channelmarketing Cooperative Market Development Program

Transcription

1 channelmarketing Cooperative Market Development Program

2 2 OVERVIEW marketingmix Market Development Program UPP 2.0 MDF Program The tesa tape channel team strives to equip partners with the tools needed to be successful in the market place. The Marketing Development Fund Program is one way that we accomplishes this initiative. tesa s comprehensive MDF Program helps generate new business and nurture ongoing opportunities through strategic market development. To simplify this program the channel team has created a catalog to facilitate with annual marketing planning and execution by tesa channel partners. The MDF Catalog provides partners with exclusive access to tesa branded promotional items, point of sale sample kits and mini log converter displays. Our offering can be used to support a number of different MDF campaigns and activities. Within this program the channel team recommends an integrated marketing mix that encompasses traditional marketing, digital marketing, training, sales incentives and cobranding. The following chart represents the recommended percentage spend of each approved activity: Cobranding Sales Incentives 10% 15% 25% Training Educational Events 25% 25% Digital Marketing Traditional Marketing Marketing Development Funds are allocated annually and are based on total net partner purchases from previous years. The marketing mix illustrated above displays the recommended path to using the funds. Partners should consult with their market managers individually to discuss specific funding plans.

3 APPROVED ACTIVITIES 3 Traditional Marketing Traditional marketing encompasses a wide range of marketing activities. Most of these activities fall under the categories of print, direct mail and broadcast. Although advertisements and other media campaigns are shifting from traditional marketing to digital marketing, the team at tesa still advises and approves traditional marketing methods. Some of the traditional marketing campaigns for which we provie assistance are: Direct mailers Advice for co-op advertisements Assistance with co-op print collateral Digital Marketing Digital marketing is the promotion of products and services using online platforms. Online marketing programs have become increasingly important as consumers and partners use the internet for business transactions. These types of programs allow consumers to receive customized information based on their preferences and internet activity. In contrast to traditional marketing, digital marketing uses various channels and methods that enable organizations to track and analyze their campaigns in real time. The tesa channel team provides a wide range of support including, but not limited to: Advice on search engine strategy Support for campaigns Provide approved tesa logos and select imagery Insight and examples of B2B social media programs Access to videographers for short media clips Training/Educational Events Training is an essential part of the marketing mix. The channel team here at tesa is prepared to strategize with each of our partners to determine how training sessions can strengthen skills and improve overall performance. We have the capabilities to host in house trainings at one of our facilities or travel on-site to a partners location. Examples of acceptable training events include: tesa Tape Academy Lunch-and-learn events Educational sessions at tradeshows Co-op tradeshow exhibitions Online webinars Sales Incentives/Promotions tesa recommends 15% of MDF funds to be allocated towards sales incentive and promotion. Sales incentives should be aligned with a specific sales campaign, with the end result being measurable and quantifiable.

4 4 PROMOTIONAL ITEMS Cobranded Premium Items tesa promotional items turn a simple message into an actual experience. The items below display a selection of tesa's MDF catalog offering. Below each description are minimum order quantities and suggested price points. Price points will alter depending on branding request and order quantities. tesa branding, individual partner branding or a combination of both are available for certain items. To purchase items that are not listed in this catalog, please contact your tesa market manager. Embroidery Strips/Artwork Golf Shirts Titleist Golf Balls Artwork creation for co-branding campaigns Please contact your market manager. Black dry-fit Nike golf shirts with tesa branding on the sleeve Min. Order Quantity: 12 Price: $ per shirt Item sold in cases with 12 balls per package Min. Order Quantity: 24 Cases Price: $ per case Adjustable Ball Cap Drake Twist Ballpoint Pen Foil Stamped Journal Book Black and red adjustable classic style hat Min. Order Quantity: 48 Price: $ each Sleek ballpoint pen features black rubber grip with chrome details Price: $ 5.00 each Spiral bound journal book, includes 100 pages of paper Price: $ 7.00 each

5 PROMOTIONAL ITEMS 5 USB Stick Plug in Car Charger Extended Battery Charger Flash drive with folding protective cover Min. Order Quantity: 24 Price: $ 7.50 each Car charger with LED power indicator, compatible with standard cigarette lighter Price: $ 2.50 each UL Certified battery backup charger for smartphones Min. Order Quantity: 24 Price: $ each Tote Bag Hanging Wall Clock tesa Flag 15.5x11 inch polypropylene tote with single side screen printing Min. Order Quantity: 150 Price: $1.80 each plus $50 set up cost Hand crafted premium Wooster Clock with custom steel hands (actual color may vary) Min. Order Quantity: n/a Double-sided full color, polyester flag with grommet holes for hanging Min. Order Quantity: n/a Price: $62.00

6 6 DISPLAYS Point of Sale Sample Cases Point of sale sample cases are now available. These sample cases come standard with an assortment of tesa tape products. Our team is happy to provide this unit as a standard kit or work with you to develop point of purchase sample kits that are optimized for your business segments. Please contact your market manager for more information about customization. Price: $250 / each (pricing based on similar design) Converter Display Case tesa mini log converter displays are ideal for tradeshows and facility exhibits. Each display has 6 compartments and comes standard with signage and literature shelving. The display case houses up to 20 samples and is stocked with selections from tesa's core assortment of products. In special cases the tape assortment can be customized to meet the needs of the end user. The converter displays are intended to introduce tesa as a PSA (pressure sensitive adhesive) system solution provider. The modular displays strengthen our position within our partners' facilities by presenting tesa's capabilities and increasing brand awareness. Price Point: approx. $ / each

7 MDF REQUEST FORM 7 MDF Request Form Date: To submit inquiries about the promotional items or support services listed in the MDF Catalog please fill out this form and return it to your tesa market manager. Name: tesa Sales Specialist: Company: Address: Activities (check all that apply): Traditional Marketing Digital Marketing Training / Educational Events Sales Incentives / Promotions Cobranded Premium Items Other Activity Description (please detail as much information as possible) Activity Objectives Estimated Completion Date: Projected Leads: Key Message / Product: Additional Information: Estimated Cost: $