2016 Power
Vertical Marketing Campaign
Kick-Off Meeting
Paul Barsa
1/18/16
VERTICAL MARKETING - Overview
Objective:
• Increase Power sales by $1M+ via an integrated sales and marketing plan
that targets both existing and prospective customers.
Key Opportunities:
• Account Development
• Increase “share of wallet” from existing customers/relationships
–
–
MRO – Product gap analysis
Projects – IRR reports
• Account Expansion
• Identify and pursue additional facilities for customers throughout
our footprint by leveraging existing relationships
• New/Prospective Customers
• Identify and pursue new Power customers
• Integrated Suppliers
• Identify, cultivate and grow relationships
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VERTICAL MARKETING – The Power Team
FIRST
Branch
Charlotte
Maine
NJ/NY
Ohio
Philadelphia
Pittsburgh
Richmond
Wisconsin
LAST
EXT
CELL
Claus
Lovschal
5555
N/A
Stephen
Guyon
N/A
843-260-5217
Harold
Dorr
5402
N/A
Robert
Geromini
N/A
508-317-5104
Henry
Zeylikovich
5204
N/A
Peter
Collins
5264
732-547-8244
Adam
Brady
5048
N/A
Bill
Holstein
N/A
207-458-0903
Dan
Paolucci
5319
Dave
Bastow
N/A
215-880-9085
George
Panno
5351
N/A
TBD
TBD
N/A
?
Mike
Huss
?
N/A
Rick
Neurohr
N/A
?
Paul
Rector
6510
N/A
Justin
Timmerman
N/A
262-242-0466
N/A
TITLE
Inside Sales
Outside Sales
Inside Sales
Outside Sales
Inside Sales
Outside Sales
Inside Sales
Outside Sales
Inside Sales
Outside Sales
Inside Sales
Outside Sales
Inside Sales
Outside Sales
Inside Sales
Outside Sales
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VERTICAL MARKETING - Survey
• See Power Survey Results presentation
4
VERTICAL MARKETING – ICD Revenue Trend
2013
2014
2015
change
change
Customers 302
286
(16)
263
(23)
Sales
$6,183,936
$5,736,057
($447,879)
$5,334,305
($401,752)
GP $
$1,548,684
$1,434,415
($114,269)
$1,263,099
($171,316)
GP %
26.55%
27.03%
0.48%
26.97%
(0.06%)
ANALYSIS:
 Sales, Gross Profit and GP% (except for 2014) down over the past 3 years
 Decline in all measureable categories from 2013 to 2015
 Opportunity to reverse this trend and increase our market share to a level
proportionate with our size, footprint and strength
5
VERTICAL MARKETING – Power Market Study
• Capacity and spending are increasing overall in 2016
• Global consumption of natural gas is expected to increase in the
long term
• US is moving away from coal (No new coal projects expected in 2016)
• North America will have $283 billion spending on all Power
projects starting in 2016
– 2,904 active projects in 2016: wind (40%), natural gas (29%), solar (12%)
– Shale creates a big opportunity for natural gas
• Many plants are making efficiency and modernization upgrades
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VERTICAL MARKETING – Strategy
•
•
•
•
•
•
•
Identify accounts and decision-makers within Power vertical
Identify “missing” key decision-makers within each targeted account
Develop targeted messages for each key decision-maker group
Tailor ICD/Rawson value proposition towards needs of Power vertical
Implement “total selling approach” to extract greater share of wallet
Deliver messages via integrated marketing program
Forward profile of high opportunity customers/contacts to sales for
follow up and development
• Identify and acquire new Power customers
• Develop the relationship and create an active customer
• Track and measure results
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VERTICAL MARKETING – Sample Collateral
Power Industry Brochure
• Outlines the solutions that ICD
can offer our power customers
• Content includes:
– Why Industrial Controls?
– Typical power plant layout
with component labels
– Key applications and
corresponding products,
manufacturers,
and solutions for each
– 2 case studies
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VERTICAL MARKETING – Targeted Messaging
Broad “Power-targeted” message to all accounts/contacts
• Why is Industrial Controls the premier supplier to the Power
industry?
Targeted message for each decision-maker group
• Focusing on what matters most to each of them
1.
2.
3.
4.
5.
6.
Engineering – HVAC
Engineering – Industrial
Maintenance – HVAC
Maintenance – Industrial
Purchasing
Storeroom
Targeted message by product gaps and opportunities
• Focus on other products they should be buying based on ideal
customer profile and common Power applications
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VERTICAL MARKETING – Applications & Solutions
Application
Solution
Boiler
•
•
•
•
•
•
•
•
•
Pressure metering and control
High temperature control valves
Feedwater control valves
Gate, globe, and check valves
Distributed controls
Drum level
•
Flame safety and ignition controls
Gas detection for plant and personnel safety
Fuel to air ratio parallel positioning for
energy conservation
pH, Conductivity, Dissolved Oxygen
Fuel flow metering for energy conservation
and reporting
Steam flow metering for reporting and billing
Generator
•
•
•
Data recording
Gas safety systems
Fuel flow metering
•
•
•
Moisture in gas analyzers for safety
Surge protection
Temperature measurements
Cooling Tower
•
•
Level controls for monitoring and safety
Automated valves (Electric & Pneumatic)
•
•
Data recorders
VFDs for conserving energy
Maintenance
•
•
Intelligent alarming and SCADA systems
Smart transmitters with predictive
maintenance capability
Moisture detection
•
Portable flowmeters for routine
check-outs
Portable gas detection for
maintenance personnel safety
•
•
•
•
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VERTICAL MARKETING – Applications & Solutions
Application
Solution
Process Control
•
•
•
•
•
•
PLC based alarm annunciation and user interface
Wireless process signal transmission
Cost effective control valves
Paperless data recording
Event recorders
Sequence of operations monitoring
Substation/Switchyard
•
•
•
•
•
•
•
•
PLC based alarm annunciation and operator alerts
Dielectric oil pressure and level monitoring system
Operator interface/SCADA Surge suppression
Moisture in oil measurement for equipment safety
Data recorders
Wireless signal transmission
RTU
Protocol conversion
Switchgear
•
•
•
Electrical submetering and reporting
Localized graphical displays
Remote Terminal Units (RTUs)
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VERTICAL MARKETING – Targeted Products
Application
Boiler
Process Control
Key
HW, GE, Ashcroft, Pyromation, Burns,
Manufacturers Barksdale, ASCO, Fireye, ABB, Graphic
Controls
HW, GE, Badger, Fireye, Ashcroft,
Pyromation, Burns, Barksdale, ASCO,
Graphic Controls, General Monitors
• Alarm Annunciator Systems, Data
Recorders
• Pressure Transmitters & Switches,
Temperature Elements,
Transmitters & Switches, Gas
Analyzer
• Flame Safety, Gas Detection
• Control Valves, Gate, Globe &
Check Valves
• pH, Conductivity, Dissolved Oxygen
• Rotameters
• Distributed Control Systems, PLC,
SCADA Software, Alarm
Annunciator Systems
• Control Valves, Gate, Globe &
Check Valves, Flowmeters, Data
Recorders
• Gas Detection, Flame Safety, Gas
Analyzer, Dissolved Oxygen
• Pressure Transmitters & Switches,
Temperature Elements,
Transmitters & Switches
Products
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VERTICAL MARKETING – Targeted Products
Application
Generators
Maintenance
Switchgear
Key
Manufacturers
HW, Burns,
Pyromation, Phoenix,
GE, General Monitors
Ashcroft, Wika, Dwyer,
Barksdale, ASCO, GE,
Badger, Red Lion,
Phoenix
HW, Veris, GE, Red Lion
Products
• Hydrogen Purity
Analyzers
• RTDs for Zone
Temperature
Measurements
• Surge Protectors for
RTDs
• Gas Detection
• Flowmeters
•
•
•
•
•
•
•
• Energy Submetering
• Graphical Displays
• RTUs
Gauges
Pressure Switches
Moisture Detection
Portable Flowmeters
PLCs
Network Switches
Valves
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VERTICAL MARKETING – Targeted Products
Application
Cooling Tower
Key
HW, Siemens, Flowline, Badger, GE,
Manufacturers Red Lion, ABB
Products
•
•
•
•
•
Variable Frequency Drives
Level Transmitters & Switches
Flowmeters
RTUs
Rotameters
Substation/Switchyard
GE, Pyromation, Burns, Red Lion, HW
•
•
•
•
Moisture Detection
Temperature Sensors
Data Collectors
Wireless Dielectric Oil Pressure
Transmitters
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VERTICAL MARKETING – Next Steps
Existing Account Development
•
Marketing
– Segregate customers in deciles 1-5 that provide ICD with the best opportunity for growth
– Identify product “gaps” from decile report for each customer and provide to sales rep to
support total selling effort
– Identify key decision makers from SLX and identify missing decision-maker titles
– Market ICD to these customers
•
Sales
– Review product “gaps” from decile report for each customer in order to support total selling
effort
– Make calls or schedule visits to customers to review gaps and opportunities
– Report back results
•
Call Center
– Confirm existing contact info is correct
– Obtain missing decision-makers’ contact information & update SLX
– Pass information along to salesperson and marketing
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VERTICAL MARKETING – Next Steps
Account Expansion
• Marketing
– Identify existing accounts who have additional facilities throughout the US that
we are NOT currently doing business with
– Focus on facilities within our footprint
– Market ICD to these customers
• Call Center
– Identify a contact at new facility and provide customer profile if possible
– Schedule follow-up for sales
•
Sales
– Follow-up on leads from Call Center
– Report back results
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VERTICAL MARKETING – Next Steps
New Customer Development
• Marketing
– Identify and analyze companies in the Top 100 that we are not doing any
business with
– Generate and analyze Hoovers prospect list for additional opportunities
– Market ICD to these customers
• Call Center
– Identify a contact at prospective account and provide customer profile if
possible
– Schedule follow-up for sales
• Sales
– Follow-up on leads from Call Center
– Report back results
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VERTICAL MARKETING – Next Steps
Additional Next Steps for Marketing
• Conduct monthly webinar with Power team to track plan & review progress
• Create internal and external collateral and support materials including:
• Brochures
• Line cards
• Emails
• Case studies & white papers
• Promotions
• Videos
• Create a landing page dedicated to Power content on our website
• Create lead-generation opportunities
• Social media activity targeted at power industry and groups
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VERTICAL MARKETING
Thank You
Please share your thoughts & ideas!
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