silvan e-marketing strategy
TRANSCRIPT
e–Marketing Strategy
C e–Marketing Strategy BLOG http://silvanstrategy.wordpress.com/
2013/10/31/executive-summary/?preview=true&preview_id=8&preview_nonce=4fff28c627&post_format=image
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TWEET US @Silvanstrategy
BEFORE STARTING
THE TEAM
C
Naomi Walsh Audit Expert
Catherine Lynch
Finance Expert
Oscar Diaz
Design & Communications
Simon Lamacraft Marketing Director
THE COMPANY Silvan defined the core focus of the business as Horticultural
and Viticultural Spraying. It supplies complementary and directly related machinery such as Rotary Hoes, Power
Harrows, Mulchers & Slashers. Silvan also markets Agricultural Merchandise and Accessories
under the Selecta brand.
OVERVIEW
ECONOMIC
210 businesses, $2.4bn in revenue exports of $316m profit of $97.1m
Australian Agricultural Machinery Manufacturing Industry
ECONOMIC Limited growth of 0.9% in the period from
2008-2013.
Weakening of Australian dollar will cause price pressure on imported equipment
ECONOMIC Demand for agricultural
equipment due to:
Recovery of global downturn. Widespread flooding and cyclonic activity.
Strengthening export demand for soft commodities.
SOCIAL The proportion of people who believe
they will be better off in a year
ROSE TO 40%.
Agricultural consumer confidence rises in
Australia
Australians actively seeking a new job
POLITICAL
Replace Labor governments roll-out plan in favour of a fibre-to-the-node policy (FTTN)
Change of Government from Labor to
COALITION
TECHNOLOGY New Coalition government will provide
100 megabits per second upload limit.
About 22% of homes will have fibre
connected to their homes, while about 71% of homes will get broadband to the node
TECHNOLOGY
Social media trend in B2B markets of using LinkedIn,
Facebook Blogging and Twitter as principal
platforms
Facebook, 29%
LinkedIn, 29%
Blogging, 19%
Twitter, 16%
Youtube, 4% Others, 3%
ENVIRONMENT Trend for
healthy eating habits amongst
Australians
Horticulture currently occupies
13.5% of the agribusiness
market and is the fastest growing agricultural sector in Australia.
ENVIRONMENT Force of greenhouse
gas emissions and risks with climate change
Viticulture is on the
decline
increase in the Australian dollar. CO2
LEGAL
Avoid Mislead claims
Controlled Your Content
The ACCC ruling for business
Offer refunds
COMPETITORS Social Media Silvan Croplands Hardi Goldacres Rapid Spray
- 288 likes 139 likes 275 likes 14 likes
25 followers 34 following
69 tweets
56 followers 63 following 144 Tweets
- - -
47,185 views, 12 Subscribers.
4,999 views followers, 11 subscribers
37,782 views, 90 subscribers
114,624 views, 19 subscribers
292 views, no subscribers
101 followers 29 followers 386 followers - -
- -
Notification of recently news and
product development.
- -
- - Apps for Parts and accessories. - -
B2B
CUST
OM
ERS
52%
26%
11%
8%
4%
9%
KEY CUSTOMER GROUPS
Master Dealers
Bunnings
Selecta Dealer
Key Buying Group
Buying Group Landmark
Others
B2B
CUST
OM
ERS
56%
31%
13%
SALES BY REGION
North-East
Region
South-East
Region
West Region
END
USE
RS Aging population at an average
of 53 in 2011.
Farmers aged 35 or under fell to
13% from 28%.
Tendency of farmers to work beyond
the traditional retirement age, combined with increasing life
expectancies. AUSTRALIAN
FARMERS
END
USE
RS
HOBBY FARMS
CORPORATE FARMING
FAMILY FARMS
Income of the household is not generated directly from
the property. Higher disposable Income.
Smaller land holding.
Fringe commuting areas to
large cities.
Purchases are not price as critical as other markets. Equipment purchase are generally lower capacity
END
USE
RS
FAMILY FARMS
HOBBY
FARMS
CORPORATE
FARMING
The farm is the main source of household
income
The majority of the family work on the
farm. Generally span from medium-large
land holding
purchases are price competitive. Often
includes a high ‘relationship’ element
with the seller
END
USE
RS
CORPORATE FARMING
FAMILY
FARMS
HOBBY
FARMS
Rise in Au, within specialist crop
production areas
Viticulture has increase presence
Regular turnover of equipment, highly
competitive purchase pricing through large, ongoing buying power
and high quality expectations
SWO
T STRENGTHS WEAKNESSES
- Strong brand recognition in key markets
- Tightly defined ongoing product ranges targeted to key markets
- Lack of ‘loyalty’ within dealer network - Large proportion of poor performing
dealers - Legacy of highly diversified, poorly
differentiated product range OPPORTUNITIES THREATS
- Few competitors effectively operating online in direct to consumer
sales or social media engagement. - Potential to grow large market share of agricultural online retail customer
market. - Growing demand/consumer
confidence in key horticulture & viticulture markets.
- Increasing range of competitors, especially in niche markets
- Market demand predicted by seasonal demand and climatic factors
- Increasing activity of smaller dealers online
O.V.P. Silvan website and online platforms are collaborative spaces for
farmers, Agronomist and businesses where our expertise in Agriculture, Sprayers and Crop management equipment is shared to
showcase our products and increase our compromise with our customers.
e-MArketing
THE WEBSITE
From 118,977 visits, 32% are returning visits
Average visit duration: 00:03:18
Peak time in Spring Quietest time in
Christmas
THE WEBSITE More engagement with product info.
Efficient navigation through the sections of the
website.
Enhance Design and interactivity with users
Interconnectivity with social media platforms
e-MArketing
YOUTUBE
47,977 views
12 Subscriptions
Started in 2010
YOUTUBE Increase video presentations of the
company Upload videos of new product releases
and new technologies Improve design with more
consistency, aligned with the brand and the website
e-MArketing
Followers
Following
69
25
34
TWITTER Increase consistency with the website Can be exploited using more tools that
Twitter offer, as the TWEETCAM.
Offers an excellent platform to create communication with customers
e-MArketing
Followers
101
17
Employees
LINKEDIN Include more regular content for
professionals affiliated with Silvan
Improve the communication efficiency of the categories: Product & Insights
OBJECTIVES Increase targeted traffic through the
silvan.com.au website in
30% by the end of 2014.
Increase online presence in the relevant channels directed to our target audience
by improving and building up social media communications.
Grow the current e-mail coverage to
30% of the customer database
by the end of 2014.
Increase returning visits from
50.000 to 150.000 by 2014.
@
Improve CRM by incorporating programs of customer training,
integrating different online platforms.
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$
W!
STRATEGIES
STRATEGIES
B!BLOGGING
Traction with our customers Customers create content for Customers
Controlled content Word of mouth
STRATEGIES
$
PPC ‘Silvan’s internet advertising on affiliate sites will be used to direct traffic to our website, in which Silvan will pay Masters, Bunnings and
Selecta dealers advertising costs when the ad is clicked from their Google search.
STRATEGIES SEO
Optimizing the Silvan website by editing its content on a monthly basis, updating Video / Images / Topic to ensure we are affecting the
visibility of higher ranked search results page, the more frequently a site appears in the
search results list
STRATEGIES WEBINARS
Online conferences about product use. Pre-emergent spraying in early Autumn, bud
burst spraying in Spring).
‘How To’ guides that reference appropriate Silvan product.
W!
STRATEGIES WEBINARS
TWITTER can be powered up using tools as the
TWEETCAM Where you can stream online conferences in
real time B
STRATEGIES SPRAYING BOOTCAMP
In-field education regarding effective spraying techniques and equipment advances. Held
once a year – limited to 20 people and invites sent to corporate growers and key agronomists
in each region (SE, NE and West)
BUDGET Based on a 9 month implementation plan the
total budget will be based on a 2 million dollar revenue
$ B! @
IMPLEMENTATION & CONTROL
Website Social Spraying Bootcamp
Webinars ‘How to’ Guides Launch
CONCLUSIONS & RECOMMENDATIONS
Conduct review quarterly review Increase the budget
Employ a social media analyst Review budget following growth.
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THANK YOU!