acco presentation show
TRANSCRIPT
ACCO Brands Corporation Europe
Strategic Marketing Plan 2016 - 2017
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Need for action – The Fellowes case
Fellowes is about to launch its new Venus 2 A3 laminator with 20 sec warmup time and 100% no jam guarantee for all branded pouches.
To support the launch, they have started a Social Media Campaign across multiple platforms which could be damaging to GCB’s short and long term Brand Awareness and ultimately Sales and bottom line if not countered.
We have already noticed some major dealers and retailers getting involved with Fellowes’ social media initiatives.
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Ensuring ACCO Brands is one step ahead
An updated, cutting edge view of Digital Marketing for 2017
This will include:1. A Strategic one Year Marketing Plan for ACCO Brands Europe
2. A Content Marketing Plan targeted at GBC dealers and customers, which can be delivered and amplified across all Digital platforms
3. A map of what type of content will be used
4. Across which Digital platforms (Social and Email) this can be delivered to boost awareness and engagement
5. Budget % allocation across Social Media, Email
6. What the expected outcome / ROI will be for ACCO Brands and specifically GBC
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ACCO Brands Europe Marketing Plan – 1 Year
Graphs
Objectives and Goals
Strategy
TacticsContent Marketing Plan to be delivered across social media and email
REACH ACT CONVERT ENGAGE
Situation AnalysisBusiness Segment and Vertical target market analysis for GBC
Competitor Benchmarking: How Fellowes, Leitz, Vivid are using Social Media and Results
ACCO Brands Current social media and email marketing strategy and initiatives
Position GBC as the must-have brand within the lamination category
Get 70% of GBC customers involved through social media, email within 12 months
Value of dealers and customers
Positioning: Superior Quality and Technology
Targeted Content Marketing Strategy
Selection of appropriate Social media according to Metrics and Benchmarking
Social Media Marketing:• Build Awareness• Set Goals for fans, leads and
sales through engagement• Encourage repeat visit and
strengthen Brand
METRICSReview performance and evaluate strategy
Increase online awareness for dealers and customers
Achieve at least 150% ROI
Email Marketing • Targeted Emails to
identified segments• Newsletters• Event triggered email
marketing
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ACCO Brands Content Marketing Plan
Objectives of the Content Marketing Plan: • To retain and attract dealers and customers for GBC
• Engage new and existing customers and Strengthen the ACCO Brands with focus on GBC
• To Increase New and Existing customer sales and ROI
Content Marketing Plan Overview (Pan European)Create dealer and customer buying personas (Business segments, Vertical target Markets) identify needs and deliver consistent relevant and valuable information
Ongoing process, content can be outlined but has to be adapted as products evolve and news are happening
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ACCO Brands Content Marketing Plan
Business segments
Commercial-Industrial Print Finishing Vertical Markets (Pan European)• Businesses requiring specialized laminating
films for book printing, packaging, digital print lamination
• High-speed laminating and binding equipment for Medium and Large businesses
Other CommercialVertical Markets (Pan European)• Direct sales of binding and laminating
equipment and supplies to high-volume users and dealers (retailers)
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ACCO Brands Content Marketing Plan
Content Outline to increase GBC Competitive Advantage for dealers and customers:
Trusted Brand
• Innovations• Instructional videos• Stating problems and how ACCO
Brands can solve them
Active Brand
• Events• News about ACCO Brands people,
departments• Careers
Engaging Brand
• News about customer success stories • Customers using and endorsing
products• Competitions• Invite dealers and customers to be
part of initiatives / idea generation
Human face of Brand
• Causes ACCO group supports• General news relevant to identified
buying persona / target group• Topics relevant to identified buying
persona / target group
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ACCO Brands Social Media Strategy – Effectiveness
Source: Marketing Land
Social Media Platform Effectiveness for Content Distribution 2015
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ACCO Brands Social Media Strategy – Cross Platform
Use existing Website platform for:• Blog• Instructional videos• Innovation News / Company News• Customer using products videos
Establish Brand presence on Social Media:• Facebook (Mix of content categories relevant to target market segment)• Twitter (Mix of content categories relevant to target market segment)• Youtube (Instructional Videos, Customer Videos, Innovation videos,
Potentially Viral videos)• Pinterest (Exhibit customer work, potential of products, product images,
related pins)• Linkedin (Expert contributions, groups, careers)• Google+• AppsMeasure effectiveness (click-throughs, time spent on landing pages, registrations for specific initiative, conversions, retweets, favourites, replies)
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Social Media Content – Targeted
Dealers• Focus on Innovations, Technology and Quality for dealers
• Cooperate / collaborate with dealers to promote products, news on their social media platforms
• Iconic uses of ACCO Brand products
Customers• Have a competition for new ideas (NPD relevant) or how customers used
a specific product and exhibit their work. Rewards can be tailored to target market
• Find and empower brand advocates as trusted sources to validate core brand values
• Support a cause, invite all dealers and customers to get involved, post updates, milestones
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ACCO Brands Email Strategy
Objectives: • To strengthen Brand, reconnect, engage with dealers and customers• Increase Sales
Strategy:• Segment by Vertical Market, buying patterns and value (both dealers and
customers)
• Use relevant targeted content from Content Marketing Plan (Trusted Brand content, Engaging Brand content )
• Add target group specific initiatives to ensure response (ie quantity discount, special price, promotion)
• Measure effectiveness (click-throughs, time spend on landing pages, registrations for specific initiative, conversions)
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Budget % Allocation and Expected ROI
1. Budget % allocation Accross Media
2. What the expected outcome / ROI will be for ACCO BrandsExpected average ROI across all Social Media and Email should not be below 150%. Metrics measured include: % of customers engaging, following, signing up, liking, commenting, clicking through, retweeting and conversions relevant to initiative.
Facebook23%
Twitter18%
Youtube17%
Linkedin10%
Pinterest5%
Google+2%
Email25%
Social Media and Email % Budget Allocation
Facebook Twitter Youtube Linkedin Pinterest Google+ Email
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Thank you for your time