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Marketing Committee MeetingVoltimum UK, Hammersmith, 7th Decemeber, 2004
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Agenda
1. Minutes of previous meeting and actions outstanding
2. Voltimum Review: a) KPIs to end November & forecast to end 2004
MFb) Marketing Highlights & Actions
PHc) Newsletters: MF i) Detailed analysis of performance ii) New newsletters
3. VoltiBLITZ: i) Overview PH ii) Manufacturers examples of Blitz actions
ALL
4. Technical Developments & Catalogue Update: MAS
a) Improved news content area b) Catalogue c) CPD area
5. Overview of Administration of new News Content Area MAS
6. Marketing Plan 2005 MF/PH
7. AOB and dates of forthcoming meetings ALL
8. Presentation by Steve Webb of CMP on new M&E Exhibition in 2005 @ 4.00pm
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Voltimum KPI’s – Cumulative to end Novmeber 2004& Forecast to end of 2004
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Key Performances Targets in 2004
Registrations: 10,000 new registrations in 2004 (cumulative20,000)
Page Views: 1,000,000 target page views2,000,000 all pages
Recurrent Use: 2000 recurrent users by December 2004
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By Month: (Target)Sep: 1103 (Set T – 870)Oct: 959 (Set T – 710)Nov: 992 (Set T – 600)
Total Users on Voltimum21,884 target users24,095 total registered users (incl manufacturers)
Avg monthly growth: 1000 (target)
Segmentation of users:
29% Small Contractors19% Medium & Large Contractors11% Wholesalers 11% Specifiers21% Others 9% Manufacturers 1% Panel Builders
New Registrations – to end November 2004
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By Month: (Target)Sep: 152,652 (Set T – 104,100)Oct: 160,175 (Set T – 113,600)Nov: 171,340 (Set T – 132,100)
2004 Figures:Logged in:1,192,569 Target page views – (Logged in page views target: 1million)
Target + Anonymous:1,760,876 Target + Anonymous
Page views - Cumulative end November 2004
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Recurrent Users – End November 2004
Monthly “Two + time visitors” (Target)Sep: 1845 (Set T – 1,500)Oct: 1943 (Set T – 1,750)Nov: 2029 (Set T – 2000)
Varies between 8% & 13% of registered users
Priority to improve this performance to 12.5% by end 2005
This increase will be achieved by:• increased exposure to specifiers.• targeted actions to one-time users.
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Loyal Users – end November 2004
By Month: (Target)Sep: 3,878Oct: 3,474Nov: 3,987
Varies between 20% and 25% month on month
Aiming to achieve 30% loyalty by end 2005
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Visits Login – end November 2004
By Month: (Target)Sep: 11,837Oct: 11,812Nov: 13,510
Page views per login:Sep: 13 PagesOct: 14 PagesNov: 13 Pages
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Distinct Visitors – end November 2004
By Month: (Target)Sep: 3,861Oct: 3,852Nov: 4,317
People that visit the site once a month. This will increase by• increased exposure to specifiers.• search engine positioning• telemarketing• VoltiBlitz
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Catalogue Update (end of November 2004)
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Catalogue Status end November 2004
Total end of August: 21,913 Total end of November: 23,906
Deliveries from:
Nexans : 1722 products
Mita : 21 products
Pirelli : 199 products
New Catalogues:
Draka UK: 107
Canalis: 397
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Catalogue - Thing’s to remember for delivery
Please keep these things in mind when delivering catalogues
•Please make sure that when delivering a package you state exactly how many products there are, whether they are new products or an update or both (again stating how many are new and how many are updates), and give a short description of the ranges supplied. This enables us to keep track of new ranges so that we can promote them in newsletters.
• Please keep your catalogues up to date with regards to changes in price.
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Newsletter Performance – September 2004 – November 2004
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September Newsletters
Approximate Pages Viewed Per Newsletter
September: VoltiNews1 – 12,500 PV Did You Know – 20,200 PV VoltiBulletin – 23,100 PV VoltiNews2 – 19,300 PV Loyal+New - 24,000 PV
October: VoltiNews1 – 21,800 PV VoltiBulletin WEEE – 15,600 PV VoltiNews2 - 24,800 PV Loyal+New - 35,000 PV
November: VoltiNews1 - 24,300 PV VoltiBulletin DALI - 23,500 PV VoltiNews2 - 24,000 PV Loyal_New - 23,500 PV
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September Newsletters
VoltiNEWS 1: 1st September - generated 12,500 pages viewed approx
Best hit
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September Newsletters
Did you know (catalogue): 7th September - generated 20,200 pages viewed approx
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September Newsletters
VoltiBULLETIN: BS6701 Telecomms - generated 23,100 pages viewed approx
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September Newsletters
VoltiNEWS 2: generated 19,300 pages viewed
Best hit
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October Newsletters
VoltiNews 1: generated 21,800 pages viewed
Best hits:
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October Newsletters
VoltiBULLETIN: WEEE directives - generated 15,600 pages viewed
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October Newsletters
VoltiNEWS 2: generated 24,900 pages viewed
Best hit
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November Newsletters
VoltiNEWS 1: generated 24,300 pages viewed
Best hit
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November Newsletters
VoltiBULLETIN : DALI CPD certified - generated 23,500 pages viewed
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November Newsletters
VoltiNEWS 2: generated 24,000 pages viewed
Best hit
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New newsletter and website developments since September 2004
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New Newsletters
We have implemented a variety of newsletter to maximise the understanding of Voltimum to the user and encourage more visits to the website:
New user of the month email and Loyal user of the month email which generated:
•24,000 PV in September
•35,000 PV in October
•23,500 PV in November
Wish you were here email which generated approximately 15,000 PV in November.
Advent Calendar email sent to promote online Advent Calendar.
Fantastic response from users – we generated 85,000 PV in the first 5 days of December!!!
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Website developments
We have updated certain areas of the website:
- Faqs- Expert Advice- CPDs- New news content system
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Highlights & Actions in 2004
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Highlights and Actions
User Highlights:• Reached milestone of 10,000th and 20,000th registered users• Prize Giveaways –• Best Newsletter of the year:• Opening newsletter - VoltiNews 1 October 2004 for people opening the newsletter• Page Views – VoltiNews 2 October 2004 – 25,000+ Developments:• Technical Expertise Universe - April• CPD – DALI Standard – November• VoltiBulletin – CPD Accredited Events:• ELEX 2004:• GMEX – Manchester, 5-6th March 2004 – 190 Registrations• Donington, 16-17th Septmeber 2004 – 213 Registrations
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Highlights and Actions (cont…)
• Electrical Roadshows:• Brands Hatch, 9th March 2004 – 95 Registrations• Old Trafford, 9th November 2004 – 85 Registrations• Interbuild• NEC – Birmingham, 24-29th April 2004 (Launch of Technical Expertise) – 700+ Registrations
New Manufacturers:• ITW Spit – catalogue of 107 products went live August 2004• Draka – catalogue of 576 went live September 2004• Glen Dimplex – Heating and Ventilation – a huge new area for Voltimum
Other:• Nominated for Innovation of the Year 2004 – Building Services Journal Awards, June 2004• NICEIC, IEE, BEAMA, EEIBA joining as full promotional partners• Product catalogue increased from 16,000 – 24,000 products…
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VoltiBlitz – a review
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VoltiBlitz
VoltiBlitz – a short-term campaign to show manufacturer support for Voltimum
Proposed date : November 2004 to Xmas 2004.
First 5 Initiatives:
1. Website homepage prominent flashing banner – proud to be partner of Voltimum
2. Letter from MD to staff stating to use and learn Voltimum
3. Labels on all deliveries out of packaging
4. ‘Member of Voltimum’ logo on all appropriate PR material
5. Presence at Reception desks & showrooms
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VoltiBlitz
• Voltimum Certificate located in ABB Reception
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VoltiBlitz
• ABB Welcome Display board now reads:
• Welcome to ABB Coventry – Founder member of Voltimum
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VoltiBlitz
Manufacturer VoltiLink:
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VoltiBlitz
Other items:• All outgoing mail has Voltimum sticker attached on envelope as
well as correspondence• Voltimum logo included on all UK produced catalogues and
brochures
• Email to all staff raising awareness and urging use of Voltimum
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VoltiBlitz
Letter from MDSent Wed 27th October
And reference made on intranet
A framed ‘Member of Voltimum’ Certificate to be displayed in reception areas together with voltimum user guides
INTERNAL COMMUNICATION
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VoltiBlitz
Flashing banner on home page- linking to Voltimum page
INTERNET COMMUNICATION
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VoltiBlitz
GENERAL PROMOTION
Regular Newsletter article
Latest edition sent out last week
PLUS
Voltimum logo on all promotional and general literature
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VoltiBlitz
PROMOTIONAL CAMPAIGN
Main concept:
• The over-riding message is that Voltimum is a mini-encyclopaedia, providing for all the industry professional’s needs in one small space.
MINI Competition:
The crux of the campaign is a prize draw, which participants enter when registering on Voltimum with a specific promotional code
The monthly winner will receive a miniature digital camera combining facilities such as a web cam and video courtesy of OSRAM
•This will help to communicate the message that, like the camera, Voltimum provides all that the user could need, compressed into one tiny space.
•CAMPAIGN TIMING: October 04 to October 05
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VoltiBlitz
PROMOTIONAL CAMPAIGN - COMPONENTS
Email template
Flyer
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VoltiBlitz
OTHER PROMOTIONAL AND AWARENESS
• Training days: – The flyer and information sheet will be distributed on all sales days
Voltimum will be mentioned and demonstrated during training where appropriate.
• Trade counter The flyer, information sheet and Voltimum keyrings are being distributed at the trade counter along with explanations and demonstrations as appropriate.
• Telesales: – The flyer has been distributed to all telesales staff together with email
template to send out to further promote the competition as
appropriate.
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VoltiBlitz
Building a New Electric World
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VoltiBlitz
Building a New Electric World
• Voltimum banner & links on Schneider Electric and Square D website home pages (see attached)
• Banner and link on intranet home page (see attached)• Letter from MD to all e-mail account holders, plus notice boards• Membership certificate and literature dispensers at head office reception
(requested additional ones for other sites)• Stickers applied to mailing going out to small contractors• Training being organised for all Marcoms Execs to maximise input to news
and events
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VoltiBlitz
Building a New Electric World
Corporate Website
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VoltiBlitz
Building a New Electric World
Brand Page
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VoltiBlitz
Building a New Electric World
Intranet
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VoltiBlitz
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VoltiBlitz
Website
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VoltiBlitz
PR Example
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VoltiBlitz
Website – www.philips.co.uk
Accessed by users throughout
the UK
Covers trade and consumer
Direct link to voltimum.co.uk
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VoltiBlitz
Philips Intranet
Accessed by all lighting staff
in the UK
Front page news!
Microsite/gateway planned with
regular news updates
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VoltiBlitz
And More…
Leaflets in the theatre and waiting areas
Stickers on all Direct Mail
Logo on all promo leaflets
Posters produced and placed around the office
Letter drop from Peter Maskell and Margaret to all Lighting staff
A planned blitz and competition in the field to get new recruits
Plenty of PR and its own editorial in internal & external comms
And spaces ready and waiting for the certificates!
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Other Progress
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Other Progress
• VoltiLink discussions underway with Rexel Senate - in September 2004 for launch 2005
• Meeting with Newey & Eyre to discuss Edmundson style VoltiLink
• VoltiLink progression with Manufacturers on their websites.
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Marketing Plan 2005
Awaiting final approval of Management and Board of Voltimum
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Mission & Objectives
One Mission• To become the central information point for all those involved in the
electrical industry’s building sector with particular emphasis on contractors and specifiers
Three Objectives• To maintain our position as No. 1 Portal for the UK Electrical industry• To develop our electronic publishing capabilities to secure a position
amongst top 3 electronic publishers in the industry• To establish VoltiLINK as the rich product data source of the electrical
industry
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Voltimum – ready to move to the next level
“They said it would never happen, then they said it would never last, now they say it is here to stay”. Nigel Ellis, EDA
• Reached a critical mass of 25,000 registered users • Catalogue now at 24,000 items and growing – imminent move into new product area • Good processes in place for adding news content• Unique central industry resource for technical expertise established• Forming new important industry partnerships (BEAMA, EEIBA, EDA)• Three distinct ‘strings to our bow’
– portal, – electronic newsletters, – database link
• Achieved a certain ‘status’ in the industry• Still achieving growth every month• Relatively favourable technological environment – internet and broadband penetration
However• Fear of spam – high opt-out rate at registration – negative impact on recurrent use• Need for more manufacturers
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Voltimum – ready to move to the next level
Desire by several manufacturers to move to a new level by broadening marketing actions to include specifiers. Some manufacturers recognise that this is the logical next step but would prefer to continue to consolidate our position with small and medium contractors. Key specifier targets cited were:
By function By Professional Institution– M&E Consultants CIBSE– Local Authorities ACE– Contractors Inst of Fire Engineers– House Builders Inst of Facilities Mgmnt– Housing Associations Inst of Building Control– Facilities Managers Inst Maint & Building Mgmnt– Fire Performance specialists Inst of Building Engineers– Clients (very diverse group) Inst of Lighting Designers
Voltimum will adopt a phased approach to these groups but will not lose site of its primary target – the small and medium contractor.
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It’s all about content!
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Target Segments for 2005
Small & Medium Contractor
Three groups of specifier1. Fire Performance Specialists (action in March 2005)2. Local Authorities (June 2005)3. M&E consultants (Q3 & Q4 at M& E Event)
Voltimum will also endeavour to develop relationship with wholesalers via VoltiLINK
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Targets for small & Medium Contractor
• New registrations: 3,200 (cumulative 9000)
• Page Views: 700,000 (400,000 in 2004)
• Distinct visitors (Month): 3,000 (1,400 in 2004)
• Recurrent Use: 1,600 (650 in 2004)
Portal Content• Feedback is positive on current portal content (need more manufacturers!)• News of technical and legislative change is area of most interest• Also competitions, gifts and give-aways work a treat.
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Actions to Small & Medium Contractors
1. Electronic Newsletters• 12 x VoltiNEWS Part 1 and 12 x VoltiNews part 2• 12 x VoltiBULLETIN • Occasional competitions & festive newsletters
2. Wholesaler Roadshow• Minimum 1 event per month at pre-selected branches
3. Regional Trade Fairs (limited)• Electrical Roadshow – March, Sandown
4. Other• Co-marketing with Edmundsons• VoltiLINK with Newey & Eyre?• VoltiLINK with Rexel?• Other Links?• Reciprocal marketing with EEIBA, NICEIC, IEE, etc
5. Campaign to reduce Opt-out rate at registration – direct mail and telephone
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Targets for specifiers• New registrations: 2000 (cumulative 4300)
• Page Views: 400,000 (200,000 in 2004)
• Distinct visitors (Month): 1,500 (663 in 2004)
• Recurrent Use: 700 (340 in 2004)
Portal Content of importance to specifiers
• Product Catalogue with Search Engine & up to date manufacturers details• Access to expert advice in one place• News of technical and legislative changes• News of genuine product innovation and new technologies• Continuing Professional Development
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Actions for Specifiers (1) Running in parallel with our actions to contractors – 3 specific actions
1. Fire Performance Specialists – March 20052. Local Authorities – May 20053. M&E Consultants and specifiers in general – Q3 & Q4 2004
1. Fire Performance Specialists
Content and support readily available, relatively small, defined group, good starting point.
Further meetings with companies concerned are necessary to draw up a detailed campaign plan. Some initial thoughts:
1. CPD accredited email on 15th March backed up by telephone campaigns, press advertising and inserts in FSP magazine. We will also rely on support of the manufacturing partners’ individual campaigns.
2. Attempt to get additional content and presence of fire specialist bodies onto the site.3. Attempt to attract other companies in the fire sector to join
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Actions for Specifiers (2) 2. Local Authorities
Of universal interest and also relatively easy to define.
Further meetings with companies concerned are necessary to draw up a detailed campaign plan. Some initial thoughts:
• CPD accredited email on 12th May (topic to be agreed with experts on 7th Dec) backed up by telephone campaigns, press advertising and inserts in SITELINES (Quarterly Magazine of Local Authorities). We will also rely on support of the manufacturing partners’ individual campaigns.
• Attempt to get links of some sort to local authority websites.
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Actions for Specifiers (3) 2. M&E Consultants and electrical specifiers in general
Of interest to all manufacturers and but a very diffuse and fragmented group.
Unique opportunity to participate in a new M&E Event to be held in London on 23rd and 24th November 2005.
Run by CMP media group. (BSJ (CIBSE Journal), M&E Contractor (ECA Journal), Building, Building Design, RIBA Journal, What’s New in Building, Housing Today (Social Housing Sector Magazine), Fire Safety Engineering, Security Management Today.
Supported by ECA,NICEIC, ECA, CIBSE & HVCA. Voltimum has been invited to be a supporter (free stand space and presence in advertising).
Central to the event is the training academy – with on-going seminars. Remember Interbuild!!!!!Voltimum to participate in steering group to discuss themes of interest.
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Business & Performance Targets in 2005
Eight Targets• 2 million logged in page views (double 2004)
• 8,000 new registrations (cumulative 30,000 – avg 700 month)
• 13% recurrence – 4000 users visiting site twice /month (double 2004)
• 20% loyalty – 6000 visitors visiting site at least once/month (3,500 in 2004)
• 50% of wholesaler market linked to Voltimum (currently 27%)
• 5 more manufacturing partners
• 3 more partners from tooling & test instrument sector
• 10 promotional partners.
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AOB & Date of Next Meeting