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  • 1. ◦ Agora Marketing: company introduction◦ HVAC market survey overview◦ Social media: possibilities/benefits for HVAC◦ How to start ?◦ How can Agora Marketing help ?
  • 2. Specialised market research Agora MarketingConsulting Databases
  • 3. Specialised market research Tailored to your needs Database:Consulting construction and tracking ◦ Building & construction ◦ Energy & electricity ◦ HVAC ◦ Chemical ◦ Food & Beverage
  • 4. Specialised market research Tailored to your needs Database:Consulting construction and tracking ◦ Research types  Ad hoc  Research project tailored to your needs  New product discovery  Customer satisfaction survey  Multi-client  Market research project, still strongly adaptable to your needs  Examples  Carpenters study  Food & beverage monitor ◦ Key European markets  Benelux, France, UK, Germany, Spain, Italy,..
  • 5. Specialised market research Tailored to your needs Database:Consulting construction and tracking ◦ Active in niche market sectors since 1987 ◦ Small team: fast and flexible ◦ Able to handle complex industrial environments ◦ Face to face, telephone and online surveys ◦ Native language speakers ◦ Technical background ◦ Experienced in social media
  • 6. Specialised market research Tailored to your needs Database:Consulting construction and tracking If you prefer to execute market research projects in house, Agora can still be your service partner for specific partial outsourcing: ◦ Advice on questionnaire setup & incentive ◦ Online survey execution ◦ Data processing ◦ Writing of market research report
  • 7. Specialised market research Tailored to your needs Database:Consulting construction and tracking  Database creation & update  We provide up-to-date contact information  Key sectors: chemical, aerospace, food & beverage, industrial automation, energy, electricity and electronics, construction.  Basic contact info: address, phone, email  Extra info: specific contact information (for ex: contact info of facility managers)  Tracking  We provide email campaigns for your products and/or services with tracking capabilities  Follow-up invitation for your event or seminar
  • 8.  Belgian market carpenters Over 200 interviews conducted ◦ By phone ◦ Online with follow-up by phone Results ◦ In general ◦ By region (Flanders  Brussels en Wallonia)
  • 9.  Buying behavior ◦ Decision makers material / brand / supplier ◦ Key buying criteria ◦ Criteria choice of supplier ◦ Purchase channels Communication media ◦ Desired communication media ◦ Most important journals and fairs ◦ Use of social media for professional purposes Logistics ◦ Ordering methods ◦ Pickup or delivery ◦ Delivery location
  • 10.  Trends ◦ Evolution sales ◦ Evolution profits ◦ Evolution within carpenters market General information ◦ Annual number of projects / clients ◦ Ratio new constructions / renovation ◦ Ratio residential / non-residential ◦ Ratio type of clients (individuals, companies, government, …) ◦ Number of employees
  • 11. Most important buying criteriaQuality 68%Price / quality ratio 43%Price 35%Service 25%Delivery period 23%Product reliability 21%Durability 16%Correct deliveries 13%Good collaboration 12%Responding to customer needs 11%
  • 12. Criteria choice of supplierService 42%Wide range of products 38%Delivery period 32%Low prices 24%Knowledge employees 24%Good reputation 21%Existing partnership 19%Location 18%Personal approach 13%Friendly employees 11%
  • 13. Expected sales evolutionRemain equal 50%Increase 43%Decrease 7%
  • 14. Use of internet and social mediaWebsite visits 92%Question/feedback thru website 68%Consulting on-line forums 31%Question/feedback thru on-line forums 15%Use of Facebook 20%Use of LinkedIn 7%Use of Twitter 1%
  • 15.  Facebook: mostly B2C – little or no use for B2B LinkedIn: mostly B2B – communities & groups Twitter: more B2B than B2C – used as message system of LinkedIn All other platforms = less important All social media: strong trend towards mobile
  • 16. 1. Public relations2. Customer support3. Market research4. Brand promotion5. Consumer education6. Product development
  • 17.  Facebook in B2C, LinkedIn/Twitter in B2B Direct channel to heart of customers Push = instant delivery of messages to target group Identify ‘negative’ messages Link with website
  • 18.  Social media possibilities: ◦ Community of users-interconnect  Facebook (B2C), LinkedIn groups (B2B) Benefits ◦ Lower costs to get the support ◦ Connected with consumers using same product
  • 19.  Test new products Launch new brands Analyse consumer trends Get customer feedback Benefits: ◦ Get market info at lower cost ◦ Faster
  • 20.  For consumer oriented brands (B2C) Enable social relationship with the brand Sample possibilities: ◦ Use friend-to-friend promo – viral effect ◦ E-couponing Facebook/LinkedIn link to web-shop Social influencers drive sales
  • 21.  Excite > Educate > Motivate > Convert Discussion boards ◦ Groups ◦ ‘Ask the expert’ button Media-tools: ◦ Images, video, quotes… Share info for long time ◦ Ideal for complex solutions
  • 22.  Market research ◦ Concept testing, … Community as pool of collective ‘brainpower’ =wisdom of the ‘crowd’ ◦ Generate new ideas, ameliorations to products, … ◦ Identify new market opportunities Can be stimulated with awards, cash prices, …
  • 23. 1. Learn2. Build3. Promote4. Measure
  • 24.  Look what others are doing See what works – what doesn’t Custom Facebook Page
  • 25.  Define business goals ◦ Brand objectives ◦ Leverage tools, resources Creative and ‘original’ content ◦ Pages, contests, ◦ Images, words, etc.. ◦ Build it with care of the ‘brand’ ◦ Links/integration with web-site
  • 26.  Work on it 24/7 Inbound / outbound messages (24/7) ◦ Anncouncements, events, recruitment, … Promotions: ◦ E-coupons
  • 27.  Statistics of ◦ nr of users ◦ reactions ◦ blogs,.. Tracking provides you ◦ Insights for new opportunities ◦ Indentify key influencers ◦ Understanding why promo-campaigns work/fail
  • 28.  Market research ◦ Market survey Carpenters – available now ! ◦ Tailored to your needs Consulting at start or implementation Provide starting databases ◦ Help setting up community ◦ E-mails / tracking and follow-up
  • 29. ◦ Facebook Peter Raes ◦ LinkedIn Project Manager ◦ Slideshare peterr@agora.be ◦ Website +32 (0)9 240.10.91 ◦ E-mail ◦ Phone-call Geert Van Boven General ManagerAgora Marketing nv geertvb@agora.beDerbystraat 159 +32 (0)9 240.10.929051 Gent