Sales & Marketing Project Portfolio

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This presentation is a wonderful summary of the marketing projects that I have been involved in this year. It demonstrates my talents, breadth of knowledge and the ability to take on any challenge. Many people say they can do...I like to provide the proof. Many thanks to Alison Callahan-Sibert who was instrumental in many of these projects.

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Sales & Marketing Project Portfolio

  1. 1. Mack ® and Volvo Parts Sales & Marketing SALES & MARKETING TOOLS
  2. 2. PARTS SALES & MARKETING BRANDS
  3. 3. DEALER TRAINING RESOURCES <ul><li>Counter Calendars </li></ul><ul><li>Contains Genuine Parts, Reman and supplier product information </li></ul><ul><li>Ten of each sent to Dealer locations </li></ul><ul><li>Tech-Tip booklet remains after the last month is torn-off </li></ul><ul><li>PS / MACK ® Tracks Magazines </li></ul><ul><li>Highest approval rating of all marketing tools by the Dealers </li></ul><ul><li>Ten copies sent to every Dealer </li></ul><ul><li>Printed as a hardcopy, available as a PDF and as a virtual E-Flip ® magazine </li></ul><ul><li>Superior training and informational tool </li></ul>
  4. 4. DEALER TRAINING RESOURCES <ul><li>UPTIME DEALER MEETING </li></ul><ul><li>Occurs every 18 months. National meeting for Parts, Service and Body Shop Managers across the U.S. and Canada. A three-day event where the main focus is training. </li></ul><ul><li>Attendees from more than 12 countries </li></ul><ul><li>More than 800 Dealership personnel attend with a total attendance of around 1700 </li></ul><ul><li>Corporate Classroom </li></ul><ul><li>Online parts training program that occurs every quarter. Parts personnel sign-up and are tested. </li></ul><ul><li>Over 4600 participants </li></ul><ul><li>Participants receive a certificate of appreciation and recognition in PS and MACK ® Tracks magazines </li></ul>
  5. 5. DEALER TRAINING RESOURCES <ul><li>Parts Marketing Boot Camp </li></ul><ul><li>12 high-potential parts personnel attend per quarter. We are into year three of the program. </li></ul><ul><li>Two days of training classes on each desk that describes the activities and promotions of our department </li></ul><ul><li>An opportunity to put a face with a name and develops closer relationships with our Dealers </li></ul><ul><li>Customer Service Training </li></ul><ul><li>Helps Dealership employees understand the importance of customer-centered sales and service skills </li></ul><ul><li>One-day training session that reinforces the way to properly handle customers and ask for the sale </li></ul><ul><li>Reinforcement visits and mystery-shopping calls strengthen the training </li></ul>
  6. 6. DEALER TRAINING RESOURCES <ul><li>Regional Training Events </li></ul><ul><li>Based upon Dealer requests, suppliers will be invited for trade fair and training participation </li></ul><ul><li>Dealers may attend any regional meeting, regardless of the location </li></ul><ul><li>Two-day training event with a trade fair that focuses on corporate and supplier training for our Dealership body </li></ul><ul><li>May have from 6 to 10 events per year in different locations throughout the U.S. and Canada </li></ul><ul><li>Web Seminar Series </li></ul><ul><li>Monthly web training seminar series that showcases one or two suppliers for online product training </li></ul><ul><li>Extremely productive and economical way to train Dealership personnel </li></ul><ul><li>Sessions are recorded and are available for viewing through the Trucks Dealer Portal </li></ul>
  7. 7. MARKETING TO DEALERS <ul><li>DEX Trade Show Materials </li></ul><ul><li>Professional booth developed for used truck parts business </li></ul><ul><li>Helps to market the features and benefits of DEX </li></ul><ul><li>Taken to multiple Dealer and end customer trade shows per year </li></ul><ul><li>DEX Trade Show Graphics </li></ul><ul><li>Identifies contact information </li></ul><ul><li>Shows products and capabilities </li></ul><ul><li>Demonstrated professionalism </li></ul><ul><li>DEX Corporate Video </li></ul><ul><li>Visually communicates the goals, products, capabilities and vision of the DEX organization </li></ul><ul><li>Copies sent to Dealers and given to end customers </li></ul><ul><li>Provides valuable contact information </li></ul>
  8. 8. MARKETING TO DEALERS <ul><li>DEX Web Site </li></ul><ul><li>Contact information </li></ul><ul><li>Dealers can access inventory </li></ul><ul><li>Can view the trucks that are being dismantled </li></ul><ul><li>Bulletins </li></ul><ul><li>Over 500 Mack ® and 500 Volvo U.S. bulletins produced each year. Over 400 Mack and 400 Volvo bulletins produced by Canada each year. </li></ul><ul><li>Communications include parts promotions, corporate news, policies, supplier program information, etc. </li></ul><ul><li>Includes an archive of information on the TDP </li></ul>
  9. 9. MARKETING TO DEALERS <ul><li>Trucks Dealer Portal </li></ul><ul><li>Over 95,000 hits per year </li></ul><ul><li>Most utilized section of the TDP </li></ul><ul><li>Everything that Parts Marketing does can be found on the TDP </li></ul><ul><li>Maintaining both the U.S. and Canadian Parts Marketing sections </li></ul><ul><li>E-Mail Marketing Newsletters </li></ul><ul><li>HTML newsletters sent to DPMs and Dealers that summarizes the week’s communication activities </li></ul><ul><li>Very inexpensive and can be forwarded to multiple users </li></ul><ul><li>Would like to continue to use this tool to reach the end customer as a marketing, advertising and promotions tool </li></ul>
  10. 10. DEALER MARKETING RESOURCES <ul><li>Parts Marketing Centralized Web Site </li></ul><ul><li>Portal to Parts Marketing activities and tools </li></ul><ul><li>One-stop access area for Dealers </li></ul><ul><li>Provides valuable tools to the Dealers in an instant </li></ul><ul><li>Routes to Market </li></ul><ul><li>An on-site sales training program supported by Parts Sales </li></ul><ul><li>Helps a Dealership to analyze their current business and how to grow that segment </li></ul><ul><li>Informs Dealers on how to prospect for new business and exposes them to specific prospecting tools at their disposal </li></ul>
  11. 11. DEALER MARKETING RESOURCES <ul><li>Shelf Talkers </li></ul><ul><li>Available in both brands and two designs per brand </li></ul><ul><li>Attaches to merchandising fixtures to promote product and pricing information </li></ul><ul><li>Free to Dealers in quantities of 50 </li></ul><ul><li>Scheduled to become an online tool </li></ul><ul><li>Engine Quick Reference Training Guides </li></ul><ul><li>Very technical and detailed information about our legacy engines on both the Mack ® and Volvo side </li></ul><ul><li>Valuable for both the parts and service departments </li></ul><ul><li>Available as a V-mag, PDF or hardcopy </li></ul>
  12. 12. DEALER MARKETING RESOURCES <ul><li>REMACK ® Wall Poster and Brochure </li></ul><ul><li>Shows the advantages of purchasing Reman parts </li></ul><ul><li>Supports the Mack ® and REMACK brands </li></ul><ul><li>Gives technical parts descriptions </li></ul>
  13. 13. DEALER MARKETING RESOURCES <ul><li>Volvo Reman Brochure </li></ul><ul><li>Shows the advantages of purchasing Reman parts </li></ul><ul><li>Supports the Volvo Reman and Volvo brands </li></ul><ul><li>Gives technical parts descriptions </li></ul><ul><li>Supplier Merchandising Brochure </li></ul><ul><li>Visual listing / information on displays available from our supplier partners </li></ul><ul><li>Many displays are free </li></ul><ul><li>Makes the Dealer aware of resources that are available to aid his merchandising the parts showroom </li></ul>
  14. 14. DEALER MARKETING RESOURCES <ul><li>MV Asist </li></ul><ul><li>An industry-leading program that provides participating Dealers with a web-based software tool for writing fast, precise and professional estimates </li></ul><ul><li>MVASIST ™ features integration with MVPreferred ™ and IMPACT ™ Online. MVASIST delivers VIN specific service programs, recalls and warranty coverage from one screen </li></ul><ul><li>MVASIST now keeps service locations and fleets on the same page by facilitating electronic exchange of messages and estimates </li></ul><ul><li>Database Cleansing </li></ul><ul><li>Dealers supply their customer database to Signature Marketing where all contact and address information is verified </li></ul><ul><li>Ensures that all communications, whether direct mail, e-mails or phone calls are relayed to the correct person and location </li></ul>
  15. 15. DEALER MARKETING RESOURCES <ul><li>REMACK ® Ceiling Mobiles and Counter Cards </li></ul><ul><li>Supports the REMACK and Mack brands </li></ul><ul><li>Draws attention to product offerings </li></ul><ul><li>Adds to the merchandising atmosphere and professionalism of the parts showroom </li></ul>
  16. 16. MARKETING FOR DEALERS TO CUSTOMERS <ul><li>Dealer Line Card </li></ul><ul><li>Online resource through TDP </li></ul><ul><li>Dealership can customize with the suppliers they represent </li></ul><ul><li>Customizable with Dealership operating information </li></ul><ul><li>Duratrans </li></ul><ul><li>Backlit graphics that are for light boxes already in Dealerships </li></ul><ul><li>Four different designs sent to Dealers per year </li></ul><ul><li>Promotes the brand and corporate messages </li></ul><ul><li>Customizable Postcards </li></ul><ul><li>Used for Dealership open houses, training events or product promotion </li></ul><ul><li>The Dealer can customize the postcard and can send to as many customers as they wish </li></ul>
  17. 17. MARKETING FOR DEALERS TO CUSTOMERS <ul><li>Commercials On-Hold </li></ul><ul><li>Over 30 commercials dedicated to parts knowledge and advertising </li></ul><ul><li>Supports the corporate brand and helps drive business through the door </li></ul><ul><li>Adds to the professionalism of the Dealership versus customers listening to the radio or dead silence </li></ul><ul><li>Custom Dealer Newsletter </li></ul><ul><li>Full-color four to eight page newsletter that is customized for the specific Dealership </li></ul><ul><li>Includes Dealer-specific information, Mack ® and Volvo articles and Dealer-selected parts and service specials </li></ul><ul><li>Mailed directly to the Dealers’ customer databases </li></ul>
  18. 18. DEALER SALES TOOLS <ul><li>Quick Reference Catalog </li></ul><ul><li>Searchable parts database on the Trucks Dealer Portal and CD </li></ul><ul><li>There are over 20K part numbers with descriptions and graphics </li></ul><ul><li>Updated CDs are released twice per year </li></ul><ul><li>Ad Builder Flyers </li></ul><ul><li>Free online resource on TDP </li></ul><ul><li>Dealer can build a professional sales flyer in minutes with no graphics design knowledge </li></ul><ul><li>Delivered as a PDF to the Dealer; can print, e-mail, fax or hand-deliver </li></ul><ul><li>MV Preferred ™ </li></ul><ul><li>Powerful purchasing program for fleet customers with 50 or more trucks in U.S. and Canada </li></ul><ul><li>Program identification cards that are used to purchase parts and service at any of the Mack and Volvo Dealer locations </li></ul><ul><li>Gives the fleet customers convenience and control of managing their fleet through consolidated purchasing and billing </li></ul>
  19. 19. DEALER SALES TOOLS <ul><li>Customized Sales Flyer </li></ul><ul><li>Almost 200K flyers mailed to end customers each quarter </li></ul><ul><li>Available in the U.S. and Canada </li></ul><ul><li>Can be completely customized by the Dealer </li></ul><ul><li>Delivered both as a hardcopy and as a PDF to the Dealer. Can be mailed, e-mailed or hand-delivered. </li></ul><ul><li>Product Information Sheets </li></ul><ul><li>Over 12 per brand being created; more to be created as this project develops </li></ul><ul><li>Outlines the features and benefits of genuine parts </li></ul><ul><li>Helps the counterperson combat price versus quality arguments </li></ul>
  20. 20. DEALER SALES TOOLS <ul><li>Competitive Analysis </li></ul><ul><li>Extensive review of a particular competitor’s product offering </li></ul><ul><li>A point-by-point analysis of packaging, product quality and engineering versus our genuine products </li></ul><ul><li>Helps to alleviate the “buying on price only” argument </li></ul><ul><li>Demonstrates quality and full disclosure of our products versus the competition </li></ul><ul><li>Reman Product Sheets </li></ul><ul><li>Demonstrates the differences between Genuine Volvo Reman parts and other rebuilt will-fit parts </li></ul><ul><li>Available on the TDP as a PDF </li></ul><ul><li>Meant to be used as a sales tool for the parts counter and given to the customer as evidence of product quality </li></ul>
  21. 21. END CUSTOMER COMMUNICATIONS / TOOLS <ul><li>Fleet Vision </li></ul><ul><li>Portal for our fleet customers </li></ul><ul><li>Ability to order parts and seek parts / service information </li></ul><ul><li>Track warranty claims </li></ul><ul><li>Continues to be expanded over time </li></ul><ul><li>Midnight Trucking Radio Commercials </li></ul><ul><li>Over 30 corporate and supplier messages are played in rotation from midnight to 6:00 a.m. each day </li></ul><ul><li>Broadcast over Sirius satellite radio and select FM stations throughout North America </li></ul><ul><li>Every commercial ends with the request “to visit your local Mack ® or Volvo Dealer” </li></ul>
  22. 22. END CUSTOMER COMMUNICATIONS / TOOLS <ul><li>Magazine Ads </li></ul><ul><li>Promote the brands </li></ul><ul><li>Drive business to the Dealerships </li></ul><ul><li>Maintain corporate presence </li></ul><ul><li>Parts Perspective Fleet Sales Newsletter </li></ul><ul><li>Quarterly newsletter from our fleet sales force to our fleet customers </li></ul><ul><li>Corporate, industry and supplier news items </li></ul><ul><li>Helps to elevate the level of customer service and makes fleet customers feel more connected </li></ul>
  23. 23. BRANDING <ul><li>Internal Identity Program </li></ul><ul><li>Over 14 items each in the Mack ® and Volvo programs. </li></ul><ul><li>Everything from flags to literature racks, trash cans and counterstools </li></ul><ul><li>Makes a Dealership look branded </li></ul><ul><li>Inventoried and purchased through Parts Marketing </li></ul>
  24. 24. BRANDING <ul><li>Merchandising Fixtures Program </li></ul><ul><li>Over a dozen different fixtures / fixture configurations dedicated to merchandising a parts showroom </li></ul><ul><li>Plenty of space to display fast-moving and high-margin parts, chemicals and accessories </li></ul><ul><li>High-end, high-quality fixtures that add class to any showroom </li></ul><ul><li>Available in both static and mobile models </li></ul>
  25. 25. BRANDING <ul><li>Packaging </li></ul><ul><li>The ability to initiate packaging for new items as needed </li></ul><ul><li>Merchandising and packaging high request and high-margin products </li></ul><ul><li>Fulfilling customer requests for products </li></ul>
  26. 26. Mack ® and Volvo Parts Sales & Marketing Created April 23, 2009

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