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