HEAVY INDUSTRIES CO., LTD.

DEALER ACTIVATION PLAN

CHALLENGEDEVELOP A DEALER ACTIVATION PLAN.

Come up with a creative strategy/idea how to reach

and involve customers, potential customers and dealers. Main objective: more sales (and store traffic).

TARGET AUDIENCE

Primary: Building companies, warehouses, etc.

Board (deciders), managment (advisors), end users (influentials]

Secundary: 125 Dealers in 30 countries all over Europe

TWO OBJECTIVES 1/2

1. Closing the Acquisition Gap

The difference between actual and potential customers.

> Lead generation

TWO OBJECTIVES 2/2

2. Closing the Sales Gap

The difference between the actual and potential value of the brand’s existing (and potential) customers.

> Conversion

CUSTOMER INSIGHTS

The proof of the pudding is in the eating:People don’t buy heavy equipment from a catalogue, picture or static store. Seeing is believing. And testing even more!

The business is dominated by men:Men are highly interested in everything that has four wheels, technique,

machinery, power, speed, performance, action and competition.

Men are sometimes like little children: Playful. So play along...

1. CLOSING THE AQUISITION GAP BY LEAD GENERATION

Therefor we organize a

BIG ANNUAL EVENT Local, national or pan-European.

Dealers and (potential) customers can test, use, and play with the newest equipment and meet each other to

exchange experiences, share information and... compete!

ENTER >

ANNUAL EVENT

ENTER >

ANNUAL EVENT

LANDINGSPAGE EVENT

ONLINE REGISTRATIONNAWTE +

ADDITIONAL QUALIFYING QUESTIONS FEATURES (COMPANY AND BUSINESS)

FOR SEGMENTATION OBJECTIVE: BUILDING AND ENRICH DATA

DOUBLE OPT. IN

REFER TO CONDITIONS AND PRIVACY STATEMENT

SOCIAL MEDIA SHARE / LIKE BUTTON

PRINT (SPECIAL INTEREST MAGAZINES)

CONFIRMATION EMAILWITH PRINTABLE

TICKET OR UNIQUE (LOGIN) CODE

(SEGMENTED) FOLLOW UP BASED ON A CONTACT STRATEGY WITH

SPECIFIC CONTENT/OFFERS/INFORMATION

SEND-A-FRIENDINVITATION

RECOMMENDATION

SOCIAL MEDIALINKEDIN, FACEBOOK,

TWITTER

SOCIAL MEDIALINKEDIN, FACEBOOK, TWITTER,

INSTAGRAM, YOUTUBE

BANNERING

EMAIL MARKETING(NEWSLETTER)

DIRECT MAIL (PoD)Invitation by local dealer

INSTOREPOSTERS, FLYERS, ETC.PRINTING ON DEMAND

MEDIA

ATL

BTL

DATA

FULLFILMENT

2. CLOSING THE SALES GAP BY CONVERSION

therefor we create a

CONTACT STRATEGY

• Define all touchpoints• Create a customer journey

a. existing customers b. potential customers

3. CLOSING THE RETENTION GAP BY BONDING

Loyalty program with offers, discounts and privileges.

Introducing the Hyundai HI

GOLD CARD

A. EXISTING CUSTOMERS

Loyalty program with taylor made offers, discounts and privileges.

(spend up, cross sell, deep sell)

• Personalized (seasonal) offers (printing on demand)• Follow up/appointment (telemarketing)

• Email newsletters (email marketing)• Invitations (email/direct mail)

Welcome Email newsletter 1 Email newsletter2 Invitation event Email newsletter 3 Email newsletter 4 pack (direct mail) with card

GOLD CARDEXCAVATORS • LOADERS • FORKLIFTS • WAREHOUSE EQUIPMENT

SPECIAL OFFERS, DISCOUNTS AND PRIVILEGES

B. POTENTIAL CUSTOMERS

Contact strategy based on profilewith general offers.

• Retrospect to the event (personalized photo/film)• Appointment (telemarketing)

• Email newsletters (email marketing)• Invitations (direct mail)

Event Retrospect event (Email) newsletters Invitations First buy Welcome pack with card

GOLD CARDEXCAVATORS • LOADERS • FORKLIFTS • WAREHOUSE EQUIPMENT

SPECIAL OFFERS, DISCOUNTS AND PRIVILEGES

ENTER >

ANNUAL EVENT

4. MOTIVATE AND INVOLVE DEALERS

therefor we create a

DEALER INCENTIVE PROGRAMMasculin, competitive, sales driven, cool, strong & sturdy

• COLLECT POINTSon sales, after sales, training and other criteria t.b.d.

• Last but not least: WIN PRIZES!

DEALER INCENTIVE PROGRAM

Introducing the Hyundai HI

GOLD LEAGUE

NEWS | TEAMS | RANKINGS | RULES | FAQ |

WIN A TRIP TO A RUGBYWORLD CUP MATCH

HYUNDAI

GOLD LEAGUE

SEARCH

AXIM AM REPTASPERIAM FUGITAT IORERUMQUE REHENT.

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NEWS | TEAMS | RANKINGS | RULES | FAQ |

WIN A TRIP TO A RUGBYWORLD CUP MATCH

HYUNDAI

GOLD LEAGUE

SEARCH

WIN A TRIP TO A RUGBYWORLD CUP MATCH

HYUNDAI

GOLD LEAGUE

TOP 10 RANKING01 FRANCE 702 FINLAND 303 GERMANY 1204 GERMANY 405 HOLLAND 106 ENGLAND 407 SPAIN 608 ESTLAND 109 HUNGARY 310 ITALY 2

AXIM AM REPTASPERIAM FUGITAT IORERUMQUE REHENT.

Les in cus aut voluptur, sapietu riorrores naturec aborio ius.

Ullautectur reped quod qui undia comniet autatum-que sequas molenimil ipienis escipsamus nihiliquo bearibe rferferum sus venes adignam enes dolore velenis adi inctemquam, apicae non etur as estis ide-ligenda nos doloratate earum apedionseque voluptas modit aut odit facitas ipsam velignat.

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RECAP STRATEGY BUILD ON 3 PILLARS:

1. EVENTLead generation

2. Customer Loyalty ProgramSales / after sales - spare parts - training - events - etc.

3. Dealer Incentive ProgramInvolve and motivate local dealers

EXTRA’S

• TV-FORMAT (AWARENESS) on Discovery Channel. Tower of Power! Battle of the Forklifts,

Warehouse Wars, The Excavator.Challenges, battles, extreme performances with HHI equipment.

• YOUTUBE CHANNEL (AWARENESS) where we can post extreme footage of what you can do

with HHI equipment! > viral on social media• MAGAZINE (CONTROLLED CIRCULATION)

• BLOGGING (AWARENESS)• VLOGGING (AWARENESS)

Battle of the ForkliftsDonderdag 21:00Faces rem. Namenihil into is dolendit, enis esti ipsum everum aut.

BATTLE OF THE FORKLIFTS, WAREHOUSE WARS,TOWER OF POWER, THE EXCAVATOR!

CONCLUSIONS AND RECOMMENDATIONS

• ALL COMMUNICATION FOCUSSED ON REGISTRATION (DRIVE-TO-THE-WEB)

• MEDIA PLAN

• COLLECT, QUALIFY AND QUANTIFY DATA

• FOLLOW UP BY SEGMENTED EMAIL

• INVOLVE SOCIAL MEDIA (TO CREATE AWARENESS)

• DEVELOP A CREATIVE CONCEPT / CAMPAIGN TO PROMOTE THE EVENT WITH A DRIVE TO THE WEB

• REVISION OF THE CURRENT WEBSITE (OUTDATED AND STATIC)

• ESTIMATE ALL COSTS

©2016 Willem van Rooij Concept & design, Houten The Netherlands