CGNA Marketing Services 2007
…for a changing landscape
Strategic Marketing
Developing a Specific Plan
A Specific Marketing Plan
1. A Fresh Set of Drawings
2. A Marketing Commitment
3. The CGNA Toolkit
1. A Fresh Set of Drawings
Where it always begins with buildings:
• Residential
• Commercial
• Industrial
Fresh Drawings…
Where it also begins with marketing:
• New products & new customers
• How to retain existing customers
• Seasonal promotions
• Your message & uniqueness
A Fresh Marketing Plan
How Advertising Agencies Work:
A. Company Evaluation
B. Messaging & Images
C. Media Options
A. Company Evaluation
Identify Greatest Challenges (get your key players off-site & ask the hard questions)
• What keeps you up at night?• What are your competitors doing better than
you?• Why do your customers go elsewhere?
Company Evaluation
Identify Unique Value Proposition - UVP
• How are you different/unique from your competitors?
• Grocery chains – 3 “low price leaders”
• UVP - Must be defensible:“Ford – The Ultimate Driving Machine”
Company Evaluation
Identify Specific Target Audience (who do you want to talk to?)
• Mechanical/Controls Contractors• End Users• New Customers
• Security/Lighting Contractors
B. Messaging & Images
From the Evaluation…
Define Your Message:
Federal Corporation – “Working to be the World's Best Solution Provider for Steam, Hydronic &
Combustion Projects”
Messaging & Images
Develop a Tagline:
Messaging & Images
Convey your Message with Images
C. Media Options
Branding / Products / Promotions
• Print (direct mail/journals – HVAC/R)
• Email (ads/promotions/training)
• Company Website & Internet
• Public Relations (Meier Supply)
• Radio (Grainger/Smaller Markets)
2. Marketing Commitment
If you know:• Your greatest challenges & UVP• Who you want to talk to• Your message(s) & image(s)• Media options in your market…
Marketing Commitment
One question remains…
…How important is a specific marketing plan to your business?
• The answer determines your budget• It may vary for branch locations
• It will change each year
Marketing Commitment
Once you have:• Message & Images• Media options• Annual budget…
… A 12 month plan
3. The CGNA Toolkit
If you do not have a marketing staff and graphic designer…we do!
Sandie Minguez - Art Director
Leslie Hoyler - Marketing Coordinator
CGNA Toolkit
CGNA Membership includes access to our marketing staff, programs and services at group rates
Handout afterward of our new services and pricing
CGNA Toolkit
1. Corporate Identity
2. Direct Mail
3. Group Flyers
4. Catalog
5. Email Marketing – New!
6. Smart Marketing – New!
1. Corporate Identity
• Logo
• Business Cards
• Stationary
• Business Forms
• Line Cards
Corporate Identity
2. Direct Mail
• Flyers
• Post Cards
• Brochures
• Ads
• Posters
• Banners
Direct Mail
3. Group Flyers
4. Catalog
5. Email Marketing
How it works:
1. Choose a template
• Product/flyer
• Promotional – 2 options
• Newsletter
• Training Classes
Email Marketing
How it works – con’t:
2. Choose products/text
3. Email only or combine with Direct Mail
4. Update email address list (Excel or Outlook)
5. Complete order form – to Sandie
Product Template
Promotional Template
Promotional Template
Newsletter Template
Training Classes Template
6. Smart Marketing
How it works:
• Choose a template
• Select product/text from online catalog
• Select Member logo/locations
• Create pdf and send to printer
Smart Marketing
• Done in-house - quickly
• Any image/specs from catalog
• Only cost = Printing!
• Available – November 1, 2007
Smart Marketing Template 1
Smart Marketing Template 2
Smart Marketing Template 3
Conclusion
Strategic Marketing = A specific plan to:
• Determine the message and images for your company
• Commit the necessary funds
• Utilize the appropriate marketing tools
Strategic Marketing
Questions?
Two Business Tools
1. Inter-Member Purchasing Guide
2. Shopping Cart
1. Purchasing Guide
Purpose – to provide Members with a quick reference of exclusive products, special pricing and services for sale
Goal – All group participation for a valuable information resource – exclusive for CGNA Members only
Purchasing Guide Categories
1. Exclusive Product Members Carry
2. Equipment Members Carry
3. Items Members receive favorable pricing on
4. Items Members specialize in
5. Services Members specialize in:
Purchasing Guide
Printed version available of 17 Members who completed the survey
Survey attached and can be completed here in St. Louis
Final edition - emailed and on website
2. Shopping Cart - Features
• Linked to Member Inventory• Linked to Inter-Member Inventory• Linked to Online Catalog – specs/images• “Check Stock Option” (local/nationwide)• Shipping Options – truck/will call/ship• “Quick Add” – for frequent purchases
Shopping Cart - Features
• For your customers only – login/password• No credit card transactions• Linked to your website homepage• One time installation fee - $1,500• Available – October 1, 2007• 1st Come – 1st Served for installation
Business Wrap-up
Topics?
Questions?
Issues?
Committees & Reception
2:15 p.m. – 4:00 p.m.
• Core Products – Salon E
• Integration – Salon F
4:30 p.m. – 6:30 p.m.
• White-Rodgers & Emerson Motors Reception – Posh Dining Room