Coleman Cable: Managing change, a case study. John Suarez Director of Marketing, Coleman Cable

Transcription

1 Coleman Cable: Managing change, a case study John Suarez Director of Marketing, Coleman Cable

2 Agenda Introduction to Southwire /Coleman Cable Introduction to John How Coleman Cable uses B2B ecommerce Marketing efforts around B2B ecommerce Challenges Trends/Future Seeing in ecommerce and Marketing What the future holds B2B ecommerce Conclusion 2

3 Coleman Cable/Southwire Coleman Cable, Inc. was a $1 billion dollar 40 year company that designs, develops, manufactures, and supplies electrical wire and cable products for consumer, commercial, and industrial applications in the United States, and Canada. Coleman sells through distributors and some of the popular ecommerce providers (Amazon, etc.) and Retailers (Home Depot, etc.) You are likely to already own some of our products at your home or business 3

4 Coleman Cable/Southwire In early 2014, Coleman Cable acquired by Southwire 60 years in business Southwire Company, LLC ( Southwire ) is one of the largest wire and cable manufacturer in North America and is the largest privately held wire producer in the world. Southwire/Coleman and its subsidiaries produce building wire and cable, metal-clad cable, portable and electronic cord products and OEM wire products and MUCH more! If you need it we probably have it; if not will create it Southwire has over many popular brands 4

5 Introduction to John Director of Marketing Consumer, Electrical and ED Professional Products, for Southwire/Coleman Cable Lead for branding and marketing for all of North America Tool & Equipment division Been part of Coleman Cable for 4 years and today manage teams of Graphic Designers, Packaging Engineer, Marketing, Consumer Support, Dot.Com, and show fulfillment 5

6 Introduction to John Prior worked: Actuant - Electrical and lead the marketing efforts for several major brands in multiple sales channels; Acme, Actown, Amveco, Gardner Bender (GB), and Marinco Ball Corporation; lead all marketing efforts for Aerosol and Specialty Packaging Division Schneider Electric; marketing efforts for Square D brand within the Retail and Electrical Distribution channels Ace Hardware Corporation; over 13 years in both marketing, and ecommerce Board Member; Business Marketing Association BMA (Milwaukee & Chicago) 6

7 Use of B2B ecommerce Outside of some product replacement parts, Coleman site does not directly sell to consumers Coleman s ecommerce/ web solution is used by distributors, retailers, and end consumers Several product brands each have different websites and catalogs Large number of SKUs Coleman Cable Website technical overview New site launched July, 2013 Kentico software WebSphere commerce catalog Connects to backend legacy applications 7

8 Use of B2B ecommerce

9 Use of B2B ecommerce 9

10 Use of B2B ecommerce 10

11 Use of B2B ecommerce Where to Find Our Products continued 11

12 Use of B2B ecommerce CCI Parts.com 12

13 Marketing Around With B2B Marketing, website, ecommerce needs to be highly integrated All touch points need to work together Need to market to consumers, customers and distributors Marketing materials /information are available on the website 13

14 Challenges for Today s Businesses Multiple brands, complex business/marketing models that keep evolving Many different channels to satisfy Product pricing complexity Customers want everything online Many firms have multiple masters to serve; consumer, retail, and businesses needs to enable from B2B perspective One of the biggest challenge to business today is to examine how business is done and determine if it can leverage this technology 14

15 General Trends/Future Seeing in ecommerce and Marketing B2B ecommerce is becoming more B2C ish in branding/marketing B2B ecommerce use to be only for BIG Business; now start ups, sole proprietors and small organizations Move to Mobile QR codes, Apps Field Sales, reps need marketing material, show product, and be able to order product at conferences and industry events. More customer service functions moving online 15

16 What The Future Holds for ecommerce Continue to evolve and grow Focus the message; consolidations of brands wherever possible Provide information, easy of doing business As individual consumers, discover your products and brand online, this can create a pull marketing value proposition ecommerce can work with traditional business, not against and filter consumers to brick n mortar outlets 16