The document outlines a dealer activation plan focused on increasing sales and store traffic for Heavy Industries Co., Ltd. Key strategies include hosting an annual event for equipment testing and customer engagement, establishing a customer loyalty program with personalized offers, and implementing a dealer incentive program. The plan emphasizes the importance of creative marketing, social media involvement, and data-driven follow-up strategies to close acquisition and sales gaps.

1. HEAVY INDUSTRIES CO., LTD.
DEALER ACTIVATION PLAN

2. CHALLENGE
DEVELOP A DEALER ACTIVATION PLAN.
Come up with a creative strategy/idea how to reach
and involve customers, potential customers and dealers.
Main objective: more sales (and store traffic).

3. TARGET AUDIENCE
Primary:
Building companies, warehouses, etc.
Board (deciders), managment (advisors), end users (influentials]
Secundary:
125 Dealers in 30 countries all over Europe

4. TWO OBJECTIVES 1/2
1. Closing the Acquisition Gap
The difference between actual and potential customers.
> Lead generation

5. TWO OBJECTIVES 2/2
2. Closing the Sales Gap
The difference between the actual and potential value
of the brand’s existing (and potential) customers.
> Conversion

6. CUSTOMER INSIGHTS
The proof of the pudding is in the eating:
People don’t buy heavy equipment from a catalogue, picture
or static store. Seeing is believing. And testing even more!
The business is dominated by men:
Men are highly interested in everything that has four wheels, technique,
machinery, power, speed, performance, action and competition.
Men are sometimes like little children:
Playful. So play along...

7. 1. CLOSING THE AQUISITION GAP BY LEAD GENERATION
Therefor we organize a
BIG ANNUAL EVENT
Local, national or pan-European.
Dealers and (potential) customers can test, use,
and play with the newest equipment and meet each other to
exchange experiences, share information and... compete!

8. ENTER >
ANNUAL EVENT

9. ENTER >
ANNUAL EVENT

10. LANDINGSPAGE EVENT
ONLINE REGISTRATION
NAWTE +
ADDITIONAL QUALIFYING QUESTIONS
FEATURES (COMPANY AND BUSINESS)
FOR SEGMENTATION
OBJECTIVE: BUILDING AND ENRICH DATA
DOUBLE OPT. IN
REFER TO CONDITIONS AND
PRIVACY STATEMENT
SOCIAL MEDIA SHARE / LIKE BUTTON
PRINT
(SPECIAL INTEREST MAGAZINES)
CONFIRMATION EMAIL
WITH PRINTABLE
TICKET OR
UNIQUE (LOGIN) CODE
(SEGMENTED) FOLLOW UP
BASED ON A CONTACT STRATEGY WITH
SPECIFIC CONTENT/OFFERS/INFORMATION
SEND-A-FRIEND
INVITATION
RECOMMENDATION
SOCIAL MEDIA
LINKEDIN, FACEBOOK,
TWITTER
SOCIAL MEDIA
LINKEDIN, FACEBOOK, TWITTER,
INSTAGRAM, YOUTUBE
BANNERING
EMAIL MARKETING
(NEWSLETTER)
DIRECT MAIL (PoD)
Invitation by local dealer
INSTORE
POSTERS, FLYERS, ETC.
PRINTING ON DEMAND
MEDIA
ATL
BTL
DATA
FULLFILMENT

11. 2. CLOSING THE SALES GAP BY CONVERSION
therefor we create a
CONTACT STRATEGY
• Define all touchpoints
• Create a customer journey
a. existing customers
b. potential customers

12. 3. CLOSING THE RETENTION GAP BY BONDING
Loyalty program with offers, discounts and privileges.
Introducing the Hyundai HI
GOLD CARD

14. A. EXISTING CUSTOMERS
Loyalty program with taylor made
offers, discounts and privileges.
(spend up, cross sell, deep sell)
• Personalized (seasonal) offers (printing on demand)
• Follow up/appointment (telemarketing)
• Email newsletters (email marketing)
• Invitations (email/direct mail)
Welcome Email newsletter 1 Email newsletter2 Invitation event Email newsletter 3 Email newsletter 4
pack (direct mail)
with card
GOLD CARD
EXCAVATORS • LOADERS • FORKLIFTS • WAREHOUSE EQUIPMENT
SPECIAL OFFERS, DISCOUNTS AND PRIVILEGES

15. B. POTENTIAL CUSTOMERS
Contact strategy based on profile
with general offers.
• Retrospect to the event (personalized photo/film)
• Appointment (telemarketing)
• Email newsletters (email marketing)
• Invitations (direct mail)
Event Retrospect event (Email) newsletters Invitations First buy Welcome
pack
with card
GOLD CARD
EXCAVATORS • LOADERS • FORKLIFTS • WAREHOUSE EQUIPMENT
SPECIAL OFFERS, DISCOUNTS AND PRIVILEGES
ENTER >
ANNUAL EVENT

16. 4. MOTIVATE AND INVOLVE DEALERS
therefor we create a
DEALER INCENTIVE PROGRAM
Masculin, competitive, sales driven, cool, strong & sturdy
• COLLECT POINTS
on sales, after sales, training and other criteria t.b.d.
• Last but not least: WIN PRIZES!

17. DEALER INCENTIVE PROGRAM
Introducing the Hyundai HI
GOLD LEAGUE

18. NEWS | TEAMS | RANKINGS | RULES | FAQ |
WIN A TRIP
TO A RUGBY
WORLD CUP MATCH
HYUNDAI
GOLD
LEAGUE
SEARCH
AXIM AM REPTASPERIAM FUGITAT
IORERUMQUE REHENT.
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aborio ius.
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ligenda nos doloratate earum apedionseque voluptas
modit aut odit facitas ipsam velignat.
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19. NEWS | TEAMS | RANKINGS | RULES | FAQ |
WIN A TRIP
TO A RUGBY
WORLD CUP MATCH
HYUNDAI
GOLD
LEAGUE
SEARCH
WIN A TRIP
TO A RUGBY
WORLD CUP MATCH
HYUNDAI
GOLD
LEAGUE
TOP 10 RANKING
01 FRANCE 7
02 FINLAND 3
03 GERMANY 12
04 GERMANY 4
05 HOLLAND 1
06 ENGLAND 4
07 SPAIN 6
08 ESTLAND 1
09 HUNGARY 3
10 ITALY 2
AXIM AM REPTASPERIAM FUGITAT
IORERUMQUE REHENT.
Les in cus aut voluptur, sapietu riorrores naturec
aborio ius.
Ullautectur reped quod qui undia comniet autatum-
que sequas molenimil ipienis escipsamus nihiliquo
bearibe rferferum sus venes adignam enes dolore
velenis adi inctemquam, apicae non etur as estis ide-
ligenda nos doloratate earum apedionseque voluptas
modit aut odit facitas ipsam velignat.
Temossum quatem errovid explita tibusciis in pos
non cumendae. Ut lit mo et asimus dolum venihiciae
nististis aut fugiam, con nonsequo quamus inis
derspel eostrumquia et dolut dolorestis re et occaept
ionsequid eum fugitatios num corporibus doloris am,
te dolesto con cusdand estisquiatem repratur sim-
pore mollori busciatum fugiati osandici sequassinis
cipsum que qui officiditas dolupta sit aborpor

20. RECAP
STRATEGY BUILD ON 3 PILLARS:
1. EVENT
Lead generation
2. Customer Loyalty Program
Sales / after sales - spare parts - training - events - etc.
3. Dealer Incentive Program
Involve and motivate local dealers

21. EXTRA’S
• TV-FORMAT (AWARENESS)
on Discovery Channel. Tower of Power! Battle of the Forklifts,
Warehouse Wars, The Excavator.
Challenges, battles, extreme performances with HHI equipment.
• YOUTUBE CHANNEL (AWARENESS)
where we can post extreme footage of what you can do
with HHI equipment! > viral on social media
• MAGAZINE (CONTROLLED CIRCULATION)
• BLOGGING (AWARENESS)
• VLOGGING (AWARENESS)

22. Battle of the Forklifts
Donderdag 21:00
Faces rem. Namenihil into is dolendit, enis esti ipsum everum aut.
BATTLE OF THE FORKLIFTS, WAREHOUSE WARS,
TOWER OF POWER, THE EXCAVATOR!

23. CONCLUSIONS AND RECOMMENDATIONS
• ALL COMMUNICATION FOCUSSED ON REGISTRATION (DRIVE-TO-THE-WEB)
• MEDIA PLAN
• COLLECT, QUALIFY AND QUANTIFY DATA
• FOLLOW UP BY SEGMENTED EMAIL
• INVOLVE SOCIAL MEDIA (TO CREATE AWARENESS)
• DEVELOP A CREATIVE CONCEPT / CAMPAIGN TO PROMOTE
THE EVENT WITH A DRIVE TO THE WEB
• REVISION OF THE CURRENT WEBSITE (OUTDATED AND STATIC)
• ESTIMATE ALL COSTS

24. ©2016 Willem van Rooij Concept & design, Houten The Netherlands