New marketing presentation_13-11-2014

www.eurofins.comeurofinsgenomics.com

Marketing Assistant UpdateUK and Ireland

Sabrina Hundle

November 2014

Activities

• Re-branding

• Campaigns and Promotions

• HPSF

• RCUK

• Source attack

• Facebook/ Christmas promotion

• Seminar in a box

• Exhibitions

• Print

• Other

Seminar in a Box: Document owner: Avril Hamilton Last modified on: 15/3/14

Re-branding

Marketing Stock:

• Monitoring and Ordering new exhibition banners, giveaways and brochures

Proof reading:

• All BU brochure and flyer content leading up to the re-branding

• Large campaigns i.e. Summer promotion

• Total = 35x proof reading for marketing content for EBE


Campaigns

1. Oligo HPSF

Aim

• Push sales on HPSF Plate Oligos for Q2 sales (0.01 and 0.05 um)

Action

• To create a promotional email that would be sent to a broad list provided by the sales team.

Results

• Sent on the 8th May 2014

• Targeted list – 8964

• Bounce rate – 2427

• We received 2 orders = £5981.76 total

Lesson learnt:

2. MRC

Aim

• Working with Sharon Watkinson to create an e-mail that would be distributed to all MRC sites proactively highlighting the new Oligo and Sequencing tender prices available to the accounts

Action

• The email was sent to all MRC accounts, e-mail included Anton, Sharon and Sital's contact details

Sital Patel


Sent on the 7th August 2014

To the following customers: • Harwell• LMB• MRC

Sharon Watkinson



To the following customers: • Hammersmith CSC• LMBB• MRC KCL Neuro• MRC UCL• MINR

Anton Connolly



To the following customers: • Glasgow virology

Feedback from key account manager

Subject line ???

Follow up


3. Source Attack

Issue: Noticeable Source presence in each territory

Aim: Strategy to gain competitive advantage

Action:

• The team chose one key account each

• Special SmartSeq Kit and Pre paid barcodes pricing

• E-mail and posters designs

• Individual promo codes

• Anton – SEQ2014 – Glasgow Vet School

• Alex – SESEQ2014 – Southampton University and Reading university

• Sital – ESEQ2014 – Oxford University

• Sharon – MSEQ2014 – Nottingham University

Results

Name Promo code Marketing Total orders Total (£)

Alex SESEQ2014 A4 Poster/email 2 £3,375.00

Anton NSEQ2014 A4 Poster/email £0.00

Sharon MSEQ2014 A4 Poster/email 2 £864.00

Sital ESEQ2014 A4 Poster/email 10 £3,614.00

Follow Up

Alex – Sold two large promo orders and secured several orders since

Sital – Extended promo to 31st December

Sharon - Extended promo to 31st December

Anton – No orders secured until after promo

Naseem – Different strategy : Service agreement

3. Source Attack : Follow up email

Oxford University – 1 email (Closing date: 31st December) • Sent on the 29th October 2014

• Targeted list - 192

• The contact list was a new targeted list

• Secured 3 new orders following the email

Glasgow – 1 email (Closing date: 31st August) • Sent on the 13th August 2014

• Targeted list – 24 key lab managers

• No orders secured following this email

Lesson learnt: Wrong time of the year to focus on a email promotion in Scotland because of the summer holiday which impacted the email reaching customers.


Source Attack : Follow up email…

Nottingham University – 2 emails (Closing date: 31st December)• Sent on the 9th October 2014

• Targeted list -512

• Sent to internal marketing team for circulation

• No orders secured following this email

Lesson learnt:


4.Facebook

Aim

• Social media is here to stay and will impact all businesses going forwards

• To increase brand awareness, customer engagement and increase customer service satisfaction through one to one communication

• Build a strong brand message through online interaction

• Appeal more to the average demographic that are online25-35 – Students, Masters and PHDs and young professional.

Facebook

Action

• Follow key influencers (institution, key accounts companies, science journals, events we have attended)

• Follow all new customers that we approach following launch by asking them to like us on Facebook.

• Integrate into other channels (E-mail prize draw, In-venue and word of mouth)

• Give fan/followers content worth sharing through images and discussions


12 Days of Christmas promo

Aim

• Gain new customers on Facebook

through likes and shares

• Target 500 likes by Christmas 2014


12 Days of Christmas Promo E-mail


Results

• Facebook page went live on 27th October

• Use Facebook advertising for 28 days to boost promo (100 new likes)

• Promo E-mail

• Sent on the 7th November 2014

• Targeted list – 20,004

• List was pulled from CRM and filtered to avoid high bounce rate

• Open rate – 2,946

• Click through rate – 300

• Bounce rate – 5,127

• Total Likes 291

• NEXT STEPS….To use the Facebook as a key marketing tool and consider other social media platforms


Seminar in a Box

Aim

To create a marketing poster and email template for the Gene Synthesis and Next Generation Sequencing presentations that the team will use to attract customers to the presentation

Action

Created the marketing material in accordance with German team specifications. The sales team also gave me feedback about what would appeal to customers.

Email template

Poster template

Seminar in a box

Results

• 2 Gene Synthesis Seminars

• Nottingham – 14th October

• Glasgow – 13th November

Feedback

• Nottingham

• 8 attended: gained 2 leads and would hold another seminar

• Glasgow

• 7 attended: gained 2 leads but would hold it in smaller departments



Exhibitions

Exhibitions

• Arranging attendance and organising logistics of large expos that the team have attended

• Managing invoices/ payment

• Marketing Stock

• Shipping of marketing materials

• Managing the Exhibition budget

Print

• Created the templates for all DropBox posters, Mini Exhibitions and design promo posters

Guerrilla marketing


Future project ideas…



Thank you

Any Questions?

New marketing presentation_13-11-2014

Documents

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