1
2013 Marketing InitiativesDale Dean
1. Brand Continuity Program
2. Phone App
3. Publicity / Social Media
4. PEI-NACS Tradeshow
5. New Product Launches
2
2012 Marketing Initiatives in Review
1. Brand Continuity Program
3
✓
2012 Marketing Initiatives in Review
2. Phone App
4
✓
2012 Marketing Initiatives in Review
5
2012 Marketing Initiatives in Review
•Facebook 54% increase in "Likes”
versus previous year
•Twitter 43% increase in
"Followers” versus previous year
3. Publicity - Social Media✓
6
2012 Marketing Initiatives in Review
•YouTube 23,334 video views as of
Jan. 2013 53 subscribers to channel 90 videos posted on
channel
•LinkedIn 634 Followers
3. Publicity - Social Media✓
7
• NOTE: This figure is based on the 1x rates of each publication. If OPW would have to purchase the same amount of editorial space in that particular publication, the 1x rate is used to figure the value of coverage received.
2012 Marketing Initiatives in Review
OPW Gilbarco Veeder-Root Wayne Franklin Fueling Husky Emco Wheaton Morrison Bros. Fuel Master$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
$180,000.00
$200,000.00
$178,141.00
$151,714.00
$51,950.00
$13,771.00 $10,330.00
$570.00 $570.00 $0.00
3. Publicity - Summary of 2012 Publicity Value Received ✓
8
2012 Marketing Initiatives in Review
3. Publicity – Press Releases✓
9
2012 Marketing Initiatives in Review
3. Publicity – Distributor Email Blasts✓
10
2012 Marketing Initiatives in Review
• April - OPIS Fueling Equipment Supplement
• May - OPIS Fleet Fueling Supplement
• June - Government Fleet
• July/Aug - Mining Magazine
• Summer - INSITE (UK): AVANCE
• Summer - INSITE (UK): AST EVR Products
• Summer - C-Store Canada: OPW Nozzles & FlexWorks
• Fall - C-Store Canada: SiteSentinel iSite
3. Publicity – Articles✓
4. PEI-NACS Trade Show
11
✓
2012 Marketing Initiatives in Review
5. New Product Launches from 3 Product Groups
12
✓
2012 Marketing Initiatives in Review
2013 Marketing Initiatives
13
1. Proposal Generator2. New Trade Show Booth3. OPW University4. New OPW Product Catalog5. Distributor Counter Mats6. Mobile Innovation Roadshow 7. Mobile Website Development8. New Corporate Newsletter9. Proactive Publicity Program10. Ad Series & Media Placement11. New Corporate Brochure/Video/Animation12. Segment-Focused Brochures 13. OPWglobal.com Update14. Trade Shows15. Co-op Program
14
2013 Marketing Initiatives
1. Proposal Generator
• Launch OPW FMS module by the Distributor Seminar in May 2013• Development in Process:
Product Attributes / Logic Interface Design System Programming
Images T/C
15
2013 Marketing Initiatives
2. New Tradeshow Booth
• Design Concepts in Process • Target Release Date: PEI/NACS 2013 • New booth structure / new graphics
/ new displays
16
2013 Marketing Initiatives
3. OPW University
• Training Material Resource Center• Step-by-Step Training Guides/PPTs • Troubleshooting Guides• In Depth FAQs• How-To Video Series • Monthly Training Sessions
17
2013 Marketing Initiatives
• New Catalog cover design• New Product Page format• New Introduction-to-OPW section• Development In Process• Delivery: June 1, 2013
4. New OPW Product Catalog
18
5. Distributor Counter Mats
• Update current counter mat template and series of replaceable inserts
2013 Marketing Initiatives
19
6. Mobile Innovation Roadshow
• Exploratory phase Conceptual designs
and costing is in process to gauge feasibility
• Mini station-in-box designed to demonstrate on site our latest innovations • Target Release Date: TBD
2013 Marketing Initiatives
2013 Marketing Initiatives
20
Adding the OPW Icon to your mobile device
• For iPhone: Go to the OPW Mobile Website home page. Tap the box/arrow icon at the bottom of the screen. Select "Add to Home Screen”
• For Android: Go to the OPW Mobile Website home page and bookmark it. Go to the home screen you want to add the link to. Long-press an empty space to bring up the menu. Select "Add shortcut to Home"
7. Mobile Website Development
• Upgrading the existing OPW Global website to make it mobile-friendly
21
9. Proactive Publicity Program
• Initiate development of new quarterly e-newsletter (OPWorld - Leading the Way)• First Issue March 1, 2013
2013 Marketing Initiatives
• Constant stream of press releases on innovation successes
• Success story development • Monthly Email blasts of innovation successes • Executive staff profile series in key publications • Monthly Distributor Communications • Social Media Marketing
• More personal posts • “Viral” Video Development
8. New Corporate Newsletter
22
10. Ad Series & Media Placement
• SIGMA/Independent Gasoline Marketer Sponsorship & Advertising• Proposed 2013 Media • Update OPW Corporate Ad Series
(aligned with 2013 Media Plan):
2013 Marketing Initiatives
23
2013 Marketing Initiatives
New CorporateVideo / Animation
• Update the current OPW Corporate video (to include new facility footage, overview of OPW)
11. New Corporate Brochure (Global)
• Emphasize (with solutions examples) how OPW is Leading the Way in Innovation
24
12. Segment-Focused Brochures
• Narrow the focus to select target segments • Combines all applicable OPW products to provide a total market segment
fueling solution• Add Markets Served sections to OPWGlobal.com
2013 Marketing Initiatives
25
13. OPWglobal.com – Home Page Simplified
2013 Marketing Initiatives
Current News
3 Segments Groups – Product Information And News
Easier Access for Distributors and Technicians
Quick Social Media Access
Link to the Mobile Site
26
2013 Marketing Initiatives
February 4 - 7 CUPA Conference Garden Grove, CA Exhibiting
February 19 - 21 Western Petroleum Marketers Assoc. (WPMA) Las Vegas, NV Exhibiting
March 1 - 2 Petroleum & Convenience Store Expo. of Mid-America (PACE) Kansas City, MO Exhibiting
March 5 - 6 Canadian Car-Wacs / Ontario Petro. Contractors Association Annual Meeting (OPCA)
Toronto, Ontario Canada With Distributor
March 6 - 7 Southeast Petro Myrtle Beach, SC Exhibiting
March 13 - 14 Gulf Coast Food & Fuel Expo Biloxi, MS Exhibiting
March 26 - 27 Wisconsin Petroleum Marketer Show (WPMCA) Middleton, WI With Distributor
March 27 Arkansas Oil Marketers Hot Springs, AK With Distributor
April 8 - 10 Minnesota Petroleum Marketer Show St. Paul, MN With Distributor
April 15 - 17 Canadian Independent Petroleum Marketers Association (CIPMA) Toronto, Ontario Canada With Distributor
April 16 - 18 M-PACT Indianapolis, IN Exhibiting
April 24 - 25 NAFA Fleet Management Expo St. Louis, MO Exhibiting
May 1 - 2 Atlantic Region Energy Expo (AREE) Atlantic City, NJ Exhibiting
14. 2013 Trade Show Schedule
27
2013 Marketing Initiatives
May 9 - 10 SW Fuel & Convenience Dallas, TX Exhibiting
June 3 - 5 ILTA - Int'l Liquid Terminals Show (with Blackmer/OPW-ES) Houston, TX Exhibiting
June 10 - 12 GFX - Government Fleet Expo Denver, CO Exhibiting
July 19 - 22 NACo Annual Conference & Exposition Fort Worth, TX TBD
July 20 - 23 Sunshine Food & Fuel Expo (FPMA) Orlando, FL Exhibiting
July 31 - Aug. 2 Idaho Petroleum Marketer Show Sun Valley, ID Exhibiting
August 25 - 28 APWA Convention and Trade Show Chicago, IL Exhibiting
Sept. 3 - 5 Pacific Oil Conference (POC) Los Angeles, CA Exhibiting
Sept. 15 - 18 Southeast Governmental Fleet Manager Association (SGFMA) Charleston, SC Exhibiting
Sept. 16 - 18 National Tanks Conference Denver, CO TBD
October 1 - 2 Canadian Car-Wacs Calgary, Canada With Distributor
October 12 - 15 PEI-NACS Atlanta, GA Exhibiting
14. 2013 Trade Show Schedule
28
2013 Marketing Initiatives
14. 2013 Trade Shows - WPMA
29
14. 2013 Trade Shows - PEI/NACS Show (Booth 4233)
2013 Marketing Initiatives
2013 Marketing Initiatives
30
• Designed to strengthen your marketing efforts by paying a portion of pre-approved marketing and advertising dollars.
• OPW will support co-op marketing activities at 50% of the cost, up to 1% of previous calendar year’s total net shipments from OPW.
• OPW Maximum Reinbursement:$15,000 per year. $5,000 per quarter.
15. 2013 OPW Co-op Program