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National Rep Meeting 2012

Marketing Channels 2012 & Beyond
by

Angela Goodrich

on 14 September 2012

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Transcript of National Rep Meeting 2012

Marketing Channels
2012 & Beyond Social Media Revolution Web 2.0 . . .
3.0 . . . Sales Materials
Brand Management / Consistent Message

New Polo Logo:







New Slogan: Your TOTAL Source for Innovative Design
& Global Manufacturing
Brand Management / Consistent Message

Sales Materials

Capabilities Flyer
Prospectus Newsletter
Ad Specialty Items
Trade Booth Signage
PowerPoint Presentations Brand Management / Consistent Message

Online Media

Online Advertising
Polo Web Site
Polo Rep Web Site
E-Blasts
All Social Media Outlets
Rep Agency Web Sites

Web 2.0 is a concept that takes the network as a platform for information sharing, interoperability user-centered design, and collaboration, on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community.

In PLAIN ENGLISH: Web viewers (Consumers) gained the upper hand and began controlling the content.

ENTER: Search Engine Optimization (SEO); Relevant information is KING.
Polo & SEO

Web platform change from
Catalog Navigator Platform
to . . .

Polo & SEO

C-SPEC Platform Diverse, Global Mfg. Capabilities
Unmatched Longevity Lower Total Program Cost
Quicker Time to Market
Polo & SEO
Why Choose Polo?

Mobile

Optimization of Polo Site for Mobile Devices

2013 Marketing Goal

Scaled down version of Polo’s site


The Semantic Web is a collaborative movement led by the international standards body, the World Wide Web Consortium. The rise of statistical, machine-constructed semantic tags and algorithms, driven by broad collective use of conversational interfaces, perhaps circa 2020. Proposing that the growth of human-constructed semantic standards and data will be a slow, industry-specific incremental process for years to come, perhaps unlikely to tip into broad social utility until after 2020

In PLAIN ENGLISH: An “intelligent world wide web.” Machine facilitated understanding . . . A worldwide web structure that thinks for you.
Strategy:

Follow customers/target prospects
Gauge user feedback on current products
Learn of new product developments
No immediate engagement strategy planned
Strategy:

Follow customers/target prospects
Monitor company announcements
Learn of new product developments
No immediate engagement strategy planned
Strategy:

Profile Set Up
100% profile completion
Network building
Join relevant Groups

Polo Company Page
Launch thru Prospectus
Post articles
Build a following

Thought Leadership
Offer solutions
Win new business

Strategy: Mfg. Marvels Video

Video Name Views Likes

M-C Industries Mfg. Marvels 985 15
Sewing Segment 115 1
RF Welding Segment 92 1
Thermoforming Segment 233 1
Design & Engineering 55 1 Follow Ups 1) Begin using Polo’s new logo on all sales materials including agency web sites
2) Discard all old materials
3) “LIKE” Polo’s YouTube videos
4) Follow Polo’s Company Page on LinkedIn
5) Set up a Twitter account and follow major customers/target prospects
6) Follow major customers/target prospects on Facebook
7) Set up a LinkedIn profile, gain 100% completion and get connected
8) MAKE SUGGESTIONS! Angie Goodrich
Marketing Manager
September 19-21, 2012 Web 2.0 Web 2.0 Web 2.0 Web 2.0 Web 3.0 Web 3.0 YouTube Continue to Promote thru Polo Web Site
Continue to Promote thru Individual Communications
Add more Videos in 2013 Twitter Facebook LinkedIn Q&A LinkedIn Success Story: L-3 Communications LinkedIn message to prospective customer:

Re: Thanks for connecting
Jason Simmons Supplier Quality Manager at L-3 Communications, GCS Division
To: Michael Charland
Date: July 23, 2012
You replied to this message:

Mike, thanks for the connection. GCS is a pretty busy place. When I return from vacation let's talk. Cheers, J... Hi Jason-Thanks for connecting on LinkedIn. I'm a sales engineer here in Rochester, and although I've toured L-3 in the past, I don't currently have any business there. I understand that your company is currently working on some rather large contracts. I represent several very good manufacturers here in the Northeast (mechanical components and assemblies) that regularly provide parts for defense and military OEMs.If I can be of any service to you, please feel free to contact me at any time.Thanks again.Mike Charland
Reply
LinkedIn Corporation © 2012 Social Media Revolution Hi Jason-
Thanks for connecting on LinkedIn. I'm a sales engineer here in Rochester, and although I've toured L-3 in the past, I don't currently have any business there. I understand that your company is currently working on some rather large contracts. I represent several very good manufacturers here in the Northeast (mechanical components and assemblies) that regularly provide parts for defense and military OEMs.
If I can be of any service to you, please feel free to contact me at any time.
Thanks again
--------------------------------------------------------------------------------------------------------------------------------------------------

Re: Thanks for connecting
Jason Simmons Supplier Quality Manager at L-3 Communcations, GCS Division
To: Michael Charland
Date: July 23, 2012
You replied to this message:
Mike, thanks for the connection. GCS is a pretty busy place. When I return
from vacation let's talk. Cheers, J...
-------------------------------------------------------------------------------------------------------------------------------------------------- LinkedIn message to prospective customer Social Media Revolution Lite versions of the actual application.
LinkedIn version is best, but aftermarket versions can provide a few features that LinkedIn doesn't.
Sending an invitation to connect after a sales call
Send an invitation in lieu of a business card- your profile is much more than a card, and always available

There’s an App for that! Social Media and the Smartphone Social Media Revolution WHO'S VIEWED YOUR PROFILE?

Your profile has been viewed by 5 people in the past 7 days.

You have shown up in search results 12 times in the past 15 days. Who’s viewed me??? Social Media Revolution
It really is quality of contacts, not quantity, that matters
Takes time- I maintain and develop my list during evening hours. Use LinkedIn suggested contacts.
Saves time- by synchronizing my MS Outlook and Android contact lists with updated info as people change jobs.
Not for personal contacts- keep it strictly business. Networking using social media LinkedIn Social Media Revolution Always personalize invitation to connect, especially if it is someone that you don't know yet.
Low level employees tend to accept invitations, want to build contact lists to appear connected, find new jobs.
High level employees are much more selective on accepting invitations
Follow up with new contact if they accept invitation- this is your opportunity to establish dialogue
Who's Viewed You? Anonymous viewers aren't very anonymous. Social Media Revolution Making the connection Social Media Revolution LinkedIn for Sales Prospecting I'm not an expert, but I am an early user of LinkedIn.
Build a good profile. Use a photo. It transforms you from just another salesman into a person.








Premium account vs. Free account- is it worth the money?
Groups, In-Mail, Following companies, Forums & Discussions... Social Media Revolution Who are your prospect's connected to??? Your competitors, that's who!
Who are your prospects colleagues? Key people and decision makers within the company.
When you get that first sales appointment, use profile info to quickly establish rapport based on common ground.
Share your agency's or principal's info using "status" broadcasts Using LinkedIn to learn and share info Strategy for YOU: Web 2.0 Product Portfolios Sewn & Thermoformed Medical Leg Cuff Assembly = Innovative Neurotronics WalkAide Cuff

Sewn Military Chemical Patient Wrap = Patient Wrap

RF Welded Medical Waste Collection Bag = Teleflex Belly Bag

Custom Sewn Military Backpack = L-3 CyTerra Mine Detector Backpack

Thermoformed Pilot's Headset Carrying Case = Aloft Technologies Headset Case

Custom Medical Device Carrying Case = ZOLL Medical AED Pro Case LinkedIn
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