pneumatics
Food Processing
Food Processing Technology
Food and Drink Technology
Heating and Plumbing Monthly
Heating and Ventilating Review
Heating, Ventilating and Plumbing
H&V News
PHAM News
Installer
Registered Gas Engineer
Food Process Industry
Chemical Process Industry
Water
Hydraulics
Pneumatics
Petro-Chemical
Marine
Pump
Biogas
Industries we would like to cover with advertising?
Number of Magazines that cover just some of those industries?
Cost of covering all of these magazines?
£????
We have paid £0.00 to magazines and websites to print our PR stories
Nero's new website gives us a
perfect opportunity to build our
PR presence and a reason to create
fresh, thought provoking content.

This content will be consistently sent out
to all relevant magazines & websites in all
industries relevant to us.
ONLINE
Social Media
Online Presence
A larger online presence is good for:

Organic SEO rankings
Reaching new audiences
Attracting new leads
Expanding NERO's reputation
Making it easy for people to contact
Email
3rd Party
Swiftpage
3rd Party e-shots sent out to over 60,000 unique email addresses
Swiftpage e-shots sent out to
22,700 unique emails.

Over 50,000 total emails
sent
Google
Adwords
Organic
Referrals
Mobile
New Website
Web Traffic has not consistently increased over the last 12 months
New Visitors have remained over 70% every month for the past 12 months.
How can we significantly increase web traffic?

Keep increasing online presence
Increase Adword spend
Launch new website....
Marketing Objectives of New Website (Within one year)

Process 50% of all orders through e-commerce website
Increase % of end users to a minimum of 20% of all NERO's orders
Increase web traffic by 25%
Exhibitions
64 Sales Leads
UK AD & BIOGAS SHOW July 2013

Targets:

65 Sales Leads within the 2 days
Reuse as many items created for IWEX as possible (stand, Gifts, adverts, etc...) to reduce cost.
Exhibition Cost Breakdown
Stand Space - £4,549
Stand Build - £6,727
Electrics - £279
Promotional Gifts - £1,495
Name Badges - £65.42
Pin Badges - £169.40
Drinks/Cups - £25
Graphics/Artwork - £766.60
Chairs & Table - £221.75
Pop up Banners - £175.99
A6 Leaflet holders - £8.31
Folders etc.. - £58.60


Total - £14,541.02

Estimated Biogas Costs - £10,500
£25,041.02 Combined Cost

Acceptable ROI - £50,000
Return on Investment
BSSA - £1,545.41 5
BPMA - £1,911.05 1
Engineering List - £3,595.23 11
IWEX - £327.21 3
Lead Forensics - £66.06 1
Prospects - £27,717.61 36
Prospects Account Offer - £3,970.37 13
Suspects - £3,272.10 4
UK ADBA List/Members - £13,697.91 3
Total - £56,102.95 (After VAT)
New Account Information
New Accounts Linked to Marketing Activity
Marketing Spend
Design/Artwork - £2650
PR - £695
Adwords - £2908.37
Online Advertising - £2550
Adveritising - £6548
Stock Images - £20
Email - £500 + (Swiftpage)
Marketing Plan For Next Year
What can we do next year?

Increase Web Traffic
Increase Online Presence
Decrease Bounce Rate of Website
Increase number of new accounts per month
Bring more marketing activities "in house" e.g. All PR and some Design. (Possible Adobe Course)
How
Marketing Plan - PR, Advertising, Online
Increased cooperation with sales team
Aim to reach a new 5,000 per month.
Tracking ROI more effectively through E-commerce site
Plan
Airtech

Estimated Cost - £22,500
Guaranteed - The best stand infront of our competitors.
Full Marketing Proposal with figures to follow.
By James Boran
Full transcript