Marketing Committee Meeting Voltimum UK, Hammersmith, 7th Decemeber, 2004.

Marketing Committee MeetingVoltimum UK, Hammersmith, 7th Decemeber, 2004

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

Voltimum KPI’s – Cumulative to end Novmeber 2004& Forecast to end of 2004

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

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

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

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.

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

Visits Login – end November 2004


Page views per login:Sep: 13 PagesOct: 14 PagesNov: 13 Pages

Distinct Visitors – end November 2004


People that visit the site once a month. This will increase by• increased exposure to specifiers.• search engine positioning• telemarketing• VoltiBlitz

Catalogue Update (end of November 2004)

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

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.

Newsletter Performance – September 2004 – November 2004

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


VoltiNEWS 1: 1st September - generated 12,500 pages viewed approx

Best hit


Did you know (catalogue): 7th September - generated 20,200 pages viewed approx


VoltiBULLETIN: BS6701 Telecomms - generated 23,100 pages viewed approx


VoltiNEWS 2: generated 19,300 pages viewed

Best hit

October Newsletters

VoltiNews 1: generated 21,800 pages viewed

Best hits:

October Newsletters

VoltiBULLETIN: WEEE directives - generated 15,600 pages viewed

October Newsletters


Best hit

November Newsletters


Best hit


VoltiBULLETIN : DALI CPD certified - generated 23,500 pages viewed



Best hit

New newsletter and website developments since September 2004

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!!!

Website developments

We have updated certain areas of the website:

- Faqs- Expert Advice- CPDs- New news content system

Highlights & Actions in 2004

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

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…

VoltiBlitz – a review

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

VoltiBlitz

• Voltimum Certificate located in ABB Reception

VoltiBlitz

• ABB Welcome Display board now reads:

• Welcome to ABB Coventry – Founder member of Voltimum

VoltiBlitz

Manufacturer VoltiLink:

http://www.abb.co.uk/



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

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

VoltiBlitz

Flashing banner on home page- linking to Voltimum page

INTERNET COMMUNICATION

VoltiBlitz

GENERAL PROMOTION

Regular Newsletter article

Latest edition sent out last week

PLUS

Voltimum logo on all promotional and general literature

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

VoltiBlitz

PROMOTIONAL CAMPAIGN - COMPONENTS

Email template

Flyer

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.

VoltiBlitz

Building a New Electric World

VoltiBlitz


• 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

VoltiBlitz


Corporate Website

VoltiBlitz


Brand Page

VoltiBlitz


Intranet

VoltiBlitz

VoltiBlitz

Website

VoltiBlitz

PR Example

VoltiBlitz

Website – www.philips.co.uk

Accessed by users throughout

the UK

Covers trade and consumer

Direct link to voltimum.co.uk

VoltiBlitz

Philips Intranet

Accessed by all lighting staff

in the UK

Front page news!

Microsite/gateway planned with

regular news updates

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!

Other Progress

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.

Marketing Plan 2005

Awaiting final approval of Management and Board of Voltimum

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

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

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.

It’s all about content!

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

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.

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

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

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

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.

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.

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.

AOB & Date of Next Meeting

Marketing Committee Meeting Voltimum UK, Hammersmith, 7th Decemeber, 2004.

Documents

Transcript of Marketing Committee Meeting Voltimum UK, Hammersmith, 7th Decemeber, 2004.